In the fast-paced digital world, the way people connect with brands has changed dramatically. Social media platforms, especially those featuring influencers, have become more than just advertising channels—they are emotional ...

In today’s rapidly evolving digital landscape, social media marketing (SMM) has emerged as a critical tool for influencing consumer perceptions and shaping brand reputation (BR). This study focuses on the impact of SMM on ...

In the digital age, personalized advertising has emerged as a pivotal strategy in enhancing customer engagement and satisfaction. This study explores the impact of personalized advertisements on customer satisfaction within ...

This study examined the behavioral determinants influencing digital healthcare adoption in Pakistan by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT-3) with Perceived Risk Theory. Data were ...

The primary objective of this study was to examine the impact of advertising fatigue specifically the dimensions of Repetitiveness of Ads (ROI), Intrusiveness of Ads (IOA), and Annoyance/Irritation (A) on consumer Purchase ...

This study investigates the interactive effects of advertising appeal types, emotional versus rational and consumers’ temporal construal levels (high versus low) on the consumer’s purchase intent. Perceived authenticity ...

This study investigates the impact of emotional loneliness on brand loyalty, addressing a notable gap in the branding and consumer psychology literature. While brand loyalty has been widely explored in rational and behavioral ...

This study explores the influence of content marketing, influencer marketing, and viral marketing on consumer buying behavior toward luxury fashion brands, with a particular focus on the moderating role of brand image. ...

The key objective of this study is to examine the factors influencing user’s reuse intention of AI chatbots, emphasizing both functional (ease of use, personalization, accuracy, relevance) and emotional (anthropomorphism, ...

The main proposition of this research questions the effect of social media influencers credibility – trustworthiness, expertise and attractiveness towards the purchase intention of consumers within the cosmetic industry ...