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Personalized digital marketing value-in-use: examining the influences on consumers’ continuum of interactive marketing avoidance behaviors

Kathleen McKee, Andrew J. Dahl, James W. Peltier

Journal of Research in Interactive Marketing (2026) 20 (4): 491–508.

https://doi.org/10.1108/JRIM-03-2025-0136

Published: 05 September 2025

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