The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective

Trivedi, Jay; Sama, Ramzan

doi:10.1080/15332861.2019.1700741

Public

The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective

Published in Journal of Internet Commerce • Dec 14, 2019

Authors:

Jay Trivedi

Ramzan Sama

Abstract

This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The mediating role played by brand admiration and brand attitude between influencer marketing and online purchase intentions are...

Subject

Admiration

Influencer marketing

Advertising

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