University of Pretoria
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Analysis of reference groups' source credibility and purchase intentions

posted on 2023-11-10, 13:52 authored by Batandwa Lerato Simelane, Liezl-Marie van der WesthuizenLiezl-Marie van der Westhuizen, Tinashe TR Ndoro

This is dataset for a PhD thesis titled 'The role of reference gropus as credible sources in African women's natural hair care consumption behaviour'. This was compiled through convenience sampling using a Qualtrics panel used for structural equation modelling of the role of reference groups' source credibility in purchase intentions.



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