Ariba Khan

The effect of eWOM on consumer purchase intention and mediating role of brand equity: a study of apparel brands

Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi et al. · Research Journal of Textile and Apparel · 2023 · 42 citations

Customer Satisfaction, Digital Marketing, Consumer Research +21

Demystifying the effect of social media usage and eWOM on purchase intention: the mediating role of brand equity

Zebran Khan, Ariba Khan, Mohammed Kamalun Nabi et al. · Journal of economic and administrative sciences. · 2024 · 25 citations

Customer Satisfaction, Online Customer Behavior, Social Media +15

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Ariba Khan, Zebran Khan, Mohammed Kamalun Nabi · Journal of Advances in Management Research · 2024 · 22 citations

Similarity Attraction Theory, Behavioral Decision Making, Digital Marketing +23

"Green Intentions, Green Actions”: The Power of Social Media and the Perils of Greenwashing

Mohammed Nazish, Zebran Khan, Ariba Khan et al. · Journal of Global Marketing · 2024 · 20 citations

Environmental Activism, Social Media, Green Marketing +15

Unveiling the role of social media and females’ intention to buy online cosmetics

Ariba Khan, Zebran Khan, Mohammed Kamalun Nabi et al. · Global Knowledge Memory and Communication · 2024 · 19 citations