How digital influencer content and characteristics influence Generation Y persuasiveness and purchase intention

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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Bibliographic Details
Main Authors: Maria Antónia Rodrigues, Maria Amélia Carvalho, Luciana Oliveira, Andreia Barbosa
Format: Article
Language:English
Published: University of the Algarve - ESGHT - CIEO 2024-02-01
Series:Tourism & Management Studies
Subjects:
digital influencers
trust
brand attitude
purchase intention
generations
Online Access:https://www.tmstudies.net/index.php/ectms/article/view/1989
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