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Keywords: Guilt
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (3): 599–618.
Published: 30 January 2025
...Rasha Najib Al-Jabali; Norasnita Ahmad; Weisheng Chiu Purpose The study investigates the factors influencing the continuance intention to use Mobile Fitness Applications (MFAs), focusing on the roles of switching costs, guilt, and neutralization techniques in addressing temporary discontinuance...
Includes: Supplementary data
