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The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness
Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24
Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...
Persistent link: https://www.econbiz.de/10014434104
Cover Image
The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses: The moderating role of brand awareness
Hien, Nguyen Ngoc; Nhu, Tran Nguyen Huynh - In: Cogent Business & Management 9 (2022) 1, pp. 1-24
Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...
Persistent link: https://www.econbiz.de/10014505690