Factors Affecting Consumer Responses to Influencer Marketing Campaigns
Keywords:
Social media, Customer response, Marketing campaigns, trustworthiness, Attractiveness, Expertise
Abstract
In Malaysia, the emergence of influencers on social media has significantly influenced consumer behavior as many people connect and look up to these digital personalities. This study aims to investigate how factors such as trustworthiness, expertise, attractiveness, respect and likeness influence consumer responses to influencer marketing campaigns. Specifically, the research objectives are to examine the relationships between each of these factors and consumer responses and to determine whether consumer attitudes influence these relationships. In addition, the TEARS model appears to be more appropriate for this study than Ohanian's (1990) source of credibility model because it incorporates characteristics of respect and similarity that align well with Eastern cultural norms. Respect and similarity are particularly important in Eastern societies where social harmony and collective values are emphasized. The TEARS model therefore provides a more comprehensive framework for understanding the impact of influencer endorsements in this cultural context. For this empirical study, data was collected from Shah Alam consumers aged 20-40 years old who own TikTok accounts and follow TikTok influencers who share and endorse products on the TikTok platform. Data was collected from 250 people, 200 of whom were classified as valid respondents. The survey was published online and the data was collected by the researcher using Google Forms. The links to the Google Forms survey were shared on social media such as Facebook, Instagram and WhatsApp. By focusing on these dimensions, the study fills research gaps by analyzing how these factors interact within influencer marketing, especially in an Eastern cultural setting.
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References
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Banyt?, J., Stonkien?, E., & Piligrimien?, Ž. (2011). Selecting celebrities in advertising: the case of Lithuanian sports celebrity in nonsport product advertisement. Economics and management, 16, 1215.
Bhatt, N., Jayswal, R. & Patel, D. J. (2013). Impact of Celebrity Endorser's Source Credibility on Attitude Towards Advertisements and Brands. South Asian Journal of Management, 20(4), 74
Byrne, A., Whitehead, M. & Breen, S. (2003). The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288-296.
Campbell, C. & Farrell, R. J. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons 63(4), 469-479.
Chan, J. T., Huam, T. H. & Sade, B. A. (2021). Students' Perceptions of the University Social Responsibilities of a Malaysian Private University: Does Gender Matter? International Journal of Academic Research in Business and Social Sciences, 11(9),1714-1473.
Charbonneau, J. & Garland, R. (2005). Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers. International Journal of Sports Marketing and Sponsorship, 7(1), 29-35
Cheah, J. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36.
Cialdini, R. B. (2007). Influence: the psychology of persuasion. New York: New York: Collins,
Deshpandé, R., & Stayman, D. M. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57–64.
Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J.E., Salo, J.T., Tran, G.A., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. Int. J. Inf. Manag., 59, 102168.
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Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), 211–224.
Harrigan, M., Feddema, K., Wang, S., Harrigan, P. & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behavior. 20(3), 1297-1312.
Hollensen, S. & Schimmelpfennig, C. (2013). Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning. 31(1), 88-102.
Jelita, F. A. & Rimiyati, H. (2021). Pengaruh kredibilitas influencer pada efektivitas iklan media sosial instagram dalam membentuk minat beli konsumen (studi pada pengikut instagram ayudia bing slamet). Jurnal Fokus Manajemen Bisnis, 11(1), 22-41.
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Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the. International Journal on Media Management, 197-199.
Kaushalya, S. & Ranaweera, A. (2021). Understanding Sri Lankan Consumers' Perception Towards Celebrity Endorsement. Conference: 10th International Conference on Management and EconomicsAt: University of Ruhuna, Sri Lanka.
Khalid, R. & Yasmeen, T. (2019). Celebrity Physical Attractiveness Effect on Consumer Buying Behavior. JEMA Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 16(2), 173
Kozinets, V. R., de Valck, K., Wojnicki, A. & Wilner, J. S. K. d. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
Kim, J. & Song, H. (2020). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90(2), 102617
Ki, C. W., Cuevas, M L., Chong, M. S. & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Kozinets, V. R., de Valck, K., Wojnicki, A. & Wilner, J. S. K. d. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
La Ferle, C. & Choi, M. S. (2005). The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of current issues & research advertising, 27(2)67-81.
Lee, S.-H. (2009). How do online reviews affect purchasing intention? African Journal of Business Management, 3(10), 576-581.
Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R. & Xu, Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences. 306, 34-52
Li, N. & Zhang, P. (2002). Consumer Online Shopping Attitudes and Behavior: An Assessment of Research. Conference: Eighth Americas Conference on Information Systems.
