... using PLS-SEM with bootstrapping (5,000 subsamples). Findings Opinion leaders positively influence all five decision phases (need recognition, information search, evaluation of alternatives, selection and purchase, post-purchase evaluation), with effects strengthening across phases (ß = 0.373...

... in the questionnaire. A purposive sampling method was used, and 795 valid responses were retained for analysis. The analysis was done using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings A study confirms that technological advancements, effective marketing, strong social influence...