Exploring psychological mechanisms of personalised advertising affecting online impulse buying in the social commerce context
Purpose - The purpose of this research is to investigate how perceived personalisation of social media advertising influences online impulse buying. In the context of social commerce, this study focused on the factors associated with advertising and their determinant roles in impulse buying. Using S...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2022
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| Online Access: | https://eprints.nottingham.ac.uk/70118/ |