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Keywords: E-commerce
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Journal Articles
Journal:
LBS Journal of Management & Research
LBS Journal of Management & Research (2024) 22 (1): 93–109.
Published: 18 January 2024
...Rashi Banerji; Animesh Singh Purpose The research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores...
