Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media

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Navigating influence: unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media

This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing par...

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Bibliographic Details
Main Authors:	Hu, Jimin, Sidek, Shafie, Abd Rahman, Azmawani, Raja Yusof, Raja Nerina
Format:	Article
Language:	English
Published:	LLC CPC Business Perspectives 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/113501/ http://psasir.upm.edu.my/id/eprint/113501/1/113501.pdf

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