| Abstract [eng] |
In the last few decades, consumers’ expectations have changed compared to previous years due to the world’s changing opportunities, developments, and globalization so their expectations from brands and purchase intention are impacted by these. One of the shaping role is influencers of social media. The number of influencers increase day to day so due to the numerous influencers, there are different opinions, experiences, characteristics, and impacts that have an influence on storytelling marketing, influencer authenticity, and purchase intention. In this paper Information Adoption Model will be used to analyze the literature of this topic and to demonstrate how storytelling marketing increase influencer’s authenticity, their credibility, and trustworthiness. |
