Yet another persuasion tactic? De-influencing with alternative brand recommendations and consumer perceptions
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Author (Corporation)
Publication date
2026
Type of student thesis
Course of study
Type
04B - Conference paper
Editor (Corporation)
Supervisor
Parent work
Marketing and Smart Technologies. Proceedings of ICMarkTech 2025
Special issue
DOI of the original publication
Link
Related research data
Series
Smart Innovation, Systems and Technologies
Series number
474
Volume
2
Issue / Number
Pages / Duration
483-496
Patent number
Publisher / Publishing institution
Springer
Place of publication / Event location
Cham
Edition
Version
Programming language
Assignee
Practice partner / Client
Keywords
Subject (DDC)
Event
International Conference on Marketing and Technologies (ICMarkTech 2025)
Exhibition start date
Exhibition end date
Conference start date
Conference end date
Date of the last check
ISBN
978-3-032-16287-8
978-3-032-16288-5
978-3-032-16288-5
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
not peer-reviewed
Open access category
Closed
Citation
Beurer-Züllig, B., Dörner, A., & Rozumowski, A. (2026). Yet another persuasion tactic? De-influencing with alternative brand recommendations and consumer perceptions. In J. L. Reis, C. Ruiz-Mafé, M. K. Peter, & L. P. Reis (Eds.), Marketing and Smart Technologies. Proceedings of ICMarkTech 2025 (Vol. 2, pp. 483–496). Springer. https://doi.org/10.1007/978-3-032-16288-5_34