The Role of Influencer Endorsements of Competing Brands and Perceived Authenticity in Unfollowing Behaviour Across Genders

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Keywords	social media influencer authenticity, influencer marketing, influencer endorsements, unfolllowing, gender, unfollowing behaviour, competitor endorsements
Thesis Advisor	Essa, Musa, Boksem, Maarten
Persistent URL	hdl.handle.net/2105/78413
Series	Marketing Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Venero Negro, Leire. (2025). The Role of Influencer Endorsements of Competing Brands and Perceived Authenticity in Unfollowing Behaviour Across Genders. In Marketing Management.http://hdl.handle.net/2105/78413

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