Keywords: B2B
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Journal Articles
Spanish Journal of Marketing - ESIC (2026) 30 (1): 99–119.
Published: 21 March 2025
... whether there are differences between the samples and a moderation effect of country on the relationship studied. All in a B2B context, particularly in international trade shows (ITSs). Design/methodology/approach The data was collected from X (formerly and still commonly known as Twitter), from 10...

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