社群媒體（Social Media）與網路紅人（Social Influencer）的興起為企業開啟了全新的行銷模式；對企業與消費者而言，逾30億的社群媒體使用人口（根據2019年之統計）是轉機也有可能是危機(Clement, 2020b)。在隨著社群媒體成長的影響力行銷日益發達的現代，探究社群媒體使用者、網路紅人與企業之間的動態關聯性益顯重要。上述的社群媒體關係可以是正向（透過互相支持達到雙向行銷的效果）、負向（惡意批評透過社群的渲染力擴大負面形象的散播）、或是中立。因此，在社群媒體的生態圈中慎選合作對象成為企業首要之務；而在品牌行銷的過程中，對於社群媒體關係審慎、誠實且即時的反應方能有效地提升品牌聲譽。本文以德國果汁品牌True Fruits探討著名的社群媒體負向關係――「shitstorm（德文，中文直譯為屎尿風暴）」。True Fruits因不當的行銷廣告而掀起了一場shitstorm，使得許多網路紅人及倡議團體紛紛要求該公司產品在德國、奧地利以及瑞士下架。本研究針對該公司的貼文進行文本情感分析 (Sentiment Analysis）並發現，該事件可能對於True Fruits造成了短期的負面影響。然而長期而言，除了更換行銷策略，本研究發現該場shitstorms並未對True Fruits造成更嚴重的衝擊。

Thanks to social media and influencers, companies can potentially reach an audience that is bigger than three billion people worldwide who were using social media in 2019 which enables a whole new world of opportunities and risks for companies and consumers (Clement, 2020b). A literature review helped investigating the dynamics between social media users, influencers, and businesses and the effects on brand reputation. The mutual impact of these parties can be positive, supporting what the other party publishes online, negative, criticizing the other party and prompting their followers to share the same negative attitude towards the other party, or neutral. Thus, it is important for companies to carefully select the right people you work with on social media. One of the main threats to companies are so called “shitstorms”, that can ruin the brand and the relationship with their customers on social media. Reacting carefully, authentically, quickly, and respectfully seems to be essential to create, restore, or maintain a positive reputation. The German smoothie company true fruits triggered such a shitstorm by launching provocative marketing campaigns. As a result, some influencers and activists started a petition to ban the company’s products from German, Austrian, and Swiss supermarkets. A sentiment analysis of the comments underneath the company’s posts showed predominantly negative responses toward true fruits’ behavior which might have affected the company negatively for the short term. In the long run, however, their reputation does not seem to have suffered too much even though they had to adjust their marketing strategy a little bit.

Thesis Validation Letter i
Sworn Declaration ii
摘要 iii
Abstract English iv
1. Introduction 1
1.1 Background of the Research 1
1.2 Statement of the Problem 3
1.3 Aim of the Thesis 4
2. Literature Review 4
2.1 History of Social Media – The Case of Instagram 5
2.2 The Dynamics Between Instagram Users, Influencers, and Businesses and the Impact on a Company’s Reputation 7
2.2.1 Preliminary Considerations 7
2.2.2 Individuals: Definitions, Motivations, and Comment Culture 8
2.2.3 Influencers and their impact on Instagram 15
2.2.4 Companies: Online Reputation Management and Crisis Management 20
2.3 Conclusion 26
3. Methods 27
4. Case Study: true fruits – Is Bad Publicity Better Than No Publicity? 32
4.1 Social Media Marketing Strategy at true fruits – Sentiments of Newspapers, Blogs, and Magazines 32
4.2 Example Campaigns and the Reaction of Users - Results of Sentiment Analysis 41
4.3 True Fruits CMO And Co-Founder Nicolas Lecloux’s behavior 55
5. Discussion and Conclusion 57
References 61
Appendix 71

References
Absatzwirtschaft (2018). TrueFruits: Nic Lecloux erzählt die Erfolgsgeschichte des Bonner "Saftladens". Retrieved from https://www.wiso-net.de/document/ASW__7ed968838873ea9773f74a215aaa560f9b11f1c6
Allcott, H., & Gentzkow, M. (2016). Social Media and Fake News in the 2016 Election. Retrieved from https://www.nber.org/papers/w23089
