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The Impact of Social Media Influence...

Lahoud, Joseph,

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The Impact of Social Media Influencers on Digital Marketing: The Impact of Social Media Influencers on Consumer Behavior, Brand Attitude and Purchase Intention /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Impact of Social Media Influencers on Digital Marketing: The Impact of Social Media Influencers on Consumer Behavior, Brand Attitude and Purchase Intention // Joseph Lahoud.
作者:	Lahoud, Joseph,
面頁冊數:	1 electronic resource (61 pages)
附註:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
標題:	Authenticity. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32016443
ISBN:	9798286413195

The Impact of Social Media Influencers on Digital Marketing: The Impact of Social Media Influencers on Consumer Behavior, Brand Attitude and Purchase Intention /
Lahoud, Joseph,

The Impact of Social Media Influencers on Digital Marketing: The Impact of Social Media Influencers on Consumer Behavior, Brand Attitude and Purchase Intention /Joseph Lahoud. - 1 electronic resource (61 pages)

Source: Masters Abstracts International, Volume: 86-12.

This study examines the impact of influencer transparency on consumer trust (in both influencers and brands), brand attitude, and purchase intention, with influencer credibility as a moderating factor. Using a hypothetical-deductive approach, data were collected through an online survey of 284 social media users and analyzed via structural equation modeling (SEM). Results indicate that influencer transparency positively affects consumer trust in both influencers and brands. Brand trust, in turn, significantly influences brand attitude and purchase intention. Influencer credibility plays a crucial role in shaping consumer trust. However, consumer trust in influencers did not have a direct effect on brand attitude or purchase intention, and the moderating role of influencer credibility was not supported. This study contributes to influence marketing literature by clarifying the distinct effects of transparency and trust on consumer behavior and highlighting the independent role of influencer credibility. These findings help marketers refine strategies for selecting and managing influencers to enhance brand trust and consumer engagement.

English

ISBN: 9798286413195Subjects--Topical Terms:

3560769
Authenticity.

The Impact of Social Media Influencers on Digital Marketing: The Impact of Social Media Influencers on Consumer Behavior, Brand Attitude and Purchase Intention /
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