How an Influencer's Polarizing Personality Affect Followers' Engagement with Brand Communication Posts on Social Media? A Theoretical Framework and Agenda for Future Research

How an Influencer's Polarizing Personality Affect Followers' Engagement with Brand Communication Posts on Social Media? A Theoretical Framework and Agenda for Future Research

Mohammadali Koorank Beheshti, Old Dominion University
Mahesh Gopinath, Old Dominion University

Abstract