The persuasive power of social media influencers in brand credibility and purchase intention
The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative v...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
Springer Nature
2024
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/45827/ https://doi.org/10.1057/s41599-023-02512-1 |
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| Institution: | Universiti Malaya |