The moderating effects of involvement on the relationships between key opinion leaders, customer’s attitude and purchase intention on social media

IF 3 Q2 BUSINESS

Cogent Business & Management Pub Date : 2024-09-10 DOI:10.1080/23311975.2024.2400600

Dao Cam Thuy, Nguyen Ngoc Quang, Le Thanh Huong, Nguyen Thi Minh Phuong

引用次数: 0

Abstract

Businesses have focused on using key opinion leaders (KOLs) to reach their target customers because their use of technology and social media is more and more increasing. KOLs not only interact dire...

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参与度对社交媒体上关键意见领袖、顾客态度和购买意向之间关系的调节作用

由于关键意见领袖（KOL）对技术和社交媒体的使用越来越多，企业已开始重视利用他们来接触目标客户。关键意见领袖不仅能与目标客户进行可怕的互动，而且还能为企业带来巨大的利润。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cogent Business & Management BUSINESS-

CiteScore

4.40

自引率

10.00%

发文量

301

审稿时长

16 weeks

期刊介绍： Cogent Business & Management is a fully peer-reviewed, open access journal with a mission to help researchers reach a truly global audience, interact with experts in their field, and discover new connections across diverse fields of research. Cogent Business & Management considers original research articles, reviews and letters in the following branches of business and management research: Accounting, Corporate Governance & Business Ethics Banking & Finance Information & Technology Management Management Marketing Operations Management.