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Social media influencers and green buying behavior in emerging market FMCG sectors: Mediating role of brand equity and moderating effects of age and culture among university students Cover

Social media influencers and green buying behavior in emerging market FMCG sectors: Mediating role of brand equity and moderating effects of age and culture among university students

Management & Marketing
Volume 20 (2025): Issue 4 (December 2025)
By: George Yaw Bludo,  Miloslava Chovancová and  Kwabena Nsiah Takyi  
Open Access
|Dec 2025

Authors

George Yaw Bludo

bludo@utb.cz

Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic

Miloslava Chovancová

Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic

Kwabena Nsiah Takyi

Faculty of Management and Economics, Tomas Bata University in Zlín, Zlín, Czech Republic
DOI: https://doi.org/10.2478/mmcks-2025-0023 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206
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Language: English
Page range: 86 - 109
Submitted on: Aug 30, 2025
|
Accepted on: Nov 17, 2025
|
Published on: Dec 31, 2025
Published by: Society for Business Excellence
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
Social media influencers,
Green buying behavior,
Purchase decisions,
Brand equity,
Age,
Culture,
University students,
FMCG,
Emerging markets
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Entrepreneurship

© 2025 George Yaw Bludo, Miloslava Chovancová, Kwabena Nsiah Takyi, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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