Mohd Sufino Zuhaily bin Mohd Sufian

Digital Marketing Factors and Gen Z Purchase Behaviour: The Mediating Role of Brand Trust

Digital marketing has become an important mechanism through which brands communicate with Generation Z (Gen Z), a consumer group that is highly engaged with social media, online influencers, electronic word-of-mouth (eWOM), and digital content. Despite the growing importance of digital communication, concerns remain re...