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In the present era, due to the diffusion of technology, internet usage has increased substantially. As a result, consumers' online purchase intention increased substantially. This study examined the impact of four antece...

A separate and distinct interaction with both the actual e-vendor and with its IT Web site interface is at the heart of online shopping. Previous research has established, accordingly, that online purchase intentions are...

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...

Background: Social media influencers (SMIs) are critical information sources for beauty and personal care product purchases, yet limited research exists on their effectiveness in emerging markets like South Africa. Exis...

This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, ...

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...

Artificial intelligence (AI) assists e-commerce users in making transaction decisions through voice, image search, and recommendation features thereby improving shopping efficiency. AI has transformed consumer experience...

BackgroundWith the highest cancer incidence and mortality rates in the country, rural Appalachia has experienced a decades-long health decline, due in part to high smoking rates. Cigarette smoking prevalence exceeds 30% ...

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...

BackgroundAI anchors are increasingly deployed in live-streaming commerce, raising the question of whether they can substitute for human anchors. Prior studies have documented differences in consumer responses to these a...