Millenials Zero Moment of Truth on smartphones
This study examines the Zero Moment of Truth (ZMOT) in comparison to the two classic moments of truth, First Moment of Truth (FMOT) and Second Moment of Truth (SMOT), in the smartphone purchase process among the millennial segment in the city of Cuenca, Ecuador, for the period 2021-2022. The researc...
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| Other Authors: | , |
| Format: | article |
| Language: | spa |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://revistas.uta.edu.ec/erevista/index.php/bcoyu/article/view/2247 |
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