The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour
Abstract This study investigates the role of communication factors in influencer marketing communication in influencing trust in influencer’s branded posts, subsequently impacting the urge to buy impulsively (UBI). In addition, the study also examines the role of persuasion knowledge as a moderator...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2024-11-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-024-03796-7 |
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