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Research Article

Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa

Ali B. Mahmouda LSBU Business School, London South Bank University, London, UK;b The Peter J. Tobin College of Business, St. John’s University, NY, USACorrespondence[email protected] [email protected]
ORCID Iconhttps://orcid.org/0000-0002-3790-1107View further author information
ORCID Icon,
Alexander Bermanb The Peter J. Tobin College of Business, St. John’s University, NY, USAView further author information
,
Nicholas Grigoriouc Monash Business School, Monash University, VIC, AustraliaView further author information
&
Konstantinos Solakisd Faculty of Tourism Management, Hospitality and Entrepreneurship, Cyprus University of Technology, Limassol, CyprusView further author information
Received 23 Mar 2023, Accepted 27 Oct 2023, Published online: 09 Nov 2023

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