... The findings show that relationship selling positively influences parasocial interaction (PSI), which subsequently enhances viewers’ trust in the streamer. Trust significantly predicts gift-giving behavior. Moreover, self-congruence strengthens the relationship between PSI and trust, while gratitude positively...

... propensity and self-congruence. It further explores how impulse buying contributes to adverse outcomes, specifically personal financial problems and diminished self-esteem. Design/methodology/approach Data were collected from 666 active TikTok users in the United States. Structural equation modeling...

... of the few studies to address both impulsive and obsessive–compulsive buying behaviors among consumers, this study highlights the essential role of brand attachment as a mediator in the contemporary setting. Moreover, the interrelationships between self-congruence, materialism, hedonic value, utilitarian...