Title 1

Unpacking the Role of Digital Impulsivity and Algorithmic Persuasion on Consumer Trust and Purchase Continuance in Live Commerce Platforms

Methodology 

Quantitative - Structural Equation Modelling (SEM)

Description 

This study investigates how digital impulsivity (triggered by time-limited offers and influencer endorsements) and algorithm-driven persuasive recommendations affect consumer trust and ongoing purchase behaviour in live commerce environments. The research will employ SEM to test a hypothesised model based on the Stimulus-Organism-Response (S-O-R) framework. Data can be collected through online surveys from users of live shopping platforms, making it feasible for working professionals in retail or marketing roles.

Key References:

1. Shao, Z. (2024). How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? The role of congruence and attachment. Journal of Research in Interactive Marketing, 18(3), 506-527.
2. Ji, M., Chen, X., & Wei, S. (2025). What motivates consumers' purchase intentions in e-commerce live streaming: A socio-technical perspective. International Journal of Human--Computer Interaction, 41(2), 1585-1605.
3. Xin, M., Liu, W., & Jian, L. (2024). Live streaming product display or social interaction: How do they influence consumer intention and behaviour? A heuristic-systematic perspective. Electronic Commerce Research and Applications, 67, 101437.

Title 2

Exploring the 'Hybrid Retailer': A Multiple Case Study on How Consumers Navigate Between Physical and Virtual Shopping Worlds in Post-Pandemic Era

Methodology 

Qualitative - Multiple Case Study; Semi-structured Interviews & Focus Groups

Description 

This research explores how consumer behaviour adapts in hybrid retail settings, where digital and physical shopping experiences are seamlessly integrated. The study focuses on retail brands operating in both channels and aims to uncover underlying behavioural themes such as channel-switching motivations, perceived convenience, and trust restoration post-pandemic. Professionals can collect data via in-depth interviews or focus groups from customers of hybrid retailers within their own industry networks.

Key References:

1. Roy, R., & Shaikh, A. (2024). Post-pandemic motivations for consumers' e-retailer preference in an emerging market: a qualitative approach. Global Knowledge, Memory and Communication.
2. Imschloss, M., & Schwemmle, M. (2024). Value creation in post-pandemic retailing: A conceptual framework and implications. Journal of Business Economics, 94(6), 851-889.
3. Srinivasan, R., Chandrasekaran, D., & Rossetti, F. (2023). Customer Service Opportunities and Challenges in a Post-Pandemic World. Customer Centric Support Services in the Digital Age: The Next Frontier of Competitive Advantage, 271-290.

Title 3

The Psychology of Eco-Guilt: Understanding How Sustainability Claims Influence Gen-Z Consumer Choices in Fashion E-commerce

Methodology 

Mixed Methods - Quantitative survey; Follow-up qualitative interviews

Description 

This research examines the emotional and cognitive drivers, especially eco-guilt and brand credibility that influence Gen-Z's fashion e-commerce choices. The quantitative phase will use SEM to validate relationships between sustainability claims, eco-guilt, and purchase intent. The qualitative follow-up will explore how Gen-Z interprets green marketing and its influence on their moral decision-making. This is ideal for professionals in fashion retail, who can access both customer databases and internal marketing teams.

Key References:

1. Xiong, N., Ren, P., Sun, B., He, S., Jiang, L., & Cui, H. (2022). Influence of incentive mechanism and fit degree on user's environmental behaviour - Taking Alipay "Ant Forest" in China as an example. Frontiers in Psychology, 13, 1033553.
2. Agarwal, P., Kumar, D., & Katiyar, R. (2025). Antecedents of Continuous Purchase Behavior for Sustainable Products: An Integrated Conceptual Framework and Review. Journal of Consumer Behaviour.
3. SanMiguel, P., Pérez-Bou, S., Sádaba, T., & Mir-Bernal, P. (2021). How to communicate sustainability: From the corporate Web to E-commerce. The case of the fashion industry. Sustainability, 13(20), 11363.

Title 4

Navigating the Seamless Journey: A Grounded Theory Exploration of Customer Experience Integration in Omni-Channel Retail

Methodology 

Qualitative - Grounded Theory using semi-structured interviews and in-depth case studies

Description 

This study aims to develop a grounded theory of how retailers create a seamless customer experience across physical and digital touchpoints. By conducting in-depth interviews with marketing managers, digital strategists, and operations heads in retail organisations, the research uncovers how organisational culture, technological adoption, and internal alignment shape omni-channel success. Ideal for professionals who can access executives in multi-format retail chains.

