Tam Chuem Vai, CarlosPereira, Mafalda Cristina Madeira2023-11-222023-10-27http://hdl.handle.net/10362/160273Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceReality nowadays involves the brightness of the digital world but also its threats. Having this in consideration, we need to be careful and promote an m-payment continuance intention that embraces this new way of digital life. With this study, we intend to demonstrate how marketing intelligence could mitigate digital fraud in m-payments continuance intention, merging the expectation confirmation model (ECM). With that in mind, we posted an online questionnaire that collected 410 valid responses. Through this survey and resorting partial least squares–structural equation modeling (PLS-SEM), we were able to analyze and verify the suggested theoretical model. The results show that marketing intelligence influence and digital fraud prevention have an affirmative impact on use and satisfaction and propose that use and satisfaction influence the m-payment continuance intention. The moderator construct – information security awareness – has an immediate effect on the relationship between use and satisfaction. All of this contributes to the theoretical and practical implicationsengM-paymentsContinuance intentionDigital fraud preventionMarketing intelligencemaster thesis203390733