HIGHLIGHTS
- who: Yu Huang and Hong Zhu from the Malaysia Swinburne of Technology Malaysia have published the article: New marketing strategies for online group-buying business from a social interaction theory perspective, in the Journal: (JOURNAL)
- what: This study explored the factors that affect consumer`s willingness to buy and ignored the combined effects of these factors. To capture consumer social interactions, the complex consumer purchase psychology, and the brand`s social value, the authors propose a psychological mechanism that allows consumers to share, interact, and effectively cooperate with products or information, expanding the consumer market . . .
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