The rapidly evolving phenomenon of the World Wide Web and the creation of a new international arena for electronic commerce have expanded the possibilities for the marketing of products and services. The role played by customer behavior in the market-space is still not entirely understood and calls for investigations into the signi®cance of customer attitudes and loyalty. In this article, a mod...

200 The development of multiple applications with features of digital games brings about a new trend called Gamification. Besides, the Technology Acceptance Model (TAM) also represents an important theoretical tool toward understanding the usage of a specific technology, system or service. Since no clear practical explanation that allows the connection of gamification with non-game context, esp...

Companies are striving to minimize environmental impact through sustainable business practices. Consumers have become more aware of environmental issues and many companies have recognized the relevance of green marketing in gaining competitive advantage. As a part of green marketing strategy, companies are developing green brands. This paper focuses on the effect of consumer’s concern for envir...

Brand communication via social media influencers (SMIs) has become a vital constituent of firms’ brand strategy. The current study assesses the mediated (via content engagement) and direct influence SMI attributes esthetics on followers’ attitude toward endorsed brand-link click behavior. analyzed data from an online survey 300 followers top 40 Instafamous Pakistani SMIs to test model hypothese...

The name letter effect is the tendency to evaluate alphabetical letters in one's name, especially initials, particularly favorably. Recent evidence suggests that name initials may even predict career choices. The authors investigated whether people possess favorable attitudes toward basic attitude objects beginning with name initials, both between individuals (e.g., does Judy like jam more than...