Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
This study investigates how the endorsements of Internet celebrities (ICs) may drive consumer trust in their marketing campaigns, and subsequently affect impulse buying in relation to luxury fashion brands. Drawing on the framework of persuasion with a particular emphasis on the role of receivers, t...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-09-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/16/6/136 |