Determining the impact of brand value on the credibility of influencers over the purchase decision of millennial consumers

Determining the impact of brand value on the credibility of influencers over the purchase decision of millennial consumers

Nowadays, social media influencers are one of the most important assets of many businesses that originate purchase decisions. The relevance of this paper is determined by the fact that it tries to fill in the research gap of literature determining the factors that might influence the purchase decisi...

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Bibliographic Details
Main Authors: Patricia Pilar Zirena-Bejarano, Elbia Myreyle Chávez Zirena, Bernardo Ramón De La Gala-Velásquez
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2022-05-01
Series:Innovative Marketing
Subjects:
consumer
digital marketing
millennials
purchase decision
social media influencers
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16527/IM_2022_02_Zirena-Bejarano.pdf

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