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

George Yaw Bludo; Miloslava Chovancová; Kwabena Nsiah Takyi

doi:10.2478/mmcks-2025-0023

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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

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