International Journal of Electronic Marketing and Retailing (37 papers in press)

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• Open Access

  Social media communication and customer well-being in online travel retailing platforms ( Free Full-text Access )

  by Puspita Chairun Nisa, Arief Kusuma Among Praja, Lia Amalia, Endang Ruswanti 
  Abstract: This study examines how social media communication in online travel retailing platforms relates to customer well-being through value co-creation and affective experience. A cross-sectional survey of 210 Generation Z users in Greater Jakarta was analysed using partial least squares structural equation modelling. Service provider and user-generated social media communication were positively associated with value co-creation, which was positively associated with affective experiential state and, in turn, customer well-being. The indirect association between value co-creation and well-being through affective experience was significant, while measurement diagnostics supported discriminant validity. The findings indicate that digital communication becomes beneficial when it enables participatory clarity and positive affect rather than merely increasing content exposure. The study contributes to electronic marketing and retailing by explaining how provider and peer communication support customer well-being through a co-created and affective service journey, while recognising information overload and digital fatigue as relevant boundary conditions.
  Keywords: electronic marketing; electronic retailing; social media marketing; online travel platforms; value co-creation; affective experience; customer well-being; generation Z; Indonesia.
  DOI: 10.1504/IJEMR.2026.10081616
   
  
• Unravelling the transition: an examination of crucial factors influencing online buying behaviour post-COVID-19  
  by Pushkar Dubey, Satish Kumar Sahu, Kailash Kumar Sahu 
  Abstract: The advent of COVID-19 pandemic has caused rapid transition of consumers from traditional shopping behaviour to online shoppers. Among the several variables, the present study aims to investigate key variables such as perceived usefulness (PU), ease of purchase (EOP), social influence (SI), and consumer trust (CT), that shape online purchasing decisions amongst the populace of central India. The study targeted learners from Pandit Sundarlal Sharma (Open) University Chhattisgarh. Simple random sampling was applied and collected data using Google forms. Out of over 1,200 responses received, 1,060 were deemed suitable for subsequent analysis. Respondents who had experienced at least one online transaction were considered for this research. The analysis uncovers that PU, EOP, and SI hold a considerable association with online purchasing intentions, while CT shows a more tenuous link. These findings are discussed extensively in the study.
  Keywords: online purchase intention; OPI; perceived usefulness; ease of purchase; EO; social influence; consumer trust; COVID-19 pandemic.
  DOI: 10.1504/IJEMR.2024.10066005
   
  
• How query understanding of AI-chatbot messages impacts consumers purchase intention and informedness toward high involvement products  
  by Halimberdy Gharajeh 
  Abstract: This study aims to investigate how the query understanding of an AI-chatbot affects customers’ purchase intention and informedness toward the corresponding product involvement. The study applied structural equation model. The data were collected using an online questionnaire survey which was posted to a convenience sample of 325 Turkish customers of smart phones as a high involvement product and data was analysed by SmartPLS. The results show that a higher level of query understanding of a chatbot messages enhances informedness of consumer, thus, their purchase intention through a sense of understanding of the product. Furthermore, this study proposes that informedness has a core role in purchasing high involvement products. This study is one of the first to study the effect of query understanding of chatbots in context of high involvement products.
  Keywords: query understanding; artificial intelligence; AI; purchase intention; product involvement; informedness.
  DOI: 10.1504/IJEMR.2024.10066048
   
  
• Enhancing competitive edge: an empirical analysis of marketing strategies associated with the customer purchase decision-making process in the nutritional supplement industry  
  by Supattana Sukrat, Potchanan Na Ranong 
  Abstract: This research explores the challenges faced by online entrepreneurs in formulating effective marketing strategies for nutritional supplements. Focusing on content marketing, influencer marketing, and e-WOM marketing, we conducted an online survey with 400 respondents from social commerce customers in Thailand to analyse their relationship to the customer purchase decision-making process. Utilising the partial least squares approach, the study reveals that all three marketing strategies significantly influence the five stages of the decision-making process. The findings contribute valuable insights to consumer behaviour research, equipping marketers and business owners with effective strategies for promoting businesses through social media channels.
  Keywords: marketing strategy; content marketing; influencer marketing; e-WOM marketing; customer decision-making process.
  DOI: 10.1504/IJEMR.2024.10066376
   
  
• Prediction of customer acceptance of artificial intelligence technology in Indian retail banks: a sentiment analysis approach  
  by Swaraj S. Bharti, Kanika Prasad, Shwati Sudha 
  Abstract: Artificial intelligence-enabled banking in India is in progress and requires attention to customer acceptance. Customers tend to generate data in the form of textual words regarding their experience of a product or service in banks. This unstructured information is derived from open-ended sources, such as social media (Twitter) and news articles. Therefore, the study analyses customer acceptability through a sentiment analysis approach. The input dataset between 2017 and 2022 is subjected to RStudio and Python languages, which utilises a netnographic research approach for categorising the tweets as positive or negative based on the polarity of the words. The study found that positive, surprise, and anticipation were major emotions indicated by the users. Customer experience, chatbot, digital, data, and reform are found to be critical in critically determining customer acceptability in banks. This study will guide AI designers and business managers during the implementation of AI in retail Indian banks.
  Keywords: sentiment analysis; India; retail banks; supervised machine learning; netnography; customers; text mining.
  DOI: 10.1504/IJEMR.2024.10066859
   
