Unveiling the Impact of Influencer Attributes on Purchase Intention of Gen Z: The Moderating Role of Parasocial Interaction
Published online on October 05, 2024
Abstract
Global Business Review, Ahead of Print.
This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The ...
This study investigates the impact of social media influencer attributes, namely source credibility, social presence and influencer inspiration on the purchase intention of Gen Z consumers, considering the moderating effect of parasocial interaction. The ...