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Keywords: Flow
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 167–191.
Published: 10 March 2025
...Satinder Kumar; Dipti Malhotra; Garima Kathuria Purpose The metaverse is reshaping the fashion industry, offering new insights into innovation diffusion. This study aims to examine how perceived innovation characteristics influence unrestrained buying behavior, using flow as a mediator...
