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Keywords: Sharing behaviour
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Journal Articles
South Asian Journal of Business Studies (2021) 10 (3): 278–304.
Published: 24 December 2020
...Ayushi Sharma; Rakesh Mohan Joshi Purpose The focus of this study lies in understanding the extrinsic vs intrinsic motivators which drive the m-coupon sharing behaviour in social networking sites (SNSs). A consumer can make promotional tool (in our case m-coupons) viral if the cues trigger an apt...
