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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Hong Hai Tran Nguyen

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Open access Sep 2026

The Influence of Digital Marketing Content and Technological Innovation on Purchasing Intention of University Students in Ho Chi Minh City

This original paper is a research into the impact of digital content marketing on online purchasing behavior of University students in Ho Chi Minh City. An empirical study was designed to test the effect of content marketing on e-commerce platform (Shopee, TikTok, and Lazada) on participants’ online purchasing intentio...

Do Minh Thu Pham, Trân Hồ Bảo Nguyễn, Hoài An Dương et al. · 0 citations

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