Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade...

Purpose: The challenges and factors of household adoption and the use of alternative energy sources have been a point of discussion among researchers. The purpose of this study is to apply a variant of the unified theory of adoption and use of technology (i.e. UTAUT 2) to explore the effect of...

Purpose: This study aims to explore the process of women entrepreneurship in India from a social perspective using the concept of entrepreneurship as emancipation. Design/methodology/approach: An interpretive approach is applied to address the study objectives, and based on an inductive method,...

Purpose The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury...

Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context....

Purpose The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting...

Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken...

Purpose This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC....

The development of game theory is relatively new. It was developed in the 1940s by a Hungarian mathematician named John Von Neumann and later, further developed by John Nash in the 1950s. Game theory has been extensively used in the fields of Economics, Finance and Strategy. However, till date...

Purpose: The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach: The hypotheses developed in the conceptual model are tested using...