The effects of influencer marketing on consumers’ purchase intention on beauty products in China

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The effects of influencer marketing on consumers’ purchase intention on beauty products in China

Influencer marketing has become more and more important in the company’s marketing communication strategy due to Covid-19. In China, the market size of the influencer economy is huge and continues to rise. Among all industries, the beauty industry tends to depend heavily on influencer marketing to b...

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Bibliographic Details
Main Author:	PU, HUIYUN
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2022
Subjects:	influencer marketing; purchase intention; beauty industry; Chinese social media platform
Online Access:	https://eprints.nottingham.ac.uk/68075/

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