...Saeed Tabar; Gelareh Towhidi; Sajon Dhar; Shaheen Borna Purpose In the digital marketplace, consumers increasingly rely on opinion leaders to guide purchase decisions, yet the quality of information these influencers provide varies considerably. This study integrates opinion leadership theory...

...Saeed Tabar; Gelareh Towhidi; Sajon Dhar; Brad Prince Purpose This research investigates the impact of opinion leadership and consumer feedback on consumer trust in vendors. The primary goal is to determine whether opinion leaders can affect consumer trust toward their recommended vendors through...