A comparative paradigm of sequential mediation models of influencers' credibility using PLS-SEM with machine learning
Nora Sharkasi, Saeid Rezakhah, Gomaa Agag
| Year of publication: |
2025
|
|---|---|
| Authors: | Sharkasi, Nora ; Rezakhah, Saeid ; Agag, Gomaa |
| Published in: |
Journal of marketing analytics : JMA. - Houndmills : Palgrave Macmillan, ISSN 2050-3326, ZDB-ID 2735891-4. - Vol. 13.2025, 3, p. 744-779
|
| Subject: | PLS-SEM | Benign envy | Brand-influencer fit | Classification | Comparative analysis | Intention to purchase | Machine learning algorithms | Parasocial relationships | Sequential mediation | Source influence | Künstliche Intelligenz | Artificial intelligence | Konsumentenverhalten | Consumer behaviour | Algorithmus | Algorithm |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-025-00382-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015508695