01
Original Article
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Bridging Channels, Building Loyalty : The Role of Customer Satisfaction in Omnichannel Integration
Subhasish Das, Amiya Kumar Mohapatra, Srirang Kumar Jha, Rajesh Kumar Panda
· pp. 8–24
DOI: 10.17010/ijom/2026/v56/i11/176221
Purpose : This paper aimed to investigate the relationship between channel integration (CI) and customer loyalty in the context of an omnichannel environment, while examining the mediating role of customer satisfaction. The study validated established relationships in an omnichannel marketing …
Keywords:
omnichannel marketing, channel integration, customer satisfaction, customer loyalty, structural equation modeling
02
Original Article
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Humanizing AI : Anthropomorphism, Algorithm Aversion, and Platform Loyalty in Indian E-Commerce
Ajit J. Kurup
· pp. 25–38
DOI: 10.17010/ijom/2026/v56/i11/176225
Purpose : The study aimed to understand the relationship between artificial intelligence anthropomorphism, algorithm aversion, and platform loyalty among college students of Navi Mumbai who had used artificial intelligence-powered shopping chatbots. Design/Methodology/Approach : Questionnaire responses were obtained from 229 eligible …
Keywords:
artificial intelligence anthropomorphism, algorithm aversion, platform loyalty, AI shopping chatbots, young online shoppers, India
03
Review Article
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YouTube Influencer Marketing and Consumer Behavior : A Bibliometric Analysis
Girish Chandra Sharma, Ajay Sharma, Shyam Sundar Kapri
· pp. 39–62
DOI: 10.17010/ijom/2026/v56/i11/176233
Purpose : The purpose of this study was to map the intellectual structure of research on YouTube influencer marketing and consumer behavior from 2009 to 2025 by conducting performance analysis and science mapping using a bibliometric analysis methodology and proposed …
Keywords:
YouTube, influencer marketing, social media influencers, consumer behavior, bibliometric analysis, purchase intention, parasocial relationships
