Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia
In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.
The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia
In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.
The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia
Hashed Mabkhot (Autor:in) / Normalisa Md Isa (Autor:in) / Ammar Mabkhot (Autor:in)
2022
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
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