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Keywords: Online opinion leadership
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing 1–26.
Published: 22 August 2025
...Muhammad Waqas; Adeel Khalid; Muhammad Usman; Giampaolo Viglia; Shaker Bani-Melhem Purpose This study aims to investigate the disruptive impact of firm-led influencer marketing on promoting health behaviors, examining how firms can leverage online opinion leadership to drive consumer health...
