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What is Instagram Influencers and Student Purchases about?

This study investigates the effects of Instagram influencer marketing on the purchasing intentions of Grade 12 ABM students in Manila, revealing that physical attractiveness, product opinions, and follower counts significantly influence these intentions. Utilizing a correlational quantitative design, data was collected from 138 students, demonstrating a strong positive correlation between influencer attributes and purchasing behavior. The findings suggest that Instagram influencers play a crucial role in sh

Author

Maxine Amulong

Language

EN