Sökning: "ANA HUSSAIN"
Hittade 1 uppsats innehållade orden ANA HUSSAIN.
1. Examining the impact of social media influencer’s credibility dimensions on consumer behavior
Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomiSammanfattning : Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing. LÄS MER