Consumer perceptions of influencers’ sway over product purchasing
This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between the ages of 16 and 34 years. Using principal component analysis, it was determined that the perceived dimensions of influencers coincide with those of traditional opinion leaders.
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Digital revista |
| Language: | English |
| Published: |
Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social
2019
|
| Online Access: | http://www.scielo.org.mx/scielo.php?script=sci_arttext&pid=S0188-252X2019000100119 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|