English
19(12)2024
Tác động của marketing nội dung số đến quyết định mua của gen Z thông qua vai trò trung gian của hứng thú mua: Trường hợp mua dịch vụ giáo dục tiếng Anh
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Trường Kinh Tế, Trường Đại học Cần Thơ, Cần Thơ ,
Việt Nam
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Trường Kinh Tế, Trường Đại học Cần Thơ, Cần Thơ ,
Việt Nam
Ngày nộp: 06-05-2024
Ngày duyệt đăng: 08-07-2024 Ngày xuất bản: 18-10-2024
Tóm tắt
Chỉ số JEL
Từ khóa
Trích dẫn:
Nguyen, C. T. B., & Nguyen, C. M. (2024). Tác động của marketing nội dung số đến quyết định mua của gen Z thông qua vai trò trung gian của hứng thú mua: Trường hợp mua dịch vụ giáo dục tiếng Anh [The impact of digital content marketing on the purchasing decision of Gen Z through the mediating role of purchase intention: The case of purchasing English]. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh – Kinh tế và Quản trị Kinh doanh, 19(12), 106-122. doi:10.46223/HCMCOUJS.econ.vi.19.12.3409.2024
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