Purpose This research aims to study the recent changes in consumer behaviour and
purchase pattern during the Covid-19 pandemic. Covid-19 pandemic has forced consumers …

This paper will discuss the effectiveness of marketing on social media and motivation of
users on social media account. Data shows that younger populations are heavily addicted to …

Infectious COVID‐19 transformed the world overnight, freezing all physical activities and
forcing the majority toward online mode. Technology came up as a savior to alleviate the …

In a competitive environment, the relationship between global and local fashion in shaping
consumption behavior is under question. This study explores the antecedents of consumers' …

Purpose The purpose of this study is to investigate the effects of consumer ethnocentrism
and consumer animosity at the ethnic level. This study examines both effects on an ethnic …

Background Globalization trends have compelled multinational companies to change their
marketing approach from multi-domestic marketing to global marketing. This strategy has …

The main goal of the article is to study the features of film marketing and distribution of film
products in Ukraine and to determine what kind of marketing tools are appropriate to be …

Background Globalization trends have compelled multinational companies to change their
marketing approach from multi-domestic marketing to global marketing. This strategy has …

High internet and e-shopping penetration make marketing foreign goods simple via cross-
border e-commerce. This study aims to help managers devise effective international …

Social media influencers have replaced the phenomenon of traditional influencers playing a
role in digital marketing in recent years. On the other hand, academic literature needs to …