A model of purchase intention of complementary and alternative medicines: the role of social media influencers’ endorsements

Abstract Background Social Media Influencers (SMIs) are a fashionable way of marketing products by creating electronic word-of-mouth (e-WOM) on social media. The marketing of complementary and alternative medicines (CAMs) by SMIs is becoming increasingly popular and gaining credibility within consum...

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Autors principals:	Gizem Gülpınar, Mehmet Barlas Uzun, Ayesha Iqbal, Claire Anderson, Wajid Syed, Mahmood Basil A. Al-Rawi
Format:	Artigo
Idioma:	Inglês
Publicat:	BMC 2023-12-01
Col·lecció:	BMC Complementary Medicine and Therapies
Matèries:	Social media influencer Complementary therapies Source credibility Health products Theory of planned behavior Complementary and alternative medicines
Accés en línia:	https://doi.org/10.1186/s12906-023-04285-1
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