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Keywords: Consumer behavior
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Journal Articles
Reshaping marketing through immersive technologies – an exploratory study in the Egyptian real estate sector
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African Journal of Economic and Management Studies (2026) 17 (1): 72–86.
Published: 20 June 2025
.../value There is still a gap in marketing studies regarding the effects of immersive technologies on consumer behavior in the real estate industry, particularly in Africa. Using the classical model of consumer purchase decision, this in-depth case study provides a novel exploration of how real estate...
