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Keywords: Offline/online scenario
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Journal Articles
Journal of Research in Interactive Marketing (2016) 10 (3): 193–211.
Published: 08 August 2016
... the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario. While impulse and habitual...
