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Keywords: Social media usage
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (5): 1255–1269.
Published: 17 November 2020
... to test proposed hypotheses. Findings The result of the structural equation analyses showed strong, positive associations between social media usage, self-image congruity and conspicuous online consumption, while self-image congruity also acted as a mediator between Korean millennials' usage of social...
