Work

Evaluating the relative effect of Instagram and celebrity influencers on brand attitude and purchase intention among Generation-Z: a fashion industry perspective

Year: 2025

Type: article

Study design: Observational Study

Source: International Journal of Internet Marketing and Advertising

DOI: 10.1504/ijima.2025.147547

Authors: Himanshi Sharma, M.A. Sanjeev, Thangaraja Arumugam, Abhishek Ray

Institutions: Xavier School of Management, Jaipuria Institute of Management, Vellore Institute of Technology University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4412561716

FWCI: 5.439

Cites:

Cited by: 3

Related to: 10