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Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

The recent Zero-Trust Architecture (ZTA) is progressively adopted to the develop network security by assuming no implicit trust within or outside an organization’s boundary. Though, ZTA faces substantial challenge...

This study examines the benefits of incorporating Malaysian Real Estate Investment Trusts (REITs) into a mixed-asset portfolio, with a focus on the periods preceding, during, and following the COVID-19 pandemic. The stud...

Mobile banking has become increasingly popular in Malaysia due to its convenience and efficiency. However, persistent security concerns such as vulnerabilities to cyber attacks, malware and phishing affect user trust and...

The global market structure has undergone significant transformations due to the widespread integration of information technology. As a result, electronic commerce has emerged, propelled by technological advancements, an...

Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skinc...

This conceptual paper examines the adoption of Artificial Intelligence (AI)-driven wearable technology, including smartwatches, fitness trackers, wearable ECGs, glucose monitors, and pain management devices, in transform...

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the resear...

Social media platforms offer marketing, information dissemination, direct customer contact and optimised availability of product and service information, which influences consumer behaviour, especially among Generation Y...