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Keywords: Explanatory sequential design
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (3): 218–247.
Published: 03 February 2025
...) or co-destruction (VCD) intentions. Design/methodology/approach The study used a mixed method, explanatory sequential design to gain a more comprehensive understanding of their proposed theoretical framework. The quantitative survey study involved 344 AR app users, followed by a qualitative open...
