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Moving to streaming music: a case of apple music streaming
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Moving to streaming music: a case of apple music streaming

oleh Gladies Geanella, Suresh Kumar, Thus, this monograph was written to capture the changing behavior of customers who are now a fan of streaming music. Looking at the well-known Theory of Planned Behavior, this study focused on behavior intention and us...

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Penulis : Gladies Geanella, Suresh Kumar

Thus, this monograph was written to capture the changing behavior of customers who are now a fan of streaming music. Looking at the well-known Theory of Planned Behavior, this study focused on behavior intention and use behavior to understand the changing behavior. As the causes, this study chose the motives and brand image that triggered the behavior. 

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