Journal Articles

Lee, G. K. S. (2026). Impact of social media influencer marketing on consumer behaviour: A review of source credibility theory. International Journal of Retail and Consumer Research, 1(1). https://doi.org/10.51137/wrp.ijrcr.639

Lee, G. K. S. (2025). Social media strategies for luxury brands: Navigating brand equity, consumer engagement, and digital challenges. International Journal of Multidisciplinary: Applied Business and Education Research, 6(10), 4883–4897. https://doi.org/10.11594/ijmaber.06.10.02

Lee, G. K. S. (2025). Trust in Social Commerce: Challenges and Opportunities for Building Consumer Confidence and Shaping Purchase Intention. International Journal of Applied Research in Business and Management, 6(1). https://doi.org/10.51137/wrp.ijarbm.2025.gltt.45761

Lee, G. K. S. (2025). Embedding Sustainability in Higher Education: A Review of Institutional Strategy, Curriculum Reform, and Digital Integration. International Journal of Science and Research Archive, 15(2), 420–426. https://doi.org/10.30574/ijsra.2025.15.2.1396

Lee, G. K. S. (2025). Building brands for a sustainable future: Integrating strategy, consumer response and ethical communication. Asian Journal of Economics, Business and Accounting, 25(5), 269–279. https://doi.org/10.9734/ajeba/2025/v25i51800

Lee, G. K. S. (2025). In-app purchase behaviour and game design in mobile gaming: A review of monetisation and player experience. International Journal of Mobile Applications and Technologies, 1(1). https://doi.org/10.51137/wrp.ijmat.2025.glit.45789

Lee, G. K. S. (2025). Factors affecting online shopping purchase intention among Generation Z consumers in Malaysia. International Journal of Research and Innovation in Social Science, 9(5), 1937–1965. https://doi.org/10.47772/IJRISS.2025.905000153 (ERA Indexed)