Tag: source credibility

Does Influencer Expertise Matter Most? A PLS-SEM Investigation of TikTok Influencer Attributes, Brand Trust, and Purchase Intention among Generation Z Consumers in Vietnam

Huynh Nguyen Tuyet Phuong, Ly Quynh Anh DOI: 10.5281/zenodo.19925573 GAS Journal of Economics and Business Management (GASJEBM) The rapid proliferation of TikTok commerce has fundamentally transformed how Generation Z consumers evaluate and trust influencers, yet the existing body of research Read More …