Social Media Influencer Perceived Source Credibility Scale Validation and Consumer Attitudes Toward the Brand: An Exploratory Study in Urban India

Presenter Information

• James E. Stoddard, Appalachian State UniversityFollow
• Christy M. Cook, Appalachian State UniversityFollow
• Lubna NafeesFollow

Keywords

Social Media, Influencer Marketing, SMI, culture, India, U.S., cultural theory, Hofstede, attitudes, credibility, influence, goodwill, trustworthiness, expertise, brand, brand attitude

Document Type

Proceedings Paper