影响力营销
采购
广告
业务
消费(社会学)
社会化媒体
偏爱
营销
产品(数学)
社会学
计算机科学
关系营销
经济
市场营销管理
微观经济学
万维网
社会科学
数学
几何学
作者
Xiaowen Zhao,Z. A. Zhu,Minghui Shan,Rui Cao,Haipeng Chen
标识
DOI:10.1016/j.jretconser.2023.103647
摘要
This research examines the impact of social media influencers on green product purchasing intentions through three studies. Study 1 (N = 195) identifies a consumer preference for informers over entertainers as influencers. Study 2 (N = 196) establishes trust as a key mediator in this process. Study 3 (N = 197) finds that the effectiveness of influencers depends on the match between influencer type and endorsement style, whereby entertainers (informers) foster trust and purchase intentions with an explicit (implicit) endorsement style. The findings offer insights for marketers in leveraging influencers for promoting green products.
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