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Keywords: Smart experience
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (1): 141–160.
Published: 06 March 2025
...Muhammad Ashfaq; Marian Makkar; Ai-Phuong Hoang; Duy Dang-Pham; Mai Hoang Thi Do; Anh T.V. Nguyen Purpose Drawing on the technology affordance and affinity theories, this study proposes a framework explaining the antecedents and consequences of customers’ smart experiences (CSEs) in the artificial...
