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Keywords: Social media follower
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (1): 33–52.
Published: 14 July 2021
...), they represent the identity and uniqueness of the individual (Gentina, 2014). A set of research questions frame this study: RQ1. Is PO experienced by social media followers toward influencers and products in the follower–influencer relationship? Considering the recent works in PO...

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