INFLUENCER MARKETING ON SOCIAL MEDIA: EXPLORING THE ROLE OF SOURCE CREDIBILITY IN GENERATING PARA SOCIAL RELATIONSHIPS AND PRODUCT INTEREST

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...

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Bibliographic Details
Main Authors: Seerat Fatima, Usamah Iyyaz Billah
Format: Article
Language:English
Published: Hailey College of Banking and Finance, University of the Punjab Lahore 2023-12-01
Series:International Journal of Business Reflections
Subjects:
parasocial relationships
influencers
social media
expertise
credibility
Online Access:http://journals.pu.edu.pk/journals/index.php/ijbr/article/view/7177

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