The Relationship between Attributes of Online Influencers and Customer Purchase Intention

Kary Lok Yan Chan, Tracy Junfeng Zhang*

*Corresponding author for this work

Research output: Contribution to conferenceConference paperpeer-review

Abstract

With the burgeon of online influencer marketing, it is managerially important to understand what attributes of online influencers are important to consumers’ attitude, engagement and their purchase intention. Drawing upon the TEARS Model, this study empirically examined the influences of six attributes and the potential mediation roles of brand attitude and customer engagement in converting their impact into consumer purchase intention.

Conference

ConferenceAcademy of Marketing Conference 2024
Abbreviated titleAM2024
Country/TerritoryUnited Kingdom
CityCardiff
Period1/07/244/07/24
Internet address

Fingerprint

Dive into the research topics of 'The Relationship between Attributes of Online Influencers and Customer Purchase Intention'. Together they form a unique fingerprint.

Cite this