Articles tagged with: purchase intention

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

Understanding users’ gratification factors influence on fashion purchase behavior: mediating effect of attitude towards social media advertising

Win Min Thein
Innovative Marketing Volume 21 2025, Issue #2

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

Applying the Goal Framing Theory to investigate purchase intention towards eco-friendly hotels

Van Hao Hoang, Thi Phuong Nga Nguyen, Duy Quang Phan
Innovative Marketing Volume 21 2025, Issue #1

Purchase intention of Millennial Muslims toward B2C e-commerce

Nur Rizqi Febriandika, Luthfiyatillah, Syed Marwan Mujahid bin Syed Azman
Innovative Marketing Volume 21 2025, Issue #1
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