Artificial intelligence (AI) has become a game changer for Instagram influencers. AI assists influencers in refining their attributes by providing insights into the latest trends and enables influencers to create tailored content that engages audiences at a profound level. Despite such...

This study examines the impact of price consciousness and deal proneness on impulsive buying behavior and the Fear of Missing Out (FoMO) in the context of online clothing shopping, with a particular focus on post-purchase regret. Data were collected from 230 participants through an online survey...

The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to...

This study explores the dynamics of consumer impulsive buying behavior-both affective and cognitive-on e-commerce platforms by identifying key shopping motivation factors and examining the role of customer value, which includes both hedonic and utilitarian dimensions. Additionally, the research...

The purpose of this study was to investigate the factors influencing customers' purchase intention (PI) towards fresh Malaysian durians in Zhejiang province, China.This study applies a quantitative research method to explore the factors influencing customers' PI toward fresh Malaysian durians in...

Understanding the buying behaviour of consumers for green products has become an emerging issue. The purpose of present study is to assess purchase intention of consumers with respect to green products (environment friendly) shopping in India. Further, this study examines the role of...

Purpose - A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards ethical consumption seemed to be swiftly replicated in Eastern countries, especially in South Asian nations,...

The second-hand clothing (SHC) market has seen dynamic expansion, driven by shifts in consumer attitudes. However, motivations underlying customer engagement in this market remain largely unexplored. Accordingly, this study investigates factors driving consumer sentiment towards buying used...

Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation...

User-generated content (UGC) has increasingly been recognized as a valuable instrument for organizations aiming to evaluate marketing efficacy and develop a nuanced understanding of their target demographics. UGC influences both the positive sentiment towards a brand and the intention to...

This study examines the relationships between dual value such as personal value (environmental concern), and consumption value (green perceived value), and green purchase intentions (GPI) among young Vietnamese consumers in the post-COVID-19 era, exploring the mediating roles of attitude toward...

Manuscript Type: Research Paper Research Aims: To analyze how demand, convenience, interactivity, and playfulness in short videos influence perceived enjoyment, which in turn affects hedonic motivation and impulsive repurchase intentions, both directly and indirectly....