Allred, K. (2018). The Causes and Effects of “Filter Bubbles” and how to Break Free. Retrieved from https://medium.com/@10797952/the-causes-and-effects-of-filter-bubbles-and-how-to-break-free-df6c5cbf919f
Armenteras, J., Paech, R., & Politiek, I. (2017). Influencer Marketing's Effects on B2C Brand Image: A Case Study of Nike. Retrieved from http://lup.lub.lu.se/student-papers/record/8971190/file/8971191.pdf
Bakshy, E., Hofman, J. M., Mason, W. A., & Watts, D. J. (2011). Everyone's an influencer. In I. King, W. Nejdl, & H. Li (Eds.), Proceedings of the fourth ACM international conference on Web search and data mining - WSDM '11 (p. 65). New York, New York, USA: ACM Press. https://doi.org/10.1145/1935826.1935845
Becker, K., & Nobre, H. (2014). Social Network Reputation Management: An International Study. Journal of Promotion Management, 20(4), 436–451. https://doi.org/10.1080/10496491.2014.930282
Becker, K., Nobre, H. (2013). Monitoring and protecting company and brand reputation on social networks: when sites are not enough. Global Business and Economic Review, 15(2), 293–308.
Beham, F. (2015). Corporate Shitstorm Management: Konfrontationen im Social Web professionell managen. Essentials. Wiesbaden: Springer Gabler.
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/JAR-2019-030
Business Dictionary (n.d.). Brand Image. Retrieved from http://www.businessdictionary.com/definition/brand-image.html
Campillo-Lundbeck, S. (2019). Auf Messers Schneide: Gillette und TrueFruits zeigen die Grenzen der Haltungs-Debatte. Kommentar. Retrieved from https://www.wiso-net.de/document/HOR__20190221486656%7CAHOR__20190221486656
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research. Advance online publication. https://doi.org/10.1016/j.jbusres.2018.07.005
Clement, J. (2020a). Distribution of Instagram users worldwide as of April 2020, by age group. Retrieved from https://www.statista.com/statistics/325587/instagram-global-age-group/
Clement, J. (2020b). Number of global social network users 2010-2023. Retrieved from https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
Content-marketing.com (n.d.). [Langer Atem II] Wie true fruits gegen eine wichtige Content-Marketing-Regel verstößt – und damit durchkommt. Retrieved from https://content-marketing.com/wie-true-fruits-ohne-marketingbudget-seinen-umsatz-enorm-steigert/
Dariadaria (2019). Screenshot: true fruits campaign "Abgefüllt & mitgenommen.". Retrieved from https://www.facebook.com/photo?fbid=2948313438518324&set=pcb.2948313578518310
Deutscher Werberat (2019). Werberat spricht nachträgliche Beanstandung aus - Social-Media-Werbung von true fruits überschreitet Grenze zulässiger Provokation. Retrieved from https://werberat.de/sites/default/files/uploads/media/true_fruits_sun_creamie_screenshot_fb.jpg
Dierig, C. (2019a). "Niemand muss auf eine Entschuldigung warten". Wirtschaft. Retrieved from https://www.wiso-net.de/document/WELT__7b063bf6c86c8e61f8522de60606bfd8dea415f0
Dierig, C. (2019b). Provokation mit Folgen: Obszöne Werbung von TrueFruits könnte Kunden langfristig verschrecken. Rubrik: Wirtschaft. Retrieved from https://www.wiso-net.de/document/WELT__a85ac3475eadde2cf9dec3d96e4037dc45b730d1
Dierig, C. (2019c). TrueFruits will ab Oktober Säfte verkaufen: Bonner Smoothie-Hersteller setzt nach provokanter Werbung auf größere Produktpalette. Wirtschaft. Retrieved from https://www.wiso-net.de/document/DWK__af5f92b03e9a81984d6e2e3147f80183373a6993
Dierig, C. (2019d). TrueFruits will ab Oktober Säfte verkaufen: Größere Produktpalette statt umstrittener Werbung. Rubrik: Wirtschaft. Retrieved from https://www.wiso-net.de/document/WELT__ff4ccdfaaea5157453b7d918185eff66c0e71d5d
