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Social Sciences, Business, Business & Economics, influencer marketing, social media engagement, influencer indegree, content customization, brand familiarity, multimethod study, inverted U-shape, EYE-MOVEMENTS, MODEL, CONSEQUENCES, INSTAGRAM, NETWORKS, STRENGTH, LEADERS, IMPACT, MOBILE, 1505 Marketing, 1506 Tourism, Marketing, 3506 Marketing, 3507 Strategy, management and organisational behaviour