DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS : A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.
The purpose of this study is to further explore the modern phenomenon of COO, brand image, and online influencer marketing as they relate to consumer's purchase intention online. This empirical study employs a mixed method approach with quantitative exploratory factor analysis through a survey...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-43722 |