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Keywords: Main path analysis
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Journal Articles
Journal:
Online Information Review
Online Information Review (2025) 49 (3): 534–551.
Published: 26 December 2024
... within this topic. Design/methodology/approach This study employs a main path analysis (MPA) methodology to analyze academic articles related to VR in marketing from the Web of Science database. Findings The research on VR in marketing has experienced significant growth over the past 10 years...
Includes: Supplementary data
