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A DOI (Digital Object Identifier) provides a persistent link to its location on the internet.
It is often found in citations and references to articles, for example:
Title: Some recent influences on global consumer culture
Author: Özsomer, Ayşegül
Journal: International Marketing Review
ISSN: 0265-1335
Date: 2019
Volume: 36 Issue: 4 Page: 548-552
DOI: https://doi.org/10.1108/IMR-11-2018-0315
The last line in the example shows the DOI highlighted (they always start with '10'). Publishers maintain a link between the DOI and the location of an article or other research output.
Search a DOI in Google to find the paper.
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