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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

Ravi Kumar

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Oct 2026

Impact of Influencer Attributes on Consumer Purchase Intention: A PLS-SEM-based Approach

Purpose The expeditious ascent of social platforms has reshaped marketing approaches, with influencers becoming central to shaping consumer attitudes and behaviours. The paper aims to investigate how key influencer attributes—trust, authenticity, attractiveness, interactivity and hedonic values—affect consumer attitude...

Anuradha Dhiman, Ravi Kumar, Subodh Kumar et al. · 0 citations

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