Results 1 to 10 of about 24,487 (307)
Sustainable Business and Society in Emerging Economies, 2023 Purpose: Sponsored content in the form of covert messages is deceptive on consumers' behalf. When a consumer is aware of the sponsored content, they infer influencer motives and starts to resist such content hurting engagement.
Jan Mohammad +3 more
doaj +2 more sources
Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] [PDF]
F1000ResearchIntroduction The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of ...
Varalakshmi Alapati +3 more
doaj +2 more sources
Cogent Business & Management, 2021 This study investigates the effects of team identification on consumer purchase intention in sports influencer marketing in South Korea. Specifically, it examines the mediation effect of ad content value moderated by sports influencer credibility in the ...
Jin Kyun Lee
doaj +2 more sources
Millennial social media users' intention to travel: the moderating role of social media influencer following behavior [PDF]
International Hospitality Review, 2022 Purpose – Social media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel.
Joyce Han, Han Chen
doaj +1 more source
International Journal of Online Marketing, 2022 The concept of influencer marketing refers to the use of selected influencers to create and promote branded content to the influencer’s followers and the brand’s selected target market. Fashion Influencers on social media are the main transmitters of information to their network and play a successful new fashion diffuser.
Anshu Rani +3 more
openaire +1 more source
Southeast Asian Business Review, 2023 The aims of this study to see whether there is an effect of product-influencer congruence on influencer credibility and attitude toward advertising and how it impacts purchase intention. This study examines the suitability of Avoskin Your Skin Bae Shield
Nadia Ramadhani Nugroho Putri +1 more
doaj +1 more source
Innovation in Aging, 2023 Abstract Background and Objectives The literature on consumer decision-making and aging suggests that older adults make less optimal buying decisions than younger adults do, partly because older adults tend to perceive salespersons’ faces as more trustworthy.
Nicole Long Ki Fung +3 more
openaire +2 more sources
PLoS ONE, 2022 This study explores the dissemination potential of a COVID-19 message embedded in a sponsored social media post. The moderating role of prior parasocial interaction and influencer-brand fit were considered. 365 respondents participated in the study. A 3 (
Ágnes Buvár +3 more
doaj +2 more sources
THE IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY ON THE TRAVEL INTENTIONS OF THE EGYPTIAN MILLENNIALS: APPLIED TO DOMESTIC TOURISM [PDF]
Geo Journal of Tourism and Geosites, 2023 This study aims to fill the gap in the current influencer marketing literature by analyzing the impact of social media influencers (SMIs) credibility on the domestic travel intentions of Egyptian millennials.An online questionnaire was distributed to a
Marianne RAAFAT +2 more
doaj +1 more source
Creating the Technopolis: High-Technology Development in Austin, Texas [PDF]
, 1989 New institutional alliances, driven by the rapid increase in and diversity of new technologies, are altering the strategy and tactics of economic development.
Gibson, David V. +2 more
core +1 more source