Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention
Influencer marketing has become a new method of promoting a product or brand. The marketers believe that implementing influencer marketing appropriately may form a positive customer view of a product or brand so it can bring customers loyalty on the brand. This study aims to investigate the effect o...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Department of Management, Faculty of Economics and Business, Diponegoro University
2021-12-01
|
| Series: | DIJB (Diponegoro International Journal of Business) |
| Subjects: | |
| Online Access: | https://ejournal2.undip.ac.id/index.php/ijb/article/view/11485 |