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Keywords: Saudi Arabia
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (2): 253–269.
Published: 19 June 2024
... intelligence (AI)-enabled social commerce applications at their core through perceived usefulness. The theoretical model is supported by the theory of planned behaviour (TPB). Design/methodology/approach Data was gathered from 488 social media users in Saudi Arabia. Findings Privacy concerns significantly...
