Impact of influencer marketing on consumers’ purchase intention
This study aims to examine the impact of influencer marketing on consumers' purchase intention in the context of food and beverage industry. Drawing upon the theoretical frameworks of the Theory of Reasoned Action (TRA) and Theory of Planned Behaviour (TPB), the study investigates the influence...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2023
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| Online Access: | http://eprints.utar.edu.my/5871/1/22UKM06057_Yeo_Xin_Yi.pdf http://eprints.utar.edu.my/5871/ |
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