Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention
Celebrity influence plays a significant role in fostering the consumers’ impulse buying tendency and purchase intention. In the modern advertising era, the celebrity endorsement characteristics have driven the firms’ promotion campaigns, stimulating consumer purchasing behavior through celebrity bra...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-06-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.940649/full |