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Keywords: Entertainment value
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2026) 17 (5): 1721–1742.
Published: 09 October 2025
...Muhammad Ahmed; Chengli Shu; Hammad Bin Azam Hashmi; Dan Luo; Syed Waqar Haider Purpose This study aims to explore the impact of the economic and entertainment value of social media celebrities’ messages on purchase intention, mediated by customer engagement and moderated by a recent social media...
