01
Original Article
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Smart Immersion in Marketing : A Study of Technology Convergence and Purchase Intention
Arhita Uppal, Sonali Banerjee, Vaishali Agarwal, Priyanka Chadha
· pp. 10–29
DOI: 10.17010/ijom/2026/v56/i4/175975
Purpose: The purpose of the research was to examine the role of integrating virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), called immersive technology convergence (ITC), in influencing customer interactions and purchase decision-making in the current marketing environment. …
Keywords:
virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) integration, emotional involvement, purchase intent, framework analysis
02
Original Article
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Analyzing Solar Adoption Using Lemons Market Problem with Diffusion of Innovations Theory
Kimaya Nahar, Madhura Ranade
· pp. 30–46
DOI: 10.17010/ijom/2026/v56/i4/175444
Purpose: This research scrutinized the influence of the Lemons market problem arising from information asymmetry in the solar products market. On the other hand, certain innovation diffusion factors were also studied that encouraged the adoption of solar products. Methodology: A …
Keywords:
renewable energy marketing, lemon market, solar adoption, consumer behavior, diffusion of innovation, information asymmetry
03
Original Article
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Consumer Ethnocentrism and Generational Purchase Intentions for Indigenous Products
Richa Chauhan, Vidhi Kaul, Sapna Yadav, Tanushree Sanwal, Sandhya Avasthi, Gaurav Shah
· pp. 47–63
DOI: 10.17010/ijom/2026/v56/i4/175296
Purpose: This study aimed to examine the impact of consumer ethnocentrism on purchase willingness for indigenous products, particularly khadi, across different generational cohorts in India. It also investigated the mediating role of direct and indirect role models in influencing consumer …
Keywords:
indigenous product, khadi, consumer ethnocentrism, generation cohorts, purchase intentions, and role model
04
Original Article
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Sustainable Marketing in Action : A Multi-Theoretical Model of Consumer Transformation Toward Energy-Saving Behavior
Sowmiya R., M. Velavan
· pp. 64–86
DOI: 10.17010/ijom/2026/v56/i4/175414
Purpose: The study aimed at exploring the factors that influence energy-saving behavior (ESB) among households, particularly within the context of emerging economies. Although prior studies have employed behavioral theories such as the theory of planned behavior (TPB) and social cognitive …
Keywords:
sustainable marketing, energy-saving behavior, theory of planned behavior (TPB), social cognitive theory (SCT), place attachment, publicity and education, artificial neural networks (ANN)
