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Keywords: Conspicuous online consumption
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (5): 1255–1269.
Published: 17 November 2020
...Regina Burnasheva; Yong Gu Suh Purpose Driven by social comparison and self-congruity theories, this paper's aim was to investigate the associations with Korean millennials' usage of social media, self-image congruity and conspicuous online consumption. The mediating influence of self-image...
