Analysis of reference groups' source credibility and purchase intentions
This is dataset for a PhD thesis titled 'The role of reference gropus as credible sources in African women's natural hair care consumption behaviour'. This was compiled through convenience sampling using a Qualtrics panel used for structural equation modelling of the role of reference groups' source credibility in purchase intentions.
Sustainable Development Goals
- 3 Good Health and Well-Being
- 17 Partnerships for the Goals