Given the mediating role of value co-creation, this paper tries to demonstrate how social network marketing (SNM) could influence consumer purchase behavior (CPB). The proposed hypotheses are empirically tested in this study using a PLS-SEM and Necessary Condition Analysis (NCA) method...

The purpose of this study is to investigate and compare the popularity of common grocery apps in Hungary as well as Iran. The data were gathered from Iranian and Hungarian users who had at least one online purchase experience using a grocery app. A Gaussian mixture model (GMM) and multi-layer...

The telecommunication sector is one of the most rapidly growing sectors in the world. The COVID-19 pandemic has created an increased dependence of customers on telecommunications to continue their work and studies. The increased usage of internet and telecom services during the COVID-19 pandemic...