CUSTOMER BUYING BEHAVIOUR IN INSTAGRAM - Madesha, Sathyapriya
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Instagram influencers of all types have a noteworthy influence on the different online consumer purchasing intentions on the platform, where several factors determine the scope of their impact. Trust is considered one of the most significant ones. It is perspicuous that trust in Instagram influencers is intertwined with three aspects: the emotional feelings of the users in regard to the person, the social responsibility of the influencer toward the society, and the influencer fan base. Most users consider electronic word-of-mouth very effective, as it makes a difference in their pre-purchasing…mehr

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Produktbeschreibung
Instagram influencers of all types have a noteworthy influence on the different online consumer purchasing intentions on the platform, where several factors determine the scope of their impact. Trust is considered one of the most significant ones. It is perspicuous that trust in Instagram influencers is intertwined with three aspects: the emotional feelings of the users in regard to the person, the social responsibility of the influencer toward the society, and the influencer fan base. Most users consider electronic word-of-mouth very effective, as it makes a difference in their pre-purchasing stage. The research resulted in a clear distinction between two types of e WOM, one being negative and the other being positive.
Autorenporträt
Prof M.Sathyapriya is an Assistant Professor at Sri Krishna Arts and Science College, Coimbatore, Tamilnadu, India with his masters degree in Corporate Secretaryship and Master of Business Administration. Her specialization is Finance. She has presented many papers in National, International Conferences and Published Books.