Trust or not to trust: Analyzing the effect of social media influencers on the consumer purchase intention mediated by consumer attitude

• Main Authors: Almeda, Sabrina Maxine Valencia, Feria, Anton Benjamin Sison, Go, Nicole Cassandra Tan, Kawataki, Yusuke Cutora
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Internet personalities; Consumer behavior; Consumers—Attitudes; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/178
• Institution: De La Salle University

This study aimed to investigate how social media influencers influence consumer buying behavior in Metro Manila. Influencer marketing has become an effective advertising strategy for brands and companies to promote their products through individuals who are recognized for their knowledge and content...