Purpose This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust,...

Purpose: Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context. Design/methodology/approach: Data was...