Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing
Abstract The growing usage of digital platforms has made influencer marketing the most cost-effective marketing tool, especially for products consumed by young digital natives. Among other products, these include fashion and beauty-related items such as cosmetics, whose online marketing has created...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Springer Nature
2024-02-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-02760-9 |