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Sina Moeini

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Open access 2026

Examining the Impact of Social Media Influencer Marketing on Generation Z Purchase Intention with the Moderating Role of Brand Authenticity

The objective of this study was to investigate the effect of social media influencer marketing on purchase intention among Generation Z consumers while examining the moderating role of brand authenticity in strengthening this relationship. This study adopted an applied quantitative approach using a descriptive–correlat...

Ali Khanali, Sina Moeini · 0 citations

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