Skip to main content

International Journal of Interdisciplinary Research

Table 5 Simple main effect for the two-way interaction of influencer type × product exposure method

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

Dependent Variable

Product exposure method

Influencer type

M

F

New product acceptance intentions

Exposure

Celebrity

3.41

1640.16***

General public

4.39

No exposure

Celebrity

4.12

265.45***

General public

3.73

  1. *** p < 0.001