Research on the effect of consumption on self-esteem is relatively scarce and related
evidence is fragmented. We review articles from the literature on consumption, advertising …

The aim of this study was to examine the role of “avatar” in the metaverse, specifically, by
exploring how appearance similarity with an avatar affects virtual product purchase …

Consumers' exposure to online reviews influences their online retail shop** behavior.
They search for reviews while evaluating products for purchase decisions. Past studies have …

The main aim of the study was to investigate Instagram's impact on users' mental well-being
and behavior (including purchasing activity) during the pandemic. The study was conducted …

Although it is well accepted that the self‐concept includes numerous identities, the
preponderance of past consumer identity research has explored one identity at a time and …

Purpose This study aims to examine the moderated mediation model among self-image
congruity, self-brand connection, self-motivation and brand preference and validate that …

The present research proposes that luxury consumption can be a double-edged sword:
while luxury consumption yields status benefits, it can also make consumers feel inauthentic …

This study aims to determine how social brand engagement via social media platforms will
have an impact on brand equity and purchase intention towards brands in the field of …

Drawing on the self‐discrepancy and moral decoupling theories, this study investigates how
and when actual‐ideal self‐discrepancy (AISD) leads to consumers' purchase intentions …

The paper attempts to develop an 'Online Susceptibility Scale'(OSS) by focusing on the
factors that influence shopper buying decisions in an online environment as they are not …