The influence of online opinion leaders on the purchase intention of Chinese university students

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The influence of online opinion leaders on the purchase intention of Chinese university students

The aim of this study is to examine the influence of online opinion leaders on the purchase intention of Chinese university students in the context of social media marketing based on the technical acceptance model. A literature review is conducted that focuses on consumer decision-making models and...

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Bibliographic Details
Main Author:	Shi, Jiayi
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2020
Online Access:	https://eprints.nottingham.ac.uk/62189/

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