Exploring the Effects of Influencer Characteristics and Consumer Perspections on Consumer Responses in Influencer Marketing: Sponsorship Disclosure as the Mediator
碩士 === 國立中央大學 === 企業管理學系 === 106 === This study explores the effects of influencer characteristics and consumer perceptions on brand attitude, electronic word-of-mouth (eWOM), and purchase intention along with the mediating role of sponsorship disclosure. An online survey (N = 224) was conducted. Pa...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/4479gu |