The increased usage of social media forced the brands to integrate in their marketing communication channel, as it becomes need hour, determines overall brand identity, image, and company performance present competition. This research aimed track evolution advancement IMC concept, how reformed way communications. Moreover, study highlights importance media, can influence consumer behavior a substantial way. developed theoretical framework through systematic review context that serve existing...

Customer loyalty and trust are the key factors for long-term profitability growth organizations. Regardless of rapid popularity e-commerce, still companies face difficulties in gaining customer ( Eid, 2011 ). Therefore, aim this study is to underlie that gauge e-customer’s e-customer Business-to-Consumer (B2C) domain. The data were drawn via 5-point Likert scale adapted questionnaire from 328 respondents who had an experience working class, residing major urban cities Pakistan, is, Karachi,...

Purpose By extending the service robot acceptance model (sRAM), this study aims to explore and enhance of chatbots. The considered functional, relational, social, user gratification elements in determining Design/methodology/approach using purposive sampling technique, data 321 customers, gathered from millennials through a questionnaire subsequent PLS-SEM modeling, was applied for hypotheses testing. Findings revealed that functional elements, perceived usefulness ease use affect However,...

Purpose The increased concerns for the environment have led organizations, businesses and nations to act environmentally friendly. This has also pressurized banking sector adopt green practices. However, there is a dearth of studies related (G-banking) adoption practices (GBAP) on performance. Hence, by considering resource-based view theory, this study aims examine impact GBAP performance, i.e. financial, operational environmental Design/methodology/approach data was acquired from personnel...

Increased environmental concerns have prompted organizations, businesses and countries to act sustainably accomplish sustainable development goals. Hence, research on Green Banking (GR-banking) has gained popularity as researchers shown a significant interest in identifying the factors that promote adoption of GR-banking. Considering Preferred Reporting Items for Systematic Reviews Meta-Analyses (PRISMA), this study reviews articles related GR-banking or intention until April 2022. The...

Purpose – The purpose of this paper is to explore how social need, influence and convenience affect dependence on smartphones purchasing behavior among university students in Pakistan’s emerging economy. Design/methodology/approach Survey methods non-probability purposive sampling were used collect data from 337 respondents, structural equation modeling was test the hypothesis. Findings Overall results provided evidence that significantly students’ their smartphones. A significant...

Purpose -This research aims to investigate the behavior of consumers towards implementation mobile payment services, factors that can aff ect their attitudes this behavior, and how these transform into intentions.Methodology -A survey instrument was developed using items in similar studies.In total, 335 usable responses were used do a series statistical tests aimed at confi rming reliability validity instrument.Hypotheses tested structural equation modeling.Findings Implications -Our results...

This study examines the impact of automated teller machine (ATM) service quality on customer satisfaction and its effect loyalty. The data were collected from 360 ATM users in Karachi, Pakistan, using a structured questionnaire. After screening process removal outliers, 322 responses found useable. To identify dimensions their relationship with loyalty, exploratory factor analysis, confirmatory analysis structural equation modelling (SEM) used. findings indicate that (a) fulfilment,...

The rising threat of environmental degradation and global warming has made countries realize the importance to adopt promote sustainable practices. Therefore, study aims identify contributing factors purchase intention for energy-smart household appliances (ESHA) in a developing country. Partial least square-structural equation modeling (PLS-SEM) technique enabled analyze 291 useful responses that were gathered from energy consumers. Findings reveal perceived behavioral control, attitude,...

Purpose The purpose of this paper is to investigate the factors that influence intention choose family takaful in Pakistan through using theory reasoned action (TRA) model. While not a new financial solution market, main motivate customers purchase remain unexplored. To fill gap, investigated impact attitude (ATT), subjective norm (SBN) with addition Halal certification (HCT) predict behavioral Pakistan. Design/methodology/approach sample data 250 respondents was drawn for paper. were...

Purpose The construction industry and its activities harmfully affect the environment. Hence, adopting green building (GRB) practices can be helpful in achieving sustainable development goals. Therefore, this study aims to identify factors affecting intention adopt GRB by extending theory of planned behavior (TPB). Design/methodology/approach Using non-probability purposive sampling technique, data was gathered from consultant contractor engineers through a questionnaire. analysis done using...

Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this advertisement quite frequently. Rapid increase usage mobile phones has developed an innovative way marketing tool. Due to exponential growth telecommunication industry after introduction and MMS, study been conducted investigate consumer attitude towards its relationship with behavior. Entertainment, irritation, product involvement appeal were order consumer. A questionnaire was examine...

The objective of this study is to analyse the impact brand perception on repurchase intention in case online apparel shopping Pakistan.This based a more holistic approach than previous studies, incorporating multiple theories and concepts order capture complexity influences explain as dependent variable.The theoretical framework was developed basis schema theory, image-congruence commitment-trust theory earlier empirical findings.The investigates experience, image-congruence, affect, trust...

Purpose -The primary purpose of this study is to investigate the factors which infl uence customer satisfaction and loyalty in telecommunication services.Customer are considered be major components ensuring eff ectiveness growth services industry.Design/Methodology/Approach data 406 respondents was gathered via an adapted questionnaire.The statistical techniques reliability analysis, explor-Sažetak Svrha -Primarna je svrha ovoga istraživanja ispitati i istražiti čimbenike koji utječu na...

In-stream advertisements have become a popular choice of brands. However, limited studies compared the attitudes customers toward in-stream advertisement types, specifically, skippable and full-length advertisements. This study explores consumers both types video advertising their effect on shopping intention. A total 289 responses for 270 were used to test hypotheses using technique partial least squares structural equation modeling (PLS-SEM). The findings showed that in advertisements,...

The switching behaviour in cellular services has been constantly observed the consumers. Therefore, it becomes difficult for service providers to gain competitive advantage and retain main focus of this study is observe factors that are pushing consumers switch from their present network. For collection data, questionnaire was rotated among university students. In total, 247 useful responses were used order get findings. Exploratory factor analysis (EFA), confirmatory (CFA) structural...

The purpose of this study is to explore the impact electronic word mouth (Ewom) on brand image (BIM) and customer satisfaction (CS) their purchase intention (PI). Impact online websites (OWs) Ewom receiver's perspective (RP) CS BIM was also checked. A Likert scale questionnaire used gather responses 253 then tested empirically. finds out positive RP BIM. Also, have a significant PI. Result confirms that OW has Ewom. This research explains theory stimulus- organism- response paradigm identify...

The study aims to provide the concept of "holistic digital engagement" (HDE) in marketing and establish its psychological antecedents through brand identity, personality, affect from lens social identity theory. Guided by cross-sectional research design, conducts PLS-SEM analysis 303 responses collected a survey questionnaire. respondents were selected judgmental sampling design. findings indicate that are critical factors form HDE. mediating role between HDE also emerged significant path...

Purpose – With the advancement of technology and increased use social media, brands have become part virtual world try to grab customers’ attention. Brand pages enable consumer voluntarily participate in providing feedback ideas collaborate with others. This adds value firm. research explores which characteristics help clothing influence consumers into responding form feedback, collaboration, mobilization. Design/methodology/approach Data were collected from 250 respondents who had purchased...

Purpose – This study examined the influence of convenience, design, trustworthiness, price, and various food choices on perceived value delivery applications. Furthermore, it investigated role service recovery in formation attitudes consumers' continuous intention to use apps. Theoretical framework The used prior literature develop a conceptual model Moreover, further expands by considering element recovery. Design/methodology/approach data were collected from users apps that have previously...

This paper attempts to evaluate the impact of brand related user-generated content (UGC) through Facebook on consumer behaviour. The research model was designed basis stimulus-organism-response (S-O-R) framework which proposed by Mehrabian and Russell (1974). core objective study identify whether UGC (stimulus) triggers response clothing industry Pakistan. In S-O-R model, taken as stimulus while emotional appeal, attitude towards online shopping pleasure served organism, information...

Research on compulsive use of smartphones amongst students largely remains unexplored. The study seeks to investigate the feasibility and desirability motives—instant gratification, mood regulations, convenience, flow personality—to understand smartphones. results useful data 200 respondents following purposive sampling design, provided evidence instant regulation convenience motives, which significantly explain smartphone use. Personality users also appeared as a significant moderator...