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Keywords: Digimums
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Journal Articles
International Journal of Retail & Distribution Management (2020) 48 (4): 348–362.
Published: 18 March 2020
... (before, during and after the purchase) with their digital mothers (digimums). Design/methodology/approach We collected qualitative data from 27 separate semi-structured interviews of mothers and their children. Findings Children's influence during the online buying process exists and can...

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