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Keywords: WhatsApp
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Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (3): 337–360.
Published: 11 April 2022
...Mona Mrad; Maya Farah; Nour Mehdi Purpose The purpose of this study is to explore the pros and cons of WhatsApp communication service and its likely effects on consumer behavior and one’s perception of luxury brands. Design/methodology/approach This study conducted 27 in-depth interviews...
