... to explore the mechanisms underlying impulse buying in mobile commerce. It provides actionable insights for retailers to optimize app experiences, balancing immediate sales gains with long-term customer loyalty. The originality of this study lies in its comprehensive model linking experiential marketing...

...Victoria Magrath; Helen McCormick Purpose Whilst some may argue that e‐commerce design literature can be applied to the designing of mobile commerce channels, it is an assumption that may come at the expense of the retailer. The purpose of this paper is to identify which marketing design elements...

..., other academics believe otherwise, that the implications of the mobile commerce environment have yet to be understood (Bauer et al., 2005). It should not be idly assumed that the mobile consumer is the same as the online consumer, and therefore understanding their emotions and behaviours...