All Outputs (2)

Analysing consumer buying behaviour towards online streaming services (2022)
Journal Article

Online video streaming services industry has experienced a radical shift among consumer choices towards entertainment content. It is not only witnessing the shift from traditional habit of content consumption to the binge-watching behaviour among vie... Read More about Analysing consumer buying behaviour towards online streaming services.

Effect of Social Media Marketing Practices of Personal Care Brands on Consumer Purchase Intention (2019)
Journal Article

The purpose of the study is to test the effect of social media marketing practices (SMMPs) of personal care brands on user interaction, brand awareness and purchase intention. The study also aims to propose the model of integrated social media market... Read More about Effect of Social Media Marketing Practices of Personal Care Brands on Consumer Purchase Intention.