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Keywords: Buying intention
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Journal Articles
Journal of Research in Interactive Marketing (2022) 16 (3): 346–364.
Published: 09 September 2021
... examined the impact of the imitation of influencers on customer buying intention toward endorsed products, which is mediated by social comparison, materialism and the fear of missing out (FOMO). Design/methodology/approach An online survey of 243 respondents was conducted via Amazon's Mechanical Turk...
