Tag: brand trust

Does Influencer Expertise Matter Most? A PLS-SEM Investigation of TikTok Influencer Attributes, Brand Trust, and Purchase Intention among Generation Z Consumers in Vietnam

Huynh Nguyen Tuyet Phuong, Ly Quynh Anh DOI: 10.5281/zenodo.19925573 GAS Journal of Economics and Business Management (GASJEBM) The rapid proliferation of TikTok commerce has fundamentally transformed how Generation Z consumers evaluate and trust influencers, yet the existing body of research Read More …

CSR Attribution and Customer Engagement as Antecedents of Brand Trust and Purchase Intention in Cross-Border E-Commerce: A PLS-SEM Investigation among Vietnamese Consumers

Huynh Minh Khoi1, Ly Quynh Anh2 DOI: 10.5281/zenodo.19925394 GAS Journal of Economics and Business Management (GASJEBM) The rapid expansion of cross-border e-commerce (CBEC) has introduced significant challenges related to trust, loyalty, and purchase intention, particularly in emerging markets. Despite growing Read More …