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Keywords: Degree of digital use
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Journal Articles
How B2B brand ambidexterity enhances brand performance through buyer dependence in digital contexts
Available to Purchase
Journal of Business & Industrial Marketing (2025) 40 (3): 736–751.
Published: 13 March 2025
.... This study aims to investigate the importance of BA in relation to BP, analyzing the mediating effect of buyer dependence (BD) and the moderating effect of the supplier’s degree of digital use (DDU) within B2B firms. Design/methodology/approach Drawing on resource dependence theory (RDT...
Journal Articles
Barriers and facilitators of B2B degree of digital use and brand engagement: an integration of technology and behavioral perspectives
Available to Purchase
Journal of Business & Industrial Marketing (2023) 38 (12): 2793–2810.
Published: 15 June 2023
...Deviprasad Ghosh; Satyabhusan Dash Purpose This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories. Design/methodology/approach A face...
