The rising interest in the marketing potential of the metaverse and its influence on consumer
behavior is undeniable. Experts in the field have identified gaps in understanding consumer …

Purpose The study aims to explore the impact of perceived utilitarian and hedonic value
(PHV) on shopper attitude and impulsive online purchasing using the technology …

Purpose This study aims to examine the impact of the three dimensions of materialism,
namely, possessiveness, envy and non-generosity along with attitude on the purchase …

Purpose This study aims to investigate the domestic sustainable consumption practices in
Indian households and the motivations to do so. These practices also contribute to …

This study aims to analyze social media marketing, electronic word of mouth, and consumer
attachment to brand loyalty in Grab Indonesia. The research design used is quantitative …

The internet plays a central role in much of contemporary parenting, which includes parent
participation in social media networks. When people use social media to support parenting …

Prior literature has shown that brands can use digital storytelling (DST) to reduce uncertainty
among consumers and thus increase sales. As such, it is important to understand the …

The use of social media in attaining the SDGs has been acknowledged and emerged as an
effective and contemporary marketing method used by enterprises to shape the consumer's …

Identifying the relationship between user engagement, social media marketing, and word-of-
mouth referrals to Gojek, an online transportation platform, was the objective of a study …

The purpose of conducting this research work is for examining the impact of artificial
intelligence driven social media marketing on the buying behavior and restaurant …