Most Viewed

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...

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 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...

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...

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 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...

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...

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...

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...

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...

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...

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...

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...

Cryptocurrencies, like Bitcoin and Ethereum, have garnered global attention in recent years as digital alternatives to traditional fiat currencies. This paper explores the complex landscape of cryptocurrency adoption, consumer behavior, and perceptio...

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...

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...

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...

Providing the right products, at the right place and time, according to their customer’s preferences, is a problem-seeking solution, especially for companies operating in the retail industry. This study presents an integrated product RS that co...

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...

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...

Small and medium-sized businesses (SMEs) are frequently exposed to a variety of difficulties during global epidemic crises like coronavirus (COVID-19), which may even threaten their lives. The purpose of this study explores the influencing factors of...

The study aims to investigate how an individual’s technology awareness, subjective financial literacy and personal innovativeness characteristics impact the intention to use blockchain-based digital currencies such as cryptocurrency. The UTAUT...

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...

The fashion industry has shown increasing interest in applying artificial intelligence (AI), yet there is a significant gap in exploring the potential of emerging diffusion-modeling-based AI image-generation systems for fashion design and commerce. T...

Chatbots and voice assistants are digital transformers of the interface between companies and customers. They have become part of the current practice of companies and represent a distinct domain of business research. This trend is significant in the...

In the online shopping context, brands aim to achieve a high level of profit by providing better customer satisfaction by using various artificial intelligence tools. They try creating a satisfactory customer experience by creating a system that prov...

Mobile commerce is the next generation of electronic commerce that allows consumers to perform many transactions via a mobile phone instead of a desktop computer. To online businesses, this commerce channel also allows them to have almost non-stop ac...

The widespread adoption of digital technologies across various aspects of society has led to the emergence of two highly context-dependent constructs that explain how businesses are getting ready for transformative digital processes: digital readines...

Over the past two decades, digital evolution has radically transformed how consumers interact with brands and purchases. Highly informed consumers actively seek news, knowledge, and inspiration and often interact with multiple touchpoints over an ext...

While consumers experience shopping convenience through personalized recommendations, they are increasingly concerned about their consumption behavior being manipulated, leading to psychological resistance towards personalized recommendations. As suc...

This research delves into the factors influencing the adoption of ChatGPT, a sophisticated AI-based chatbot, among Generation Z members in Croatia. Employing an extended UTAUT2 model, the impact of various factors on the behavioral intention to use C...

This study investigates the impacts of the Big Five personality traits and propensity to trust on the use and writing of online reviews. Additionally, this study examines how gender moderates these impacts. Results of a survey (n = 840) show that ope...

(1) Live streaming commerce has refined online consumer engagement by fostering a real-time, socially enriched shopping environment. Despite its growing prominence, the role of social scene characteristics in consumer purchase decisions in live strea...

Buy Now, Pay Later (BNPL) is a rapidly growing fintech tool, which is particularly popular among young consumers, with the potential to support more sustainable retail consumption. While firms increasingly adopt BNPL, its impact on time-inconsistent...

This study aims to bridge the gap between traditional consumer behavior analysis and modern techniques by integrating big data analysis, eye-tracking technology, and survey methods. The researchers considered that understanding consumer behavior is c...

The deployment of Blockchain technology in the tourism industry is already becoming a reality with the gradual emergence of innovative business models. At its core is the promise of improving the efficiency of the tourism service value chain and enha...

This research examines differences in consumer responses to large language model AI chatbots versus search engines when reviewing and evaluating product information in the information search stage of the purchase decision process. Building on the mer...

The Lightning Network (LN), a second-layer protocol built on top of the Bitcoin blockchain, is an innovative digital payment solution that offers increased convenience, speed, and cost-effectiveness to consumers and businesses alike. However, there i...

In recent years, e-commerce has assumed a more strategic and relevant role with regard to the good performance of the global retail industry. The facilities and conveniences provided by e-tail contribute to meeting the demands of a more connected con...

In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performa...

Digitalization has become more and more important for economic activities and economic development. E-commerce, as a part of local and international trade, is of increasing importance and is highly correlated with technological progress and innovatio...

The recent economic turmoil and the increasing volatility of bitcoins have necessitated the need for exploring safe-haven assets for bitcoins. In this quest, the present study aims to investigate the safe haven for bitcoins by examining the dynamic r...

Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market...

The advance of digitalization has generated an ever-increasing number of options in the digital sphere. This phenomenon has transformed multiple sectors, including e-commerce and, in particular, the fashion industry. Artificial intelligence (AI) has...

The main purpose of this study is to examine how use and gratification and social presence might influence the purchase intention of the products presented in the short videos, mediated by perceived value, attitude, and digital dependency. The resear...

Online reviews have become an important source of information for consumers, significantly influencing their purchasing decisions. However, the abundance and variety of review formats, especially the mix of text, image, and video elements, can lead t...

This research explores how the partitioned pricing strategy of premium subscriptions affects user willingness to purchase with two studies. Study 1 finds that all-inclusive pricing is more effective than traditional partitioned pricing (i.e., partiti...