... to investigate the usefulness of risk relievers in online shopping by presenting a cluster analysis of consumer risk reduction behavior based on risk-reliever utility scores and to understand whether these risk-reliever segments differ on the basis of perceived risk dimensions and purchase intention. Design...

... is informative to the e-tailers who have budgets for social media marketing to know about social media usage by youth for online shopping. Originality/value Presently, India has a demographic advantage and this paper contributes to understand the youth social media usage for online shopping. The e-tailers...