Mallah Boustani, Nada; Chammaa, Claude - In: Administrative Sciences : open access journal 13 (2023) 6, pp. 1-22
This paper aims to explore Youth's attitudes towards digital marketing utility perception and its effect on behavioral … model on Youth's digital marketing adoption. A survey was conducted in Italy (N = 165) and Lebanon (N = 150), and PLS … digital marketing adoption among younger generations, especially in less industrialized and technologically developed …