Purpose This study examines the impact of attitudes toward fashion influencers (FIs) on
brand attitude and consumer purchase intention. It also aims to identify factors affecting …

Purpose The purpose of this study is to examine the impact of fashion influencer measures
on consumers' purchase intentions and the mediation of attitudes to understand the …

Fashion influencers are a new phenomenon and profession to which many young
individuals may currently aspire; such is its impact in the digital and online world. Hence, the …

Research on digital influencers' role in marketing strategies under ongoing development.
This study explores the role of digital influencer marketing on consumer purchase intention …

The study targets to address the gaps on insufficient research on the shift from traditional
marketing trends and current marketing trends in the Philippines, specifically influencer …

Recent marketing trends indicate the rise of influencers as an extension of word of mouth
campaigns. As consumers turn to social media platforms, organizations are realizing the …

Academic research on influencer marketing is becoming more prevalent. The majority of this
research, though, takes the perspective of a sponsoring brand, advising companies on how …

This paper focuses on consumer electronics products and observes the comparative effect
of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The …

Purpose As social media use rises, the impact of social media influencers on customer
buying decisions increases, due to customers viewing influencers as ideal role models who …

The fourth industrial revolution has fundamentally altered the way we live, and social media
has become a crucial channel for the promotion of brands through influencers. This study …