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Sponsored AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI AI AM CLAUDE, A Beginner's Guide: Learn the basics of working with AI

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Muhammad Sacha Zia

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Open access Jun 2026

Trust as the Engine of Influence: A Source-Credibility and Parasocial-Interaction Study of Social Media Influencers, Consumer Trust, and Purchase Behaviour

Social media influencers (SMIs) have now evolved as a pivotal player in digital marketing but the influence on consumer trust and buying behavior is only partially understood. This study focuses on the relationship between perceived engagement and authenticity of influencers and their trust and through trust, purchase...

Mohammad Ali, Muhammad Zia Ul Haq, Sanaz Farhad et al. · 0 citations

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