... also highlights the growing role of digital exposure in shaping children’s consumer behavior. Research limitations/implications This study contributes to the literature on consumer socialization and family decision-making by offering evidence from a culturally grounded, digitally evolving Arab...

...Suhail M. Ghouse; Monica Chaudhary; Omar Durrah Purpose This paper aims to explore and analyze the various consumer socialization agents for the young Omani Arab children, who play a key role in the family purchase process. Design/methodology/approach A mixed method research approach...