2023
DOI: 10.6007/ijarbss/v13-i11/19605
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Exploring the Influence of Social Media Influencers’ (SMIs) Traits on Consumer Purchasing Behavior for Online Products on the TikTok Platform: The Mediating Effect of Trustworthiness

Mohamad Fariz Abdullah,
Noor Rita Mohamad Khan,
Muhamad Azman Ibrahim
et al.

Abstract: In today's digital age and with the surge of social media usage, influencer marketing has emerged as a popular tool for businesses to harness the power of social media in order to interact with their target market in a more credible and engaging manner. In using this tool, it is vital for businesses to carefully plan and select the right social media influencers for their brands. The notion of finding the right social media influencer prevail the need to understand the characteristics or traits of the social m… Show more

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