The comparative influence of traditional celebrities and digital influencers in fashion industry for generation z

This study explores how traditional celebrities, and digital influencers affect Generation Z’s purchasing intention in the fashion industry. Using the Source Credibility Theory and Information Acceptance Model, it examines the impact of expertise, attractiveness, trustworthiness, engagement level, a...

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Bibliographic Details

Main Author:	Lai, Pei Xuan
Format:	Final Year Project / Dissertation / Thesis
Published:	2025
Subjects:	H Social Sciences (General) HD Industries. Land use. Labor
Online Access:	http://eprints.utar.edu.my/6828/1/BIN_2005555_Lai_Pei_Xuan_LAI_PEI_XUAN.pdf http://eprints.utar.edu.my/6828/
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