The Impact of Social Media Influencers on Beauty Products Consumption

Published: 5 March 2020| Version 1 | DOI: 10.17632/2tvp4j5t2y.1
Contributor:
Jane Gao

Description

It is the result of the questionnaires at the very beginning. The valid sample size is 200. Reliability: Cronbach α coefficient ranges from 0.7 to 0.9. Validity: KMO= 0.757. Common factor variance [CFA]＞ 0.7; Cumulative variance contribution [CVC] ＞80%. The convergent and divergent validity are both achieved. SEM & Hierachical regression 14 hypothesis have been proved to be obviously correlationship.

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Institutions

University of Huddersfield

Categories

Marketing, Social Media Marketing

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