Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...

The difference in purchase behavior between male and female consumers is a well-established narrative because of the considerable differences in their buying preferences and decision-making approaches. Women buyer market for financial products is an untapped yet promising segment, however,...

The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...

Recently, scholars suggested that brands can leverage their sales by developing advertisements through identifying the particular cultural orientation associated with consumer behavior in question. However, little effort has been made in understanding this phenomenon that how presentation and...

Metaverse promises new frontiers in mobility, collaboration, and connectedness in a digital universe poised to digitize our world of workplace and marketplace. The current study aims to explore the effect of consumer neuroticism, parasocial relationships, social media influencers' credibility,...