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
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/9451
• Institution: De La Salle University

Considering the significant implications of having social media influencers as brand endorsers, companies are eager to adapt to the rising social media trend. Firms have started to compete with one another on who captures the most attention on social media, through the use of virtual campaigns and d...