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 …

Previous literature has found underlying differences in purchasing behaviors, consumption
habits, and Internet and social media usage between Generation X and Millennials. The …

Brands are showing an increasing appetite for influencer marketing campaigns in order to
accentuate the exclusivity of their products. While the literature supports influencer …

Social media influencers (SMIs) have a significant impact on consumer decisions, and
research in this area comprises a substantial portion of the literature. Despite marketing …

Businesses invest considerable sums in influencer marketing efforts as social media
influencers (SMIs) continue to gain popularity. To understand how marketers might utilize …

Religion is a key factor in how American consumers spend their time and money. It serves
as a significant component of the US economy, with religiously affiliated people contributing …

Purpose The recent livestreaming commerce has magnified the role of influencer marketing,
where the influencers are partnering with brands for product promotion. This study examines …

In the ever-evolving digital era, marketing through social media has become one of the most
effective tools to promote products and services. One of the latest marketing trends that is …

Currently, social media has become deeply ingrained in our society, enabling and
facilitating electronic commerce. Recent data reveals that a significant majority of …

Agriculture in Mediterranean climates, such as that of southern Spain, is highly vulnerable to
climate change, and particularly to hydrological drought. Financial instruments such as …