South Asian Journal of Marketing: Volume 5 Issue 1 , Open Access

Examining some dynamics related to YouTube ad clutter in a high–clutter context

Tharindu Senarathna, Dinuka Wijetunga

This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies…

Antecedents of consumers' brand switching behavior in mobile service provider

Naresh K. Patel

Switching behavior is predominantly seen in the consumer buying behavior of the mobile industry. This research aims to identify the factors influencing consumers to switch from…

Childcare centre for work efficiency of employed parents: perception analysis for business prospects

Zarin Khan Moon, Md. Mahedi Hasan

This study aims to explore whether the working parents' perception about the necessity of childcare centres for their work efficiency is associated with their anxieties and…

“We do it but they don't” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills

Shahid Khan, Sumaira Rehman, Uzma Kashif

This research aimed to investigate the mediating role of social media engagement in the relationship between differentiation-oriented content and purchase intentions…

Impact of firm-created and user-generated social media marketing on customers’ purchase intention in the fashionwear industry: evidence from Sri Lanka

Kaluarachchi Chamodi Sandunima, Nisha Jayasuriya

This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention…

Factors influencing the adoption of cashless transactions: toward a unified view

Vimal Raj L., S. Amilan, K. Aparna

This study aims to construct an appropriate framework by incorporating essential components from the most renowned theories to investigate the variables that impact behavioural…