披露Instagram影响者的广告：来源可信度对千禧一代行为意向的影响

IBIMA Business Review Pub Date : 2023-03-07 DOI:10.5171/2023.919062

Chaudhry Kashif Mahmood, Hoda Mahmoud ABOALSAMH, T. Khalil, H. Ali

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引用次数: 1

摘要

本研究的目的是调查来源可信度线索（吸引力、可信度、专业知识和同性恋）对使用Instagram的千禧一代在线购买意愿的影响。本研究的另一个目标是测量准社会互动（PSIs）对消费者购买意愿的影响，并评估其在来源可信度线索（SCC）和消费者购买意愿之间关系中的调节作用。

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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Disclosing Instagram Influencers’ Advertising: The Effect of Source Credibility Cues on Millennials’ Behavioral Intentions

The purpose of this study is to investigate the effect of source credibility cues (attractiveness, trustworthiness, expertise, and homophily) on the online buying intention of millennials who are using Instagram. Another goal of this study is to measure the effect of para-social interaction (PSIs) on consumer buying intention and also to evaluate its moderating role in the relationship between source credibility cues (SCC) and consumer buying intention.

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来源期刊

IBIMA Business Review Social Sciences-Education

CiteScore

0.80

自引率

0.00%

发文量