The trajectory of digital marketing has proven to be a powerful medium for customer interaction that offers a unique, exclusive, emotional, and multichannel experience. Brands providing the right value and experience at the right time using the right technology are ought to be successful in...

This paper investigates the impact of the COVID-19 pandemic on the adoption and evolution of delivery services in Oman. While the pandemic has presented new opportunities for delivery companies and related apps, there is a lack of research specifically focused on the Omani context. To address...

China–Pakistan Economic Corridor (CPEC), a multibillion-dollar partnered project is considered as a game-changer, as it combines the strategic interests of China and Pakistan that cannot be compromised. The mega-construction project has recently experienced xenophobic incidents involving...

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,...