Celebrity Credibility by Fuzzy Set Qualitative Comparative Analysis (fsQCA) and Regression Analysis
Published online on February 06, 2024
Abstract
Global Business Review, Ahead of Print.
Previous studies on reading habits overlooked the potential role of celebrities in reading books. This study assesses how celebrities influence young people to purchase books. The study, which is based on the fsQCA, helps to reveal some of the subtleties ...
Previous studies on reading habits overlooked the potential role of celebrities in reading books. This study assesses how celebrities influence young people to purchase books. The study, which is based on the fsQCA, helps to reveal some of the subtleties ...