...Pruthvi Brahmbhatt; Jayesh Patel; Subrat Sahu Purpose This study concentrated on in-game advertising ( IGA ) to determine their purchase intentions in a gamification context. Specifically, this study aims to examine the role of in-game interactivity on purchase intention through gameful experience...

...Deependra Singh; Naval Bajpai Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology...

... collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires. Findings The analysis identifies three key dimensions of e-WOM – quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both...

..., results confirmed that attitude, SNs and PBC significantly and positively influenced female consumers’ online purchase intentions (OPIs). Originality/value To the best of the authors’ knowledge, this study is one of the first to examine an integrated model that consisted of SMU, social media marketing...

...’ purchase decisions in the form of logistic regression has been applied to examine the impact of DR through SMAs on the purchase intention (PI) of GenZ consumers. Simultaneously, the moderating effect of generation cohort theory is being examined by comparative analysis of different generations’ PI...

...Rajat Kukreti; Mayank Yadav Purpose This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce. Design/methodology/approach Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed...