Firstly‚ the “behaviour” is used to refer to nonobservable cognitive activity as well as to overt actions. Secondly‚ learning results in relatively permanent changes in behavior. This excludes changes brought about by fatigue or other short-lived influences such as drug-induced behavior. ...
Largely because of a preoccupation with “scientific” respectability, : w 9 o 1 Dt marketing is dominated by a reduction of its field (i.e. human behaviour) to a set of measurable variables, and “need”, like all marketing concepts, falls into this paradigm and is operationalized so as...
and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creatio...
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