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The Impact of Electronic Word-of-Mouth on Online Impulse Buying Behavior
Purpose of the paper: The purpose of this study is to investigate the moderating role of Big 5 personality traits in the relationship between electronic word-of- mouth and impulse buying behavior. Design/methodology/approach: Data was gathered through self-administered questionnaire from a sample of 266 Chinese and Pakistani students who were online users and studying at various institutes located in the capital city Islamabad, Pakistan...Read more
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