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Keywords: Media popularity
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Journal Articles
Appearance and media popularity affecting experiential gift-giving
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (9): 2198–2215.
Published: 18 January 2023
...Tser Yieth Chen; Hsueh-Ling Wu; Zhi-Cheng Tai Purpose The purpose of this study is to explore the effect of popularity appeals (appearance popularity and media popularity) on online experiential gift purchase intention based on different types of givers (close or distant givers) and different gift...
