How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attract...

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Bibliographic Details
Main Authors: Akawut Jansom, Siwarit Pongsakornrungsilp
Format: Article
Language:English
Published: MDPI AG 2021-07-01
Series:Sustainability
Subjects:
social media
influencer marketing
parasocial interaction (PSI)
value perception
millennial consumer
purchasing intention
Online Access:https://www.mdpi.com/2071-1050/13/15/8572

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https://www.mdpi.com/2071-1050/13/15/8572

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