Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment

Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment

Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics o...

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Bibliographic Details
Main Authors: Khansa Zaman, Sajjad Nawaz Khan, Muhhamad Abbas, Amani AbdAlatti
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2024-05-01
Series:Innovative Marketing
Subjects:
consumer behavior
cosmetics industry
emotional attachment
marketing
trust
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20025/IM_2024_02_Zaman.pdf
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