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RSU International Research Conference 2026 on Social Science and Humanities, Education, and Management

Year: 2026

TikTok as a Catalyst for E-Business: A UTAUT2-Based Analysis of Consumer Adoption and Usage

Merle Uchi Ruiz and Ellenita Roxas Red

Pages: 366-374

Keywords: social media content, responsible tourism, Theory of Planned Behavior, Theory of Reasoned Action, digital marketing

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