Dollarhide, M. E. (2019). Social Media Definition. Retrieved from https://www.investopedia.com/terms/s/social-media.asp
Dolle, R. ten (2014). Online Reputation Management (Bachelor's Thesis). University of Twente, Netherlands. Retrieved from http://essay.utwente.nl/66224/1/Dolle,ten_BA_MB.pdf
Duden (n.d.). Shitstorm, der. Retrieved from https://www.duden.de/rechtschreibung/Shitstorm
Ennis-O'Connor, M. (2019). How Much Time Do People Spend on Social Media in 2019? [Infographic]. Retrieved from https://medium.com/@JBBC/how-much-time-do-people-spend-on-social-media-in-2019-infographic-cc02c63bede8
Fassbender, T., & Elbern, S. (2019). Farbangriff auf Bonner Zentrale von TrueFruits. Retrieved from https://www.wiso-net.de/document/GAZ__2b75e83fdaeb41003e9b5c9c794116f06e96f16f
Flaig, M. (2019). Warum True Fruits alles richtig macht. Nach Ansicht von Hermann Wala. Retrieved from https://www.wuv.de/marketing/warum_true_fruits_alles_richtig_macht
Flyvbjerg, B. (2006). Five Misunderstandings About Case-Study Research. Qualitative Inquiry, 12(2), 219–245. https://doi.org/10.1177/1077800405284363
Frasl, B. (2019). So funktioniert das perfide Marketing von True Fruits - und so zeigt sich der Widerstand im Netz. Rechts-populistische Strategie. Retrieved from https://www.stern.de/neon/wilde-welt/gesellschaft/true-fruits-werbung--so-funktioniert-die-perfide-masche-dahinter-8855784.html
Frier, S. (2020). No filter: The inside story of Instagram (First Simon & Schuster hardcover edition). New York: Simon & Schuster.
Furgalec, K. N. (2019). #truediskriminierung und sonst nichts. Nehmt true fruits aus Eurem Sortiment. Retrieved from https://www.change.org/p/truediskriminisierung-und-sonst-nichts-nehmt-true-fruits-aus-dem-sortiment
Gupta, S. (2018, January 7). Sentiment Analysis: Concept, Analysis and Applications. Retrieved from https://towardsdatascience.com/sentiment-analysis-concept-analysis-and-applications-6c94d6f58c17
Hager, C. (2017). "true colors" von truefruits: Semiotische Bedeutungsanalyse: Die Brain Scripts der Österreich-Plakate von truefruits lösen bei den Betrachtern die unterschiedlichsten Assoziationen aus - selbst der Werberat nahm sich der Kampagne an. Retrieved from https://www.wiso-net.de/document/AAA__0599f185d3b5ad119f19f21ef94cbcbaa70c8fba
Hebben, M., & Becker, J. (2019). TrueFruits versucht es noch einmal: Smoothie-Hersteller bringt Saft-Range ins Kühlregal – Coke-Tochter Innocent dominiert das Segment. Retrieved from https://www.wiso-net.de/document/LMZ__20190920511864%7CLMZA__20190920511864
Hermann, J. (2019). Saftiger Ärger: Der Smoothie-Hersteller TrueFruits löst mit politisch unkorrekter Werbung grosse Empörung aus. Retrieved from https://www.wiso-net.de/document/NZZ__ea2595cfbb6db2bd55bb109848d1179e6b3598cc
Hilbig, H. (2017). Jugendwahn im Marketing - Risiko für Unternehmen. Retrieved from https://www.springerprofessional.de/en/markenstrategie/kommunikation/jugendwahn-im-marketing-risiko-fuer-unternehmen/11924300
Hilbrecht, H. (n.d.). Nic Lecloux - Wir sind im Unterhaltungsbusiness. Retrieved from https://www.growsmarter.de/true-fruits-nic-lecloux-wir-sind-im-unterhaltungsbusiness
Holst, J., & Mende, J. (2019). TrueFruits landet Punktsieg gegen Edeka: Smoothie-Hersteller wehrt sich vor Gericht gegen „Kopie“ – Händler will Eigenmarke ändern. Retrieved from https://www.wiso-net.de/document/LMZ__20190607499403%7CLMZA__20190607499403
