Influencer authenticity and intention to co-create brand value: an investigation of central and peripheral pathways

IF 3 Q2 BUSINESS

Cogent Business & Management Pub Date : 2024-08-23 DOI:10.1080/23311975.2024.2393236

Shermeen Hasan, Hasan Zahid, Abdul Qayyum

引用次数: 0

Abstract

Given the popularity of influencer marketing, this study aimed to determine the effectiveness of influencer authenticity in achieving intention to co-create brand value and purchase intention in Pa...

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影响者的真实性与共同创造品牌价值的意愿：对中心和外围途径的调查

鉴于影响者营销的流行，本研究旨在确定影响者的真实性在实现共同创造品牌价值的意向和购买意向方面的有效性。

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.