Purpose: The current study had the objective of determining and ranking experiential marketing strategies embraced by luxury restaurants in India. With the age of customer experience being the differentiator in the present time, luxury food brands need to know which …

Purpose: This study evaluated the impact of religion, moral obligation, and perceived customer effectiveness (PCE) on consumers’ ethical purchasing intentions. Design/Methodology/Approach : The data from 317 respondents were analyzed using Smart-PLS to determine the impact of determinant factors and the …

Purpose: With the growing prevalence of digital literacy, most businesses are increasingly utilizing digital marketing. Moreover, homestays have become an integral part of the community-based tourism industry. This study aimed to investigate the impact of various digital marketing tools on …

Purpose: The study examined the significance of omnichannel marketing in light of the rapid technological growth accentuated by artificial intelligence (AI) and its consequent effect on consumer awareness. To attain this, the study utilized scientometric methods to shed light on …