How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention
This paper aims to understand the effect of content and digital influencer characteristics on their persuasiveness ability and Generation Y's resulting brand attitudes and purchase intentions (Millennials). Based on a sample of 201 individuals and quantitative analysis, data was analysed using...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2024-02-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1989 |
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