Avatar marketing gained momentum as a brand endorsement strategy. However, there is a
lack of studies encompassing the benefits, risks, and operational mechanisms regarding …

Recently, there has been a lot of interest in industry and academia in virtual influencers
(VIs). This study aimed to augment the understanding of VI marketing by exploring the …

The Web is characterized by user interaction on Online Social Networks, the exchange of
content on a large scale, and the presentation of one's own life on several digital channels …

E-commerce features like easy cancellations, returns, and refunds can be exploited by bad
actors or uninformed customers, leading to revenue loss for organization. One such problem …

In recent years, many studies have focused on correlating the profiles of real users across
different social media. On the one hand, this provides a better overview of the user's social …

In the past decades, the size of the internet and digital world has grown enormously. Today's
businesses are operating entirely online and thus bringing with them all of their costumers' …