Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach
Authors: Ruturaj Baber, Prerana Baber, Sumit Narula
Published: 2024
Publication: Science Direct
Research paper: Examining the moderating role of online celebrity trustworthiness and risk propensity in UTAUT2 framework: A mixed-method approach
Institution: Amity University Haryana, Christ University, Jiwaji University
Research Area: Online Celebrity Influence, Technology Acceptance (UTAUT2),Consumer Behavior
Discipline: Information Systems, Behavioral Science, Marketing