Keywords: Interest-based e-commerce
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Journal Articles
International Journal of Retail & Distribution Management (2025) 53 (2): 182–198.
Published: 19 November 2024
...Mengmeng Gong; Haixin Liu Purpose The popularisation of user-generated content has boosted the integration of social media with online retail, especially in the emerging context of interest-based e-commerce (IBEC). As the content brings new incentives for consumers’ impulsivity in consumption...

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