Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significan...

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Bibliographic Details

Published in:	Innovative Marketing
Main Authors:	Gia Khuong An, Thi Thuy An Ngo, Thanh Tu Tran, Phuong Thy Nguyen
Format:	Article
Language:	English
Published:	LLC "CPC "Business Perspectives" 2024-09-01
Subjects:	attractiveness beauty products expertise social media influencer source credibility trustworthiness
Online Access:	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20760/IM_2024_03_An.pdf