Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed among Generation Z (born between 1997 and 2012) consum...

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Principais autores:	Rodney Duffett, Ayabonga Mxunyelwa
Formato:	Artigo
Idioma:	Inglês
Publicado em:	MDPI AG 2025-05-01
Colecção:	Journal of Theoretical and Applied Electronic Commerce Research
Assuntos:	Instagram mega-influencers generation Z technology acceptance model generation cohort theory source credibility model attractiveness
Acesso em linha:	https://www.mdpi.com/0718-1876/20/2/94
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