Antecedents and influence of social media influencers' credibility on brand attitude: findings from PLS-SEM and NCA
Nowadays, it is common to engage social media influencers (SMIs) in social marketing to promote brands and products. Nevertheless, the effect of influencer marketing in Malaysia, especially the credibility of SMIs and its impact on brand attitude, has not been subject to much discussion. Therefore,...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2025
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| Online Access: | http://psasir.upm.edu.my/id/eprint/120984/ http://psasir.upm.edu.my/id/eprint/120984/1/120984.pdf |