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Keywords: Online impulse buying
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–19.
Published: 03 July 2026
...Hany M. Galal; Samaa O. Abd El Razzaq; Osama M. Metwally Purpose Drawing on the stimulus–organism–response framework, this study aims to examine how creative advertising influences online impulse buying among female consumers in Egypt. It further explores the moderating role of consumers...
