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- Tác giả: Võ Nguyễn Tuyết Băng
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 129 p.
- Tóm tắt: The thesis investigates the impact of influencer marketing on purchase intention in the fitness industry, focusing on factors like Trustworthiness, Attractiveness, Expertise, Similarity, Information Quality, and Influencer-Product Fit. Using both qualitative and quantitative methods, the research includes surveys and statistical analysis such as Cronbach's Alpha and Multiple Linear Regression. Key findings reveal that Trustworthiness, Expertise, Similarity, Information Quality, and Influencer-Product ...
- Từ khóa: Influencer Marketing; Purchase Intention; Fitness Industry; Linear Regression Analysis
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- 89
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