A model of purchase intention of complementary and alternative medicines: the role of social media influencers' endorsements

• Główni autorzy: Gizem Gülpınar (Autor), Mehmet Barlas Uzun (Autor), Ayesha Iqbal (Autor), Claire Anderson (Autor), Wajid Syed (Autor), Mahmood Basil A. Al-Rawi (Autor)
• Format: Książka
• Wydane: BMC, 2023-12-01T00:00:00Z.
• Hasła przedmiotowe: article
• Dostęp online: Connect to this object online.

Abstract Background Social Media Influencers (SMIs) are a fashionable way of marketing products by creating electronic word-of-mouth (e-WOM) on social media. The marketing of complementary and alternative medicines (CAMs) by SMIs is becoming increasingly popular and gaining credibility within consum...