Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges
Literature on the sequence of relationships between social commerce constructs, attitudes, and behaviors is disputed. According to earlier scholars, behavior is followed by attitude, conversely, recent evidence suggests a slight relationship. To explore this phenomenon in digital marketing, the aim...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-12-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2023-0026 |