Absar S, Riaz H, Ahmed H. Mapping the Effect of Message Value and Credibility on Customer Purchase Intention: The Mediating Role of Consumer Trust in Branded Content. SBMR [Internet]. 2024 Feb. 29 [cited 2026 Apr. 2];1(1):7-21. Available from: https://www.journals.iarcd.org/index.php/SBMR/article/view/4