Purpose: Consumer engagement and consumer loyalty are fundamental to the success of contemporary brands. As consumer behavior continually evolved, it was imperative to conduct ongoing research and adaptation to sustain and enhance these essential relationships. Although there is an increasing …

Purpose: This research aimed to evaluate the potential impact of implementing augmented reality (AR) on online sales by measuring customers’ perceptions of augmented and physical reality in terms of size, fit, and aesthetic appearance parameters. Methodology: The experimental sample comprised …

Purpose: In the evolving landscape of artificial intelligence (AI), virtual influencer (VI) marketing has surged in popularity on social media platforms. The present study delved into the core determinants influencing social media users’ attitudes toward VIs on Instagram. It categorized …

Purpose: This study showed how sustainable marketing, sensory perceptions, and consumer switching from plant-based to animal-based foods interacted. It examined how sustainable marketing and sensory impressions mediated psychological factors—desire, dissonance, and disillusion—on dietary choices and their impact on sustainable food …