Is dissimilarity harmful? Unpacking effects of two dissimilarities between influencer and consumer reviews on review helpfulness

Journal of Retailing and Consumer Services 2026

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Authors: Yi Feng, Tianyuan Mei, Xinwei Wang, Dujuan Wang

DOI: 10.1016/j.jretconser.2026.104936

Cited by: 1

References: 58

Fields of Study & Subjects

Digital Marketing and Social Media Media Influence and Health Behavioral Health and Interventions

References 58