Understanding the Influence of Perceived Youtubers’ Content Quality and Usefulness of Information on Videogames Purchase Intention
Digital Marketing - Strategies, Consumer Behavior, and Technological Impact: 37eMKT 2021
Influencer marketing is a marketing strategy that has been used by many brands, in which they employ influencers, such as, for example, Instagrammers or YouTubers, to promote their product toward their audience. The present study aims to understand how perceived YouTubers’ content quality impacts the…