Vol. 2 No. 1 (2026): Articles

Articles

• Leveraging Machine Learning for Customer Segmentation and Personalized Recommendation in Online Retail

  Jiajun Li (Author)

  256-284

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  DOI: https://doi.org/10.63522/jabbs.201013

• Beyond “Go Green”: Matching Message Framing to Consumers’ eco Knowledge to Boost Advertising Effectiveness through Rand Authenticity

  Jian Gao, Chengyang Luo, Zhen Li (Author)

  285-317

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  DOI: https://doi.org/10.63522/jabbs.201014

• From infrastructure to value-in-use: How citizen operant resources shape public service digital transformation in Nigeria’s National Digital ID Ecosystem

  Dr. Philip Adekunle, James Peltier, Dr. Andrew J. Dahl (Author)

  318-344

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  DOI: https://doi.org/10.63522/jabbs.201015

• From Hype to Habit: An Integrative Review of Augmented Reality in Consumer Research

  Yuqi Du (Author)

  345-367

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  DOI: https://doi.org/10.63522/jabbs.201016

• Higher Economic Inequality, Lower Preference for Uncertain Consumption: The Role of Just World Belief and Sense of Control

  Siyuan Wei, Yusong Xu, Yingjie Li, Taiyang Zhao (Author)

  368-398

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  DOI: https://doi.org/10.63522/jabbs.201017