Influencer Marketing and Consumer Trust on Live Streamed e-tailing Platform
Idongesit Oto Eshiett PhD, Department of Marketing, Faculty of Management and Social Sciences, Akwa Ibom State University, ObioAkpa Campus, OrukAnam, Nigeria
Oto Eyamba Eshiett, Department of Business Administration, Faculty of Management Sciences, ICT University, Messassi, Yaunde, Cameroun.
Article historys:
Received: 23/08/2025
Accepted: 29/08/2025
Published: 01/09/2025
DOI: 10.3390/uarjms.1.1.123
Page 1-9
ABSTRACT
The advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information System (IS has created myriads of opportunities for tech and nontech experts to create professional niche, social media influencer is one of such functionsThe advent of information
Keywords:
Consumer Behaviour, Social Media, Influencer, Social Influence theory, Endorsement, Live-Streaming, Customer Trust.