Ascertaining the antecedents of Generation Y consumers’ perceived utility of celebrity influencers’ fashion content on Instagram and consequent fashion brand predispositions and purchase intentions
The fashion apparel industry constitutes a significant global economic force. Generation Y consumers represent a sought after target market to this industry as they are forecasted to have a disposable income outrivaling that of previous generations. Generation Y individuals are acknowledged as being...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2023-10-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19035/IM_2023_04_Bevan-Dye.pdf |