Influencer impact on brand awareness: A mixed method survey in the German fashion segment

KD Renchen - European Journal of Business Science and …, 2020 - repozitar.mendelu.cz
This study evaluates the impact of influencer marketing on consumers. Although online
influencers are long established in German B2C markets, research in the field is scarce …

Investigating the impact of influencers', characteristics, contents, and trustworthiness on consumers' purchase intention

KK Aggad, FS Ahmad, S Kamarudin - Rigeo, 2021 - rigeo.org
This study aims to measure the effect of influencer characteristics, content by influencer, and
trustworthiness of influencer on consumers' purchase intention along with mediating role of …

[KÖNYV][B] The “influential relationship”: Understanding source factors among social media fashion influencers and impacts on consumers' attitudes and behavioral …

F Karimkhanashtiyani - 2022 - search.proquest.com
The growth of social media has created a new type of celebrity, referred to as social media
influencers (SMI)(Appel, Grewal, Hadi, Stephen, 2020), and a new endorsement technique …