The Impact of Digital Influencers on Consumer Behavior: Towards a Conceptual Framework of Purchase Intention

被引：0
|
作者：
Dada, Shehrazed [1 ]
Jazi, Salima [1 ]
机构：
[1] Hassan First Univ, Res Lab Management Mkt & Commun, ENCG Settat, Hassan, Morocco
来源：
BRAND, LABEL, AND PRODUCT INTELLIGENCE | 2022年
关键词：
Influence; Digital influencers; Recommendations; Social media; Attitude; Purchase intention; WORD-OF-MOUTH; SOCIAL MEDIA; BRAND ENGAGEMENT; PHYSICAL ATTRACTIVENESS; PERCEIVED EXPERTISE; USER ACCEPTANCE; TRUSTWORTHINESS; PERSUASION; ADVICE; SCALE;
D O I：
10.1007/978-3-030-95809-1_9
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The impact of digital influencers on consumers' purchase intention through product and service recommendations is a phenomenon that is gaining increasing interest in marketing research. The purpose of this paper is to develop a better understanding of consumer attitudes towards digital influencers and its effect on consumers' purchase intention, and also determinants that impact the consumer's attitude towards product and service recommendations made by digital influencers. We draw a conceptual framework based on previous scientific research to explain the impact of digital influencer on attitude and purchase intention.
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页码：195 / 205
页数：11
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