Many studies have considered online consumer behaviour topics. The growth of e-commerce and social media leads us to examine their effects on online customer behaviour, especially online impulsive buying behaviour. In addition, online customers buying commercial and social enterprise (SE)...

This study investigates the impact of homophily, influencer social presence, and influencer physical attractiveness on affinity in the beauty and fashion industry through influencer marketing. Trust and loyalty mediating roles are also explored in connection with customer purchase intention. The...

Research Aims: This study aims to understand the factors influencing purchase intention in premium online dating applications, focusing on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Design/methodology/approach: Data were collected...

The hyper-targeted advertising that emerged on digital platforms over the past two decades is now more productively understood as tuned advertising, a dynamic and unfolding process where ads are continuously algorithmically "optimised" to users in real time. Following Rieder and Hofmann (2020),...