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In what context do consumers trust influencer marketing over paid advertising in their purchase intentions ?

Ilyas Moustaid | Excelia Group | 2022

Background: The rise of social media influencers and sponsored advertising has had a significant impact on consumer engagement. Influencers on social media are typically perceived as people who are similar to their followers and can be conside[...]

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Moustaid, I. (2022). In what context do consumers trust influencer marketing over paid advertising in their purchase intentions ? https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Moustaid-Ilyas-2022.pdf

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