South Asian Journal of Marketing: Volume 3 Issue 1 , Open Access

Editorial: Demystifying research culture in universities

Muhammad Kashif, N.J. Dewasiri, Sudhir Rana, Maduka Udunuwara

Why consumers behaved impulsively during COVID-19 pandemic?

Mohammad Anas, Mohammed Naved Khan, Obaidur Rahman, S. M. Fatah Uddin

During coronavirus disease 2019 (COVID-19) pandemic, owing to several reasons, consumers behaved impulsively while shopping. Impulse buying has led to a distortion in the…

Product placement by social media homefluencers during new normal

Mollika Ghosh

The purpose of this study is to analyze how product placement through social media influencers (SMIs) during “new normal” can generate user-generated content (UGC) and determine…

Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic

H.A. Dimuthu Maduranga Arachchi, R.A. Sudath Weerasiri, Trevor Mendis

This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT)…

Factors effecting customer satisfaction of mobile banking in Bangladesh: a study on young users' perspective

Nusrat Jahan, Golam Shahria

In Bangladesh, the banking companies have huge opportunity to capture market share by properly understanding the critical aspect of customer satisfaction. This paper mainly…