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Keywords: Interpretive structural modelling (ISM)
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (2): 234–261.
Published: 22 December 2023
... observed and the same were auxiliary validated using an interpretive structural modelling (ISM) based approach. Research limitations/implications As perceived from the results, it is evident that social support and recommendations from customers emerge as the principal influence traits of consumer...
