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Keywords: IMC interactivity
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Journal Articles
Journal of Economics, Finance and Administrative Science (2023) 28 (56): 319–334.
Published: 17 May 2023
... satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction. Research limitations/implications The study contributes to the marketing communications theory by defining three...
