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The Persuasive Power of Social Media Influencers in Brand Credibility and Purchase Intention

Business

The Persuasive Power of Social Media Influencers in Brand Credibility and Purchase Intention

X. Liu and X. Zheng

This study by Xiao Liu and Xiaoyong Zheng delves into how social media influencers shape brand credibility and impact purchase intentions. Discover how factors like authenticity and parasocial relationships play a critical role in follower engagement and brand perception.

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Playback language: English
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