I like celebrity #endorsement: Assessing the influence of social media influencers (SMIs) on the online purchase intention of the gen Z market in Metro Manila and the mediating role of credibility
Social Media Influencers have been making a buzz in the past few years as they have the ability to impact consumers’ Online Purchase Intention. Companies draw attention to SMIs because they can effectively promote a product, and are relatable and transparent which consumers like. The study aims to a...
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| Main Authors: | , , , |
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| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2021
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etdb_dsi/2 https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1004/viewcontent/FINAL_THESIS_Buerano_Racelis_Recto_Santos.pdf |
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| Institution: | De La Salle University |
| Language: | English |