South Asian Journal of Marketing , Open Access

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

Kaluarachchi Chamodi Sandunima, Nisha Jayasuriya

This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention…

Examining some dynamics related to YouTube ad clutter in a high–clutter context

Tharindu Senarathna, Dinuka Wijetunga

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies…

The impact of westernisation on the purchase intention of cruelty-free products: a study based on the Sri Lankan cosmetic market

Kavisha Lashindri Dodanwala, Sandun Weerasekera

A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards…

Antecedents of consumers' brand switching behavior in mobile service provider

Naresh K. Patel

Switching behavior is predominantly seen in the consumer buying behavior of the mobile industry. This research aims to identify the factors influencing consumers to switch from…

Online grocery shopping intentions in the post COVID-19 context: a case of millennial generations in Bangladesh

Shekhar Mondal, Abdulla Al-Towfiq Hasan

The purpose of this paper is to explore factors and their impacts influencing online grocery shopping intentions among customers in the post COVID-19 situation. Moreover, the…

“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Shahid Khan, Sumaira Rehman, Uzma Kashif

This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions…

Neobanking adoption – An integrated UTAUT-3, perceived risk and recommendation model

Puneett Bhatnagr, Anupama Rajesh

The authors aim to study a conceptual model based on behavioural theories (UTAUT-3 model) to evaluate the adoption, usage and recommendation for neobanking services in India.

Factors influencing the adoption of cashless transactions: toward a unified view

Vimal Raj L., S. Amilan, K. Aparna

This study aims to construct an appropriate framework by incorporating essential components from the most renowned theories to investigate the variables that impact behavioural…

Childcare centre for work efficiency of employed parents: perception analysis for business prospects

Zarin Khan Moon, Md. Mahedi Hasan

This study aims to explore whether the working parents' perception about the necessity of childcare centres for their work efficiency is associated with their anxieties and…