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Keywords: Influencer engagement
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (10): 2370–2385.
Published: 12 January 2022
...Man Lai Cheung; Wilson K.S. Leung; Morgan X. Yang; Kian Yeik Koay; Man Kit Chang Purpose Grounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs...
