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Keywords: Digital marketing
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Journal Articles
International Journal of Emerging Markets (2024) 19 (11): 4327–4342.
Published: 28 February 2023
... innovation resistance theory (IRT) barriers constituting consumers' resistance toward procuring digitally marketed insurance and examines the influence of consumers' demographic characteristics, measured through age and gender. Design/methodology/approach The conceptual model, resting on the theoretical...
