Articles tagged with: trustworthiness

Exploring the impact of influencers’ characteristics on the cosmetics purchase intentions of TikTok users

Ta Huy Hung, Van Huy Trinh, Thi Mai Le
Innovative Marketing Volume 21 2025, Issue #2

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

Gia Khuong An, Thi Thuy An Ngo, Thanh Tu Tran, Phuong Thy Nguyen
Innovative Marketing Volume 20 2024, Issue #3

Navigating influence: Unraveling the impact of micro-influencer attributes on consumer choices in the Chinese social media

Jimin Hu, Shafie Sidek, Azmawani Abd Rahman, Raja Nerina Raja Yusof
Innovative Marketing Volume 20 2024, Issue #2

Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

Boitumelo Vincent Molelekeng, Hilda Bongazana Dondolo
Innovative Marketing Volume 17 2021, Issue #4