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Keywords: Positive response action
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Journal Articles
Journal:
Journal of Communication Management
Journal of Communication Management (2002) 6 (1): 41–52.
Published: 01 January 2002
..., theoretical approach to desired behavioural response via the website. It provides a modular definition of desired behavioural response to websites. This definition comprises six potential positive outputs and has been called “positive response action”. The paper proves, via comparative analysis, that positive...
