The impact of content, personality, and trustworthiness of social media influencers on consumer purchase intention and ewom in fashion industry
The rising popularity of social media is causing a shift from traditional to digital media in advertising and marketing communications. It also affects a trend towards advanced social media influencer marketing. The increased presence of influencers effectively links businesses and consumers and hel...
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| Format: | Thesis |
| Language: | English |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://eprints.utm.my/108330/1/AggadKholodKhalidPAHIBS2022.pdf.pdf |
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