Mercados y Negocios

Culture is a moderator of the interaction between financial inclusion and financial performance

Komang Krishna Yogantara — 2025-08-26

This study examines how the integration of local culture can enhance the connection between financial inclusion and the financial success of MSMEs in Bali. A survey was conducted on Hindu export-oriented MSME owners in Bali. Questionnaires, document analysis, and interviews were used to collect data, which were then analyzed using the SEM-PLS technique. The research findings show that, although financial services do not have a statistically significant effect, other results indicate a beneficial effect on financial performance. Additionally, local culture was found to strengthen this relationship. The study supports the Resource-Based Theory as a theoretical contribution, making it relevant in reducing barriers to the growth of MSMEs. The relevance of this article lies in providing new insights from the perspective of users, namely MSMEs, whose numbers are still relatively small, particularly in terms of utilising unique local genius values to enhance the interaction between financial inclusion and MSMEs’ financial performance.

Augmented Reality in Fashion Retail: Enhancing Consumer Decision-Making and Engagement

Sankalp Dandawate — 2025-08-26

The present study investigated the impact of Augmented Reality (AR) across consumers in the fashion industry by examining the role of AR strategies in the purchasing routine of consumers in India, investigating the impact of AR technologies on the digital populace, and exploring the factors associated with the purchasing decision. In addition, the effect of AR on consumer engagement is illustrated. A quantitative methodology research approach was applied, and data were collected from 200 consumers using a purposive sampling technique with the aid of a structured questionnaire. The quantitative data were analysed using the SPSS tool version 23 package by performing ANOVA, frequency, and correlation analysis. The outcomes of the study revealed that perceived benefits of AR, likely authenticity, and return rates impact consumer decision-making strategies.

Furthermore, discovered the determinants to improve the buyer’s decision effectively. The research study implies that the brands should adopt AR strategies to integrate with the values and choices of consumers to nurture a sustainable association. Overall, the study recommends effective implementation of AR technologies to provide enhanced shopping experiences through the amalgamation of physical atmosphere and digital systems.

Experiential Retail in the Smartphone Industry: Consumer Behaviour and Brand Loyalty

Mudit Joshi — 2025-08-26

The goal of the study is to represent the influences of experiential retail on purchasing decisions and brand loyalty in the smartphone industry. The present research executes a quantitative analysis utilising the SPSS version 23 software package. A structured questionnaire survey technique is employed to gather the data from the experiential retailers in the smartphone industry. A purposive sampling strategy has been adopted for analysis. The objective behind the technique is to gather data relating to the perception of experiential retailers regarding the impact of purchasing decisions and brand loyalty in the smartphone industry. Descriptive statistics, ANOVA, regression and Pearson correlation analysis are performed in research. The outcomes of the study indicate that experiential retail shopping has a significant impact on the growth and sustainability of consumers in the smartphone industry. Furthermore, the study also evaluates the considerable effects of consumers’ behaviours in the smartphone industry through purchasing decisions and brand loyalty. The study recommends that experiential retailers enhance their innovative strategies to strengthen their business in the smartphone industry.

Generational Perspectives on Fintech Adoption: Challenges, Demographics, and Digital Inclusion

Avtar Singh — 2025-08-26

This research aims to examine how different generations in India adopt fintech services, considering the main barriers and demographic factors that influence these patterns. Based on a survey of 278 banking customers in Punjab and Jammu and Kashmir, it is evident that Generation Z and millennials have embraced fintech services more than Generation X, with key obstacles including a lack of technical skills, concerns about cybersecurity, and strict regulations. The findings suggest that implementing measures tailored to each generation will be essential in promoting digital financial services and bridging the gap between those who can access these services and those who cannot. Although fintech companies are increasingly recognised in the payments industry, the primary challenges to the rapid growth of the fintech ecosystem in India include "lack of technical know-how," "low security (fraud messages, calls, etc.)," regulatory and compliance laws, "documentation and formalities," and "emotional attachment to cash." Governments, financial institutions, regulators, and Indian fintech firms must collaborate to address these structural issues from the ground up, expand their reach, enhance consumer satisfaction, and make digital channels more accessible.

Integrating the Metaverse into Omnichannel Fashion Retail: Customer Journey

Verónica Crespo — 2025-08-26

The objective of this paper is to investigate how fashion brands incorporate metaverse retailing into their omnichannel strategies. To this end, the metaverse is conceptualised as a retail channel, and a real case was analysed using content analysis to examine its omnichannel integration into a leading fashion brand. Finally, we explore the opportunities, challenges, and implications of integrating the metaverse into omnichannel retail and its impact on the consumer journey. Our study reveals that, despite initial branding coherence and partially integrated product information on the metaverse, at present, there is no genuine integration of these platforms within omnichannel retail strategies. Metaverse channel currently functions in isolation from established e-commerce touchpoints, yielding disjointed customer journeys.