Skip to main content

International Journal of Interdisciplinary Research

Table 4 Simple main effect for two-way interaction of influencer type × sponsorship display status

From: The impact of K-beauty social media influencers, sponsorship, and product exposure on consumer acceptance of new products

Dependent Variable

Sponsorship display status

Influencer type

M

F

New product acceptance intentions

Display

Celebrity

3.08

4403.69***

General public

4.68

No display

Celebrity

4.45

1776.96***

General public

3.43

  1. *** p < 0.001