Key References:

1. Mosquera, A., Pascual, C. O., & Ayensa, E. J. (2017). Understanding the customer experience in the age of omni-channel shopping. Icono14, 15(2), 4.
2. Gerea, C., Gonzalez-Lopez, F., & Herskovic, V. (2021). Omnichannel customer experience and management: An integrative review and research agenda. Sustainability, 13(5), 2824.

Melero, I., Sese, F. J., & Verhoef, P. C. (2016). Recasting the customer experience in today's omni-channel environment. Universia Business Review, (50), 18-37.

Title 5

Assessing the Impact of Channel Integration Capabilities on Customer Loyalty in Omni-Channel Environments: A Structural Equation Modelling Approach

Methodology 

Quantitative - Survey-based research with SEM analysis

Description 

This research investigates how various elements of channel integration capabilities -such as consistency of information, cross-channel personalisation, and real-time inventory visibility - affect customer loyalty. Using structured questionnaires collected from customers of omni-channel retailers, the model tests key relationships to provide managerial implications on what aspects drive repeat purchases and loyalty. SEM is used to validate the model.

Key References:

1. Hamouda, M. (2019). Omni-channel banking integration quality and perceived value as drivers of consumers' satisfaction and loyalty. Journal of Enterprise Information Management, 32(4), 608-625.
2. NGUYEN, H. N. (2021). Channel integration quality, customer experience and patronage in omnichannel retailing. Journal of Distribution Science, 19(12), 23-32.

Sorkun, M. F., Yumurtacı Hüseyinoğlu, I. Ö., & Börühan, G. (2020). Omni-channel capability and customer satisfaction: mediating roles of flexibility and operational logistics service quality. International Journal of Retail & Distribution Management, 48(6), 629-648.

Title 6

Bridging Data and Dialogue: A Mixed Methods Study on Operational Challenges and Consumer Expectations in Omni-Channel Retailing

Methodology 

Explanatory Sequential Mixed Methods - Quantitative survey followed by qualitative focus groups

Description 

This study begins with a quantitative phase involving a large-scale survey of consumers to identify gaps between expectations and perceived performance across channels (online, mobile, in-store). The second phase includes focus group discussions with supply chain and customer service professionals to contextualise and explain the reasons behind these gaps. This dual approach enables the research to recommend process improvements grounded in both statistical evidence and practitioner insight.

Key References:

1. Hole, Y., Pawar, M. S., & Khedkar, E. B. (2019, November). Omni channel retailing: An opportunity and challenges in the Indian market. In Journal of Physics: Conference Series (Vol. 1362, No. 1, p. 012121). IOP Publishing.
2. Hajdas, M., Radomska, J., & Silva, S. C. (2022). The omni-channel approach: a utopia for companies? Journal of Retailing and Consumer Services, 65, 102131.
3. Sharma, M., Gupta, M., & Joshi, S. (2020). Adoption barriers in engaging young consumers in the Omni-channel retailing. Young Consumers, 21(2), 193-210.

Title 7

Decoding Consumer Trust in Influencer-Led Digital Campaigns: A Cross-Industry Perspective

Methodology 

Qualitative - In-depth interviews and focus groups

Description 

This study explores how consumers interpret trust signals in influencer marketing across different sectors such as fashion, tech, and wellness. It investigates how narratives, authenticity cues, and perceived expertise shape engagement and loyalty. Semi-structured interviews with digital marketing managers and focus groups with target customers will provide nuanced insights into trust formation. This research is ideal for professionals aiming to deepen brand authenticity strategies in a saturated digital space.

Key References:

1. Rahmadi, D. (2023). Influencer Driven Strategies for Regaining Customer Trust and Loyalty in Established Brands. Journal of Social Commerce, 3(4), 159-171.
2. Celestin, M., & Sujatha, S. (2024). Impact on Brand Trust and Consumer Behaviour: Leveraging Social Media Influencers to Drive Credibility and Engagement Across Industries. International Journal of Applied and Advanced Scientific Research, 9(2), 81-87.
3. Zaman, S. U., Ahmed, Z., & Alam, S. H. (2025). Consumer Behaviour in Influencer Marketing: Linking Follower Equity, Congruence, and Purchase Intentions. Journal for Current Sign, 3(1), 478-501.

