Purpose This exploratory study aims to examine the prevalent triggers that motivate a
premium brand purchase in an online vs offline retail format. Design/methodology/approach …

Purpose This research aims to investigate the role of brand types (value brand vs premium
brand) in determining review content. Specifically, this research focuses on attribute-based …

Purpose This paper attempts to explore and identify the growing segments of online buyers
of premium brands in the context of the post-pandemic market in India. The multi …

The aim of this study is to examine how the mechanisms of consumer adoption of
technological innovations have been affected by the advent of social media. For this …

Social media represents a substantially new way of communicating with customers.
Whereas marketers used to spread their messages without receiving any direct feedback or …

Purpose Consumers' perceptions of new technologies are vital for the adoption of
innovations. However, due to the complexity of technological innovations and associated …

Online social media plays an important role in the marketing communications mix of many
companies. Thus, scholars have recently tried to uncover patterns that have a positive …

Целью данной статьи является изучение того, как развитие социальных медиа влияет
на механизм потребительского восприятия инновационных технологий. Результаты …

Online social media plays an important role in the mix of many companies' marketing
communications. Thus, scholars have recently tried to uncover patterns that positively affect …

The increasing advancement in technology is creating new opportunities that can be
incorporated in learning especially in institutions of higher learning. Majority of stakeholders …