  
• Revolutionising Indian banking: unveiling the customer experience in the era of FinTech innovations through the lens of technology acceptance model  
  by Maryam Meraj, Jahangir Chauhan, Aqsa Anjum, Dilpreet Kaur 
  Abstract: This study explores the interaction between FinTech and traditional banking sector in India, focusing on how FinTech products (FTPs) influence commercial banks’ performance using non-financial indicators like customer satisfaction and employee support expectations. Utilising a quantitative methodology, data was collected through questionnaires from commercial bank customers across India and analysed using structural equation modelling (SEM) via AMOS software. The findings reveal that the perceived usefulness (PU) and ease of use (PEOU) of FTPs significantly enhance customer satisfaction, reducing reliance on bank employees. Conversely, perceived difficulties (PD) with FTPs negatively impact satisfaction, increasing dependency on employee assistance. These insights highlight FTPs’ crucial role in improving operational efficiency and provides valuable guidance for commercial banks aiming to optimise their service delivery and customer engagement strategies.
  Keywords: FinTech products; FTPs; commercial banks; customer satisfaction; employee support; bank performance; structural equation modelling; SEM; technology acceptance model; TAM.
  DOI: 10.1504/IJEMR.2024.10068158
   
  
• Illuminating the path: historical trends and future directions in customer attitude research - a bibliometric perspective  
  by Tamanna, Pratibha Bhardwaj 
  Abstract: In todays fast-changing business environment, comprehending customer attitudes has become essential for securing a competitive edge and ensuring enduring success. This article conducts a systematic review of existing research on customer attitude, utilising the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) as a review protocol and bibliometric analysis as the methodological approach. Drawing on bibliographic data from 1,468 articles sourced from Scopus, this review highlights prominent authors, countries, institutions, articles, and themes in customer attitude research spanning the past 50 years (1975-2024). The field of customer attitude research has demonstrated solid publication productivity and impact, with significant contributions from a variety of authors, institutions, countries, and journals. The eight primary themes are identified and concluded with suggested directions for future research on customer attitude. This review provides both academic and practical insights into the field of customer attitude by offering actionable guidance for both scholars and practitioners.
  Keywords: customer attitude; consumer attitude; bibliometric analysis; systematic review; scientometrics.
  DOI: 10.1504/IJEMR.2024.10066871
   
  
• Assessing the validity of the relationship between rent and sales for commercial properties  
  by Changro Lee 
  Abstract: This study investigates the relationship between rent and sales in commercial properties. Using data from four areas in South Korea, it investigates whether the rent-to-sales ratio in commercial properties remains valid today. The analysis employs geographically weighted regression to reveal locally varying relationships. The results indicate a weakening link between rent and sales in some urban areas, whereas rural areas maintain a strong correlation. This suggests that urban sales are increasingly driven by e-marketing channels rather than by physical stores. Consequently, stakeholders should carefully use the rent-to-sales ratio and consider primary marketing channels when developing their retail strategies.
  Keywords: rent-to-sales ratio; commercial property; geographically weighted regression; GWR; correlation; e-marketing channel; retail.
  DOI: 10.1504/IJEMR.2024.10067097
   
  
• The role of augmented reality in tourism sector: perceived attitudes towards a mobile AR app for cultural heritage monuments  
  by Maria Karagianni, Katerina Tzafilkou, Anastasios A. Economides 
  Abstract: Businesses and organisations in the tourism sector are adopting new technology, such as augmented reality (AR) apps, to stay competitive and boost cultural interest. This study investigates how tourists view augmented reality applications for cultural heritage sites and the impact of their personal factors like technological familiarity. A mixed-methods self-reported study was conducted on a convenience sample of 236 participants, who were exposed to the tools and features of the Culture App that exploits AR to showcase the Olympieio monument located in Greece. The outcomes revealed that visitors who are familiar with technology displayed a stronger interest in this AR app and the monument. Additionally, they expressed a greater perceived usefulness of the AR app and increased motivation to visit a monument that is displayed through an AR app. However, willingness to pay for the AR app was not found to be associated with the participants’ perceived attitude towards the AR app. The thematic analysis results showed positive impressions and highlighted potential disadvantages, suggesting elements for improved designs of AR applications in the tourism sector. Overall, the findings demonstrate the significance of incorporating AR technology to enhance visitors’ experiences and stimulate interest in cultural heritage sites.
  Keywords: augmented reality; AR app; AR attitudes; AR experience; archaeological sites; cultural heritage; tourism.
  DOI: 10.1504/IJEMR.2024.10067143
   
  
• Mapping the intellectual landscape: a bibliometric study of research on customer value  
  by Tamanna, Pratibha Bhardwaj 
  Abstract: As businesses navigate the complexities of todays market, the exploration of customer value is crucial for driving innovation and maintaining a competitive advantage. However, despite the rich insights provided by traditional review techniques, the rapid proliferation of literature on customer value calls for a more efficient bibliometric approach by utilising the scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR) as a review protocol. The purpose of this article is to identify the key players and the body of knowledge in this field of study using performance analysis to examine bibliographic data from 1,274 articles gathered from the Scopus database. Additionally, the knowledge structure is delineated through the application of keyword co-occurrence analysis. The eight knowledge clusters are identified and concluded with the basic, motor, emerging, and niche themes on customer value. This review provides both academic and practical insights into the field of customer value by offering actionable guidance for both scholars and practitioners.
  Keywords: customer value; bibliometric analysis; consumer value; perceived value; scientometrics.
  DOI: 10.1504/IJEMR.2024.10068064
   