Title 8

Impact of Gamified Digital Marketing Features on Purchase Intent in E-Commerce Platforms: A Structural Equation Modelling Approach

Methodology 

Survey, Structured questionnaire; SEM analysis

Description 

This study examines how gamified elements (such as rewards, point systems, and progress trackers) in digital marketing campaigns influence purchase intention among online consumers. Drawing from Technology Acceptance Model (TAM) and Flow Theory, the research uses SEM to model relationships between perceived enjoyment, ease of use, engagement, and intent to purchase. This topic is suitable for industry professionals in e-commerce and retail who wish to leverage gamification to boost conversion rates.

Key References:

1. Yu, N., & Huang, Y. T. (2022). Why do people play games on mobile commerce platforms? An empirical study on the influence of gamification on purchase intention. Computers in Human Behaviour, 126, 106991.
2. Xu, Y., Chen, Z., Peng, M. Y. P., & Anser, M. K. (2020). Enhancing consumer online purchase intention through gamification in China: Perspective of cognitive evaluation theory. Frontiers in Psychology, 11, 581200.
3. Dwi Santy, R., & Iffan, M. (2023). The Effect of Artificial Intelligence and Gamification on Online Purchase Intention Mediated by Customer Experience: Study on Indonesian Marketplace Users. Mix: Jurnal Ilmiah Manajemen, 13(1).

Title 9

Personalisation vs. Privacy: Investigating the Dual Impact of AI-Driven Digital Marketing on Consumer Behaviour in the Retail Sector

Methodology 

Mixed Methods - Survey (SEM), Follow-up Interview

Description 

This research assesses how AI-enabled personalised marketing affects consumer behaviour, considering both positive outcomes (relevance, engagement) and negative reactions (privacy concerns, data mistrust). A quantitative phase using SEM will analyse constructs like personalisation, perceived intrusiveness, and behavioural intention. This will be followed by qualitative interviews to understand the underlying consumer narratives. The dual-method design helps retail professionals develop personalisation strategies while balancing ethical concerns.

Key References:

1. Karami, A., Shemshaki, M., & Ghazanfar, M. A. (2024). Exploring the ethical implications of AI-powered personalisation in digital marketing. Data Intelligence, 1.
2. Anjum, A. (2024). Impact of AI-Driven Digital Marketing on Data Privacy and Consumer behaviour: An SEM Study. IUP Journal of Marketing Management, 23(4).
3. Soni, V. (2024). AI and the Personalization-Privacy Paradox: Balancing Customized Marketing with Consumer Data Protec

Title 10

Unpacking the Role of Strategic Buyer-Supplier Collaboration in Achieving Sustainable Supply Chain Optimisation in the Retail Sector

Methodology 

Case-based Qualitative Study using Semi-structured Interviews and Thematic Analysis

Description 

This study explores how strategic partnerships between buyers and suppliers contribute to long-term supply chain optimisation, with a particular focus on sustainability and agility in the retail industry. By using in-depth, semi-structured interviews with procurement and logistics professionals across multiple retail firms, the research will uncover nuanced insights into collaborative practices, governance mechanisms, and trust-building strategies that are not easily quantifiable. This research is suitable for professionals with access to industry networks for case selection and interviewing.

Key References:

1. Sharma, A., Pathak, S., Borah, S. B., & Adhikary, A. (2022). Collaboration strategies in buyer-supplier relational (BSR) networks and sustainable firm performance: A trade-off story. International Journal of Production Economics, 253, 108558.
2. Zarei, H., Rasti-Barzoki, M., Altmann, J., & Egger, B. (2023). Cooperation, coordination, or collaboration? A structured review of buyers' partnerships to support sustainable sourcing in supply chains. Environmental Science and Pollution Research, 30(31), 76491-76514.
3. Kashyap, A., & Lakhanpal, P. (2019). A framework for assessing collaboration between buyers and suppliers on sustainability goals. Global Business and Organizational Excellence, 39(1), 46-56.

Title 11

Modelling the Influence of Technological Integration, Vendor Responsiveness, and Inventory Visibility on Supply Chain Efficiency in E-Commerce: A Structural Equation Modelling Approach

Methodology 

Quantitative Survey using Structured Questionnaire and SEM

Description 

This study investigates the interrelationships among key technological and operational variables - such as system integration, real-time inventory tracking, and vendor responsiveness - that impact supply chain efficiency in e-commerce platforms. Using SEM allows for testing complex relationships and mediating effects among constructs based on data collected from supply chain and IT professionals in the e-commerce industry. The model will help identify the most influential factors driving optimisation outcomes in digital supply chains.

