Social media influencers effectiveness among millennials and generation Z in Malaysia: a conceptual framework
Purpose: Digitalization, sensory stimulation, societal scepticism, and personalised experiences are decreasing traditional advertising's effectiveness. SMIs are widely used by marketers to promote their products and businesses. It is unclear how social media users pick influencer loyalty. Socia...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | en |
| Published: |
Universal Publishers
2024
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/43539/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/43539/ |
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