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Keywords: Subjective norm
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Journal Articles
Unlocking LinkedIn adoption for higher education students: findings from PLS-SEM and NCA
Open Access
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (7): 172–187.
Published: 22 May 2025
... analysis (NCA), the authors analyzed the results from a self-administered survey of 120 higher education students with a model integrating subjective norm with variables from the value-based adoption model (VAM). Findings Subjective norm and perceived usefulness were found to be significant factors...
Journal Articles
Young consumers' views of infused soft drinks innovation
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2012) 13 (4): 392–406.
Published: 16 November 2012
...David Yoon Kin Tong; Xue Fa Tong; Evon Yin Purpose This study has two aims: first, to develop a conceptual model for infused drinks innovation using the subjective norm and lifestyle as predictors; and second, to adapt the beverage science experimental variables and assess young consumers...
