Virtual advocates for sustainability: How influencer type and message congruence shape consumer responses in emerging markets

Journal of Retailing and Consumer Services 2026

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Authors: Mennatallah Elkashif, Yousra Bakr, Ahmed Taher

DOI: 10.1016/j.jretconser.2026.104836

Cited by: 1

References: 71

Fields of Study & Subjects

Media Influence and Health Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

References 71