Journal of Contemporary Marketing Science: Volume 7 Issue 1

Investigating online shopping intention and customer participation with risk understanding and evidence available on the site: a study of digikala store

Atousa Noei, Mohammad Akbari

In online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which…

Investigating online shopping behavior of generation Z: an application of theory of consumption values

S.M. Sohel Rana, Sheikh Mohammad Fauzul Azim, Arifur Rahman Khan Arif, Mohammed Sohel Islam Sohel, Farhana Newaz Priya

The tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce…

Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks

Abdul Rahman Zahari, Elinda Esa

The purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the…

Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions

Kwabena Abrokwah-Larbi

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities…

Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphism

Michael Boadi Nyamekye, Edward Markwei Martey, George Cudjoe Agbemabiese, Alexander Kofi Preko, Theophilus Gyepi-Garbrah, Emmanuel Appah

This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate…