Antecedents and influence of social media influencers' credibility on brand attitude: findings from PLS-SEM and NCA

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,...

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Bibliographic Details
Main Authors: Tang, Kin Leong, Rae, Hooi, Tan, Pei Meng, Shiang, Tan Suk
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2025
Online Access:http://psasir.upm.edu.my/id/eprint/120984/
http://psasir.upm.edu.my/id/eprint/120984/1/120984.pdf

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