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Keywords: Mixed method
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (1): 128–148.
Published: 14 September 2023
... beneficial in connection with Gen-Z’s impulsive purchase behaviour. Design/methodology/approach This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how...