Lou, C. & Yuan, S. (2018). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73.
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 310-321.
McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467–472.
Min, H. J., Chang, J. H., Jai, T. & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion & Textiles, 6(1), 10
Naylor, R., Lamberton, C & West, P. (2012). Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing. 76. 105-120. 10.1509/jm.11.0105.
Nejad, L., Feroozbakht, Z. & Taghipoor, A. (2014). Service Quality, Relationship Quality, and Customer Loyalty (Case Study: Banking Industry in Iran). Open Journal of Social Sciences, 2(4), 262-268.
Nielsen (2013). Under the Influence: Consumer Trust In Advertising. https://www.nielsen.com/insights/2013/under-the-influence-consumer-trust-in-advertising/
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers'. Journal of Advertising, 19(3), 39-52.
Olenski, S. (2016). How Brands Should Use Celebrities For Endorsements. Retrieved from Forbes: https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-for-endorsements/?sh=a3905e155936
Pornpitakpan, C. (2003). The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention. Journal of International Consumer Marketing, 16(2), 55-74.
Pornpitakpan, C. (2004). The effect of celebrity endorsers' perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55-74.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.
Schoorman, D. F., Mayer, C. R. & Davis, H. J. (2007). An Integrative Model of Organizational Trust: Past, Present, and Future. Academy of Management Review, 344-354.
Sekaran, U. (2006). Research Methods for Business: A Skill Building Approach. Hoboken, NJ: John Wiley & Sons.
Selnes, F. (1988). Antecedents and consequences of trust and satisfaction in buyer?seller relationships. European Journal of Marketing. 32(3/4), 305-322
Shimp, A. T. (2003). Advertising, promotion & supplemental aspects of integrated marketing communications. Mason, Ohio [u.a.]: Thomson South Western.
Shimp, A. T. (2007). Integrated Marketing Communications in Advertising and Promotion. Thomson South-Western.
Smith, D., Menon, S. & Sivakumar, K. (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing, 15-37.
Statista Research Department. (2023, November). Retrieved from Statista: https://www.statista.com/statistics/489233/number-of-social-network-users-in-malaysia/
Swant, M. (2016). Twitter Says Users Now Trust Influencers Nearly as Much as Their Friends. Retrieved from ADWEEK: https://www.adweek.com/performance-marketing/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/
Team, L. (2023). Malaysia’s E-commerce Industry: Everything You Need to Know. Retrieved from LOCAD: https://golocad.com/blog/guide-to-malaysia-e-commerce-industry/
Till, B. D. (1998). Matching products with endorsers: Attractiveness versus expertise. 576-586.
Tripp, C., Jensen, D. T. & Carlson, L. (1994). The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions. Journal of Consumer Research, 20(4), 535-47.
Veirman, M. D., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising: the quarterly review of marketing communications, 798-828.
Walster, E., Aronson, V., Abrahams, D., & Rottman, L. (1966). Importance of physical attractiveness in dating behavior. Journal of Personality and Social Psychology, 4(5), 508–516.
Wei, P-S. & Lu, P-H. (2013). An examination of the celebrity endorsements and online customer reviews. Computers in Human Behavior, 29(1), 193-201.
Wiedmann, K. P. & von Mettenheim, W. (2021). Attractiveness, trustworthiness, and expertise–social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707-725
Williams, K. (2024). The Psychology of Consumer Buying Behavior: Understanding How and Why People Buy. Retrieved from Survey Sparrow: https://surveysparrow.com/blog/consumer-buying-behavior/
Yamane, Y. (1967). Mathematical Formulae for Sample Size Determination.
Yi, Y. & Gong, T. (2013). Customer value co-creation behavior: Scale development and. Journal of Business Research, 66(9), 1279-1284.
Zhang, S. & Zhang, L. (2023). The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital. SAGE Open. 13. 215824402311699. 10.1177/21582440231169933.
Agam, D. (2017). Celebrity Endorser Physical Attractiveness Effect on Consumers’ Attitude toward Online Advertisement. Conference: Australia And New Zealand Business and Social Science Research Conference 2016: Malaysia.
Banyt?, J., Stonkien?, E., & Piligrimien?, Ž. (2011). Selecting celebrities in advertising: the case of Lithuanian sports celebrity in nonsport product advertisement. Economics and management, 16, 1215.
Bhatt, N., Jayswal, R. & Patel, D. J. (2013). Impact of Celebrity Endorser's Source Credibility on Attitude Towards Advertisements and Brands. South Asian Journal of Management, 20(4), 74
Byrne, A., Whitehead, M. & Breen, S. (2003). The naked truth of celebrity endorsement. British Food Journal, 105(4/5), 288-296.
