2024
DOI: 10.3390/info15060359
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Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Galina Ilieva,
Tania Yankova,
Margarita Ruseva
et al.

Abstract: Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristi… Show more

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