Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/301905 
Authors: 
Year of Publication: 
2023
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 40 [Issue:] 5 [Year:] 2023 [Pages:] 52-58
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
This study examines the perception of the role of social media influencers (SMIs) in the virtual sales tool of fashion hauls from a consumer perspective and its influence on purchase intention. The results show that the role of SMIs is partly comparable to that of traditional salespeople. The behavioral impact depends on the consumers’ relationship with the SMIs.
Document Type: 
Article

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