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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...

From a psychological perspective, human behaviour reflects underlying thoughts and decision-making patterns, for example, consumer behaviour may correlate with the purchase decisions. In the fast-evolving e-commerce indu...

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...

Social media platforms offer marketing, information dissemination, direct customer contact and optimised availability of product and service information, which influences consumer behaviour, especially among Generation Y...

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitabi...