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This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between… Click to show full abstract
This article considers consumer perceptions in order to analyze influencers in relation to product purchasing. To this end, a survey was conducted among a group of social media users between the ages of 16 and 34 years. Using principal component analysis, it was determined that the perceived dimensions of influencers coincide with those of traditional opinion leaders.
Keywords:
percepci los;
los consumidores;
respecto peso;
que ejercen;
consumidores respecto;
peso que
Journal Title: Comunicacion Y Sociedad
Year Published: 2019
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Journal Title: Comunicacion Y Sociedad
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!