Exploring the impact of social media influencers on customers' purchase intention : a sequential mediation model in Taiwan context
Year of publication: |
2022
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Authors: | Kanwar, Anu ; Huang, Yu-Chuan |
Published in: |
Entrepreneurial business and economics review : EBER. - Kraków : [Verlag nicht ermittelbar], ISSN 2353-8821, ZDB-ID 2776188-5. - Vol. 10.2022, 3, p. 123-141
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Subject: | social media influencers | parasocial interaction | perceived quality | brand image | purchase intention | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Taiwan | Markenimage | Brand image | Online-Marketing | Internet marketing |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.15678/EBER.2022.100308 [DOI] |
Classification: | M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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