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    The S-O-R framework in action: The impact of source credibility, interactivity, and perceived usefulness on consumer engagement and trust in live streaming commerce

    The S-O-R framework in action: The impact of source credibility, interactivity, and perceived usefulness on consumer engagement and trust in live streaming commerce by K. Subathra, Paul Arun Kumar J

    Published 2025-07-01
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  2. 2
    The influence of performance expectancy, hedonic motivation, and effort expectancy on mobile augmented reality habits

    The influence of performance expectancy, hedonic motivation, and effort expectancy on mobile augmented reality habits by Prabhavathy R, S. Senthilkumar, Paul Arun Kumar J, K. Subathra, Ajith L, Wang Yuyang, Rohan Thomas Jinu

    Published 2025-05-01
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