The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products | Fashion and Textiles | Full Text
This research identified the different ways in which K-beauty social media influencers (SMIs) impact consumers’ tendencies to accept new products by closely investigating their sponsorship displays and product exposure methods. We conducted an experiment to examine how influencers’ posts affect Chinese millennial consumers’ acceptance of new products. We used a 2 (influencer type: celebrity versus general public) × 2 (sponsorship display status: display versus no display) × 2 ...| SpringerOpen
