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Unveiling the psychological mechanisms behind sports celebrity social media endorsements
This study aims to examine the influence of sports celebrities’ personalities as social media endorsers on customers’ purchasing intentions, considering the mediating role of perceived product qual...
期刊介绍：
Cogent Business & Management is a fully peer-reviewed, open access journal with a mission to help researchers reach a truly global audience, interact with experts in their field, and discover new connections across diverse fields of research. Cogent Business & Management considers original research articles, reviews and letters in the following branches of business and management research: Accounting, Corporate Governance & Business Ethics Banking & Finance Information & Technology Management Management Marketing Operations Management.
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