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Keywords: Congruence
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Journal Articles
Journal:
Journal of Trade Science
Journal of Trade Science (2025) 13 (4): 279–298.
Published: 17 October 2025
... communities. Against this backdrop, this study draws on source credibility theory and congruence theory to examine how influencer credibility (trustworthiness, expertise and authenticity) and congruence (influencer-product congruence and influencer-consumer congruence) affect consumer intention to purchase...
