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This study aims to examine the factors that influence purchase intention in live streaming e-commerce among Malaysian university students. It explores background characteristics, shopping behaviours, and live stream feat...

Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skinc...

The global market structure has undergone significant transformations due to the widespread integration of information technology. As a result, electronic commerce has emerged, propelled by technological advancements, an...

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the resear...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...