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Keywords: Cultural adaptation
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Journal Articles
Journal of Product & Brand Management (2026) 35 (7): 1057–1070.
Published: 29 April 2026
... et al., 2020). Human brand engagement Social media influencers Parasocial relationships Expatriation Cultural adaptation Examining expatriates’ engagement with influencers as human brands extends brand engagement frameworks to transnational settings characterized by heightened...
