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Keywords: Influencer endorsement
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Journal Articles
Qualitative Market Research: An International Journal 1–25.
Published: 18 June 2026
... in Taiwan’s K-beauty influencer endorsements, focusing on the CPM and PSI . A purposive sampling strategy recruited four amateur Taiwanese K-beauty YouTubers with Korean cultural experience and 32 female followers aged 20–32, all engaged for over a year. Semi-structured interviews captured participants...
