Recently, scholars suggested that brands can leverage their sales by developing advertisements through identifying the particular cultural orientation associated with consumer behavior in question. However, little effort has been made in understanding this phenomenon that how presentation and...

Metaverse promises new frontiers in mobility, collaboration, and connectedness in a digital universe poised to digitize our world of workplace and marketplace. The current study aims to explore the effect of consumer neuroticism, parasocial relationships, social media influencers' credibility,...