  
• The mediating effect of anticipated emotion on the role of imagery elaboration in online purchase intention for sustainable fashion products  
  by Ahmad Fauzi, Rendy Alfiannoor Achmad 
  Abstract: This study investigated the role of imagery elaboration in online purchase intention for sustainable fashion, mediated by anticipated emotion. A cross-sectional quantitative study was conducted using purposive sampling. Respondents were online users of online shopping applications aged 1835 years. Measurements were taken using the imagery elaboration scale, anticipated emotion scale and online purchase intention scale, which were distributed via Google Form to collect data from 214 respondents. Data analysis was performed using the PROCESS software on IBM SPSS Statistics 26. The results showed that anticipated emotion mediated the relationship between imagery elaboration and online purchase intention (= 0.0629, BootSE = 0.0269, BootCI 95% [0.0095, 0.1175]). Imagery elaboration also played a role in online purchase intention (= 0.3708, t (213) = 5.8127, p < 0.001, 95% CI [0.0519, 0.1053]). It can be concluded that imagery elaboration predicts online purchase intention both directly and indirectly through anticipated emotion.
  Keywords: imagery elaboration; anticipated emotion; online purchase intention; sustainable fashion.
  DOI: 10.1504/IJEMR.2025.10068904
   
  
• Exploring consumer adoption of mobile marketing: the interplay of attitudes, subjective norms and behavioural control  
  by Kamalpreet Kaur, Lalit Mohan Kathuria 
  Abstract: This empirical study investigates consumer perspectives on mobile marketing acceptance in the Indian context. Using a comprehensive framework, data from 600 consumers, collected via self-administered questionnaires, were analysed with SEM in AMOS software, uncovering influential factors on consumer attitudes through path analysis. Notably, perceived usefulness, personal innovativeness, information content, irritation, and service quality emerged as crucial drivers of consumer attitudes, while perceived ease of use, trust, and permission had no statistically significant influence. The study also highlighted the roles of subjective norms and perceived behavioural control, showing their links to normative beliefs and control beliefs. Consumer attitudes, subjective norms, and perceived behavioural control were established as significant determinants of behavioural intentions. Importantly, attitude, subjective norms, and perceived behavioural control mediate nearly all paths from external constructs to behavioural intention. These findings provide valuable insights for marketers, shedding light on how mobile marketing shapes consumer behaviour and intentions in Indian context.
  Keywords: mobile marketing; attitude; acceptance; subjective norms; behavioural control; mediating.
  DOI: 10.1504/IJEMR.2025.10068912
   
  
• Measuring the influence of consumer engagement on followership, consumer trust and purchase intention: a study of live streaming e-commerce in India  
  by Chinmaya Mahapatra, Rajat Kukreti, Mayank Yadav, Yatish Joshi 
  Abstract: This study aims to understand how customer engagement through followership and trust affects purchase intention in live-streaming e-commerce. An online survey was conducted, and four eighty-six responses were collected for the study. The responses were validated using confirmatory factor analysis, and the hypotheses were tested using structural equation modelling with the help of AMOS 21.0. Two important conclusions emerged from the study. First, customer engagement in live e-commerce significantly influences their followership and trust. Second, followership and trust influence the purchase intention of the customers. This study will create new perspectives for e-commerce executives to focus more on building trust and followership among customers to gain a competitive advantage in the market. This study investigates the relationship between customer engagement and purchase intention in live-streaming e-commerce through followership and customer trust. The results describe the important factors to enhance sales and marketing strategies of live streaming e-commerce.
  Keywords: livestreaming e-commerce; customer engagement; customer trust; purchase intention; followership; consumer behaviour.
  DOI: 10.1504/IJEMR.2025.10069482
   
  
• When customer participation pays off: costumer value co-creation effect on customer behavioural intentions in an emerging market  
  by Mostafa Ebrahimpour Azbari, Seyedeh Sadaf Veshkaei Nejad, Alireza Mohammad Nejad 
  Abstract: The present research focuses on the impact that customer value co-creation behaviour may have on brand equity and how these variables can improve customers repurchase intentions and willingness to pay a price premium (WTPPP). The moderating role of brand preference is investigated as well. 239 Iranian consumers of different clothing brands were surveyed through a questionnaire. Respondents participated in this study through a link that guided them to the questionnaire and was shared by Iranian influencers on Instagram. To analyse the data, structural equation modelling with PLS was used. The result shows that customer value co-creation behaviour has a positive impact on brand equity, and brand equity has a positive impact on repurchase intention and WTPPP. Furthermore, brand preference moderates the relationship between brand equity and repurchase intention, but does not moderate the relationship between brand equity and WTPPP. Through engaging customers in value creation, not only can marketers and manufacturers increase their brand equity, but also, they can enhance customers willingness to pay higher prices. To engage customers in value creation activities, managers have to consider social media such as Instagram as a platform that easily affect customer value co-creation behaviour.
  Keywords: brand equity; brand preference; customer value co-creation behaviour; repurchase intention; willingness to pay price premium; WTPPP.
  DOI: 10.1504/IJEMR.2025.10069540
   
