Articles tagged with: purchase intention

Influence of eco-awareness and price sensitivity on bridging the intention behavior gap in sustainable consumption

Parveen Yadav, Arun Yadav, Neelika Arora, Vinay Kumar, Sumanjeet Singh, Abhinav Thakur
Innovative Marketing Volume 22 2026, Issue #2

Integrating the Theory of Planned Behavior and social media marketing strategies: A study on green cosmetics consumption among young women

Bui Thi Hien, Nguyen Hong Phuc
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

From AI disclosure to purchase intention: The mediating role of trust and the moderating effect of collectivistic orientation in Vietnam

Huu Pho Nguyen, Phuong Uyen Le, Xuan Trang Le
Innovative Marketing Volume 22 2026, Issue #1

The S-O-R framework in action: The impact of source credibility, interactivity, and perceived usefulness on consumer engagement and trust in live streaming commerce

Paul Arun Kumar J, K. Subathra
Innovative Marketing Volume 21 2025, Issue #3

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
12345>>