Many guiding articles on literature reviews exist, but few have delivered an authoritative
protocol that researchers can rely upon with clarity and confidence. To commemorate the …

Using the social psychology theory of elaboration likelihood model (ELM), we present a
conceptual model of persuading consumer attitudes through virtual and augmented reality …

Abstract Augmented Reality (AR), Virtual Reality (VR), Mixed Reality, and Extended Reality
(often–misleadingly–abbreviated as XR) are commonly used terms to describe how …

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to
understand how live-streaming contributes to sales. While prior studies mainly focused on …

Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Researchers on online consumer behavior have rarely discussed the subjective well‐being
aspect or improving the life quality of the next billion as the bright side. Emerging …

Purpose This study unravels the intellectual structure of virtual reality (VR) in digital
marketing (DM) research, identifies core research gaps and presents future research …

Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research …

Chatbots incorporate various behavioral and psychological marketing elements to satisfy
customers at various stages of their purchase journey. This research follows the foundations …

In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …