Purpose: This study examined the evolving landscape of recommender systems (RSs) and their impact on consumer purchasing behavior by identifying key research themes, trends, and gaps in the current literature. Methodology: A bibliometric analysis and systematic literature review (SLR) of …

Purpose: This case study explored the multifaceted marketing challenges encountered by a nascent entrepreneurial venture operating in a dynamic and resource-constrained environment. By examining the real-life experiences of Ms. Shefali, the founder of BUKMUK, the case aimed to facilitate critical …

Purpose: Scholarly publications called for a more in-depth investigation of Asian solo female travel experiences, especially from developing countries like India, where male-dominated ideologies and other safety issues heavily influence women’s behaviors and choices. This study developed and tested a …

Purpose: This study focused on the determinants of green purchasing behavior, specifically focusing on India’s rapid economic growth and the ensuing unsustainable consumption patterns. Design/Methodology/Approach : The research employed a structural equations modeling approach within the political, economic, social, and …