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Keywords: Differentiation-oriented content
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Journal Articles
Journal:
American Journal of Business
American Journal of Business (2025) 40 (4): 202–217.
Published: 28 October 2025
... can convert engaged users into loyal customers, leading to better firm performance in terms of purchases. Originality/value This is the first study to investigate the theoretical relationship between differentiation-oriented content and purchase motivation. Additionally, it contributes to existing...
