Influencer credibility and consumer behavior: the mediating role of self-brand congruity and moderating role of involvement
This article looks at how the recommendations of food influencers affect consumers’ intentions to buy endorsed food products. Although generic influencer effects have been studied in the past, little focus has been placed on the moderating influence of consumer involvement and the mediating role of...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2541040 |
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