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Enhanced relationship marketing anchored on digital live selling behaviors and Uses and Gratification Theory

Donn Enrique Moreno1, Donald Patrick Lim2

  • 1Enrique T. Yuchengco School of Business, Mapua University, Makati City, Philippines.

Acta Psychologica
|March 14, 2026
PubMed

Keywords:
Digital commerceLivestream commerceRelationship marketingSales behavior

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