Campbell, C. & Farrell, R. J. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons 63(4), 469-479.
Chan, J. T., Huam, T. H. & Sade, B. A. (2021). Students' Perceptions of the University Social Responsibilities of a Malaysian Private University: Does Gender Matter? International Journal of Academic Research in Business and Social Sciences, 11(9),1714-1473.
Charbonneau, J. & Garland, R. (2005). Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers. International Journal of Sports Marketing and Sponsorship, 7(1), 29-35
Cheah, J. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2), 19-36.
Cialdini, R. B. (2007). Influence: the psychology of persuasion. New York: New York: Collins,
Deshpandé, R., & Stayman, D. M. (1994). A tale of two cities: Distinctiveness theory and advertising effectiveness. Journal of Marketing Research, 31(1), 57–64.
Djafarova, E. & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J.E., Salo, J.T., Tran, G.A., & Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. Int. J. Inf. Manag., 59, 102168.
Emma, S. (2023). B2B Sales and the Psychology of Trust Building. Retrieved from B2B ROCKET: https://www.b2brocket.ai/blog-posts/b2b-sales-and-the-psychology-of-trust-building#
ESW. (2022). How e-commerce has changed consumer behavior. Retrieved from esw: https://esw.com/blog/how-ecommerce-has-changed-consumer-behaviour/
Fertik, M. (2020). Why Is Influencer Marketing Such A Big Deal Right Now? Retrieved from Forbes: https://www.forbes.com/sites/michaelfertik/2020/07/02/why-is-influencer-marketing-such-a-big-deal-right-now/?sh=362b6fa975f3
Forbes (2021). Here Are the 10 Most Downloaded Apps of 2020. Retrieved from Forbes: https://www.forbes.com/sites/johnkoetsier/2021/01/07/here-are-the-10-most-downloaded-apps-of-2020/?sh=626bd9345d1a
Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: Elon Journal of Undergraduate Research in Communications, 77-87.
Halvorsen, K., Hoffmann, J., Coste-Manière, I., & Stankeviciute, R. (2013). Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway. Journal of Global Fashion Marketing, 4(3), 211–224.
Harrigan, M., Feddema, K., Wang, S., Harrigan, P. & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behavior. 20(3), 1297-1312.
Hollensen, S. & Schimmelpfennig, C. (2013). Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning. 31(1), 88-102.
Jelita, F. A. & Rimiyati, H. (2021). Pengaruh kredibilitas influencer pada efektivitas iklan media sosial instagram dalam membentuk minat beli konsumen (studi pada pengikut instagram ayudia bing slamet). Jurnal Fokus Manajemen Bisnis, 11(1), 22-41.
Johnson, E. & Platt, M. (2023). The Marketing Psychology Behind Celebrity Endorsements. Retrieved from KNOWLEDGE AT WHARTON: https://knowledge.wharton.upenn.edu/article/the-marketing-psychology-behind-celebrity-endorsements/
Kaplan, A. M. (2015). Social Media, the Digital Revolution, and the. International Journal on Media Management, 197-199.
Kaushalya, S. & Ranaweera, A. (2021). Understanding Sri Lankan Consumers' Perception Towards Celebrity Endorsement. Conference: 10th International Conference on Management and EconomicsAt: University of Ruhuna, Sri Lanka.
Khalid, R. & Yasmeen, T. (2019). Celebrity Physical Attractiveness Effect on Consumer Buying Behavior. JEMA Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 16(2), 173
Kozinets, V. R., de Valck, K., Wojnicki, A. & Wilner, J. S. K. d. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
Kim, J. & Song, H. (2020). The influence of perceived credibility on purchase intention via competence and authenticity. International Journal of Hospitality Management, 90(2), 102617
Ki, C. W., Cuevas, M L., Chong, M. S. & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Kozinets, V. R., de Valck, K., Wojnicki, A. & Wilner, J. S. K. d. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
La Ferle, C. & Choi, M. S. (2005). The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of current issues & research advertising, 27(2)67-81.
Lee, S.-H. (2009). How do online reviews affect purchasing intention? African Journal of Business Management, 3(10), 576-581.
Liu, S., Jiang, C., Lin, Z., Ding, Y., Duan, R. & Xu, Z. (2015). Identifying effective influencers based on trust for electronic word-of-mouth marketing: A domain-aware approach. Information Sciences. 306, 34-52
Li, N. & Zhang, P. (2002). Consumer Online Shopping Attitudes and Behavior: An Assessment of Research. Conference: Eighth Americas Conference on Information Systems.
