Tag: Product Attitude

Key Opinion Leaders versus Key Opinion Consumers: How Trust, Product Attitude, and Perceived Effectiveness Shape Purchase Intention on Social Media

Thien Phuc Tran DOI: 10.5281/zenodo.21256086 GAS Journal of Arts Humanities and Social Sciences (GASJAHSS) Influencer marketing has bifurcated into two distinct endorser types: key opinion leaders (KOLs), high-reach professional influencers, and key opinion consumers (KOCs), ordinary consumers whose product reviews Read More …