| Abstract [eng] |
Influencer advertising is becoming an important tool in companies’ promotion strategy, and increasingly, Chinese female customers tend to engage and be influenced by influencer advertising. Therefore, it is essential to clarify whether influencer advertising is influential enough for the Chinese millennial women or not, so the aim of this research is to identify the factors that influence the engagement of Chinese millennial female consumers with influencer advertising and thus influence cosmetics purchasing intention on Sina Weibo. This study used a quantitative method to collect data from 768 (712 valid inside) Chinese women millennials through an online questionnaire and then analyzed data through SPSS. The results illustrate that a high level of interactivity, perceived relevance and informativeness of influencer advertising, as well as consumers' hedonic motivation and trust when viewing influencer advertising can stimulate customer engagement. Meanwhile, more engagement with influencer advertising promoting will stimulate the purchasing intention. |
