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The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

Business

The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

K. M. Selem, M. H. Shoukat, et al.

Explore the intriguing dual impact of digital communication on purchase intentions in social commerce, driven by interactivity, argument quality, and privacy concerns. This research, conducted by Kareem M. Selem, Muhammad Haroon Shoukat, Syed Asim Shah, and Marianny Jessica de Brito Silva, uncovers how perceived usefulness and habit play critical roles in this dynamic.

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