BusinessHUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour
K. Shamim and M. Azam
This research by Komal Shamim and Muhammad Azam explores how communication factors in influencer marketing affect trust in branded posts, influencing the urge to buy impulsively. Discover how product affection mediates this trust and the surprising role of persuasion knowledge!
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