Analyzing consumer behavior through organizational capabilities and digital technologies: the mediating role of proactive marketing

The study highlights the importance of proactive marketing, which links organizational resources and capabilities to influence consumer behavior. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) and data from 454 respondents, it was found that proactive marketing served as a mediat...

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Bibliographic Details

Main Authors:	Kofar Naisa, Farouk Umar, Alhaji Sani, Armaya’u, Al-Absy, Mujeeb Saif Mohsen, Zahid, Umair, Pantamee, Abdurrahman Adamu, Bala, Hussaini
Format:	Article
Language:	en
Published:	Accounting Research Institute (ARI), Universiti Teknologi MARA, Shah Alam 2025
Subjects:	Marketing Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/128387/1/128387.pdf https://ir.uitm.edu.my/id/eprint/128387/ https://mar.uitm.edu.my/
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