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What is Celebrity vs Expert Influencers in Fashion about?

This research paper examines the effectiveness of attractive celebrity influencers compared to expert influencers in the fashion industry, focusing on their impact on Generation Y consumers. Utilizing a descriptive research design and statistical analysis, the study finds that attractive celebrity influencers have a greater influence on purchase intentions than expert influencers. The paper highlights the growing importance of influencer marketing in digital platforms and the challenges marketers face in se

Author

Ivana Singh

Language

EN