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Cogent Business & Management Volume 9, 2022 - Issue 1

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MARKETING

The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness

Nguyen Ngoc HienHCMC, Industrial University of Ho Chi Minh City, Ho Chi Minh, VietnamCorrespondence[email protected]

https://orcid.org/0000-0002-3093-9065 View further author information

Tran Nguyen Huynh NhuHCMC, Industrial University of Ho Chi Minh City, Ho Chi Minh, VietnamView further author information

Article: 2105285 | Received 21 Mar 2022, Accepted 23 May 2022, Published online: 29 Jul 2022

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https://doi.org/10.1080/23311975.2022.2105285
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