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Keywords: Consumer perspectives
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Journal Articles
Journal:
European Business Review
European Business Review (2019) 31 (6): 813–830.
Published: 14 October 2019
... important success factor among business-to-customer (B2C) organizations. Originality/value Few studies to date have sought to understand consumer perspectives regarding the effectiveness of technology-based initiatives as marketing tools, and none have explored the relativities of such perceptions...
