Social Media Influencer Marketing: An Examination among Chinese Consumers

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Title

Social Media Influencer Marketing: An Examination among Chinese Consumers

Content partner

Victoria University of Wellington

Collection

Open Access Victoria University of Wellington

Description

In the age of social media, influencer marketing has emerged as a powerful tool for shaping consumer behaviour. This study investigates how the perceived attractiveness, expertise, and trustworthiness of social media influencers (SMIs) affect brand engagement and purchase intention among Chinese social media users. Drawing on the Source Credibility Theory, Parasocial Relationship Theory and the Face Theory, the research proposes and tests a conceptual framework in which brand engagement serve...

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Format

Research paper

Research format

Scholarly text / Thesis

Thesis level

Masters

Date created

2025

Creator

Zixuan He

URL

https://figshare.com/articles/thesis/Social_Media_Influencer_Marketing_An_Examination_among_Chine...

Related subjects

Consumer behaviour / social media / influencer marketing / Chinese consumers / School: School of Marketing and International Business / Professional, scientific and technical services / Degree Discipline: Marketing / Degree Name: Master of Commerce / Degree Level: Masters

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