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Keywords: Affection
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (4): 787–803.
Published: 21 June 2021
...Lini Zhang; Haidong Zhao; Brenda Cude Purpose This study, which is based on the extended hierarchy of effects (HOE) model, aims to examine whether social media interactions with one or more luxury brands can affect consumers' knowledge of, affection for and purchases of as well as loyalty...
