Question: what should i do in my data analysis using SPSS for my thesis about : the impact of virtual influencers on brand attitude and purchase
what should i do in my data analysis using SPSS for my thesis about : the impact of virtual influencers on brand attitude and purchase intention while this is my methodology suggest improvement if there is a room : Marketing research problem questions:
Are Tunisians able to trust virtual influencers despite their artificial nature?
What are the determinant components of source credibility that alter attitude?
does the advertising value provided by AI influencers affect consumers' attitudes toward the brand?
What are the different parties that lead to purchase intention arousal?
Hypotheses :
H: AI influencers' perceived trustworthiness has a positive effect on consumers' attitudes toward branded posts.
H: The higher perceived expertise of AI influencers increases likelihood of consumers having a positive attitude towards the brand promoted by virtual influencers.
H: The attractiveness of AI influencers has a positive effect on consumers' attitudes towards branded posts.
H: Consumers' sense of similarity with AI influencers is positively correlated with their trust in the endorsed products.
H: The advertising value of virtual influencers has a positive effect on consumers' attitudes toward the brand.
H: Consumers' trust in virtual influencers correlates with their purchase intention.
H: The advertising value of virtual influencers has a positive effect on consumers' purchase intentions.
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