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Web journal of research in interactive marketing 2023 purposethis research aims to investigate the role of consumer resistance (cr), display advertising context, appeal and. Cajetan ikechukwu, patrick mbama, +2 authors. Browse the latest articles, special issues,. A more comprehensive model consisting of reputation and website quality (stimuli), cognition and emotion (organism) and purchase intention (response) is tested, which had a significant positive effect on consumers' emotion and significant negative effect on perceived risk.
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