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Keywords: Communication strategy
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (2): 401–425.
Published: 28 May 2025
... attributes, and customers’ online behaviors (Cao et al., 2023 ; Liu and Feng, 2021 ; Yang et al., 2019). However, there remains a relative lack of research on communication strategy. Communication strategy in media typically refers to the strategic approach through which media...
