Articles tagged with: consumer behavior

Consumer purchase behavior in livestreaming commerce: An investigation through the lens of the UTAUT2 model

Du Thi Chung
Innovative Marketing Volume 21 2025, Issue #4

Mapping research trends in online shopping behavior during the fourth industrial revolution: A bibliometric analysis

Hanh Vo Thi Xuan, Vo Minh Huan, Le Hoanh Su
Innovative Marketing Volume 21 2025, Issue #4

Understanding the psychological mechanisms and moderating effects of fear of mising out in Vietnamese shopping malls

Nguyen Duy Phuong, Bui Thanh Khoa
Innovative Marketing Volume 21 2025, Issue #4

Ethical consumerism and demographic differences in preferences for regional food brands

Jitka Vávrová, Vojtěch Beran
Innovative Marketing Volume 21 2025, Issue #4

Social media and consumer engagement: A bibliometric analysis and future research directions

Niramon Rawangngam, Pimlapas Pongsakornrungsilp, Chukiat Siriwong, Kanokkan Ketkaew, Sasawalai Tonsakunthaweeteam, Vikas Kumar
Innovative Marketing Volume 21 2025, Issue #3

Predicting future brand value: The role of machine learning monitoring

Ahmad Al Adwan, Ghaiath Altrjman, Lu’ay Al-Mu’ani
Innovative Marketing Volume 21 2025, Issue #2

Consumer willingness to adopt digital coupons in post-demonetization and COVID-19 in India

C. Anirvinna, Deepak Jha, Rapaka David Goodwin, Deepak Pokhriyal
Innovative Marketing Volume 21 2025, Issue #1

Influencer marketing’s impact on credibility and purchase intention: A study on University of Bisha students in Saudi Arabia

Mudathir Saad, Abdelrehim Awad, Adel Fathy Aziz, Talaat Rashad Shma
Innovative Marketing Volume 21 2025, Issue #1

A study on the impacts of safety and security on consumer’s intention to use electronic wallets in Hanoi

Mi Vu Ha Cong, Cuong Hung Nguyen, Lien Thuy Nhu, The Tuan Tran
Innovative Marketing Volume 20 2024, Issue #4
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