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Keywords: Online brand-related activities
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Journal Articles
How fashion influencers drive consumers’ online brand-related activities (COBRAs)
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Journal of Fashion Marketing and Management: An International Journal (2026) 30 (1): 115–132.
Published: 11 September 2025
...Kian Yeik Koay; Michael Ariel Satyadi Purpose The purpose of this study is to examine how fashion influencers’ source credibility, specifically attractiveness, expertise and trustworthiness, drives consumers’ online brand-related activities (COBRAs) through the mediating effect of parasocial...
