J Global Scholar Mar Sci
Introduction
Journal of Global Scholars of Marketing Science, 36(2)
POSTING TYPE: TOCs
Trust and expertise: How digital immigrants influence sustainable consumer behavior in emerging markets
—Assal Bahrami & Tomas Kincl []
Addicted to scrolling: Does short-form video drive your purchases?
—Shikha Gupta, Amit Singh & Anuj Pal Kapoor []
Exploring drivers of brand loyalty in luxury e-commerce: The role of AI chatbots
—Sanghee Kim, Tunmin (Catherine) Jai & Hyo Jung (Julie) Chang []
Driving towards sustainability: Analyzing the purchase intentions of new energy vehicles among young consumers
—Jing Chen & Anning Wang []
Evaluating the efficacy of AI-Generated advertising: A cross-national analysis of customer responses on brand perceptions and customer engagement with evidence from Vietnam and Australia
—Khoi Minh Nguyen, Thong Minh Phan, Y Nhu Nguyen Tran, An Thuy Nguyen, Thi Ly Na Nguyen & others []