Shifting Paradigms or Strategic Adaptation: Exploring the Impact of Price-Driven E-Commerce Platforms on Traditional Branding Values
Research Question: Does the success of price-driven e-commerce platforms like Temu indicate a fundamental shift away from traditional branding values such as emotional connections, trust, and long-term engagement, or is it an adaptation to evolving consumer preferences for affordability and convenience? Purpose: The purpose of this paper is to critically investigate whether the success of price-