Exploring the dynamics of influencer marketing in shaping generation-y consumers’ brand perceptions and purchase intentions
Influencer marketing has emerged as a powerful strategy in shaping brand perceptions and purchase intentions, particularly amongst Generation-Y consumers who are highly engaged with social media. This study investigated the impact of influencer marketing on the brand perceptions and purchase intenti...
محفوظ في:
| المؤلفون الرئيسيون: | , |
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| التنسيق: | Artigo |
| اللغة: | Inglês |
| منشور في: |
Institute of Marketing Management Graduate School
2024-11-01
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| سلاسل: | The Retail and Marketing Review |
| الموضوعات: | |
| الوصول للمادة أونلاين: | https://retailandmarketingreview.co.za/wp-content/uploads/2024/11/RMR20-2-87-104.pdf |
| الوسوم: |
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