Nowadays, a large number of customers are spending their time on social and digital media for a variety of purposes ranging from information searching to the final purchase of products. Responding to this shift, marketers are spending a significant part of the advertising budget on digital marketing. Therefore, the purpose of this study is to review articles on digital marketing to identify top themes, determine the current status of research in digital marketing and indicate how influential works have shaped it. This research has reviewed 925 papers published between 2000 and 2019 in Scopus by applying bibliometrics analysis. These results show that on average 2.18 authors have contributed to every single paper on digital marketing and the collaboration index is 2.71. The top contributing countries in the digital marketing field are USA, India and UK. The study also identifies three dominant clusters in digital marketing research, e.g., 1) strategic planning with digital marketing 2) mobile marketing with apps development and 3) dealing with demographic profiles of customers.

Banking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments. K E Y W O R D SBangladesh, banking service, purchase intention, service marketing mix, university students

Background: Consumption patterns of people around the world have been tremendously affected due to the COVID-19 outbreak since December 2019. Previous studies validated the influence of both internal and external factors on consumer behaviour. However, due to the lack of empirical research, this study explored the influence of external factor such as COVID-19 on consumer purchase behaviour, economic and financial situation. In addition, the study investigated how crisis perception and consumption pattern vary due to demographic variables. Methods: A convenience sampling technique was used and a total of 340 responses were collected from three countries, e.g., Bangladesh (n ¼ 129), India (n ¼ 122), and Pakistan (n ¼ 89) using a structured questionnaire. The respondents rated the items, collected from relevant past studies, on a 5 point Likert scale ranging from highly disagree to highly agree. Results: Exploratory factor analysis summarized all the measurement items into seven main factors from which two factors were removed due to low reliability. Except for the individual's financial situation, the overall mean values of the remaining factors were above 3.50 indicating a higher level of crisis perception and greater change in consumption patterns. Multivariate analysis of variance indicated that the factor scores were significantly different across countries, gender, education and income groups. In addition, Indian consumers were highly concerned and affected by COVID-19 followed by Pakistani and Bangladeshi consumers. In only one factor (e.g., an individual's financial situation), country and age had a significant interaction effect. Finally, the factors had significant difference among three categories of consumers (e.g., low, medium and high crisis perception). It indicates that consumers with higher crisis perception reported more behavioural changes due to COVID-19. Conclusions: Therefore, more COVID-19 crisis perception leads to significant changes in consumption pattern and the financial situation of the consumers. This study will enable academicians, marketers and decision-makers to understand different facets of consumer behaviour in three contagious countries namely Bangladesh, India and Pakistan in South Asia.

Purpose Halal tourism despite its increasing contributions toward the global tourism industry, remains a nascent field of research, in particular, investigations that explore the drivers of halal tourism purchase intention of Muslim tourists are insufficient. To contribute to this end, this study aims to examine the moderating role of perceived behavioral control (PBC) on attitude, subjective norms (SN) and behavioral intention by applying the theory of planned behavior. Design/methodology/approach The conceptual model is tested by using structural equation modeling based on the data collected from 306 Muslim tourists of Bangladesh. Findings The results reveal that PBC moderates the relationship between attitude and halal tourism intention. Halal tourism intention is also influenced by attitude and PBC but not by SN. Research limitations/implications Findings of the study contributed to halal tourism literature by identifying the role of perceived autonomy and capacity on halal tourism intention and by offering an understanding of the underlying psychological drivers of halal tourism choice. Practical implications This would help the marketer to design suitable halal tourism offerings to fulfill the unique needs of this less explored tourism market. Originality/value To the best of the authors’ knowledge, this is perhaps the first study in the context of the Bangladesh tourism sector that focuses on customers’ halal tourism intention. The study’s findings are crucial in Islamic marketing and halal tourism.

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