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Keywords: Probabilistic analysis
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (3): 692–724.
Published: 22 December 2025
... and endogenous variables are analysed using structural equation modelling, spotlight analysis and probabilistic analysis to validate the proposed model. Findings Results show that social commerce, influenced by contextual factors like media richness and content trustworthiness, significantly encourages...
