In the post COVID-19 era, social commerce witnessed significant growth due to increasing
numbers of consumers choosing online channels as their preferred means of shop** …

The exponential growth of mobile phone usage has shifted the attention of marketers toward
digital advertising as a tool for targeted communication. However, the increased usage of …

Purpose This paper aims to examine the relationship between social presence and
consumer purchase intention in the context of livestreaming commerce and test the …

Despite the fact that online purchase intention has been widely investigated, little is known
about the e-retailer-based signals used to reduce online customers' uncertainty perception …

It was not long ago when technological emergence fundamentally changed the landscape of
global businesses. Following that, business operations started shifting away from traditional …

While the popularity of virtual influencers in influencer marketing is on the rise, little is known
about the reasons behind their increasing popularity. Furthermore, there is also a dearth of …

Social media has always been described as the channel through which knowledge is
transmitted between communities, students, and learners. This social media has been …

Live streaming has been increasingly integrated into e-commerce platforms to sell tourism
offerings, yet its value-adding mechanism for enhancing customer shop** experiences …

Purpose Social commerce (s-commerce) offers community-based platforms that facilitate
customer-to-customer interactions and the development of customers' social shop** …

In the digital age, electronic word-of-mouth (eWOM) communication has grown to be the
most powerful influence on customer behaviour. However, the growing body of evidence …