The immersive technologies of augmented reality (AR) and virtual reality (VR) have been
widely applied in the tourism sector. Previous research has independently explored effective …

Every aspect of human activities has been influenced by social media, but how this influence
is affecting individual decision making in different context had not been studied yet. This …

This study enhances the existing literature on the role of trust and online perceived risk in
shaping consumer purchase decision-making in social commerce. The aim of this article is …

Academic literature retains a dearth of empirical evidence of the cutting-edge aspect of
artificial intelligence (AI)-powered digital assistance and digital multisensory cues, despite …

Purpose The purpose of this paper is to examine e-service quality (E-SQ) of online shopping
in Pakistan using “ES-QUAL scale.” Moreover, in this study, the relationship of E-SQ with e …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

Purpose Although previous research emphasized the importance of inspiration in
influencing consumer behavior, there is no categorical response to how social-media …

Regardless of a customer's social status, wealth, or country of origin, Apple products have
been notorious for establishing trends in regard to electronic devices. As of 2019, China …

The internet has grown rapidly, thus making online shopping service providers such as
TikTok Shop have to modify several ways in order to compete with other e-commerce …

Purpose This paper aims to study the citations made in service failure literature and
assesses the knowledge construction of this region of exploration to date …