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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (2): 607–634.
Published: 29 January 2025
...Nopporn Ruangwanit; Mathupayas Thongmak Purpose This study investigates the influences of brands, sources and congruence on perceived product quality, as well as the role of content creator types in Instagram influencer marketing for luxury brands. Design/methodology/approach The samples...
