Welcome to the InfoSci Platform
Reference Hub2
Power of Social Media Influencer Credibility on the Influence of Brand Attitude

Power of Social Media Influencer Credibility on the Influence of Brand Attitude

Shweta Saini, Rohit Bansal
Copyright: © 2023 |Pages: 11
ISBN13: 9781668488980|ISBN10: 1668488981|ISBN13 Softcover: 9781668488997|EISBN13: 9781668489000
DOI: 10.4018/978-1-6684-8898-0.ch010
Cite Chapter Cite Chapter

MLA

Saini, Shweta, and Rohit Bansal. "Power of Social Media Influencer Credibility on the Influence of Brand Attitude." Influencer Marketing Applications Within the Metaverse, edited by Rohit Bansal, et al., IGI Global, 2023, pp. 167-177. https://doi.org/10.4018/978-1-6684-8898-0.ch010

APA

Saini, S. & Bansal, R. (2023). Power of Social Media Influencer Credibility on the Influence of Brand Attitude. In R. Bansal, S. Qalati, & A. Chakir (Eds.), Influencer Marketing Applications Within the Metaverse (pp. 167-177). IGI Global. https://doi.org/10.4018/978-1-6684-8898-0.ch010

Chicago

Saini, Shweta, and Rohit Bansal. "Power of Social Media Influencer Credibility on the Influence of Brand Attitude." In Influencer Marketing Applications Within the Metaverse, edited by Rohit Bansal, Sikandar Ali Qalati, and Aziza Chakir, 167-177. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-8898-0.ch010

Export Reference

Mendeley
Favorite

Abstract

In the past few years, brands have been spending exponentially on social media influencers. Because of influencers' large following and the content, they post on social media platforms, and nowadays, this has become one of the most emerging marketing strategies. The current study aims to explore the components and importance of influencers' credibility and its influence on brand attitude. The present study is based on secondary data. Data were gathered from various secondary sources like articles and books from several databases such as Scopus, Google Scholar, etc. and the internet (websites of relevant disciplines). The findings reveal the power of influencers' credibility and how it helps brands. This study has implications for academicians, marketers, and future researchers to have an idea about influencers and existing studies related to them.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.