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 |
|---|---|
| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Editors | C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres, E. Rosier |
| Publisher | Academy of Marketing |
| Number of pages | 3 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 2 Jul 2024 |
| Event | 2024 Academy of Marketing Conference, AM2024: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit - 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) https://academyofmarketing.org/wp-content/uploads/2023/10/AM2024-PROCEEDINGS-.pdf (Conference proceedings) |
Conference
| Conference | 2024 Academy of Marketing Conference, AM2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |
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