Consumer Psychology in the Age of Social Media Marketing Abstract The emergence of social media marketing has revolutionized the way consumers receive, perceive, and react to marketing communications. Unlike other forms of marketing, social media marketing is based on interactive, peer-centric, and algorithmically curated environments that have a significant impact on the psychology of […]
Cultural Values and Their Impact on Brand Perception in Emerging Markets Abstract The increasing importance of emerging markets in the global economy has intensified scholarly and managerial interest in understanding consumer behavior across diverse cultural contexts. While economic growth, urbanization, and technological advancement have transformed consumer markets in countries such as India, China, Brazil, Indonesia, […]
Emotions, Identity, and Consumption: A Study of Symbolic Consumer Behaviour Abstract Consumer behaviour in contemporary markets extends far beyond the acquisition of products for functional purposes. Increasingly, consumers engage with brands, products, and services as symbolic resources that help them express emotions, construct identities, and communicate social meanings. The growing influence of media, globalization, and […]
Influencer Credibility vs. Relatability: What Drives Consumer Trust? Abstract In the dynamic digital marketing environment, influencer marketing has become a vital force in determining consumer behavior and influencing buying decisions. The crux of its success, however, lies in the idea of consumer trust, which has two important determinants: influencer credibility and relatability. Although credibility encompasses […]
Innovative Management Through Artificial Intelligence Abstract Artificial Intelligence has really revolutionized the panorama of management. By harnessing the energy of information evaluation and automation, it streamlines tasks, complements decision-making, and predicts upcoming tendencies. This now no longer only outcomes in price, financial savings but also lets in for the personalization of client experiences, fostering loyalty […]
Organizational Resilience and Crisis Management Capabilities: A Conceptual and Strategic Analysis Abstract In the face of an ever more volatile and uncertain business environment, organizations face a broad range of disruptions such as economic crises, technological breakdowns, pandemics, and geopolitical issues. Organizational resilience and crisis management capabilities have become key factors in determining organizational survival, […]
The Psychology of Short-Form Video Marketing on Consumer Behaviour Abstract The emergence of short-form videos has changed the entire dynamics of marketing in digital media by changing the way brands interact with their customers. Video platforms like TikTok, Instagram Reels, and YouTube Shorts have created whole new models of customer engagement using mechanisms like attention […]
Scrolling to Shopping: The Impact of Social Media Influencers on Consumer Behaviour Abstract The rapid expansion of social media platforms has transformed the way consumers discover, evaluate, and purchase products. Traditional advertising methods are increasingly being supplemented or replaced by influencer marketing, a strategy that utilizes individuals with significant online followings to promote brands and […]
Talent Retention Strategies in the Gig Economy: Challenges, Frameworks, and Future Directions Abstract The rapid expansion of the gig economy has introduced a new and structurally distinct form of work arrangement that challenges the foundational assumptions of traditional human resource management. Platform-mediated, project-based, and on-demand work has created a vast global workforce of independent […]
Talent Retention Strategies in the Gig Economy: Challenges, Frameworks, and Future Directions Abstract The rapid expansion of the gig economy has introduced a new and structurally distinct form of work arrangement that challenges the foundational assumptions of traditional human resource management. Platform-mediated, project-based, and on-demand work has created a vast global workforce of independent workers […]