Research Publications

Personalization payoff: understanding receptivity to tailored/personalized digital advertising

Journal Name: International Journal of Advertising AbstractIn the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, […]

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 […]

Digital Marketing Research Publications

Opinion leadership in a digital age: The rise of nano and micro-influencers

Journal Name: Telematics and Informatics ABSTRACT: Influencer marketing has emerged as an effective promotional strategy for brands. Despite its importance, determining which influencers are impactful remains a challenge, with many […]

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 […]