Understanding online purchase intention: the mediating role of attitude towards advertisingHai Ho Nguyen, Tin Hoang Le, Yen Thi Hoang Nguyen et al.|Cogent Business & Management|2022Cited by 77
Promoting fintech: driving developing country consumers’ mobile wallet use through gamification and trustSaleem ur Rahman, Sohail Kamran, Yen Thi Hoang Nguyen et al.|International Journal of Bank Marketing|2024Cited by 49
Attitudes towards gamification advertising in Vietnam: a social commerce contextHai Ho Nguyen, Yen Thi Hoang Nguyen, Bang Nguyen‐Viet|Behaviour and Information Technology|2023Cited by 14
Human–Human Interactions’ Influence on Impulse-Buying Intention in Live Commerce: The Roles of Guanxi, co-Viewer Trust, and GamificationBang Nguyen‐Viet, Yen Thi Hoang Nguyen|Journal of Promotion Management|2024Cited by 14