Role of Social Media Health Influencers on Purchase Intention of Functional Beverages: Moderating Impact of Health Consciousness
As consumer interest in wellness and health continues to rise, functional beverages have gained popularity. However, the specific characteristics of social media health influencers (SMHIs) that affect consumers’ willingness to buy these products, particularly in relation to health consciousness, re...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2024-03-01
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| Series: | Information & Media |
| Subjects: | |
| Online Access: | https://www.zurnalai.vu.lt/IM/article/view/33198 |