This paper performs a comprehensive analysis of academic research on impulse buying
following a systematic literature review approach. Drawing on the TCCM framework …

Technological advances have facilitated the move from market-centric to user-centric
commerce by enabling the progress towards S-Commerce from E-Commerce …

The power of livestreaming commerce to rake in billions of revenues within hours has thrust
this nascent commercial model into the global spotlight; that said, despite the prevalence of …

The global crisis of COVID-19 pandemic has ravaged the world economy and healthcare,
igniting much fear, panic, and uncertainty among billions of people. As lockdowns being …

This paper investigates what types of Instagram marketing tools are the most effective in
relation to Generation Z's impulse purchasing behaviour within fashion industry in the …

Drawing upon the stimulus–organism–response framework, this study investigates
contextual and environmental stimuli effects (streamer attractiveness, para-social …

Purpose During COVID-19 pandemic, the use of social media enhances information
exchange at a global level; therefore, customers are more aware and make backup plans to …

This study examines how the consumers' perceived values (utilitarian and hedonic values)
impact their impulse buying behavior (IBB) in the mobile commerce (m-commerce) context …

Purpose Live streaming commerce has grown rapidly in recent years. Although the way
streamers communicate with viewers is the key to influencing users' purchase behaviors …

This study examines the moderating role of audience comments in influencer marketing. A
YouTube vlog entry by a social media influencer featuring the endorsement of a brand was …