Momshies know best: The impact of a social media influencer on the purchase intention of Filipino moms as mediated by consumer attitude

• Main Authors: Ang, Charisse Jollins Z., Legaspi, Jose Luis C., Era, Jose Rommel B.
• Format: text
• Published: Animo Repository 2020
• Subjects: Consumers—Attitudes; Internet personalities; Online manipulation; Marketing; Social Media
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9524
• Institution: De La Salle University

The research study focuses on a specific marketing direction that THE FRESH POULTRY COMPANY TFPC —a Philippine poultry integrator, intends to address. Key highlights of the study is on the advertising effectiveness of its chosen social media influencer, the impact of its social media influencer on t...