Search Results - subject:"B2B enterprises"

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

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

Persistent link: https://www.econbiz.de/10014434104