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Keywords: Word of mouth on social media
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (5): 578–600.
Published: 26 December 2023
...Jingwen Li; Yaping Chang Purpose Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social media (sWOM) remains scant. Based on the attribution theory, this study aims...
