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Keywords: Goal commitment
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Journal Articles
Obese customers’ fitness goal disclosure on social media: exploring weight-loss image sharing on emotions and healthy lifestyle aspirations
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (11): 3138–3167.
Published: 14 July 2022
... association between goal disclosure and healthy lifestyle intention. In addition, the association between goal disclosure and healthy lifestyle intention is conditionally mediated by goal commitment, specifically for those obese customers that elicited guilt over shame due to shared weight-loss transformation...
