Summer

Summer Volume 15

Cultural Values and Their Impact on Brand Perception in Emerging Markets

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, […]

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Summer Volume 15

Emotions, Identity, and Consumption: A Study of Symbolic Consumer Behaviour

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 […]

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Summer Volume 15

Influencer Credibility vs. Relatability: What Drives Consumer Trust?

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 […]

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Summer Volume 15

Innovative Management Through Artificial Intelligence

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 […]

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Summer Volume 15

Organizational Resilience and Crisis Management Capabilities: A Conceptual and Strategic Analysis

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, […]

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Summer Volume 15

The Psychology of Short-Form Video Marketing on Consumer Behaviour

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 […]

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Summer Volume 15

Scrolling to Shopping: The Impact of Social Media Influencers on Consumer Behaviour

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 […]

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Summer Volume 15

Talent Retention Strategies in the Gig Economy: Challenges, Frameworks, and Future Directions

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 […]

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Summer Volume 15

Talent Retention Strategies in the Gig Economy: Challenges, Frameworks, and Future Directions

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 […]

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Summer Uncategorized Volume 15

The Role of Hofstede’s Cultural Dimensions in Shaping Consumer Behaviour: A Theoretical and Empirical Review

The Role of Hofstede’s Cultural Dimensions in Shaping Consumer Behaviour: A Theoretical and Empirical Review Abstract Culture is widely acknowledged as a foundational determinant of consumer behaviour, shaping how individuals perceive value, make decisions, respond to advertising, and form brand relationships. Among the various frameworks developed to operationalise cultural difference, Geert Hofstede’s model of cultural […]

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