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Erwin Erwin

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Open access Oct 2026

EMOTIONAL BRIDGES : THE TRANSFORMATIVE INFLUENCE OF SHOPPERTAINMENT ON CONSUMER DECISION

The development of global digital trade today has been largely shaped by shopper-tainment activities. However, most of the previous literature has focused on analyzing only consumer decisions, split between short-term spontaneous actions (e.g., impulsive buying) and long-term commitments (e.g., retention). By integrati...

Erwin Erwin, Callista Gozal, Y. Suade · 0 citations

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