The Effects of SMIs’ Source Credibility on Consumers' Intention to Purchase Local Cosmetic Products Through Attitude Towards Advertisements
The global influencer marketing industry, valued at USD 21.1 billion in 2023, has gained immense relevance for businesses, with Social Media Influencers (SMI) playing a pivotal role in marketing activities. In the competitive Malaysian local cosmetic industry, leveraging SMIs is particularly promisi...
| Published in: | Pertanika Journal of Social Sciences and Humanities |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia
2024
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85212416091&doi=10.47836%2fpjssh.32.4.15&partnerID=40&md5=46a77cb87b84b7226ea08dbfca99b398 |