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Mini-programs as substitution or promotion? Deciphering the cross-channel impact on e-marketplace purchases

PurposeThis study disentangles the impact of consumers’ adoption of mini-program channels on social media on their purchase behavior in e-marketplaces from a multichannel retailer’s perspective and…
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Exploring the effects of quality signals on search advertising performance: the moderating role of keyword attributes

PurposeIn online exchange platforms' sponsored search advertising, the array of product quality signals within a keyword search results list plays a crucial role in shaping buyers' purchasing…
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