  
• The impact of pricing strategies on client retention in international hotels a study conducted in Lebanon  
  by Soumaya Mounir El Kaakour, Ferial Chbib 
  Abstract: Client retention has been emphasised by numerous academics and industry experts, highlighting its critical role in todays competitive hotel market. As hotels compete for guests with increasing occupancy, forging strong relationships with clients and effectively managing these connections have become pivotal strategies for success. Therefore, this study was conducted to examine the effect of different pricing strategies on client retention in the hotel sector in Lebanon, considering the importance of the hospitality sector in Lebanon and the increasing number of hotels. This study used quantitative approach to analyse different pricing strategies affecting client retention, to clarify the impact of premium pricing strategy, penetration pricing strategy, economy pricing strategy and promotional pricing strategy on client retention. Convenience sampling technique was used in this study to select the participants, enabling the researcher to respond to the studys questions and achieve its goals. Through descriptive statistics, reliability analysis, correlation tests, regression analysis, and coefficient examination, the study reveals insights into the relationships between these strategies and client loyalty. The results indicated that premium pricing and promotional pricing have positive effects on client retention, while penetration pricing and economy pricing show no significant impact.
  Keywords: client retention; pricing strategies; premium pricing; promotional pricing; economy pricing; promotional pricing.
  DOI: 10.1504/IJEMR.2025.10069587
   
  
• Segmenting consumers through behavioural engagement in Facebook brand communities  
  by Zélia Raposo Santos, Paulo Rita, Pedro Simões Coelh 
  Abstract: Companies must tailor their social media strategies based on consumer engagement levels for effective branding. Even the best strategies can falter if consumers lack a predisposition or appropriate personality traits for brand attachment. This study focused on segmenting FMCG brand consumers on Facebook by their brand-related activity frequency. The 1,091 participants were classified into three segments: active, moderate, and passive. Surprisingly, no demographic disparities were observed among the groups, indicating that traditional segmentation variables do not influence consumer engagement on Facebook brand pages. However, significant distinctions were found in personality traits, brand relationship proneness, and social relatedness. The most active consumers exhibited higher levels of extraversion, openness, proneness to brand relationships, and social relatedness. This research underscores the importance of considering psychological factors in social media strategies rather than relying solely on demographic segmentation.
  Keywords: segmentation; social media; brand-related activity; relationship proneness; social relatedness; personality traits; Facebook.
  DOI: 10.1504/IJEMR.2025.10069646
   
  
• An analytical study of consumer buying behaviour towards green mobility and factors affecting its adoption in Jharkhand  
  by Rakesh Jha, Mukesh Kumar Singh 
  Abstract: Business companies must embrace green mobility to make a substantial contribution to a healthy environment. Mobility allows people to access a variety of everyday activities, locations, and resources, but it also involves environmental expenses. The main purpose of this investigation is to determine how green mobility impacts consumer buying behaviour in Jharkhand. A questionnaire was employed in the study to collect data from Jharkhand-based e-vehicle manufacturers, which assisted in testing the hypotheses and validating the model. The internet-based poll approach was employed to gather data within the context of a quantitative evaluation and convenient sampling technique. Therefore, the outcome of the study showed that design and efficiency, public awareness, technology innovation, government regulations, and behavioural control have a noteworthy effect on consumer buying behaviour. These results provide suggestions to manufacturers and policymakers in developing strategies to optimise value generation in emerging countries amid a growing customer awareness of environmental issues.
  Keywords: green mobility; consumer buying behaviour; CBB; consumer awareness; green vehicles; transportation sectors.
  DOI: 10.1504/IJEMR.2025.10069765
   
  
• How can sponsored content by influencers affect users’ purchase intention? Findings from a scenario-based survey approach  
  by Long Hoang Le, Phuong Uyen Le, Chau Phuoc Quy Nguyen, Giang Thi Ninh Bui, Tam Bao Hoang, Thong Minh Phan 
  Abstract: Influencer marketing campaigns, especially sponsored content, have become more popular thanks to the role of social media. This study aims to investigate the impacts of characteristics of a sponsored content campaign on users’ parasocial interaction, campaign evaluation, and consequently, purchase intention. This study develops a research framework based on the theory of source effects. Based on a scenario-based survey of 308 respondents, the partial least squares structural equation modeling approach was conducted to test the research model. The findings reveal that 49.2% of purchase intention can be explained by the research model. More interestingly, while influencer similarity, content credibility, and influencer-product congruence are found to positively affect purchase intention via users’ parasocial interaction and campaign evaluation, this study found that influencer trustworthiness has no impact on customers’ cognitive process. The findings offer contributions to the literature and practice of influencer marketing adoption.
  Keywords: sponsored content; influencer similarity; content credibility; influencer-product congruence; campaign evaluation.
  DOI: 10.1504/IJEMR.2025.10069813
   
  
• Congruence between influencer, consumer and product in the determination of attitude and intention: case of an Arab influencer  
  by Dalel Fezai 
  Abstract: The number of influencers on social media has grown rapidly. Therefore, it is important to choose the influencer that has an impact on the attitude and behaviour of the audience. Our study combines pairs of the triad consumer-influencer-product congruence to explain consumers purchasing intentions through attitude. However, congruence concepts rest on a theory of humanistic psychology, which may not be sufficient in the context of paid content creation. The originality of this study consists of the combination of congruence triad and the uses and gratification theory. It is conducted in the context of fashion and beauty toward an Arab influencer. 814 users of social media from Arab countries filled out online questionnaires. We used structural equations modelling to test our research hypotheses. The results confirm the impact of different combinations of congruence on the attitude toward the product and the influencer. The latter influences purchase intention. On the other hand, only hedonic (entertainment) and utilitarian (information) factors determine purchase intention through the attitude towards sponsored content. The majority of mediating effects were confirmed.
  Keywords: entertainment; information; congruence; social media; influencers; attitude; purchase intentions; structural equations.
  DOI: 10.1504/IJEMR.2025.10070404
   
