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Keywords: Content originality
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Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (3): 482–497.
Published: 06 December 2024
.../methodology/approach This study used structural equation modeling (SEM) to test the research model. Then, fuzzy set qualitative comparative analysis (fsQCA) was conducted to test the asymmetric relationships. Findings SEM shows that content originality and relevance have a direct positive effect on CISVP...
