Exploring the dynamics of influencer marketing in shaping generation-y consumers’ brand perceptions and purchase intentions
Influencer marketing has emerged as a powerful strategy in shaping brand perceptions and purchase intentions, particularly amongst Generation-Y consumers who are highly engaged with social media. This study investigated the impact of influencer marketing on the brand perceptions and purchase intenti...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2024-11-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2024/11/RMR20-2-87-104.pdf |
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