The effects of social media opinion leaders’ recommendations on followers’ intention to buy
Purpose – The objective of this study is to investigate how consumers are influenced in their intention to buy after having access – within social media – to persuasive messages sent out by digital opinion leaders. Design/methodology/approach – Data collection carried out via survey and data analy...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2018-01-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3678/pdf |