In recent years, strategies focused on data-driven innovation (DDI) have led to the
emergence and development of new products and business models in the digital market …

The main objective of this research is to investigate the impact of social media marketing
activities—restricted only to Instagram influencers—on online impulse buying through the …

Purpose The purpose of this research is to investigate the influence of perceived social
media marketing activities on consumer-based brand equity, mainly predicated on the SOR …

Abstract Small and Medium-Sized Enterprises (SMEs) are struggling to cope with the
business uncertainty caused by the COVID-19 pandemic. This study examines how SMEs in …

Augmented Reality (AR) has emerged as an effective, interactive technology for providing
visual product information. Using consumers' control, this study attempts to identify the …

This study seeks to understand the specific factors on social media that help drive the
intention to purchase fashion‐related products, focusing on the central role of trust. The …

This empirical research study aimed to examine factors influencing consumer's behavioral
intentions to purchase products via live-streaming services. This study proposed four key …

The present study aims to examine the influence of perceived social media marketing
activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the …

The COVID-19 pandemic has a long-lasting influence on global economies. Households are
expected to consume more electricity for their usual routine activities due to mandatory stay …

With the popularity and growth of social commerce, scholars and practitioners are
particularly interested in how the integration of social media with e-commerce practice may …