Influencers and their impact on consumer behavior have been around for a long, long time. Sure, back then, “consumerism” didn’t look like clicking some buttons and a "box too big to make sense for what you ordered" at your door 2 days later. Today it does look like that, though...
of this study is to explore the factors contributing to a strong connection between the three and analyze the effect of social media influencers engaged in the world of fashion on consumer behavior constructs such as brand attitude, intentions of forwarding and following, and buying behavior. Addit...
Chopra A, Avhad V, Jaju AS (2021) Influencer marketing: an exploratory study to identify antecedents of consumer behavior of millennial. Bus Perspect Res 9(1):77–91 Article Google Scholar Cobanoglu C, Cobanoglu N (2003) The effect of incentives in web surveys: application and ethical consi...
Journal of Retailing and Consumer Services, Volume 76, 2024, Article 103610 Qi Zhou,…, Yueqiu Lei Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand Computers in Human Behavior, Volume 143, 2023, Article 107703...
Influencers have long been at the forefront of social media, shaping trends and driving consumer behavior with their content—carving out an industry valued at over $20 billion. But now, the influencer landscape is shifting thanks to the emergence of AI influencers. AI influencers like Lil ...
effect. The relationship between influencer authenticity and parasocial relationships showed an effect size of 0.09, again denoted as a small effect. Lastly, the relationship between influencer homophily and parasocial relationships produced an effect size of 0.05, still considered small. On the other ...
To sum up, the influence of virtual influencers on people's consumption is a topic worthy of deeper investigation. References 1. Lee, Jumin, Do-Hyung Park, and Ingoo Han. "The effect of site trust on trust in the sources of online consumer review and trust in the sources of consumer ...
public influencer had a greater influence on consumer behavioral intentions than did direct exposure to the product. This finding indicates that the interaction between influencer type and product exposure has a strong effect on consumer behavioral intentions. Therefore, we posit the following hypothesis:...
on the role of the recommendation systems acting on the social media platforms as well as their effect on the users’ behavior. The interplay between users’ behavior and platforms mechanisms represents a widely unexplored research direction that may shed light on the effect of digitalization on ...
His research interests include the influence of social media and new technologies on consumer behavior, and service marketing and management. Results and conclusions from this research have been published in well-recognized international journals such as International Journal of Information Management, ...