Holst, J., Mende, J., Lattmann, C., & Busche, J. (2019). Edeka legt sich mit TrueFruits an: Neue Eigenmarke lehnt sich an bekannte Smoothie-Marke an – Netto wirbt diese Woche aggressiv zur Einführung. Retrieved from https://www.wiso-net.de/document/LMZ__20190517497047%7CLMZA__20190517497047
Horizont (2019). Werberat stellt TrueFruits in den Senkel. Retrieved from https://www.wiso-net.de/document/HOR__20190905509483%7CAHOR__20190905509483
Kang, J., Yoon, J., & Han, J. (2020). Why do Instagram Users Tag Friends in Comments? In A. E. F. Seghrouchni, G. Sukthankar, T.-Y. Liu, & M. van Steen (Eds.), Companion Proceedings of the Web Conference 2020 (pp. 54–56). New York, NY, USA: ACM. https://doi.org/10.1145/3366424.3382694
Kapferer, J. M. (2012). The New Strategic Brand Management: Advanced Insights and Strategic Thinking (5th ed.). London: Kogan Page. Retrieved from https://www.semanticscholar.org/paper/The-New-Strategic-Brand-Management-%3A-Advanced-and-5-Kapferer/cd31d7f7913ffef8eda11d5c3c02616afd0d1244
Kölner Express (2019). True Fruits nimmt sich selbst aufs Korn. Retrieved from Dauerhafte Adresse des Dokuments:
Krost, H. (2018). Eckes-Granini kauft zu: Safthersteller übernimmt 35 Prozent an der TrueFruits GmbH. Retrieved from https://www.wiso-net.de/document/LMZ__20180406447429%7CLMZA__20180406447429
Laschyk, T. (2019). GROTTENSCHLECHTES MARKETING: TRUE FRUITS IST DIE AFD UNTER DEN SMOOTHIEHERSTELLERN. TRUE FRUITS IST DIE AFD UNTER DEN SAFTLÄDEN. Retrieved from https://www.volksverpetzer.de/schwer-verpetzt/true-fruits/
Lebensmittel Zeitung (2019a). LZ/Innofact - Markencheck: TrueFruits. Retrieved from https://www.wiso-net.de/document/LMZ__20190531498725%7CLMZA__20190531498725
Lebensmittel Zeitung (2019b). TrueFruits sagt (nicht) Ja zu Plastik. Retrieved from https://www.wiso-net.de/document/LMZ__20190510496269%7CLMZA__20190510496269
Leung, L. (2013). Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism. Computers in Human Behavior, 29(3), 997–1006. https://doi.org/10.1016/j.chb.2012.12.028
Lexico powered by Oxford (n.d.). Meaning of social media in English. Retrieved from https://www.lexico.com/definition/social_media
Ma, A., & Gilbert, B. (2019). Facebook understood how dangerous the Trump-linked data firm Cambridge Analytica could be much earlier than it previously said. Here's everything that's happened up until now. Retrieved from https://www.businessinsider.com/cambridge-analytica-a-guide-to-the-trump-linked-data-firm-that-harvested-50-million-facebook-profiles-2018-3?r=DE&IR=T
Men, L. R., & Tsai, W.‑H. S. (2016). Public engagement with CEOs on social media: Motivations and relational outcomes. Public Relations Review, 42(5), 932–942. https://doi.org/10.1016/j.pubrev.2016.08.001
Merriam-Webster Dictionary (n.d.). Social Media Definition. Retrieved from https://www.merriam-webster.com/dictionary/social%20media
Müller, F. (2016). Was hinter den provokanten Samenstau-Plakaten steckt. True Fruits. Retrieved from https://www.horizont.net/marketing/nachrichten/True-Fruits-Was-hinter-den-provokanten-Samenstau-Plakaten-steckt-142357
Newberry, C. (2019). 37 Instagram Stats That Matter to Marketers in 2020. Retrieved from https://blog.hootsuite.com/instagram-statistics/
Ohlmeyer, N. (2018). Die True Fruits Strategie – provokativ, mutig und erfolgreich. Retrieved from https://vorlesungonlinekommunikation.wordpress.com/2018/09/30/die-true-fruits-strategie-provokativ-mutig-und-erfolgreich/
Pariser, E. (2011a). Beware online "filter bubbles" [Video]: TED. Retrieved from https://www.ted.com/talks/eli_pariser_beware_online_filter_bubbles
Pariser, E. (2011b). The filter bubble: What the Internet is hiding from you. New York: Penguin Press.
