How Does Conformity Shape Influencer Marketing in the Food and Beverage Industry? A Case Study in Vietnam

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2024-04-10 DOI:10.1080/15332861.2024.2338699

Anh D. Pham, Trang T. T. Dao, Phuong M. Pham, Yen H. Pham, Huong T. Nguyen, Ly N. Pham

引用次数: 0

Abstract

This study investigates the role of conformity in shaping the purchasing decisions of young consumers within the food and beverage (F&B) sector. Additionally, we explore how conformity moderates th...

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一致性如何影响食品饮料行业的影响者营销？越南案例研究

本研究探讨了顺应性在食品和饮料（F&B）行业中影响年轻消费者购买决策的作用。此外，我们还探讨了顺应性如何调节年轻消费者的购买决策。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.