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...

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Bibliographic Details
Main Authors:	Puput Alvhyona Pinto, Eristia Lidia Paramita
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:	social media influencer, generation z, purchase intentions, and brand loyalty.
Online Access:	https://ejournal2.undip.ac.id/index.php/ijb/article/view/11485

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