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Keywords: Biases
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Journal Articles
Journal of Enterprise Information Management (2026) 39 (1): 329–354.
Published: 06 August 2025
... consumers' trust, the negative impact of influencers' biased approach, manipulative actions, lack of transparency and consistency and many more on consumers' behaviour and reluctance to follow influencers. Originality/value The study contributes to the existing SCT or influencer marketing literature...
