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  2. Marketing and Consumer Research

Marketing and Consumer Research

7 Items

This section focuses on marketing strategy, consumer behavior, branding, digital marketing, social media marketing, customer experience, and market analytics. It welcomes studies that provide insights into consumer decision-making, market trends, and innovative marketing practices across industries.

All Items

  • The Effect of Passive Social Media Use on College Students' Conspicuous Consumption Behavior

    Long Kou, Zipeng Jiang
  • Factors Associated with Green Purchase Behavior Among the 1990s Generation: The Roles of Environmental Knowledge, Personal Attitudes, Media Influence, and Government Support

    Ziqi Qin
  • From Digital Connection to Consumption: How Emotional Attachment and Trust Mediate Purchase Intentions in Virtual Idol Live Streaming

    Yuanfeng Cai, Rui Ni
  • From Simulation to Possession: Psychological Ownership and Impulse Buying in IP-Based Experiential Retail

    Yitong Li, Dr. Chai Ching Tan
  • Planned Behavior under Economic Pressure: Understanding College Students’ Intentions to Buy Second-Hand Digital Products

    Yuhang Chen, Yuanfeng Cai
  • Studying the Impact of Live-Streaming E-Commerce on Shift-ing Consumer Behavior

    Kanapat Matmalai
  • The Impact of Social Media Promotional Activity Types and Design on User Experience and Participation Intention

    Yiru Chen , Aweewan Panyagometh
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© 2025 ICON International Journal of Management
Published by the National Institute of Development Administration (NIDA), Thailand
ISSN: 3088-3016 (Online)
Email: icon@nida.ac.th 
Website: https://so16.tci-thaijo.org/index.php/ICON

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