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Keywords: Fitness apps
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (7): 1349–1365.
Published: 11 April 2025
...Souvik Roy; Ankit Kesharwani; Sanjit K. Roy; Kartikeya Bolar Purpose This research addresses the gap between high fitness app adoption rates and low user retention by exploring the psychological and motivational factors driving consumer preferences and sustained engagement. It investigates how...
