SUSTAINABLE MARKETING ORIENTATION AND FIRM PERFORMANCE IN EMERGING MARKETS: THE MEDIATING ROLE OF CORPORATE SOCIAL RESPONSIBILITY, GREEN INNOVATION, AND CONSUMER TRUST
ABSTRACT: Sustainable Marketing Orientation (SMO) has emerged as a strategic response to the growing call for firms to balance profitability with environmental and social responsibility. However, empirical understanding of how…
DIGITAL FATIGUE AND CONSUMER DECISION MAKING IN THE ATTENTION ECONOMY: A GLOBAL PERSPECTIVE
ABSTRACT: In an era where digital connectivity defines social, professional, and commercial life, the competition for consumer attention has intensified to unprecedented levels. This phenomenon, often described as the attention…