Impulse buying in live stream based on the stimulus-organism-response framework
Live stream commerce is the most effective method for online marketing and sales. The Malaysian government implementation of movement control order (MCO) and social distancing during the Covid-19 pandemic had a significant impact on consumer purchasing behaviour and ways of conducting business. Henc...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2022
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| Online Access: | http://journalarticle.ukm.my/21089/1/56243-200165-2-PB.pdf http://journalarticle.ukm.my/21089/ https://ejournal.ukm.my/pengurusan/issue/view/1569 |
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