Purchase intention determinants of digital influencers’ followers
Published: Jun 23, 2021
Abstract
The study analyses the importance that digital influencers assume in the intention of purchase of products and brands by their followers. Given the constant growth in the use of digital platforms by consumers, companies are increasingly turning to digital marketing and communication through digital platforms to reach their target audience. In this context, the appearance of digital influencers, evidencing a relevant role in the consolidation of...
Paper Details
Title
Purchase intention determinants of digital influencers’ followers
Published Date
Jun 23, 2021
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