Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility-Reference-Cited by-同舟云学术

Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility

Published:2020-12-21 Issue:4 Volume:27 Page:503-523
ISSN:1049-6491
Container-title:Journal of Promotion Management
language:en
Short-container-title:Journal of Promotion Management

Author:

Saima ¹^ORCID,Khan M. Altaf¹

Affiliation:

1. Department of Commerce and Business Studies, Jamia Millia Islamia, New Delhi, India

Publisher

Informa UK Limited

Subject

Marketing

Link

https://www.tandfonline.com/doi/pdf/10.1080/10496491.2020.1851847

Reference67 articles.

1. Abreu, R. (2019). Social media micro-infleuncer marketing and purchasing intention of millenials: The role of perceived authenticity and trust [Doctoral dissertation].

2. Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

3. Ten Years of ‘Social Media Marketing’ Research in the Journal of Promotion Management: Research Synthesis, Emerging Themes, and New Directions

4. The Effects of Credible Online Reviews on Brand Equity Dimensions and Its Consequence on Consumer Behavior

5. What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement

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