Marketers today increasingly rely on online platforms like mobile apps, social media, and direct email to deliver promotional content, drawn by their cost-effectiveness and extensive reach. However, ...

Cuteness, often grounded in the baby schema or Kindchenschema, exerts a powerful effect on consumer perception and behaviour by eliciting positive affect, heightened attention and caregiving ...

Consumer decisions are profoundly shaped by social contexts in which individuals seek acceptance, validation and accurate information. Social influence manifests through direct interactions with peers ...