01
Original Article
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Digital Marketing Influence Research in Consumer Behavior : A Systematic Literature Review Using TCCM and Future Research Agenda
Sindhuja Pappu, V. V. Devi Prasad Kotni, Iragavarapu Lakshmi Prasanna, S. V. S. S. P. Jaya Sankar Krishna
· pp. 9–28
DOI: 10.17010/ijom/2025/v55/i6/175108
Purpose: The study aimed to explore how digital marketing influences consumer behavior through a systematic literature review using the theory context characteristics methods (TCCM) framework. The purpose was to identify key factors, gaps, and trends in the literature while offering …
Keywords:
consumer behavior, SLR, TCCM, PRISMA, digital marketing
02
Original Article
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Impact of Website Design and Product Image Quality on Efficient Online Shopping Experiences
Rashmi Sharma, Sachin Datt, Kanika Sachdeva
· pp. 29–47
DOI: 10.17010/ijom/2025/v55/i6/175109
Purpose: The present study aimed to examine the role of website design, product pictures, and their qualities in facilitating the online shopping experience for consumers. The world economy has moved its paradigm from a manufacturing to a service-driven economy, where …
Keywords:
website design, product picture quality, online shopping, consumer trust, e-satisfaction
03
Original Article
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Post-Encounter Tourism Experience in Saudi Arabia : Sentiment Analysis of Online Reviews
Tasneem Alsaati
· pp. 48–63
DOI: 10.17010/ijom/2025/v55/i6/175110
Purpose: The purpose of this research was to identify the key themes present in the consumer online reviews for carefully selected sites in Riyadh, Saudi Arabia, to highlight the key aspects that tourists and visitors experience and express at the …
Keywords:
sentiment analysis, online reviews, Riyadh, tourism, consumer experience, consumer-generated content
04
Original Article
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Customer's Transition from Conventional Brand Advocacy to Online Brand Advocacy: A Comprehensive Review
Sabeena Yousuf, Saiyed Wajid Ali
· pp. 64–73
DOI: 10.17010/ijom/2025/v55/i6/175111
Purpose: This research paper explored the evolution of brand advocacy, focusing on the shift from conventional brand advocacy dominated by traditional word-of-mouth (WOM) to online brand advocacy (OBA) reflected in the user-generated content (UGC). The study also brought into focus …
Keywords:
word-of-mouth (WOM), online brand advocacy (OBC), user-generated content (UGC), brand advocacy behavior
