The Effects of SMIs’ Source Credibility on Consumers' Intention to Purchase Local Cosmetic Products Through Attitude Towards Advertisements

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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...

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Bibliographic Details
Published in:	Pertanika Journal of Social Sciences and Humanities
Main Author:	Sitorus B.A.; Ambad S.N.A.; Dawayan C.R.
Format:	Article
Language:	English
Published:	Universiti Putra Malaysia 2024
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

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