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