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.
| Original language | English |
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| Publication status | Published - 2 Jul 2024 |
| Event | 2024 Academy of Marketing Conference, AM2024 - Cardiff University, Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 https://academyofmarketing.org/am2024-conference/ (Conference Webpage) https://virtual.oxfordabstracts.com/#/event/8047/program (Conference Program) |
Conference
| Conference | 2024 Academy of Marketing Conference, AM2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
| Other | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
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