  
• Tech evolution in e-commerce: the role of augmented reality in shaping customer intentions  
  by Ahmad Abou Zahr, Ali Abou Ali, Alaa Abbas 
  Abstract: This research aims to assess factors that influence purchase intention (PI) in the e-commerce sector using AR. Moreover, it also intends to gain insights into the value of AR for facilitating consumers purchase decisions. This study integrated three theories to capture the detriments: stimulus organism-response theory (SOR), uses and gratifications theory (U>), and theory of interactive media effects (TIME). Authors employed a quantitative method, collecting 401 online questionnaires and analysing the outcomes using a structural equation model (SEM). Results showed that AR attributes positively influence UB, SP, HB, and PI. Additionally, the outcomes indicated a positive correlation between UB, SP, and HB with PI. Outcomes also emphasised the mediatory positive role of UB, SP, and HB. This investigation provides valuable insights for the e-commerce industry to better understand the characteristics that consumers may be looking out for due to adopting the AR tech within their purchasing journey.
  Keywords: augmented reality; interactivity; vividness; utilitarian benefits; hedonic benefits; spatial presence; purchase intention; e-commerce; SOR model; U> time.
  DOI: 10.1504/IJEMR.2025.10070405
   
  
• How is viral marketing research evolving? Exploring the current research trends and the future research agenda  
  by Divyaneet Kaur, Shiksha Kushwah 
  Abstract: Viral marketing has emerged as a pivotal domain that empowers both brands and consumers, leading to increased publications over the years. Despite its growing popularity among academicians and practitioners, little is known about the current trends and evolution of this field. To address this gap, the purpose of the current study is to identify the latest themes in viral marketing research and provide future directions, offering insights into emerging trends and guiding scholars and practitioners toward underexplored areas. Therefore, this study utilises a bibliometric analysis of 165 studies published on viral marketing from 2000 to November 2024. The findings reveal significant trends in publication timelines, contributing authors, geographical scope, contributing journals, and resourceful affiliations. Additionally, cluster analysis, bibliographic coupling, and thematic analysis identify six prominent research fronts: viral advertising, social networks, word-of-mouth (WOM), viral marketing, mobile viral marketing, and interpersonal communication. The study offers valuable insights and actionable implications that can inform strategic decisions and guide future directions within viral marketing.
  Keywords: viral marketing; bibliometric method; intellectual structure; cluster analysis; bibliographic coupling; thematic analysis.
  DOI: 10.1504/IJEMR.2025.10070551
   
  
• Scrolling screens to streaming screens: understanding the digital consumers patronage of OTT platforms through Instagram  
  by Dhananjay Beura, Lingam Naveen, Amit Kumar Jena, Prasant Kumar Rout 
  Abstract: The increasing penetration of internet and social media platform in India helps in promoting different brands and also entertainment sources. Similarly, OTT which stands for over-the-top and refers to technology which delivers streamed content via internet connected devises brought dramatic changes in entertainment industry. This study investigates the relationship between OTT platforms and Instagram accounts vis-a-vis the consumers attitude towards OTT, their subscribing intention and patronage along with the indirect influence of subjective norm and habit of watching online content as a moderating variable. Data was collected through self-administered online survey in which respondents include adults, who had an Instagram account, and followed any OTT platforms. Structural equation modelling was applied to test the hypotheses. The findings reveal a positive attitude towards OTT platforms which encourages consumer patronage and willingness to subscribe. The managerial implications convey that stakeholders in the OTT industry can better understand the complexities associated with the consumer behaviour.
  Keywords: Instagram; OTT platform; consumer patronage; subjective norm; habit; subscription.
  DOI: 10.1504/IJEMR.2025.10070577
   
  
• Website design effect on urgency to buy impulsively consumer health products online  
  by Jaime Andrés Riera-Muro, Carmen Pérez-Cabañero 
  Abstract: This study examines the factors influencing urgency to buy online and impulsively in the consumer health products market, integrating the technology acceptance model and flow experience theory. By analysing constructs such as website design, perceived ease of use, perceived usefulness, flow experience, and hedonism, this research develops a comprehensive structural model. A survey of 201 respondents in Spain reveals that website design significantly impacts perceived ease of use and perceived usefulness, which subsequently enhance flow experience and hedonism, ultimately driving urgency to buy impulsively. Practical implications include enhancing website navigability, incorporating personalised content, and gamification to optimise user experience. The study also highlights future areas of research within its scope.
  Keywords: urgency to buy impulsively; UBI; consumer health products; technology acceptance model; TAM; flow experience theory; FE; perceived usefulness; PU; perceived ease of use; PEOU; hedonism; e-commerce; user experience.
  DOI: 10.1504/IJEMR.2025.10071238
   
  
• Enhancing visitors satisfaction in cultural organisations through gamified role-playing experiences  
  by Simone Luongo, Fabiana Sepe, Valerio Muto, Anna Prisco 
  Abstract: This study explores how gamified role-playing applications can enhance visitor experience in cultural settings. Utilising a quantitative methodology, data were collected via an online questionnaire, with a focus on constructs, such as autonomy support, competition, enjoyment and social gain. The analysis employs PLS-SEM to evaluate the relationships between these constructs and visitor satisfaction. The findings reveal that enjoyment and social interactions significantly influence visitor satisfaction, highlighting the effectiveness of gamified experiences to create engaging cultural experiences. This research emphasises the importance of integrating AI-driven applications in cultural domains to improve visitor engagement and satisfaction.
  Keywords: gamification; visitor experience; cultural organisation; museums; engagement; satisfaction; AI-driven applications; PLS-SEM.
  DOI: 10.1504/IJEMR.2025.10071342
   
