Browsing 8th-2024 by Subject "Brand Credibility, Generation Z Sri Lanka, Influencer Marketing, Mobile Phones, Purchasing Intention, Social Media"

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The Impact of Social Media Influencer Marketing on Purchasing Intention of Mobile Devices: Moderating Role of Brand Credibility with Special Reference to Gen Z in Sri Lanka

Arshaq, M. A. M.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The rapid growth of social media usage and the mobile phone industry in Sri Lanka, particularly among Generation Z, has underscored the urgency of comprehending influencer marketing strategies and assessing their efficacy. ...

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