Store atmospherics affect consumer behavior. This message has created a revolution in
sensory marketing techniques, such that across virtually every product category, retailers …

Researchers and Practitioners have been interested in the field of impulse buying for the
past sixty years (Clover, 1950; Stern, 1962; Rook, 1987; Peck and Childers, 2006; Chang et …

The purpose of this study is to investigate (1) if online celebrities can directly emotionally
influence consumers, and (2) if the other audiences of the same livestream can indirectly …

With growing investment into the metaverse or metaverses, the required hardware and
software is becoming more powerful and cheaper, and tech firms' expectations for this …

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

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 This study explores some central questions related to the connections between
social media marketing efforts (SMMEs) and brand loyalty by seeking to understand the …

This study examined the influences of positive brand-related user-generated content (UGC)
1 shared via Facebook on consumer response. The model tested was derived from the S–O …

Retailers have always worked to establish close relationships with customers through the
retail marketing mix. Thus, the literature has a long tradition of testing the effects of various …

This paper explores the effects of multi-sensory congruent cues om shoppers' emotions and
purchase behavior in designing retail store atmosphere. Prior research suggests …