Pötsch, M. (2019). True Fruits soll mit ihrer diskriminierenden Werbung nun bei einer Konferenz zeigen, wie "erfolgreiches" Marketing geht. Retrieved from https://wienerin.at/true-fruits-soll-mit-ihrer-diskriminierenden-werbung-nun-bei-einer-konferenz-zeigen-wie
Puma (n.d.). Pamela Reif Collection. Retrieved from https://www.google.com/url?sa=i&url=https%3A%2F%2Feu.puma.com%2Fsi%2Fde%2Fdamen%2Fpamela-reif-collection&psig=AOvVaw3V7kUQVsip5I5BXyn8ylGr&ust=1591433693891000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCMD1_NKm6ukCFQAAAAAdAAAAABAE
Reagle, J. M. (2015). Reading the comments: Likers, haters, and manipulators at the bottom of the Web. Cambridge, Massachusetts: The MIT Press.
Rentz, I. (2019). „Wir wollen uns einmischen“: TrueFruits: Die Werbung des Smoothie- Herstellers polarisiert. Die drei Gründer erklären, warum sie gern provozieren. Retrieved from https://www.wiso-net.de/document/HOR__20190919511537%7CAHOR__20190919511537
Richmond, S. (2019). Who Invented Apps For Smart Phones? Retrieved from https://www.investopedia.com/articles/personal-finance/062215/who-invented-apps-smart-phones.asp
Rouse, M. (2018). Filter Bubble. Retrieved from https://whatis.techtarget.com/definition/filter-bubble
Scholz, S., & Schultz, S. (2018, February 18). Eier- und Farbattacke auf True-Fruits-Zentrale. Retrieved from https://www.wiso-net.de/document/EXPR__MDS-A-E6AB6134-894D-4FB8-9CC6-08D0D66B3236%7CEXPT__MDS-A-E6AB6134-8
Schultz, S. (2019). Wieder Wirbel um TrueFruits. Retrieved from https://www.wiso-net.de/document/EXPR__MDS-A-24A00DC5-6A32-4715-A9F4-BADE082EF159-KOELN%7CEXPT__MDS-A-24A00DC5
Sharma, V., & Kharas, H. (2017a). After the Storm. In V. Sharma & H. Kharas (Eds.), The Indestructible Brand: Crisis Management in the Age of Social Media (pp. 129–142). 1 Oliver's Yard, 55 City Road London EC1Y 1SP: SAGE Publications, Inc. https://doi.org/10.4135/9789353280574.n8
Sharma, V., & Kharas, H. (2017b). Creating a Crisis-Ready Organization. In V. Sharma & H. Kharas (Eds.), The Indestructible Brand: Crisis Management in the Age of Social Media (pp. 19–30). 1 Oliver's Yard, 55 City Road London EC1Y 1SP: SAGE Publications, Inc. https://doi.org/10.4135/9789353280574.n2
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi.org/10.1016/j.chb.2015.12.059
Silva, M. J. d. B., Farias, S. A. d., Grigg, M. K., & Barbosa, M. d. L. d. A. (2020). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133–163. https://doi.org/10.1080/15332667.2019.1664872
Singh, J., Crisafulli, B., La Quamina, T., & Xue, M. T. (2020). ‘To trust or not to trust’: The impact of social media influencers on the reputation of corporate brands in crisis. Journal of Business Research, 1–17. https://doi.org/10.1016/j.jbusres.2020.03.039
Smith, K. (2019). 50 Incredible Instagram Statistics. Retrieved from https://www.brandwatch.com/blog/instagram-stats/
Springer, N., Engelmann, I., & Pfaffinger, C. (2015). User comments: motives and inhibitors to write and read. Information, Communication & Society, 18(7), 798–815. https://doi.org/10.1080/1369118X.2014.997268
