Browsing by Author "Matenga, Cliff Tafadzwa"

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The Rise of Virtual Athletes: The influence of uses & gratification and para-social interaction on consumers’ attitudes towards high-involvement products endorsed by micro-celebrities

Matenga, Cliff Tafadzwa (The University of Waikato, 2019)

Many brands face the challenge of selling high-involvement products and must contend with the high risks which consumers perceive to be associated with these products. These perceived risks include social, functional and ...