All Outputs (2)

Is it real or not? construction of meaning and identity in virtual influencer marketing (2025)
Journal Article
Thompson, J., Igarashi, R., Krowinska, A., & Logan-McFarlane, A. (2025). Is it real or not? construction of meaning and identity in virtual influencer marketing. Journal of Business Research, 194, Article 115362. https://doi.org/10.1016/j.jbusres.2025.115362

Virtual influencers (VIs) are an emerging category of social media influencer. Through a sequential mixed-method research design, this research employs the theoretical lens of symbolic interactionism to explain how social media users construct meanin... Read More about Is it real or not? construction of meaning and identity in virtual influencer marketing.

Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook. (2017)
Thesis
Krowinska, A. Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook. (Thesis). Edinburgh Napier University. http://researchrepository.napier.ac.uk/Output/1034828

Grounded in a constructivist paradigm, this thesis contributes to an emerging body of scholarship on the consumer engagement concept. In this research, the author conceptualises consumer engagement on social networking sites as a one-dimensional beha... Read More about Fifty shades of consumer engagement: an exploration of factors influencing digital natives' brand-related consumer engagement behaviours on Facebook..