Consumer Behaviour

Metaverse marketing: How the metaverse will shape the future of consumer research and practice

Journal Name: Psychology & Marketing ABSTRACT: The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing […]

Consumer Behaviour Immersive Technology Research Publications

Digital daydreams: Exploring consumer motivations for engaging with the metaverse

Journal Name: Journal of Retailing and Consumer Services ABSTRACT: The metaverse is rapidly emerging as a transformative digital technology with significant implications for consumer behavior and marketing strategies. However, there […]

AI in Marketing Consumer Behaviour Research Publications

Marketing with anthropomorphised AI: insights from consumers

Journal Name: Journal of Consumer Marketing Recent advancements in artificial intelligence (AI) have transformed marketing by integrating anthropomorphic AI into consumer interactions, reshaping engagement, trust, and decision-making processes. This special […]

Consumer Behaviour Digital Marketing Research Publications

Is New Technology Worth It? Exploring Positive and Negative Effects When New Technology Meets Consumers

Journal Name: Journal of Consumer Behaviour Abstract: Technological innovation is rapidly reshaping both private life and business practice. While scholarly interest in individual technologies such as digital voice assistants, augmented […]

Consumer Behaviour Research Publications

Making a brand “inclusive” with consumers (end-users) and non-consumers (suppliers) participants for stakeholder well-being

Journal Name: Journal of Product & Brand Management PurposeThis study aims to propose a strategic framework that explores how brands can be more inclusive by engaging both consumer and non-consumer […]

Consumer Behaviour Immersive Technology Luxury Marketing Research Publications

Uncovering Generation Z (Gen Z) Shoppers’ Expectations in Luxury Immersive Virtual Reality (IVR) In-Store Experience: The Role of Sustainability

Journal Name: Journal of Consumer Behaviour ABSTRACT: This study examines Generation Z (Gen Z) sustainability expectations in IVR luxury in-store shopping experiences. As digital natives with definite socio-environmental values, Gen […]

Consumer Behaviour Digital Marketing Research Publications

Construction, Validation, and Generalization of Digital Consumption Value Scale

Journal Name: Journal of Consumer Behaviour While excessive digital consumption is considered harmful, it also provides value to users by facilitating their earning, learning, socializing, and shopping. Currently, no scale […]

AI in Marketing Consumer Behaviour Digital Marketing Research Publications

How lack of choice to opt-out of generative artificial intelligence in traditional search engines drives consumer switching intentions: The mechanism of empowerment

Journal Name: Journal of Retailing and Consumer Services The growing integration of generative artificial intelligence (AI) in traditional search interfaces is transforming how consumers search for information online. When AI-generated […]