As most of the organizations are becoming online-centric, they have to offer and sell products through different online platforms. Social media platforms serve as the most useful media for offering products to customers. So, this is necessary for them to know customers’ purchasing behaviors...

YouTube has become popular among consumers as an information preference in the decision-making process within the social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services in product-review content, and consumers' motivations...

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test key factors that have a direct impact on customer...

Consumer behaviour and decisions to buy from online retailers were increasingly influenced and changed by social media. Because of the never-ending advances in information technology, online shopping is becoming more popular. Therefore, this study aimed to examine the mediating effect of social...

The large volume of contents on online review platforms can cognitively overload consumers. It’s therefore crucial for online review platforms to present information cues and features to help consumers make effective assessments of online reviews faster. Currently, major deficiencies in the...