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Impact of Fashion Influencers on Buying Decisions by Aqso Mustafa is a document available to read on EtoBox.
This study investigates how source factors of Social Media Fashion Influencers (SMFIs) such as trustworthiness, expertise, attractiveness, similarity, and likability affect consumer attitudes and purchase intentions. Findings reveal that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs, while expertise and similarity impact attitudes toward endorsed products, with product attitudes significantly influencing purchase intentions. The research highlights the importance of unders
- Author
- Aqso Mustafa
- Language
- EN