This article describes how the exponential growth of e-commerce in India and the presence of many national and multinational e-retailers has set the trend for the major overhaul of the online industry. Most of the e-retailers ...

Purpose : The purpose of this paper is to investigate the effect of brand’s social media marketing efforts and individual’s online social interaction propensity on various levels of consumers’ engagement with brand-related ...

With the emergence of digitalization on a large scale and the increasing penetration of the internet, there has been a need to perform analysis on a real-time basis. With the abundance of information available from various ...