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What is Chakraborty 2019 about?

This study investigates the mediating roles of brand equity dimensions between credible online reviews and consumer purchase intention. It highlights the importance of brand awareness and perceived value in influencing purchase decisions, particularly in the context of social media. The research integrates source credibility and attribution theories to develop its model and emphasizes the significance of credible online reviews in shaping consumer perceptions and behaviors.

Author

As Sia

Language

EN