Stehr, P., Roessler, P., Leißner, L., & Schoenhardt, F. (2015). Parasocial Opinion Leadership Media Personalities' Influence within Parasocial Relations: Theoretical Conceptualization and Preliminary Results. International Journal of Communication, 9, 982–1001. Retrieved from https://www.researchgate.net/publication/289543982_Parasocial_Opinion_Leadership_Media_Personalities%27_Influence_within_Parasocial_Relations_Theoretical_Conceptualization_and_Preliminary_Results
Steinkirchner, P. (2019a). 'Die Werbebranche müsste über solch ein Unternehmen jubeln'. True Fruits. Retrieved from https://www.wiso-net.de/document/WWON__8db84868d3fe00b7b10e8a7ba7c893a8e63cd0e9
Steinkirchner, P. (2019b). Smoothie-Hersteller TrueFruits reagiert auf Proteste. 'Haben scheiße reagiert'. Retrieved from https://www.wiso-net.de/document/WWON__43b98b61b5076540c857d881e0472019a06cc37b
Steinkirchner, P. (2019c). Wie weit darf Provokation gehen? TrueFruits. Retrieved from https://www.wiso-net.de/document/WWON__e1b0dbb640c8cf0b5f9b437791e06f5c37329c3f
Strasser, D. (2017). So tickt True-Fruits-Marketingchef Nic Lecloux. Retrieved from https://www.wuv.de/marketing/so_tickt_true_fruits_marketingchef_nic_lecloux
True Fruits (n.d.). History. Retrieved from https://true-fruits.com/history
True Fruits (2017). Rarely makes it across the border. Retrieved from facebook.com/true.fruits.no.tricks
True Fruits (2019a). "Yes, we are discriminating". Retrieved from https://www.instagram.com/p/Bt3ynxgFKm6/?hl=en
True Fruits (2019b). Statement 2: Daenerys Tagaryen Quote. Retrieved from https://www.instagram.com/p/B1RSRH9HJ1e/?hl=en
Tsai, W.‑H. S., & Men, L. R. (2017). Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites. New Media & Society, 19(11), 1848–1867. https://doi.org/10.1177/1461444816643922
Tweedie, S. (2015, June 14). The world's first smartphone, Simon, was created 15 years before the iPhone. Business Insiders. Retrieved from https://www.businessinsider.com/worlds-first-smartphone-simon-launched-before-iphone-2015-6?r=DE&IR=T
Webber, A. L. (2018). 6 CEOs Who Are Crushing it on Instagram. C-Suite Advisory. Retrieved from https://ceoworld.biz/2018/12/03/6-ceos-who-are-crushing-it-on-instagram/
Welt online (2019a). "Meinungsfaschismus" und "Empörungsindustrie" - TrueFruits wehrt sich. Sexismus-Vorwürfe. Retrieved from https://www.wiso-net.de/document/WEON__4ae78d6cde73eb5e84561f60776faf2730a17416
Welt online (2019b). Aktivisten starten Petition gegen Smoothie-Hersteller TrueFruits. Rassismusvorwürfe. Retrieved from https://www.wiso-net.de/document/WEON__51c674ed61d5326aaa74433b80650525b04bf46e
Welt online (2019c). Nach der Penis-Werbung droht TrueFruits die große Kunden-Flucht. Smoothie-Hersteller. Retrieved from https://www.wiso-net.de/document/WEON__39a4e4f23737e7bb1fc2884d5564e8d8d5696a49
Welt online (2019d). Werbung als Tabubrecher eines von links kontrollierten Diskurses. Empörung über "TrueFruits". Retrieved from https://www.wiso-net.de/document/WEON__f0c8fa6375e0375b216052c777a35e563cf8c781
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362–369. https://doi.org/10.1108/QMR-06-2013-0041
WISO (2020). True Fruits Newspaper Articles. Retrieved from https://www-1wiso-2net-1de-15a0t5c25001c.han.ubl.jku.at/documentReference/referenceList/0#WEON__166058190
Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74(3), 1–7. https://doi.org/10.1051/shsconf/20207403014