Key References:

1. Khalifa, L., & Volkov, N. (2024). E-commerce Supply Chain Strategies: Meeting the Demands of Online Retail. Social Dynamics Review, 7(1), 1-9.
2. Fosso Wamba, S. (2012). Achieving supply chain integration using RFID technology: the case of emerging intelligent B‐to‐B e‐commerce processes in a living laboratory. Business Process Management Journal, 18(1), 58-81.
3. Ahmad, N. R. (2025). Exploring the Role of Digital Technologies in Enhancing Supply Chain Efficiency: A Case Study of E-Commerce Companies. Indus Journal of Social Sciences, 3(1), 226-237.

Title 12

Bridging Strategy and Execution: A Mixed Methods Study on the Impact of Omni-Channel Integration on Supply Chain Optimisation in Retail Industry

Methodology 

Explanatory Sequential Mixed Methods - Quantitative survey, Follow-up Focus Groups

Description 

This research first uses a structured questionnaire to gather data from retail operations managers on the effect of omni-channel strategies (e.g., online-offline integration, click-and-collect models) on supply chain KPIs like lead time, cost efficiency, and customer satisfaction. SEM will be employed to identify statistically significant pathways. The second phase involves focus group discussions with key informants to interpret the findings and understand organisational responses and decision-making complexities. This design is ideal for practitioners able to gather quantitative data and then facilitate follow-up group discussions within their organisations or industry associations.

Key References:

1. Song, G., Song, S., & Sun, L. (2019). Supply chain integration in omni-channel retailing: a logistics perspective. The International Journal of Logistics Management, 30(2), 527-548.
2. Saghiri, S., & Mirzabeiki, V. (2021). Omni-channel integration: the matter of information and digital technology. International Journal of Operations & Production Management, 41(11), 1660-1710.
3. Zhang, L., Wu, L., Huang, L., & Zhang, Y. (2025). Wield the power of omni-channel retailing strategy: a capability and supply chain resilience perspective. Journal of Strategic Marketing, 33(3), 416-440.

Title 13

Exploring the Green Consumer Narrative: A Case-Based Inquiry into Sustainable Branding Strategies in Omni-Channel Retail

Methodology 

Multiple case study using in-depth semi-structured interviews and focus group discussions.

Description 

This study explores how leading omni-channel retailers construct and communicate sustainable brand narratives and how these narratives resonate with consumers. It investigates executive decision-making, customer touchpoints, and storytelling techniques used to embed sustainability into brand identity. Ideal for professionals with access to senior marketing teams and customer experience departments.

Key References:

1. Sfakianaki, E., Vrechopoulos, A., & Lazaris, C. (2022). Conceptualising green strategies' effects on customer experience in the context of omnichannel retailing. International Journal of Innovation and Technology Management, 19(05), 2241004.
2. Yeğin, T., & Ikram, M. (2022). Developing a sustainable omnichannel strategic framework toward circular revolution: an integrated approach. Sustainability, 14(18), 11578.
3. Lalchandani, R., Chitnis, A., & Priyadarshi, R. (2024, October). Mix Method Assessment of Sustainable Consumption Preferences Towards Omni-Channel Operations. In 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024) (pp. 486-499). Atlantis Press.

Title 14

Assessing the Influence of Sustainability Marketing on Consumer Purchase Intentions in E-commerce Platforms: A SEM-Based Study

Methodology 

Survey-based research using Structural Equation Modelling (SEM).

Description 

This research measures the impact of perceived sustainability practices (eco-labelling, green logistics, ethical sourcing) on consumer attitudes and purchase intentions on e-commerce platforms. It is suitable for professionals in digital marketing or platform management roles who can distribute structured questionnaires to users or customers.

Key References:

1. Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers' purchase intention for cross-border E-Commerce sustainability. Sustainability, 11(10), 2777.
2. Vo, A. T. (2024, July). The Role of Online or E-Commerce Platforms in Generation Z Consumers' Purchase Intentions Regarding Business Implementation of Environmental Protection Actions (SDG 13). In Proceedings of the 2024 15th International Conference on E-business, Management and Economics (pp. 213-222).
3. Cutinha, Z. P., & Mokshagundam, D. S. (2024). Sustainability practices in E-commerce: Opportunities and challenges for digital marketers. International Journal of Research Publication and Reviews, 5(2), 1068-1075.

Title 15

From Green Claims to Green Trust: An Integrated Study of Sustainability Messaging and Consumer Scepticism in Online Retail

Methodology 

Explanatory sequential mixed methods - starting with SEM analysis followed by semi-structured interviews.

