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Keywords: Micro-celebrities post authenticity
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2024) 15 (2): 493–517.
Published: 21 July 2023
... consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses. Findings The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing...
