Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis
This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. More decisively, brand image influences the link between the tru