Journal of Marketing Analytics

2 works

Journal · ISSN 2050-3318

1. The intangible values of live streaming and their effect on audience engagement

   Kah Yi Leong, Jessica Sze Yin Ho, Shehnaz Tehseen +2

   ArticleDigital Marketing and Social MediaJournal of Marketing Analytics20230 citations

   ABIABI:AkademIndex/openalex/2023.article.000452

2. Cognitive and affective appraisal of online impulse buying: a multi-mediation approach

   R. S. Chatterjee, Irfan Hameed, Tat‐Huei Cham

   ArticleConsumer Retail Behavior StudiesJournal of Marketing Analytics20240 citations

   ABIABI:AkademIndex/openalex/2024.article.001023