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,...

The study aims to assess Islamic financial literacy among the residents of Lahore and to investigate how it influences adoption of Islamic banking services. A survey research design is used; the sample size for the study was 300, which included 230 males and 70 females. Purposive and convenience...