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Sponsored Design Multi-Agent AI Systems Using MCP and A2A: Engineer your own Pyt Design Multi-Agent AI Systems Using MCP and A2A: Engineer your own Pyt

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L. Mani

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Open access Sep 2026

An integrated marketing communication perspective on brand loyalty in live streaming e-commerce: The roles of message consistency and interactivity

This study examines the effects of message consistency and interactivity on brand loyalty in live streaming e-commerce, drawing on the Stimulus–Organism–Response (S-O-R) framework to explain how communication stimuli shape consumer evaluations and behavioral responses. Message consistency and interactivity are conceptu...

Erina Raisah, L. Mani, I. Rahyadi · 0 citations

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