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Keywords: Digital touchpoints
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (3): 463–484.
Published: 05 October 2023
...Diem-Trang Vo; Nguyen Quynh Mai; Long TV Nguyen; Nguyen Hoang Thuan; Duy Dang-Pham; Ai-Phuong Hoang Purpose The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side...
Includes: Supplementary data
