Instagram influencer marketing: Perceived social media marketing activities and online impulse buying

• المؤلفون الرئيسيون: Koay, Kian Yeik *, Teoh, C. W., Soh, Patrick C. H.
• التنسيق: مقال
• اللغة: English
• منشور في: University of Illinois at Chicago University Library 2021
• الموضوعات: HF Commerce; QA75 Electronic computers. Computer science
• الوصول للمادة أونلاين: http://eprints.sunway.edu.my/1849/1/koay%20%20%282021%29%20instagram%20influencer%20marketing_%20perceived%20social%20media%20marketing%20activities%20and%20online%20impulse%20buying.pdf; http://eprints.sunway.edu.my/1849/; http://doi.org/10.5210/fm.v26i9.11598

The main objective of this research is to investigate the impact of social media marketing activities — restricted onlyto Instagram influencers — on online impulse buying through the mediating effect of source credibility (attractiveness,expertise, and trustworthiness), predicated on Stimulus-Organi...