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Keywords: Dual congruity
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Journal Articles
Journal:
Internet Research
Internet Research 1–23.
Published: 21 November 2025
.... Originality/value First, this study emphasizes the importance of both functional congruity and self-congruity in motivating viewer support provision. Second, it identifies psychological contracts as mediators to explain how dual congruity works. Third, this study examines the asymmetric effects...
