People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …

Social media applications have been extensively used and adopted by individuals and
organisations in most aspects of daily life. Likewise, researchers have spent much effort in …

Purpose This paper aims to examine the influence of interactive social media marketing
communications on teenagers' cognitive, affective and behavioral attitude components in …

The advent of interactive digital platforms has led people to progressively interact on such
platforms, urging organizations to create online communities to engage customers with them …

Purpose The purpose of this paper is to investigate the influence of behavioural attitudes
towards the most popular social medium in the world, Facebook, amongst Millennials in …

Consumers increasingly search for, evaluate, and buy items via social media and websites,
but little is known about how these activities affect their level of trust, attitudes toward online …

Customer engagement (CE) is critical for firms to cultivate and improve customer brand
experience in the customer journey. However, few studies are available on the effects of …

Purpose The purpose of this paper is to study the underlying relationships among two
distinct forms of consumer values, namely, instrumental and terminal values, fashion …

Purpose The purpose of this study is to propose an integrated framework utilizing the theory
of planned behaviour (TPB) and technology acceptance model (TAM) to augment the …

Purpose The present piece of research aims at enhancing our understanding of situational
and intentional showrooming behaviour. The study further tests and validates a model …