Essays about: "Saad Ullah Shahzad"

Found 1 essay containing the words Saad Ullah Shahzad.

  1. 1. IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY DIMENSIONS ON CONSUMER BEHAVIOR : An Empirical Study related to Influencer Marketing on Pakistan’s Fashion Industry

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Faizan Baig; Saad Ullah Shahzad; [2022]
    Keywords : Social media platforms; social media influencers; social media influencer marketing; trustworthiness; expertise; attractiveness; purchase intention; attitude toward the brand; fashion industry;

    Abstract : This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. READ MORE