Chaudhry Kashif Mahmood, Hoda Mahmoud ABOALSAMH, T. Khalil, H. Ali
{"title":"Disclosing Instagram Influencers’ Advertising: The Effect of Source Credibility Cues on Millennials’ Behavioral Intentions","authors":"Chaudhry Kashif Mahmood, Hoda Mahmoud ABOALSAMH, T. Khalil, H. Ali","doi":"10.5171/2023.919062","DOIUrl":null,"url":null,"abstract":"The purpose of this study is to investigate the effect of source credibility cues (attractiveness, trustworthiness, expertise, and homophily) on the online buying intention of millennials who are using Instagram. Another goal of this study is to measure the effect of para-social interaction (PSIs) on consumer buying intention and also to evaluate its moderating role in the relationship between source credibility cues (SCC) and consumer buying intention.","PeriodicalId":37197,"journal":{"name":"IBIMA Business Review","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"IBIMA Business Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5171/2023.919062","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
The purpose of this study is to investigate the effect of source credibility cues (attractiveness, trustworthiness, expertise, and homophily) on the online buying intention of millennials who are using Instagram. Another goal of this study is to measure the effect of para-social interaction (PSIs) on consumer buying intention and also to evaluate its moderating role in the relationship between source credibility cues (SCC) and consumer buying intention.
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