Rachit Shrivastava

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Publications (3)

• How does personalization shape consumer buying behavior in omnichannel retail? Untangling the effects through the TRAM model
  Journal of Marketing Communications 2026 DOI: 10.1080/13527266.2026.2644282
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• Personalisation and the purchase intention of consumer in omnichannel retailing: the mediating role of hedonic motivation and brand attachment
  International Journal of Electronic Marketing and Retailing 2026 DOI: 10.1504/ijemr.2026.150310
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• The Bottom Line of Personalization: Unravelling the Power of Algorithms and Segmentation Through a Systematic Review
  Vision: The Journal of Business Perspective 2025 DOI: 10.1177/09722629241313004
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