Effectiveness of social media influencers and their impact on customers' attitudes and buying intention

• Main Authors: Elmousa, Hadeel, Yee, Wong Foong, Cheah, Jun Hwa
• Format: Article
• Published: Inderscience Publishers 2024
• Online Access: http://psasir.upm.edu.my/id/eprint/112065/; https://www.inderscienceonline.com/doi/pdf/10.1504/IJIMA.2024.136808

This research aims to bridge the industry and literature gaps by corroborating the impact of social media influencers on consumer attitudes and intentions towards promotions. A total of 350 responses were acquired through the purposive sampling method. The selected approach for testing the hypothese...