Jamil, Raja Ahmed; Qayyum, Urba; Ul Hassan, Syed Ramiz; … - In: European journal of management and business economics : … 33 (2024) 3, pp. 366-385
, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase … intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is … kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC …