... the critical role of self-congruence. The study contributes to the literature on the similarity-attraction effect, formation of strong ties and consumer well-being. Corresponding author Akanksha Batra abatra@imt.edu 19 03 2025 03 08 2025 19 05 2026 © 2026 Emerald Publishing...

... identify with those entities to varying degrees. Drawing on social identity theory and self-congruence theory, this paper aims to investigate a novel mechanism by which consumers’ geo-social identities increase patronage intentions regarding influencers referring to the corresponding geo-social entities...

... similarity is higher, the indirect relationship between metaverse self-congruence and CWBec through CXMV is weaker. The reduction in the CoMe effect from 0.338 to 0.079 indicates a significant decline in the overall strength of the mediated relationship (i.e. the indirect effect is still positive, but its...