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Journal of Electronic Commerce Research

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Warm glow

Unleashing Green Beauty Crusade: Role Of Influencer Relational Characteristic, Product Perception, And Warm Glow

Key Word:

Influencer-product congruence
Para-social interaction
Warm glow
Perceived efficacy
Perceived safety

Read more about Unleashing Green Beauty Crusade: Role Of Influencer Relational Characteristic, Product Perception, And Warm Glow

JOURNAL OF ELECTRONIC COMMERCE RESEARCH

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