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Keywords: Brand awareness
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 258–277.
Published: 30 April 2025
...Tanya Munir; Sean Watts Purpose This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value...
