The persuasive power of social media influencers in brand credibility and purchase intention

• Main Authors: Liu, Xiao, Zheng, Xiaoyong
• Format: Article
• Published: Springer Nature 2024
• Subjects: HF Commerce
• Online Access: http://eprints.um.edu.my/45827/; https://doi.org/10.1057/s41599-023-02512-1

The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative v...