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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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
MDPI AG
2025-05-01
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| Serie: | Journal of Theoretical and Applied Electronic Commerce Research |
| Soggetti: | |
| Accesso online: | https://www.mdpi.com/0718-1876/20/2/94 |
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