The impact of influencer on the purchase intention of young customer (gene Z) in the fashion sector in Ho Chi Minh City
This study explored the effects of the influencer on Instagram on the intention to buy fashion products of young people (Gene Z). Based on the theory of attracting and signaling theory the authors propose a research model to investigate the relationship between influencer’s characteristics and shopp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | Vietnamese |
| Published: |
TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2023-02-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/2332 |