The moderating effects of involvement on the relationships between key opinion leaders, customer’s attitude and purchase intention on social media
Businesses have focused on using key opinion leaders (KOLs) to reach their target customers because their use of technology and social media is more and more increasing. KOLs not only interact directly with potential customers but also influence their needs through reviews or testimonials, which tra...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2400600 |