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Journal Articles

A multi-analytic approach to predict social media marketing influence on consumer purchase intention

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Anshuman Sharma, Akinola Fadahunsi, Haidar Abbas, Vivek Kumar Pathak
Journal: Journal of Indian Business Research
Journal of Indian Business Research (2022) 14 (2): 125–149.
https://doi.org/10.1108/JIBR-08-2021-0313
Published: 26 January 2022
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Journal Articles

Antecedents of mobile advertising value: a precedence analysis using the hybrid RIDIT-GRA approach

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Anshuman Sharma, Vivek Kumar Pathak, Mohammad Qutubuddin Siddiqui
Journal: Journal of Indian Business Research
Journal of Indian Business Research (2022) 14 (2): 108–124.
https://doi.org/10.1108/JIBR-02-2021-0057
Published: 13 September 2021
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