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Keywords: Influencer-follower engagement
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Journal Articles
Unravelling consumer decision-making under the realm of digital influencer: a review and agenda
Available to Purchase
Journal:
Measuring Business Excellence
Measuring Business Excellence (2026) 30 (1): 46–71.
Published: 07 October 2025
... marketing Online influencers Consumer decision-making Parasocial relationships Influencer-follower engagement This research received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors. The advent of digital media has significantly increased...