Lou, C. & Yuan, S. (2018). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73.
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 310-321.
McGinnies, E., & Ward, C. D. (1980). Better liked than right: Trustworthiness and expertise as factors in credibility. Personality and Social Psychology Bulletin, 6(3), 467–472.
Min, H. J., Chang, J. H., Jai, T. & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion & Textiles, 6(1), 10
Naylor, R., Lamberton, C & West, P. (2012). Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing. 76. 105-120. 10.1509/jm.11.0105.
Nejad, L., Feroozbakht, Z. & Taghipoor, A. (2014). Service Quality, Relationship Quality, and Customer Loyalty (Case Study: Banking Industry in Iran). Open Journal of Social Sciences, 2(4), 262-268.
Nielsen (2013). Under the Influence: Consumer Trust In Advertising. https://www.nielsen.com/insights/2013/under-the-influence-consumer-trust-in-advertising/
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers'. Journal of Advertising, 19(3), 39-52.
Olenski, S. (2016). How Brands Should Use Celebrities For Endorsements. Retrieved from Forbes: https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-for-endorsements/?sh=a3905e155936
Pornpitakpan, C. (2003). The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention. Journal of International Consumer Marketing, 16(2), 55-74.
Pornpitakpan, C. (2004). The effect of celebrity endorsers' perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55-74.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.
Schoorman, D. F., Mayer, C. R. & Davis, H. J. (2007). An Integrative Model of Organizational Trust: Past, Present, and Future. Academy of Management Review, 344-354.
Sekaran, U. (2006). Research Methods for Business: A Skill Building Approach. Hoboken, NJ: John Wiley & Sons.
Selnes, F. (1988). Antecedents and consequences of trust and satisfaction in buyer?seller relationships. European Journal of Marketing. 32(3/4), 305-322
Shimp, A. T. (2003). Advertising, promotion & supplemental aspects of integrated marketing communications. Mason, Ohio [u.a.]: Thomson South Western.
Shimp, A. T. (2007). Integrated Marketing Communications in Advertising and Promotion. Thomson South-Western.
Smith, D., Menon, S. & Sivakumar, K. (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing, 15-37.
Statista Research Department. (2023, November). Retrieved from Statista: https://www.statista.com/statistics/489233/number-of-social-network-users-in-malaysia/
Swant, M. (2016). Twitter Says Users Now Trust Influencers Nearly as Much as Their Friends. Retrieved from ADWEEK: https://www.adweek.com/performance-marketing/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/
Team, L. (2023). Malaysia’s E-commerce Industry: Everything You Need to Know. Retrieved from LOCAD: https://golocad.com/blog/guide-to-malaysia-e-commerce-industry/
Till, B. D. (1998). Matching products with endorsers: Attractiveness versus expertise. 576-586.
Tripp, C., Jensen, D. T. & Carlson, L. (1994). The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions. Journal of Consumer Research, 20(4), 535-47.
Veirman, M. D., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising: the quarterly review of marketing communications, 798-828.
Walster, E., Aronson, V., Abrahams, D., & Rottman, L. (1966). Importance of physical attractiveness in dating behavior. Journal of Personality and Social Psychology, 4(5), 508–516.
Wei, P-S. & Lu, P-H. (2013). An examination of the celebrity endorsements and online customer reviews. Computers in Human Behavior, 29(1), 193-201.
Wiedmann, K. P. & von Mettenheim, W. (2021). Attractiveness, trustworthiness, and expertise–social influencers’ winning formula? Journal of Product & Brand Management, 30(5), 707-725
Williams, K. (2024). The Psychology of Consumer Buying Behavior: Understanding How and Why People Buy. Retrieved from Survey Sparrow: https://surveysparrow.com/blog/consumer-buying-behavior/
Yamane, Y. (1967). Mathematical Formulae for Sample Size Determination.
Yi, Y. & Gong, T. (2013). Customer value co-creation behavior: Scale development and. Journal of Business Research, 66(9), 1279-1284.
Zhang, S. & Zhang, L. (2023). The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital. SAGE Open. 13. 215824402311699. 10.1177/21582440231169933.
Published
2024-05-29
How to Cite
Azhar, S. A., Mohd Yusof, Y. L., & Harun, Z. F. (2024). Factors Affecting Consumer Responses to Influencer Marketing Campaigns. Information Management and Business Review, 16(2(I)S), 24-35. https://doi.org/10.22610/imbr.v16i2(I)S.3801
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Copyright (c) 2024 Sarah Aida Azhar, Yuslina Liza Mohd Yusof, Zatul Fahany Harun
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