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本摘要总结了关于社交媒体影响者对消费者行为影响的最新研究。重点介绍了三项关键研究:一项探讨不同类别女性社交媒体影响者对消费者信誉感知和购买意愿的影响,另一项调查了影响者营销背后的心理机制,第三项则考察了文化因素在影响者与消费者关系中的调节作用。这些研究强调了影响者营销的多面性,并强调在设计有效营销策略时考虑影响者类型、心理过程和文化差异的重要性。影响者可信度、心理机制和文化调节这些主题被视为塑造数字时代消费者行为的重要因素。
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Kishan Chavda
Rahul Chauhan
Journal of Advances in Accounting Economics and Management
Karnavati University
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Chavda等人(Fri,)研究了这一问题。
www.synapsesocial.com/papers/68e71cceb6db643587696b16 — DOI: https://doi.org/10.47134/aaem.v1i3.180
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