Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media
This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing par...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC CPC Business Perspectives
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/113501/1/113501.pdf |