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Showing 1 to 1 of 1 for “"covert marketing"”.
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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors
… and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was then developed. In total, 653 social media users were recruited to participate in …