What do Consumers Value about Influencer Launched Brands: the Proposition of Human Brand Publics
This study explored what consumers value about Influencer Launched Brands, utilising the novel concept of Human Brand Publics as a theoretical foundation to analyse this phenomenon. Simultaneously, this research aimed to develop the novel theoretical contribution of Human Brand Publics. Qualitative data from Generation Z, Influencer Launched Brands consumers was gathered and analysed to develop a