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The Influence of Korean Brand Ambassador on Hedonic Shopping Motivation moderated by Fanaticism toward Impulsive Buying Behavior in E-commerce

Ardillah Umar BINUS University

Rut Liesl BINUS University

Nicholas Himawan BINUS University

Faranita Mustikasari BINUS University

E-Business and E-Commerce 2022

3rd Asia Pacific International Conference on Industrial Engineering and Operations Management