INFLUENCER MARKETING ON SOCIAL MEDIA: EXPLORING THE ROLE OF SOURCE CREDIBILITY IN GENERATING PARA SOCIAL RELATIONSHIPS AND PRODUCT INTEREST
The purpose of this research is to examine the relation of influencer credibility with product interest through the mediation of para-social relationships. Influencer credibility was measured through the constructs of expertise, attractiveness, trustworthiness, and similarity. By making a conceptual...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Hailey College of Banking and Finance, University of the Punjab Lahore
2023-12-01
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| Series: | International Journal of Business Reflections |
| Subjects: | |
| Online Access: | http://journals.pu.edu.pk/journals/index.php/ijbr/article/view/7177 |