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Keywords: Perceived interactivity
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Journal Articles
Beyond likes and follows: how social media influencers’ community orchestrate customer engagement behavior through perceived interactivity and digital rituals
Available to Purchase
Journal of Product & Brand Management 1–15.
Published: 19 May 2026
...Syed Muhammad Ali Shahbaz Habib; Irfan Saleem; Abdul Rauf Purpose Drawing upon social exchange theory, this study aims to examine how social media influencers’ community drives customer engagement behavior through perceived interactivity in the presence of digital rituals in an emerging market...
