Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry
Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. The 210 sample data were collected through an onl