Muhammad Bilal

Decoding willingness to buy in live-streaming retail: The application of stimulus organism response model using PLS-SEM and SEM-ANN

Artificial intelligence digital employees and sustainable innovation in online retail: The mediating role of ambidextrous green innovation and the moderating role of ethical anxiety

Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory