The impact of influencer marketing on consumers' brand admiration and purchase intentions

This research focuses on cosmetic products and observes the impact of celebrities and expert influencers on consumers’ brand admiration and purchase intentions. The mediating role played by brand admiration and brand attitude between influencer marketing and purchase intentions are tested.
Nội dung trích xuất từ tài liệu:
The impact of influencer marketing on consumers’ brand admiration and purchase intentions