Keywords: e-WOM
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Journal Articles
International Journal of Retail & Distribution Management (2026) 54 (13): 35–52.
Published: 09 March 2026
... took part in Study One, while 368 respondents participated in Study Two. The research presented probes the moderating effect of e-word of mouth ( e-WOM ). The researchers also further explore the impact of AR on consumer behaviour by considering factors such as convenience, experience, curiosity...
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