Mallah Boustani, Nada; Chammaa, Claude - In: Administrative Sciences : open access journal 13 (2023) 6, pp. 1-22
This paper aims to explore Youth's attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together with three new variables from the reasoned...