Leveraging Machine Learning to Analyze Influencer Credibility’s Impact on Brand Admiration and Consumer Purchase Intent in Social Media Marketing
This study harnesses the power of machine learning to unravel the intricate dynamics of influencer credibility in shaping brand admiration and consumer purchase intent within the realm of social media marketing. A survey of 423 consumers, analyzed using JASP software and advanced structural equation...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2025-01-01
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| Series: | Human Behavior and Emerging Technologies |
| Online Access: | http://dx.doi.org/10.1155/hbe2/9959697 |
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