The impact of social media influencers on the purchasing intention of the young Chinese consumer
The power of social media influencers is growing along with live shopping and social media marketing. Recently, it has also been clear how influential and valuable Chinese influencers are economically. By making use of the source trust model and the associated theories of the emotion and connection...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2024
|
| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/76093/ |
| _version_ | 1848800892640296960 |
|---|---|
| author | Lu, Shen |
| author_facet | Lu, Shen |
| author_sort | Lu, Shen |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The power of social media influencers is growing along with live shopping and social media marketing. Recently, it has also been clear how influential and valuable Chinese influencers are economically. By making use of the source trust model and the associated theories of the emotion and connection between consumers and influencers, this study investigates the effect of social media influencers on the consumption intentions of young Chinese consumers. The trustworthiness, expertise attractiveness of social media influencers , affection and connection between consumers and influencers have a beneficial impact on the consumption intention of young Chinese consumers, according to a questionnaire survey of 253 young consumers in China. And these elements are crucial, and they have a good relationship with one another. |
| first_indexed | 2025-11-14T20:58:47Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-76093 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T20:58:47Z |
| publishDate | 2024 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-760932024-03-12T02:48:30Z https://eprints.nottingham.ac.uk/76093/ The impact of social media influencers on the purchasing intention of the young Chinese consumer Lu, Shen The power of social media influencers is growing along with live shopping and social media marketing. Recently, it has also been clear how influential and valuable Chinese influencers are economically. By making use of the source trust model and the associated theories of the emotion and connection between consumers and influencers, this study investigates the effect of social media influencers on the consumption intentions of young Chinese consumers. The trustworthiness, expertise attractiveness of social media influencers , affection and connection between consumers and influencers have a beneficial impact on the consumption intention of young Chinese consumers, according to a questionnaire survey of 253 young consumers in China. And these elements are crucial, and they have a good relationship with one another. 2024-03-09 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/76093/1/MSc%20Business%20and%20Management%20Dissertation%250D%250A-SHEN%20LU.pdf Lu, Shen (2024) The impact of social media influencers on the purchasing intention of the young Chinese consumer. [Dissertation (University of Nottingham only)] social media ，influencer， purchase intention，creadibility，affection ，Interconnectedness |
| spellingShingle | social media ，influencer， purchase intention，creadibility，affection ，Interconnectedness Lu, Shen The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title | The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title_full | The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title_fullStr | The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title_full_unstemmed | The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title_short | The impact of social media influencers on the purchasing intention of the young Chinese consumer |
| title_sort | impact of social media influencers on the purchasing intention of the young chinese consumer |
| topic | social media ，influencer， purchase intention，creadibility，affection ，Interconnectedness |
| url | https://eprints.nottingham.ac.uk/76093/ |