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Predicting Purchase Intention Toward Cosmetic Products Through Augmented Reality: The Mediating Effect of Consumer Brand Engagement and the Moderating Effect of Interactivity

Crossref DOI link: https://doi.org/10.1007/978-981-96-0843-0_21

Published Online: 2025-04-01

Published Print: 2025

Update policy: https://doi.org/10.1007/springer_crossmark_policy