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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