Topic
The effect of social media influencers on Chinese University students in the purchase of fashion and sports clothing
Instructions
Chose a topic that you are interested in researching further – it could be anything related to
your degree programme, previous topics have included: ‘understanding child poverty’ ‘the
role of social media in political campaigns’ ‘attitudes to the environment’ and ‘the
experiences of migrant children in China’. If you cannot decide use the topic ‘Student Life’.
Answer preview
Social media and social influencers, also referred as to key opinion leaders, are commonly used terms in the online marketing literature (Jin et al., 2019; Martínez-López et al., 2020). Influencers are considered experts in particular subjects, can positively influence followers by changing their perceptions and attitudes towards a brand or product (Appel et al., 2019; Tsai and Bui, 2020). Despite the increased research attention on influencer marketing; only a few studies examined their influence on buying intentions in the fashion and sports clothes market. In particular, as far as the researcher is concerned, there are no prior studies on social media influencer role in purchasing intentions of Chinese fashion and sports clothes consumers.
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