Article | Open Access | Published: 26 January 2026

Role of Mediating Factors in Shaping Consumer’s Attitude towards YouTube Influencers and its Effect on Buying Behavior

  • Shabana Asgher Lahore College for Women University
  • Rida Attiq Lahore College for Women University
  • Hafsah Batool Lahore College for Women University
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Abstract:  

Keywords:   daily vlogger, influencer marketing, homophily, sponsorship disclosure, buying behavior

Publisher:   ILMA UNIVERSITY

Published:   26 January 2026

Issue:   Issue 2 (2026-01-26) : Volume 6

E-ISSN:   2788-8304

P-ISSN:   2707-8906

DOI:   http://doi.org/10.46745/ilma.jmc.2025.06.02.05


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