  
• Empowering rural economies: investigating factors associated with farmers intentions to use e-commerce  
  by JingHua Zhu, Suhaila Abdul Hanan, Khai Lin Chong 
  Abstract: The objective of this research is to investigate the relationship between subjective willingness, social influence, farmers entrepreneurial orientation, perceived usefulness and farmers’ intention to adopt e-commerce in business. This research collected data from 404 Chinese farmers located in urban, semi-urban and rural areas. The snowball sampling method was applied in this research while the data was analysed with partial least square-structural equation modelling. The findings of this research confirm that subjective willingness, social influence and farmers entrepreneurial orientation have a significant impact on perceived usefulness and farmers intention to adopt e-commerce in business. The findings of this research have a significant impact to improve the use of e-commerce in agricultural businesses in China. The study contributes to the body of knowledge while explaining the mediating role of perceived usefulness in the relationship between subjective willingness, social influence, farmers entrepreneurial orientation and farmers intention to adopt e-commerce in business. Practically, the study is useful for Chinese formers to develop their e-commerce business which is significant for economic growth in China.
  Keywords: economic development; online business; agriculture products; e-commerce adoption; rural economies.
  DOI: 10.1504/IJEMR.2025.10071516
   
  
• Cross-buying behaviour in the digital age: a synthesis of personalisation, touchpoints, and technology  
  by Ranjan Kumar, Dharminder Kumar Batra, Anchal Patil, Mudit Gera 
  Abstract: This paper presents a systematic literature review of cross-buying intentions in digital service encounters, synthesising 90 Scopus-indexed studies published between 2003 and 2024. Guided by PRISMA 2020 protocols, the review combines deductive and inductive content analysis to map antecedents, customer journey design, personalisation technologies, and behavioural outcomes. The findings reveal that trust, satisfaction, and engagement act as foundational antecedents, while omnichannel touchpoints and AI-enabled personalisation increasingly mediate cross-buying behaviour. Outcomes extend beyond transactional uplift to loyalty, customer lifetime value, and emotional attachment. The review contributes theoretically by extending technology acceptance model, UTAUT, and S-O-R frameworks to digitally mediated cross-buying contexts and highlighting the role of consumer culture theory in explaining socio-cultural drivers. Practically, it outlines sector-specific strategies, from transaction-oriented retail to trust-based services, emphasising adaptive personalisation and respectful consumer engagement. The review concludes with a forward-looking research agenda on cultural diversity, longitudinal dynamics, and next-generation personalisation technologies.
  Keywords: cross-buying; digital service encounter; customer experience; CX; consumer behaviour; consumer engagement; systematic literature review; SLR; retail; services.
  DOI: 10.1504/IJEMR.2025.10074746
   
  
• Analysis of social media marketing tools on consumer purchase decisions and directions for further research: a systematic scientific literature review  
  by Apurva Apurva, Meenakshi Sharma 
  Abstract: This review paper highlights a systematic review of social media marketing to explore social media marketing by collecting, reviewing, and synthesising studies related to social media marketing published from 2010 to 2020. There are numerous studies published in the domain, which has substantially increased since 2010. Three-hundred twenty research articles, through the approach of review protocol (both automatic and manual), cover several research themes under social media marketing, such as promotion, word of mouth, and social media influencers. Most of these studies focus on word of mouth, while other themes gained little attention; therefore, this study highlights the direction for further research. It has theoretical implications indicating the shift from traditional to digital decision-making channels by focusing on change in the medium (Facebook, Twitter, Instagram, etc.) of a message to the target audience, attitude and experience of the target audience, motivation to buy, and final purchase behaviour. This review reveals social media marketing as a promising area of research, showing a new paradigm of conducting business using social media to reach customers, generate awareness, arouse interest, and finally make a purchase decision.
  Keywords: digital marketing; social media marketing; social media influencer; systematic review; scientific review.
  DOI: 10.1504/IJEMR.2025.10075256
   
  
• Navigating the omni-channel journey: exploring the interplay of webrooming and showrooming in consumer electronics purchase behaviour  
  by Ariyaporn Sakulsom, Nethchanok Riddhagni, Sudawadee Chanpiwat 
  Abstract: This study explores consumer behaviour and channel switching within the omnichannel consumer electronics market, using the theory of planned behaviour (TPB) as a framework. It examines how attitudes, subjective norms, and perceived behavioural control (PBC) alongside showrooming and webrooming shape purchase intentions. Structural equation modelling (SEM) reveals that positive attitudes and social influences significantly impact both online and offline purchase decisions, while perceived control influences offline behaviour only. Discrepancies in attitudes and norms between channels increase the likelihood of switching. The study offers practical strategies for retailers, including fostering consistent brand experiences across platforms, leveraging hybrid events and augmented reality to strengthen social influence, and using personalisation technologies to reduce cross-channel friction. Limitations are discussed, and future research directions are proposed to expand the model across different product categories, cultural contexts, and emerging technologies in the evolving digital retail landscape.
  Keywords: omnichannel shopping; consumer electronics; Theory of Planned behaviour; TPB; showrooming; webrooming; channel switching.
  DOI: 10.1504/IJEMR.2026.10075540
   
  
• Empathy in action: connecting brands and consumers through purposeful campaigns  
  by Ancy Raja Nathiya, Asha Krishnan 
  Abstract: One of the marketing tactics that is thought to be one of the more advanced ways to increase an organisations sales is cause-related marketing campaigns (CRMC), which are increasingly being included in corporate marketing plans. This study significantly contributes to the understanding of cause-related marketing (CRM) by highlighting the critical role in driving campaign success, while also emphasising the moderating effect of social media engagement (SME) in amplifying the relationship between transparency and consumer value alignment with CRM campaigns. It analyses the intricate relationships between consumer values alignment, campaign transparency, brand authenticity, and consumer connection within the context of cause-related marketing campaigns. Data from 669 customers who have bought or utilised goods or services connected to CRM were gathered from India using survey questionnaires. Using structural equation modelling with SPSS and AMOS, the study will be analysed under the suggested hypothesis. This study found that brand authenticity, campaign transparency, and consumer values alignment significantly influence the success of cause-related marketing campaigns. Also, social media engagement strengthens the relationship between campaign transparency, and it also strengthens the association between consumer values alignment with cause-related marketing campaigns.
  Keywords: cause-related marketing campaigns; CRMC; consumer value alignment; brand authenticity; campaign transparency; social media engagement; SME.
  DOI: 10.1504/IJEMR.2026.10075827
   
  
• Tracking the Gen Z journey: a longitudinal study on smart fitness wearables  
  by Diviya Gupta, Rachna Mahajan 
  Abstract: Smart fitness wearables have gained widespread adoption globally. However, negligible research has contemplated the conceivable dynamic character of early-stage trust beliefs influence on later-stage use. Building upon the expectation-confirmation theory (ECT) and integrating elements of trust from the theory of reasoned action (TRA), this research offers insights into how Gen Z perceptions evolve. The study adopts a longitudinal approach, capturing data from active smart wearable users at two intervals approximately three years apart, enabling an analysis of initial adoption experiences versus continued usage patterns. Findings indicate that trust in device accuracy and reliability reinforces perceived usefulness, which in turn drives continued usage intentions. Furthermore, users actual usage experience modifies their confirmation of initial expectations, which positively influences both trust and satisfaction. These results underscore the dynamic interplay between trust, usefulness, and consumer engagement in wearables, highlighting significant implications for design innovation and marketing strategies.
  Keywords: smart fitness wearables; SFWs; Gen Z; longitudinal study; post-adoption; expectation-confirmation theory; ECT; theory of reasoned action; TRA; trust.
  DOI: 10.1504/IJEMR.2026.10075828
   
  
• “I’d bet my ears on these headphones”: investigating brand loyalty towards gaming headphones  
  by Chethan Kumar, Mukta Srivastava, Anshuman Mohanty, Giridhar B. Kamath 
  Abstract: Owing to the rapid growth and relentless competition in the video game industry, gaming headphone brands are encountering several challenges in cultivating and retaining a pool of loyal customers. To address this issue, the current study investigates the impact of consumer involvement (COIN) and consumer brand engagement (CBEN) on brand loyalty in the gaming headphones industry, and it also explores whether brand love moderates the relationship between CBEN and brand loyalty. This study adopted a purposive sampling technique and utilised a structured survey questionnaire to collect 192 responses from active gamers in India. The results reveal that although no direct relationship was confirmed between COIN and brand loyalty, an indirect relationship was established with CBEN as a mediator. Additionally, brand love positively moderated the relationship between CBEN and brand loyalty.
  Keywords: gaming headphones; consumer involvement; brand loyalty; consumer brand engagement; CBEN; brand love; video game.
  DOI: 10.1504/IJEMR.2026.10077976
   
  
• Unveiling the circular fashion movement: an in-depth exploration of second-hand clothing trends and practices  
  by Kavitha Rajan, V. A. Rinsey Antony, P. Ramya 
  Abstract: The fashion industry has accelerated production cycles and low quality garments have intensified environmental degradation, prompting a growing need for sustainable alternatives. Circular fashion has emerged as a viable solution by promoting the reuse, recycling, and repurposing of clothing to reduce waste and resource consumption. This study examines consumer behaviour toward purchasing second-hand clothing in Dire Dawa City, Ethiopia, in alignment with the circular fashion movement. Findings reveal shifting attitudes, with consumers increasingly viewing pre-owned garments as affordable and environmentally responsible options. Regression results show that perceived benefits, environmental concerns, and peer influence significantly shape consumer intention, while disposal behaviour has no notable impact. Demographic analysis indicates that males and younger consumers display stronger intentions to purchase second-hand clothing, and prior usage emerges as the strongest predictor. These insights highlight the importance of targeted marketing strategies addressing youth and sustainability-oriented consumers to strengthen circular fashion adoption.
  Keywords: circular fashion; second-hand clothing; consumer behaviour; sustainability; social media influencers.
  DOI: 10.1504/IJEMR.2026.10081418
   
  
• Unifying parasocial interaction with social media influencers: a systematic literature review  
  by Shweta Saini, Rohit Bansal 
  Abstract: The social media revolution has reshaped our media landscape, with a spotlight on parasocial interaction with influencers. Examining 129 articles from Scopus and Web of Science, this study explores the intricacies of publication trends, sources, regional contributions, data collection methods, and analytical approaches. We scrutinise antecedents, mediators, moderators, and outcomes within PSI with SMIs. Witness a surge in interest, particularly from Europe and Asia, reflecting a steady growth in publication activity. The research employs both qualitative and quantitative methods, highlighting a notable uptick in online survey usage. As a noteworthy conclusion, a forward-thinking theoretical framework connects with existing research, contributing to the literature and outlining a roadmap for future investigations into parasocial interaction with social media influencers.
  Keywords: parasocial interaction; social media influencer; parasocial relationships; influencer; systematic literature review; SLR.
  DOI: 10.1504/IJEMR.2024.10064118
   
  
• Developing a perspective on the functions of marketing in the contents of sustainable tourism: a bibliometric analysis  
  by Tran Thi Thuy Sinh, Nikoletta Nemeth, Md. Sadrul Islam Sarker 
  Abstract: Marketing in sustainable tourism has implications for trend exploration and scientific research. However, a few reviews focused on the role of marketing in a sustainable tourism context. Therefore, this article uses bibliometrics to review sustainable tourism marketing studies using 559 Scopus-indexed publications through 2023. Bibliometrics analyses journals, authors, organisations, and nations. VOSviewer maps citation, co-citation, and keyword co-occurrence networks. These studies showed that: 1) research in this field has developed rapidly since 2011; 2) the USA is the most productive country, while the Portuguese University of Aveiro is the most productive institute; 3) the Journal of Sustainable Tourism is the leading journal; 4) Kastenholz Elisabeth is the leading author and has the most publications. Our findings also show that research on tourists' behaviour, attitudes, perceptions, intentions, and experiences in ecotourism, rural tourism, and emerging research areas such as slow tourism destinations has grown in popularity and offers novel research opportunities.
  Keywords: marketing; sustainable tourism; tourism destinations; sustainable tourism marketing; bibliometric analysis.
  DOI: 10.1504/IJEMR.2025.10073703
   
  
• The influence of hedonic values on e-store preference and WOM: does age matter?  
  by Mercy Mpinganjira, Nicole Cunningham 
  Abstract: Online retailing is a growing phenomenon worldwide. However, there is a paucity of knowledge on shopping values' influence across different customer segments. This study examines the role age plays in the relationships between hedonic values, e-store preference, and word of mouth (WOM). Data used in the study was collected from 339 online grocery shoppers in South Africa. Significant relationships were reported between the hedonic values of adventure and enjoyment and e-store preference, and between e-store preference and WOM. No significant relationship was found between excitement and e-store preference. A test of group differences showed significant differences in the path coefficients between younger (18-40 years old) and older customers (41 years and older) in the enjoyment-e-store preference and e-store preference-WOM relationships. Consumers of various age groups hold varied values, seek varied benefits and approach shopping, including e-store shopping differently. This study exposes unique hedonic values that various age groups in South Africa seek from e-stores and ultimate WOM willingness. This will inform appropriate positioning and offerings for each age group.
  Keywords: adventure; enjoyment; excitement; hedonic value; e-store preference; word of mouth; WOM.
  DOI: 10.1504/IJEMR.2026.10081576
   
  
• Deceptive temptations: unveiling the impact of perceived deception in social media marketing on the behavioural intentions of online buyers in the fast-food industry  
  by Shaista Kamal Khan, Anji Benhamed, Gamal S.A. Khalifa, Rashid Ashraf, Safaa A.M. El-Aidie 
  Abstract: This study explores how online fast-food consumers identify new forms of deception in social media platforms through deceptive marketing tactics. It investigates the relationship between perceived deception in social media marketing and behavioural intentions among online users, with the mediating effects of consumer satisfaction, risk, and trust. Additionally, the study evaluates the role played by deceptive social media marketing and how it influences customer behaviour in the fast-food industry. A quantitative approach was used through a structural equation model in a population sample of 384 online consumers. The measurement model and structural relationships were evaluated using PLS-SEM 3 and SPSS 22.0 to develop a model and study the relationship between perceived deception in social media marketing on the behavioural intention of online buyers in the fast-food industry. The obtained results indicate a significant negative effect of perceived deception in social media marketing on consumer satisfaction and trust and a significant positive effect on risk. Most of the advanced hypotheses were accepted and substantiated with the support of previous studies. Only a few hypotheses were rejected due to differences in psychographic culture, individual philosophy, and economic conditions across countries in the MENA region.
  Keywords: perceived deception in social media marketing; consumer satisfaction; risk; trust; purchasing intention; MENA region.
  DOI: 10.1504/IJEMR.2024.10065890
   
  
• Customer sentiments on neobanking  
  by Shiv Ratan Agrawal, Divya Mittal 
  Abstract: The present study tries to explore customer sentiments toward neobanking empirically, which is lacking in the extant literature as it is a recent FinTech innovation. We extracted positive and negative sentiments as well as the emotions associated with them from 2,167 comments on 35 videos about neobanking on YouTube. To estimate the explanatory power of all sentiments on the 'like' option, we employed NB2 analysis. The study found that all pleasant customer sentiments about neobanking on YouTube significantly and positively influence viewers to like them, except for anticipation. However, the study reported that unpleasant customer sentiments about neobanking partially influence viewers to like them. In particular, unpleasant sentiments such as sadness, fear, and disgust were not found to be significant in influencing viewers. The identified pleasant and unpleasant emotions about neobanking should be further explored with larger datasets. This study is a pioneering systematic empirical work on neobanking to guide bankers and academics around the world.
  Keywords: neobank; neobanking; customer sentiment; sentiment analysis.
  DOI: 10.1504/IJEMR.2026.10081663