揭示体育明星社交媒体代言背后的心理机制

IF 3 Q2 BUSINESS

Cogent Business & Management Pub Date : 2024-07-22 DOI:10.1080/23311975.2024.2376771

Dina El-Shihy

引用次数: 0

摘要

本研究旨在探讨体育名人作为社交媒体代言人对消费者购买意向的影响，同时考虑到感知产品品质的中介作用。

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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Unveiling the psychological mechanisms behind sports celebrity social media endorsements

This study aims to examine the influence of sports celebrities’ personalities as social media endorsers on customers’ purchasing intentions, considering the mediating role of perceived product qual...

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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.