Influencer credibility and consumer behavior: the mediating role of self-brand congruity and moderating role of involvement

This article looks at how the recommendations of food influencers affect consumers’ intentions to buy endorsed food products. Although generic influencer effects have been studied in the past, little focus has been placed on the moderating influence of consumer involvement and the mediating role of...

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Detalhes bibliográficos

Principais autores:	Sheryl V I De Araujo, Amol S. Dhaigude, Giridhar B. Kamath, Rajesh R. Pai, Smitha Nayak, Siddharth Ganesh
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Taylor & Francis Group 2025-12-01
coleção:	Cogent Business & Management
Assuntos:	Food influencers purchase behavior attitude consumer involvement social media influencers SMI credibility
Acesso em linha:	https://www.tandfonline.com/doi/10.1080/23311975.2025.2541040
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