British Academy of Management

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Continuance Usage of Voice Assistants in the Online Fashion Industry During the Online Shopping Journey: An Exploratory Research on Ethnic Consumers

Pascal Chimimba Nottingham Trent University

Arooj Rashid Nottingham Trent University

Feray Adiguzel Nottingham Trent University

Margaret Grzegorczyk University of Leicester

Marketing and Retail Developmental Paper Session

Marketing and Retail (M&R) Developmental Paper Session

BAM2024 Conference