How celebrity-endorsed travel livestreaming triggers impulsive buying? The role of trust and positive emotions
BS Al-Romeedy, HS Zaki - Journal of Vacation Marketing, 2024 - journals.sagepub.com
Although impulsive buying (IB) has spread because of livestreaming, current knowledge on
this topic is still relatively rare. Therefore, to understand the underlying mechanisms beyond …
this topic is still relatively rare. Therefore, to understand the underlying mechanisms beyond …
How Does Conformity Shape Influencer Marketing in the Food and Beverage Industry? A Case Study in Vietnam
AD Pham, TTT Dao, PM Pham, YH Pham… - Journal of Internet …, 2024 - Taylor & Francis
This study investigates the role of conformity in shaping the purchasing decisions of young
consumers within the food and beverage (F&B) sector. Additionally, we explore how …
consumers within the food and beverage (F&B) sector. Additionally, we explore how …
The Influence of Marketing Stimulation and Situational Factors on Impulse Purchasing Behavior of Vietnamese Consumers
CT Khanh, NTT Huong - Asian Journal of Economics …, 2024 - info.submit4journal.com
Today, with the increasingly improved standards of living, consumers' demands are
becoming more diverse. As daily purchasing activities are becoming less planned, impulse …
becoming more diverse. As daily purchasing activities are becoming less planned, impulse …