Digital technology is the representation of information in bits. This technology has reduced
the cost of storage, computation, and transmission of data. Research on digital economics …

Although an extensive body of research has emerged on marketing in computer-mediated
environments, the literature remains fragmented. As a result, insights and findings have …

Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-
commerce operators to build relationships and create consumer loyalty. Using the stimulus …

Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …

Short-form video has attracted users' attention and been widely adopted for entertainment.
Recently, short-form video has also been used for advertising. However, how short-form …

Retailers seek to utilize both online and offline purchase channels strategically to satisfy
customers and thrive in the marketplace. Unfortunately, current multichannel research is …

Tujuan dari penelitian ini adalah untuk menguji perilaku belanja online di Indonesia.
Perilaku konsumen dalam memutuskan untuk membeli suatu produk menjadi studi khusus …

This study enhances the existing literature on online trust by integrating the consumers'
product evaluations model and technology adoption model in e-commerce environments. In …

Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …

To cope with the digital transition exacerbated by the COVID-19 pandemic, managers of
manufacturing small and medium enterprises (SMEs) need to adopt innovative practices to …