Vikas Arya

Panic buying in the COVID-19 pandemic: A multi-country examination

Tahir Islam, Abdul Hameed Pitafi, Vikas Arya et al. · Journal of Retailing and Consumer Services · 2020 · 531 citations

Panic Buying, Global Health Crisis, Covid-19 Pandemic +4

Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

Anshuman Sharma, Yogesh K. Dwivedi, Vikas Arya et al. · Computers in Human Behavior · 2021 · 254 citations · Full text

Marketing Analytics, Customer Satisfaction, Advertising +12

Brands are calling your <scp>AVATAR</scp> in Metaverse–A study to explore <scp>XR</scp>‐based gamification marketing activities &amp; consumer‐based brand equity in virtual world

Vikas Arya, Rachita Sambyal, Anshuman Sharma et al. · Journal of Consumer Behaviour · 2023 · 163 citations · Full text

Abstract Brands, Metaverse, Digital Marketing +27

Does digital footprint act as a digital asset? – Enhancing brand experience through remarketing

Vikas Arya, Deepa Sethi, Justin Paul · International Journal of Information Management · 2019 · 108 citations

Digital Business, Digital Marketing, Digitalization +7

Like it or not! Brand communication on social networking sites triggers consumer‐based brand equity

Vikas Arya, Justin Paul, Deepa Sethi · International Journal of Consumer Studies · 2021 · 106 citations

Digital Marketing, Consumer Research, Brand Strategy +21