In general, gaining of competitive advantage is the main objective of a company’s survival. In the pursuit of achieving this companies explicitly or implicitly adhere to many strategies and many external factors which ...

Prominent studies revealed that building the right relationship with the right social media influencer is one of the biggest challenges in influencer marketing. This study mainly aimed at exploring how Sri Lankan beauty ...

Today, comprehending consumer behavior is becoming dynamically challenging with the emergence of social commerce. Business organizations are now striving to convince consumers by exploiting the advantage of social support ...

The emergence of social commerce made a paradigm shift in the business-consumer relationship realm. In fact, more power has shifted from the seller to the buyer and predominately fueled to strengthen e-commerce acceptance. ...