Purpose This study unravels the intellectual structure of virtual reality (VR) in digital
marketing (DM) research, identifies core research gaps and presents future research …

China is currently the world's largest new energy vehicle consumer market, and millennials
are the largest consumer group in China. To better promote environmental protection, this …

Retailers are increasingly looking at leveraging new digital platforms like livestream
commerce to generate quick or impulsive purchases in order to survive the intense …

Drawing on the theory of consumption values, consumer-brand relationship paradigm and
“lovemark” notion, the reported research offers insights into the role of retail apps in …

Purpose Gamification in mobile apps has emerged as a compelling strategy to foster firm's
relationships with their customers through mobile applications. This study utilizes a meta …

Purpose The purpose of the study is to identify drivers of mobile massive open online course
(MOOC) continuous intention (CI) through the lenses of customer perceived value (CPV) …

The effective implementation of omnichannel commerce can fundamentally alter how
consumers shop online. This study attempted to understand Thai consumers' omnichannel …

Purpose This study explores key dimensions of mobile commerce activities (MCAs),
evaluates their impact on firm performance and examines the role of mobile commerce …

Digital and mobile payment systems have greatly simplified and streamlined monetary
transactions and administration. However, despite the ease of use provided by these …

Purpose This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity
on usage behavior as well as the mediator mechanism of brand trust between ubiquity and …