About this document
S-O-R Framework in Green Influencer Marketing by ngxvumkhue is a document available to read on EtoBox.
This research investigates the influence of Green Social Media Influencers (GSMIs) on green purchase intentions among Generation Z in Vietnam, utilizing the Stimulus-Organism-Response (S-O-R) framework. The study found that influencer attributes and content characteristics significantly affect trust, which in turn drives purchase intentions, highlighting the importance of trust-based psychological mechanisms. Data was collected from 362 respondents through an online survey, and the findings suggest that gre
- Author
- ngxvumkhue
- Language
- EN