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Celebrities influence consumers' purchase behaviour trough online social media. We show that the influence they exert is different when recommending beer and when recommending wine.
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This page is a summary of: The influence of social media celebrity endorsement on beer and wine purchase behaviour, International Journal of Wine Business Research, March 2023, Emerald,
DOI: 10.1108/ijwbr-10-2022-0037.
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