Social Media Influencers Driving the Pre- Purchase Phase of the Consumer’s Decision-Making Process. A Comparison Between Hedonic and Utilitarian Products
The purpose of this research is to determine how social media influencers drive the pre-purchase phase of the consumer’s decision-making process and how these drivers differ in regard to hedonic and utilitarian products. Considering the aim to answer how the pre-purchase phase is driven through social media influencers’, and how the drivers differ for hedonic and utilitarian products, a qualitati