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Keywords: Source credibility
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Journal Articles
Homefluencers' endorsement of millennial consumers' purchase intention in new normal
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2023) 40 (5): 1188–1212.
Published: 09 May 2023
...Mollika Ghosh; ABM Shahidul Islam Purpose The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI...
