Insta-influencers' endorsement effect on consumers' purchase intention : parallel mediation role of brand credibility and brand attitude
Alaleh Dadvari, Massoud Moslehpour, and Shallyn Aprillia Shira
| Year of publication: |
2023
|
|---|---|
| Authors: | Dadvari, Alaleh ; Moslehpour, Massoud ; Shira, Shallyn Aprillia |
| Published in: |
Journal of Asia Pacific business. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6940, ZDB-ID 2113041-3. - Vol. 24.2023, 4, p. 254-272
|
| Subject: | brand attitude | brand credibility | Influencers' endorsement | purchase intention | social media marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Social Web | Social web | Markenartikel | Brand | Celebrity-Werbung | Celebrity endorsement | Kaufentscheidung | Purchase decision |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10599231.2023.2259257 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014418138