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Browsing MBA (Marketing) BUIC by Author "Misbah Riaz Qureshi, 01-321212-030"
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Misbah Riaz Qureshi, 01-321212-030
(Business Studies BU E8-IC, 2022)
This study aims to investigate the effect of influencer and celebrity marketing on consumer purchase intention in Pakistan, with product endorser fit as a moderator and credibility as a mediator, respectively. The use of ...