With the proliferation of mobile commerce, mobile shopping has become the buzzword in
the electronic commerce industry. To examine the predictive factors that affect the usage …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

Purpose The aim of this study is to examine the role of relational benefits and brand
experience measurements on willingness to pay more (WPM), effects of word of mouth …

The availability of customer data has been enhanced in the digital economy, which can be
used to measure the performance of marketing activities. Accounting techniques using …

This study investigates how promotional activities, mall size, and past shopping experiences
affect customer shopping duration, and elucidates how shopping duration induces …

This study analyzes the influence of apparel/clothing brand social media marketing activities
(SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are …

Purpose This paper investigates the factors affecting customer lifetime value from an
attitudinal and behavioural brand loyalty perspective in the Internet service industry …

Purpose The main objective of this paper is to investigate the factors affecting customer
lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality …

The rise of social media platforms (SMPs) has increased information exchange, which can
influence social consumer fashion brand engagement (SCFBE). Although there is evidence …

This study empirically analyzes the effects of four lifestyles of office workers (work and life
balance, you only live once (YOLO), minimal life, and staycation), which have been changed …