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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Muhammad Umair Wattoo

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Review Open access Oct 2026

Going green through screens: Parasocial relationships, self-expansion, and online sustainable consumption.

This study investigates the relationship between parasocial relationships developed in a digital environment and their relationship with green purchase intention and green purchase behavior. The study draws on Parasocial Relationship Theory and Self-Expansion Theory to explain how online relational influence may shape...

Yu-Huan Xu, Jian-Guo Du, Muhammad Umair Wattoo · 0 citations

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