The impact of influencer characteristics on brand attitude and purchase intention: The mediating effect of consumer attitudes
Consumers, as social beings, are susceptible to influences from their environment, among which reference groups play a significant role. The development of the internet and social media has led to changes in consumer behavior patterns, with influencers emerging as key actors in shaping consumer atti...
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| Autors principals: | , |
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| Format: | Artigo |
| Idioma: | Inglês |
| Publicat: |
Srpsko udruženje za marketing
2026-01-01
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| Col·lecció: | Marketing (Beograd. 1991) |
| Matèries: | |
| Accés en línia: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2026/0354-34712602117P.pdf |
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