ABSTRACT
Digital influencers have evolved the thinking and buying patterns of consumers on the social media platforms. The unorthodox approach of attracting the masses has considerably increased online purchase intentions. Especially during the global pandemic COVID-19, consumer’s high inclination towards online buying has been regarded as a natural phenomenon. Therefore, it remains eminent to determine that what factors boost buying intentions of the consumers during pandemic. In this regard, sequential mediation role of brand engagement, brand attitude and brand expected value were taken into consideration for precise examination of consumer online buying journey. Conceptually knitted associations were determined using positivist doctrine. The data was collected from 287 online apparel shoppers. Structural equation modelling (SEM) technique was executed for determining cause and effect relationships among the constructs. The study provides new evidences about digital influencers’ role and their impact on consumers’ online buying behaviours during pandemic. The results affirmed strong causal relationships among the hypothesised paths. Copyright © 2022 Inderscience Enterprises Ltd.
ABSTRACT
The acme of this paper was to examine the QR code payment services adoption by retailers in Pakistan. An all-inclusive review of the literature and data analysis has justified the purpose to use this inventive technology. The study established that innovation diffusion theory (IDT) dimensions and convenience impacted the usefulness of QR code payment services which are well-thought-out critical antecedents of accepting future technologies. The inferences of this research work provide valuable acumens for banks, financial institutions, and the government to develop a platform about digital payment for the retailers, wholesalers, and the end consumers. Further, the study approves that QR code payment services will aid to advance the business operations in Pakistan in the COVID-19 pandemic.