... tested impact of cultural factors, namely, uncertainty avoidance and individualism toward adoption of Islamic digital wallet. Design/methodology/approach This study is based on quantitative research method and collects data through survey questionnaires. The positivist research paradigm is selected...

...’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship. Design/methodology/approach The proposed model...