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Mamdouh Zaki Ahmed Ewis

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Sep 2026

Back to the future of sustainability: how social media influencers activate norms for sustainable fashion consumption among Gen Z

This study examines the impact of influencer marketing on Generation Z’s sustainable fashion consumption intention (SFCI) in Egypt by integrating the stimulus–organism–response (SOR) framework with the norm activation model (NAM). Data were collected from 268 Gen Z consumers in Egypt using a structured quest...

Hala El-Atfy, Mamdouh Zaki Ahmed Ewis, Rasha El Naggar · 0 citations

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