Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands

Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Sanjeev Kumar, Ammar T. Qureshi, Khalil Hussain, Lakhi Muhammad

Journal of Retailing and Consumer Services · 2025 · 17 citations · 122 references

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