2020
DOI: 10.1108/ebr-08-2019-0165 View full text |Buy / Rent full text
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Abstract: Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce. Design/methodology/approach An online study undertook research to gain further understanding. Specifically, the study examines the following: firstly, the i… Show more

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