During the last few years, global fast fashion retailers have been penetrating Asian emerging markets and Vietnam is not an exception. This study explores both external and internal factors, contributing to the fashion-oriented impulse buying of Vietnamese millennials and then investigates the impact of these determinants on fashion-oriented impulse purchase. Both qualitative and quantitative approaches were conducted in the empirical study. It is found that emotion and hedonic value along with fashion involvement, sensory cues and in-store promotion respectively influence fast-fashion oriented impulse purchase. These findings help fast fashion retailers understand the impulse buying behavior of young Vietnamese consumers so that they can effectively elaborate retailing-mix strategy to boost the sales and thus sustainably grow the business.

Artificial Intelligence (AI) techs help businesses turn internal and external data into real gold by analyzing customer data, extracting valuable insights, and offering individual solutions. The current study aimed to identify the mediating effect of artificial intelligence and digital experience on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The current study was applied to consumers within the MENA region by using an online questionnaire self-administered by (837) individuals. The study hypotheses were all accepted, and results confirmed that there is a mediating effect of AI and digital experience (DX) on the relationship between neuromarketing (emotional appeal and memory encoding) and consumer behavior. The degree to which digital experiences can modulate the association between emotional appeal, memory encoding, and consumer behavior, is not absolute; other factors and external cues that may be integral parts of a seller's marketing campaign remain relevant as well. The marketing strategy, quality of the product, prices, and effect of the enclosing environment influence consumer behavior from the digital dominion. Consequently, the comprehensive study of the digital situation is the premise of comprehending as well as using the mediating influence of digital experience on a consumer's mind. The study supports the idea that it is crucial for digital experience to bring up good feelings and provide opportunities for better information memory. Building visualizations that are appealing, interactive, and immersive to the users is intended to keep them interested and promote remembering. Through this approach, information on the brand can be associated with, recalled, and can become a significant decisive factor in future purchase decision-making.

Emotional factors in the use of technology have the potential to be studied, since the important role of user engagement in the information technology development cycle, emotional plays a role in influencing the relationship between consumers and service providers. Previous research has examined various emotional factors of a person in operating digital services through online sites, but it is necessary to find an empirical correlation between emotional variables and one's intention to reuse (IR) online services. This study aims to determine whether users' emotions affect their decision to reuse Government to Citizen (G2C) online tourism services in Indonesia through the HEART Metrics approach. Furthermore, this quantitative study distributed questionnaires using simple random sampling to respondents who had used online tourism. Then analyse 260 research data using the SEM-PLS method by running Warp-PLS 5.0. The findings of this study are among the 5 HEART Metrics factors, 3 of which affect IR, namely Engagement, Retention, and Task Success, while Happiness and Adoption empirically have no significant effect on IR. Our results show that to gain consumer engagement with online services, service providers must consider the emotional elements of the users so that service reuse goals can be achieved. Furthermore, this research can be considered as an alternative recommendation for online tourism service providers, as well as the findings of a new model proposed to contribute to similar research in the future.

Retail atmospherics have been well studied to have both functional and emotional impact on the behavioural intent of shoppers. The usage of well-orchestrated retail servicescape with its expanding canvas, both inside and outside the retail premise, has been targeted to induce subliminal perception of comfort and convenience in the mind of shoppers. Modern retail practice has incorporated customer relationship management (CRM), a pivotal business analytical process, to strengthen their interaction with shoppers. This paper attempts to gather empirical evidence on the possible mediating effects of CRM dimensional performance on the emotional orientation of shoppers, apprehended to be antecedent to favourable shopping behaviour. Appropriate statistical applications, following adequate literature survey, were deployed to test the hypotheses and the robustness of the default model. The results were indicative of strong moderating impact of CRM dimensional performance in augmenting emotional behaviour of customers to induce a fovourable behavioural intent. The default model also holds good confirming the causal convergence of constructs.