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How e-WOM influences consumers' purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models

Customer SatisfactionOnline Customer BehaviorInteractive MarketingManagementBusinessMarketing CommunicationConsumer ResearchElaboration Likelihood ModelConsumer BehaviorInformation Adoption ModelBrand AwarenessE-commerce PlatformsConsumer AppealMarketing