Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has
been an impact on the marketing of business firms, enabling them to digitally transform and …

The latest version of the pandemic ravaged the world for almost three years. The world is
slowly coming back to normal. Behavioral sciences tried to assess its impact on consumer …

The digital entertainment landscape has been dynamically evolving in recent years,
particularly with the escalating prominence of Over-The-Top (OTT) platforms. This research …

Purpose How to reduce uncertainty in clothing online purchasing has become a primary
concern for consumers. This study aims to investigate the effects of quality perception and …

This study examines how textual features in customer reviews influence consumer behavior
metrics like Purchase Intention and Customer Satisfaction. By analyzing 329,658 Yelp …

Purpose: The primary objective of this study was to explore the various factors that impact
the integration of artificial intelligence into HR processes, with a specific emphasis on …

This research is aimed to understand the intentions of small grocery retailers in adopting
social media for marketing purposes. The research used an integrated TAM-TOE framework …

South Asia's large size and economic diversification make it a diverse market. This diversity
becomes crucial for marketers to reach consumers and share social media information …

This study examines the relationship between marketing capabilities and re-patronage
intentions in the retail sector. Building upon dynamic capability theory, expectation …

Live steamers play key roles in enhancing brand equity in live commerce. Understanding
the mechanism of how streamers impact brand equity in live commerce is of great …