The relevance of source credibility theory on purchase intention in the field the of marketing: a systematic literature review

HIGHLIGHTS

• What: Purpose: the purpose of this paper is to explore the current stage of knowledge on the theory of source credibility and analyse the usage of the source credibility theory to learn about customer purchase intention in the marketing field. The authors have opted for a systematic literature review method (Linnenluecke et_al 2020; Pooja, K., and amp; Upadhyaya, P., 2024, Shahid, Z. A., et_al, 2024, Maleka, N. H., and amp; Matli, W., 2024, Kumar, H., 2022) to explore about the utilisation of source credibility theory to understand customer purchase intention. Industry environme nt-friendly products Objective Finding . . .
  

   

  

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