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Showing 1 to 1 of 1 for “"Communication Persuasion Matrix"”.
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Exploring the role of source, content, and audience factors in shaping sharing behaviour among social media influencers’ followers in Saudi Arabia
… framework as a backbone and supported by the Communication Persuasion Matrix (CPM), an integrated model was developed to explore the specific factors related to the source, content, and audience influencing followers’ sharing behaviour. Specifically, the impact of source popularity and …