... Limited Licensed re-use rights only Marketing deception Social media advertising Digital literacy Consumer trust Perceived risk Cultural values Consumer behavior Emerging markets University students C38 C83 D12 D18 D83 L86 M31 M37 O53 Z13 In Iraq specifically...

... reasons. However, the reality is not necessarily straightforward. Design/methodology/approach This paper uses structural equation modeling to examine data collected from a survey questionnaire of 790 respondents in an emerging market setting. Further analysis is made based on gender and religion...

... The paper has implications for the financial service firms interested in achieving growth and prosperity by developing and marketing new services to the growing population of Muslim customers in the emerging markets, particularly India. Originality/value The issue of customer interaction in new service...