Business
Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands
M. Garg and A. Bakshi
This research conducted by Mukta Garg and Apurva Bakshi delves into how beauty vloggers influence consumer purchase intentions through interactional elements. With insights from 367 respondents in North India, the study reveals how audience characteristics amplify the effects of self-concept and personality congruence on consumer behavior, offering valuable strategies for marketers aiming to enhance sales through influencer partnerships.
Playback language: English
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