Articles tagged with: e-commerce

Integrated marketing communications as a strategic capability: Effects on purchase decisions via brand equity and satisfaction

Junaid Ali Saeed Rana, Wenny Candra Mandagie
Innovative Marketing Volume 22 2026, Issue #2

A moderated mediation model of the relationship among digital marketing campaigns, brand recall, purchase intention, and purchase decision

Nguyen Thi Thanh Thuy, Nguyen Thi Thanh Van
Innovative Marketing Volume 22 2026, Issue #2

Drivers of consumers’ trust and online purchase decisions: Evidence from Vietnam’s e-commerce market

Bui Van Vien, The Tuan Tran, Cuong Hung Nguyen, Nguyen Huy Hoang, Pham Quang Tin
Innovative Marketing Volume 22 2026, Issue #1

Role of convenience and trust in shaping online repurchase intention: The mediating effect of satisfaction among Generation Z

Nguyen Thi Thanh Van, Nguyen Thi Thanh Thuy
Innovative Marketing Volume 22 2026, Issue #1

AI and online purchase decisions: The mediating role of attitude

Le Thi Kim Hoa
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

Meta-analysis of publications on the impact of digital marketing strategies on small and medium enterprise performance

Kosovare Ukshini, Roberta Bajrami, Arta Hoti Arifaj
Innovative Marketing Volume 21 2025, Issue #4

Uncovering patterns of digital transformation of European economies using self-organizing maps

Olena Pakhnenko, Hanna Yarovenko, Andrii Semenog, Yevgeniya Mordan, Oleksii Tarasenko
Problems and Perspectives in Management Volume 23 2025, Issue #3

Determinants of restaurant tax compliance: The moderating role of technology-based monitoring

Elly Asmara, Ngatno, Dwi Ratmono, Augustin Rina Herawati
Public and Municipal Finance Volume 14 2025, Issue #2
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