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Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research

Elvira Ismagilova, Yogesh Dwivedi Orcid Logo, Nripendra Rana

Advances in Digital Marketing and eCommerce, Pages: 91 - 98

Swansea University Author: Yogesh Dwivedi Orcid Logo

Published in: Advances in Digital Marketing and eCommerce
ISBN: 9783030475949 9783030475956
ISSN: 2198-7246 2198-7254
Published: Cham Springer International Publishing 2020
Online Access: Check full text

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Keywords: Interactive marketing; Unanticipated consequences; Literature review
College: Faculty of Humanities and Social Sciences
Start Page: 91
End Page: 98