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Keywords: Brand addiction
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2026) 27 (2): 207–226.
Published: 25 September 2024
... with others. This study investigates the direct and indirect impact of brand love and brand addiction on the relationship between social media addiction and compulsive buying. Design/methodology/approach The study collected data from 338 Gen Z fandoms. The snowball sampling approach is used to determine...
