E-commerce personalization has emerged as a critical capability for online retailers to drive engagement and conversions by delivering relevant content and experiences tailored to each customer's preferences. This study presents a comprehensive analysis of how a leading UK e-commerce platform...

This research investigates digital consumer behavior in e-commerce through a comparative case study of Amazon and Temu's customer purchase decision-making processes in the UK and USA. As e-commerce continues to revolutionize retail landscapes, understanding the nuances of consumer behavior...

Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how...

Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects follower behaviour. This research examines the role of emotional attachment and perceived information...

Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how...

This research investigates how artificial intelligence (AI) agents function in the advertising sector. It focuses on the transformation, applications, benefits, and concerns of Artificial Intelligence (AI) in the new era of marketing. The research used secondary data from industry reports,...

After the publication of the results of the Advertising Research Foundation’s Copy Research Validity Project, ad liking has been extensively used as copy test predictor of campaign’s performance. Less favourable findings have been recently presented on the basis of its delayed effects. This...

The Design represents an innovative work of art. Chairs, spoons, teapots could be an example of designed arts. Creativity and daily utility, they both “evolve in” arts. Design Museums are often collections of famous designers, stylists and firms. The supply chain of brands could find an...

Though consumer communication and orientation is a collective responsibility of all the departments/functions across the organization, a majority of lifestyle brands and retailers in India believe that the consumer communication is the deliverable of a single department/function that is widely...

Though EBOs’ (Exclusive Brand Outlet) risk-mitigation is a collective responsibility of lifestyle brand and the expansion partner (franchisee), a majority of lifestyle brands in India believe that the risk of capital investment/recurring expenses of EBOs and profit generated by EBOs has to be...