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With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and th...

E-commerce is deemed as the sale and purchase of goods and services through the internet in exchange for money and data transfer to complete the transactions. E-commerce is at the forefront of transforming marketing strategies, based on new technolog...

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metri...

More and more companies have implemented chatbots on their websites to provide support to their visitors on a 24/7 basis. The new customer wants to spend less and less time and therefore expects to reach a company anytime and anywhere, regardless of...

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trus...

Customer engagement has emerged as a vital component in social media marketing strategies, prompting considerable interest from both marketers and academics. This study investigates customer engagement (CE) in a framework that includes three antecede...

AI-personalized recommendation technology offers more accurate and diverse choices to consumers and increases click-through rates and sales on e-commerce platforms. Yet, data on consumers’ experiences of AI-personalized recommendations and thei...

This paper reviews the primary scientific articles applicable to the logistics industry, and specifically those relating to cross-border e-commerce in China. The authors focused on reviewing the articles about the current status of cross-border e-com...

The rapid popularity of ChatGPT has brought generative AI into broad focus. The content generation model represented by AI-generated content (AIGC) has reshaped the advertising industry. This study explores the mechanisms by which the characteristics...

As consumers spend more time on social media, brands can take advantage of this opportunity to better serve and communicate with their followers. Still, given the characteristics of luxury, luxury brands may be reluctant to use social media. To deter...

Live streaming e-commerce has emerged as a novel online marketing model. Drawing upon influencer marketing theory, this study examines the mechanisms through which influencers (live streamers) promote consumers’ purchase intention in the contex...

The rapid growth of digital platforms has fundamentally reshaped network and viral marketing, profoundly transforming how information spreads across social networks and influences consumer behavior. This comprehensive review synthesizes theoretical,...

Customer loyalty and retention are crucial for digital platforms, yet systematic studies integrating technological innovation and loyalty strategies remain scarce. This study addresses this gap by conducting a bibliometric analysis of key factors inf...

Online shopping has developed rapidly, but recently, the sales of some online stores have suffered due to the decrease in people’s income caused by the epidemic. How to grasp the psychology and behavior of consumers and formulate effective marketing...

In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered w...

This study aimed to identify the constructs related to customer experience that underpin e-commerce, as well as their interconnections, to develop a comprehensive conceptual model based on theories-in-use. A quantitative approach was employed through...

The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is mul...

The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FD...

This study explores how visual merchandising and store layout influence customer shopping decisions. This research aims to identify the key factors that shape consumer behavior and provide useful insights for retailers by using interactive marketing...

This study is a comprehensive and modern approach to predict customer churn in the example of an e-commerce retail store operating in Brazil. Our approach consists of three stages in which we combine and use three different datasets: numerical data o...

This study explores the impact of artificial intelligence (AI) tools on the purchase intentions of members of Generation Z (Gen Z) in online shopping, using an adapted technology acceptance model (TAM). It incorporates exposure to AI, usage of AI, an...

FinTech platforms are one of the most important elements in the rapidly digitized world’s economy. This study investigates the factors that affected individuals’ acceptance of FinTech services, especially on internet wealth management platforms. The...

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service c...

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed amon...

This research used a quantitative approach to explore the impact of social media marketing on consumer purchase intention. Due to the technological development of social media platforms in the recent past, as well as the addition of several functiona...

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influe...

This research aims to conceptualize, develop, and validate a specific instrument for measuring the engagement of followers towards influencers on social media, and more specifically, in this first research, on Instagram. We surveyed (in-depth intervi...

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different...

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implic...

Supply Chain Finance (SCF) faces the complex problem of implementing inventory, purchase order and accounts receivable financing automation in terms of transaction data trust and validation. This paper aims to explore how blockchain technology adopti...

The COVID-19 pandemic has entailed an unprecedented health crisis with significant economic impacts in many sectors worldwide. The tourism sector has been one of the most affected, with significant impacts on the number of cancelled reservations, a d...

Previous literature has found underlying differences in purchasing behaviors, consumption habits, and Internet and social media usage between Generation X and Millennials. The activities and how users engage with consumer advice made by popular socia...

When studying the impact of online reviews on product sales, previous scholars have usually assumed that every review for a product has the same probability of being viewed by consumers. However, decision-making and information processing theories un...

Big Data technologies have significantly increased the possibility for sellers to adopt personalisation strategies, especially in digital markets. Among such strategies, price discrimination, a practice where the same commodity is sold at different p...

A dominant marketing paradigm has appeared in the form of live streaming e-commerce, which holds a significant user base and exhibits an upward trend in sales figures. Based on the technology acceptance model (TAM) and perceived value theory, combine...

Agricultural e-commerce (AE) has attracted substantial attention within various research disciplines for several years. In this paper, we present a literature review of the recent state of AE research published from 2000 through to 2021 in 83 journal...

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer...

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along w...

Despite the growing importance of digital transformation, empirical research on the drivers of digital transformation is still lacking, creating a knowledge gap. The purpose of this study is to explore the effect of digital orientation and digital ca...

Opinion leaders and eWOM are becoming two of the most effective ways to launch a brand on social media by creating viral marketing. However, how much influence does an opinion leader’s eWOM (OL eWOM) have on consumer purchasing decisions? This...

A recommendation system serves as a key factor for improving e-commerce users’ satisfaction by providing them with more accurate and diverse suggestions. A significant body of research has examined the accuracy and diversity of a variety of rec...

The digital trade ecosystem’s development relies on the growth of cross-border e-commerce platforms. To ensure the continued growth of China’s digital trade, it is crucial to consider the service capabilities of digital platforms and the...

This article delves into Brazil’s rapidly expanding e-commerce sector, emphasizing its significant growth and evolving dynamics. Employing a meta-narrative review and a convergence-coding matrix, this research systematically analyzes and integr...

The rapid growth of e-commerce has significantly increased the demand for advanced techniques to address specific tasks in the e-commerce field. In this paper, we present a brief survey of machine learning and deep learning techniques in the context...

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate...

The main objective of this article is to investigate the factors that influence customers’ intention to reuse chatbot-based services. The study employs a combination of the technology acceptance model (TAM) with other contributions in the liter...

The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built d...

Younger generations comprise an essential segment for the mobile payment market to prosper. However, empirical evidence of the drivers/barriers of the young generation’s adoption of mobile payment has been inconclusive. This study intends to ad...

Customer churn prediction is very important for e-commerce enterprises to formulate effective customer retention measures and implement successful marketing strategies. According to the characteristics of longitudinal timelines and multidimensional d...

The recent emergence of e-commerce has brought a shifting paradigm into global markets. This revolutionary framework relying upon technological progress has conveyed a new era of commerce. More than ever, businesses are using digital marketplaces to...