SEISENSE Business Review
Marketing
Webrooming is a two-part shopping process where consumers research online before purchasing in-store. Anchored in Icek Ajzen's Theory of Planned Behavior, this study explores the webrooming trend in the high-i…
This research study explores the evolving perceptions of Micro, Small, and Medium Enterprise (MSME) owners regarding their business performance before and during the COVID-19 pandemic. It examines the impact o…
This study investigates the role of Corporate Social Responsibility (CSR) as a sustainable marketing tool for enhancing brand reputation and customer loyalty in Ghana's beverage industry, focusing on Awake Gha…
Purpose- This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vi…
Purpose - Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspap…
Personalization is used for marketing in social media by marketers and advertisers. So there is a great need to explore this phenomenon of personalization and online impulse buying behavior. This study examine…
Objective - This paper conceptualizes a novel theoretical model of consumer mimicry of various types of influencers and associated behavioral outcomes. Design – This model was conceptualized after a thorough…
Examining the role of salesperson adaptive selling behavior (SPASB) as a mediator in the relationship between salesperson lead qualification skills (SPLQS) and salesperson performance (SP) in Ugandan insurance…
This study develops an impulse buying model by examining how non-shopping mobile phone use, emotional states, and situational factors affect impulse buying in Indian grocery stores, extending the S-O-R framewo…
The pet food industry in the Philippines is thriving as the leading country in Southeast Asia in pet ownership. This study explores this growing sector and its e-commerce landscape, anchored in Rotter’s Expect…
The pandemic has significantly impacted Metro Manila's local businesses in the Philippines. A series of lockdowns and government-imposed restrictions incapacitated the micro, small, and medium enterprises (MSM…
This systematic literature review explores the intersection of artificial intelligence (AI) and employee workplace green behaviors, examining how AI interventions can enhance sustainable practices in organizat…
The purpose of this study is to unearth the contribution of ethical orientation and marketing strategies in catalyzing the usage of locally made products using empirical evidence from Sub-Saharan Africa. This …
