Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective
This study evaluates the efficacy of digital influencers in brand endorsement through electronic Word-of-Mouth (eWOM).It probes the influence of perceived influence, brand engagement, and expected brand value on purchase intention and the potential moderation of these by gender roles.The Outdoor Sofa with Cushion study, analyzing responses from 197