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Many important findings and discoveries from science to everyday life are the result of serendipity, that is, the occurrence and development of events by chance in a happy or beneficial way. Serendipity is increasingly sought for in the domain of online shopping, where informational clutter and...
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This paper challenges a long-held assumption of prior research that online word of mouth (eWOM) is anonymous and impersonal by examining online shoppers' opinion seeking in the context of using a product review website affording access to a digital social network (SN). Motivated by the need to...
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