The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour
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DOI: 10.1016/j.jretconser.2023.103506
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Cited by:
- Neringa Vilkaite-Vaitone, 2024. "From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume," Sustainability, MDPI, vol. 16(4), pages 1-14, February.
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Keywords
Influencer marketing; Credibility; Purchase behaviour; Congruence;All these keywords.
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