Key points are not available for this paper at this time.
当今出现了一种新的数字营销工具,即社交媒体网红营销。社交媒体网红是通过社交媒体平台上的照片、视频和其他更新影响消费者对某品牌或产品认知的个体。本文旨在识别社交媒体网红的各种属性对其可信度的影响,进而对印度德里国家首都区消费者购买意图的影响。通过Google表单使用在线问卷收集了76份样本数据。采用配额抽样技术,并通过SmartPLS 3进行结构方程模型数据分析。研究结果显示,可信度、信息质量和娱乐价值对网红的可信度具有显著的直接影响,同时对消费者购买意图具有显著的间接影响。此外,消费者的购买意图也直接受网红可信度和可信赖性的影响。
Building similarity graph...
Analyzing shared references across papers
Loading...
Saima
M. Altaf Khan
Journal of Promotion Management
Jamia Millia Islamia
Building similarity graph...
Analyzing shared references across papers
Loading...
Saima等人(Mon,)研究了该问题。
www.synapsesocial.com/papers/69dabb024e9a02dbaa6840c9 — DOI: https://doi.org/10.1080/10496491.2020.1851847
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: