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A Conceptual Framework on the Influence of Authenticity in Advertising and Positive Electronic Word of Mouth on Customer Satisfaction

• Ragu Prasadh Rajendran and C. Joe Arun

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Gen Z, Instagram Influencers and Hashtags Influence on Purchase Intention of Apparel

• Ouya Huang and Lauren Copeland

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Incorporating Sustainability in the Realm of Marketing: A Theoretical Framework

• Pingali Venugopal

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Technology Acceptance Model and Social Commerce Sites Usage: An Impact of Social Influence and Social Capital

• Kamaljeet Kaur and Dr. Satinder Kumar

Forschungsartikel

Affective Priming Technique in Advertising - An Empirical Study with Reference to Fast Moving Consumer Goods Sector

• N Meena Rani and Divya Nair

Rezensionsartikel

Changing Consumer Behaviours towards Online Shopping - An Impact of Covid 19

• Anupam Sharma and Deepika Jhamb

Rezensionsartikel

Critical Review of Binge Watching Behaviour through the Prism of Vroom's Expectancy Theory

• Arvin Subramanian, Dr. A. Seetharaman and Dr. K. Maddulety

Forschungsartikel

The Determinants of Customer Shop Online: A Case of Study from Indian Context

• Dr. Jaipal Rathod and Mr. Gosala Raju

Forschungsartikel

Is Smartphone Loafing Energizing, Creative, Innovative and Productive at the Workplace?

• Fouzia Hadi Ali and Ahmed Muneeb Mehta

Forschungsartikel

Impact of Emotional Labor Strategies on Emotional Exhaustion: Mediating Effect of Anxiety in Pakistani Hotel Industry

• Nazia Rafiq, Dr. Abdus Sattar Abbasi, Shrafat Ali Sair and Ahmed Muneeb Mehta