Keywords: Influencer attitudes
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Journal Articles

How do fashion endorsers’ credibility sources shape young consumers’ attitudes, perceptions, and purchase intents? Decoding fashion influencers using S-O-R perspective

Rishi Kant, Archana Tiwari, Deepak Jaiswal
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (4): 585–605.
https://doi.org/10.1108/YC-11-2024-2316
Published: 29 April 2025
... theory (SCT). Furthermore, this study also tests how influencer attitudes and brand perceptions mediate, as well as gender and age (Gen Z and Gen Y) moderate in the model. Design/methodology/approach The conceptual model is built upon an expanded SCT combined with the S-O-R theoretical underpinning...
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