Purpose Based on the stimulus-organism-response theory, this research constructs the
influence of the stimulus factors of the live-streaming shop** environment on consumers' …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

Abstract Applying the Investment Model to the social media context, this study investigated
the impacts of influencer playfulness and content expertise of influencer on social media …

The change from conventional to organic foods has been found to have benefits for
environmental sustainability and for consumers' health. Although a market for organic fresh …

Customers in the hospitality industry are essential to cocreating unique and memorable
experiences. Encouraging customer value cocreation behaviors (CVCBs) is crucial for …

Purpose There is a growing need to conduct more studies to understand the green purchase
behavior of cosmetics products because of its increasing trend in the emerging markets …

Due to the COVID-19 outbreak globally during 2020, the usage and virtues of food delivery
apps (FDA) have increased immensely, facilitating the consumer to access the food and …

Purpose This study aims to analyze the antecedents and consequences of customers' actual
and ideal self-congruence in the tourism and hospitality context. This research analyzes …

Purpose Studies have explored the determinants of customer advocacy because of
customer advocacy's vital role in improving the efficiency and effectiveness of marketing …

Sažetak Using ubiquitous computing devices, also UCD, is a conscious decision made by
consumers, success of which depends on how much it involves and engages the user that …