Browsing by Subject "Social media influencer"

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Decoding digital influence: the role of authenticity and congruence between influencers and Gen Z consumers of Bangladesh

Sarker, Dhruba (Brac University, 2024-09)

Social media influencers have risen as one of the most effective and influential sources that drive consumer behavior in the digital age, more specifically concerning the Gen Z consumer. This study investigates internal ...