Description 

This research first tests a theoretical model of how sustainability claims influence trust and loyalty in online retail (quantitative phase), then follows up with interviews to understand the psychological and contextual factors that drive consumer scepticism or acceptance (qualitative phase). Perfect for professionals in e-commerce and brand strategy roles who have access to both customer data and marketing teams.

Key References:

1. de Sio, S., Zamagni, A., Casu, G., & Gremigni, P. (2022). Green trust as a mediator in the relationship between green advertising scepticism, environmental knowledge, and intention to buy green food. International Journal of Environmental Research and Public Health, 19(24), 16757.
2. Goh, S. K., & Balaji, M. S. (2016). Linking green scepticism to green purchase behaviour. Journal of Cleaner Production, 131, 629-638.
3. Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green scepticism. Sustainability, 11(9), 2653.

Title 16

Unveiling Emotional Interfaces: A Phenomenological Inquiry into AI-Powered Shopping Assistants and Brand Attachment in Luxury E-Commerce

Methodology 

Qualitative - Phenomenological, in-depth interviews and focus groups

Description 

This study explores how consumers emotionally engage with AI-powered shopping assistants (e.g., chatbots, virtual stylists) in luxury e-commerce platforms. Using a phenomenological lens, it examines lived experiences of frequent online shoppers to understand how conversational AI influences trust, perceived personalisation, and ultimately, emotional brand attachment. Data will be collected through semi-structured interviews and focus groups with consumers and industry professionals, offering insights into how human-like interactions impact loyalty in premium digital retail environments.

Key References:

1. Khamoushi Sahne, S. S., & Kalantari Daronkola, H. (2025). Enhancing loyalty in luxury fashion with AI: the mediation role of customer relationships. Asia-Pacific Journal of Business Administration.
2. Song, X., & Bonanni, C. (2024). AI-Driven Business Model: How AI-Powered Try-On Technology Is Refining the Luxury Shopping Experience and Customer Satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3067-3087.
3. Rawool, V., Foroudi, P., & Palazzo, M. (2024). AI-powered voice assistants: developing a framework for building consumer trust and fostering brand loyalty. Electronic Commerce Research, 1-33.

Title 17

Gamified Retail and the New Consumer: A Structural Model of Augmented Reality, Flow Experience, and Brand Loyalty in Online Shopping

Methodology 

Quantitative - Survey-based; Structural Equation Modelling - SEM

Description 

This research investigates the relationship between gamified retail technologies (especially Augmented Reality), consumer flow experience, and brand loyalty among Gen-Z and Millennial online shoppers. Drawing from Flow Theory and Technology Acceptance Model, a structural equation model will be developed and tested using data from respondents who have interacted with AR features in e-commerce apps. The study will help retail brands assess which technological elements most effectively convert engagement into loyalty.

Key References:

1. Nikhashemi, S. R., Knight, H. H., Nusair, K., & Liat, C. B. (2021). Augmented reality in smart retailing: A (n)(A) Symmetric Approach to continuous intention to use retail brands' mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464.
2. Yadav, R., & Saini, C. P. (2024). Gamification and Online Shopping Experience. Marketing and Gamification: Applications, Challenges, and Ethics.
3. De Canio, F., Fuentes-Blasco, M., & Martinelli, E. (2021). Engaging shoppers through mobile apps: the role of gamification. International Journal of Retail & Distribution Management, 49(7), 919-940.

Title 18

From Touchpoints to Trust: An Integrated Mixed-Methods Study on Omnichannel Technology, Customer Experience, and Brand Loyalty in Smart Retail Environments

Methodology 

Mixed Methods - Quantitative survey with SEM, Qualitative case study with interviews

Description 

This study assesses how omnichannel technologies (like click-and-collect, smart mirrors, mobile checkout) influence perceived customer experience and brand loyalty in brick-and-mortar retail enhanced with digital innovations. The quantitative phase will use SEM to analyse relationships among technology adoption, experience dimensions, and loyalty based on survey data from retail customers. The qualitative phase will involve interviews with retail managers and customers in tech-integrated store environments to enrich understanding of contextual variables, barriers, and real-time interactions that shape loyalty outcomes.

Key References:

1. Tyrväinen, O. (2022). The use of digital technologies in omnichannel retailing understanding integrated customer experience across diverse touchpoints. JYU dissertations.
2. Muthaffar, A., Vilches-Montero, S., & Bravo-Olavarria, R. (2024). From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys. International Journal of Information Management, 77, 102778.
3. Jaengprajak, W., & Chaipoopiratana, S. (2022). Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: a mixed methods approach. ABAC Journal, 42(2), 1-26.