Articles tagged with: purchase intention

AI and online purchase decisions: The mediating role of attitude

Le Thi Kim Hoa
Innovative Marketing Volume 21 2025, Issue #4

The importance of social media influencers in increasing an intention to buy local sneakers in Indonesia through engagement

Ani Solihat, Arief Helmi, Yudi Azis, Rita Komaladewi
Innovative Marketing Volume 21 2025, Issue #4

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

Determinants affecting consumers’ functional food purchase intention in the Southern region of Thailand

Bamrungphong Phongphanich, Chetsada Noknoi, Orachan Sirichote
Innovative Marketing Volume 21 2025, Issue #4

How argument quality shapes consumer conformity on social media

Hao Yen Tran, Thom Hoai Thi Nguyen, Vy Thao Thi Nguyen, Le Thi My Le
Innovative Marketing Volume 21 2025, Issue #3

The impact of cultural values on the electric vehicle purchase intention: Testing the moderating role of subjective norms

Phu Hoang Nguyen, Huong Thu Duong, Sinh Duc Hoang
Innovative Marketing Volume 21 2025, Issue #3

Exploring the impact of influencers’ characteristics on the cosmetics purchase intentions of TikTok users

Ta Huy Hung, Van Huy Trinh, Thi Mai Le
Innovative Marketing Volume 21 2025, Issue #2

The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product

Sutisna, Elisiyah, Umalihayati, Syamsul Hidayat, Theresia Gunawan
Innovative Marketing Volume 21 2025, Issue #2

The role of influencer content value and credibility in purchase intention

Ahmad Shaheen, Abdullah Khataan, Abdelrehim Awad, Anwar Yahia Shams Eldin, Awadia Elnour
Innovative Marketing Volume 21 2025, Issue #3
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