{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T19:49:16Z","timestamp":1781034556934,"version":"3.54.1"},"reference-count":154,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2022,4,26]],"date-time":"2022-04-26T00:00:00Z","timestamp":1650931200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2023,2,3]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline\/omnichannel retailers in reviving sales via permission marketing for impulse products.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline\/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The authors discuss their findings under three themes \u2013 customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The authors suggest that marketers primarily from an offline\/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper is one of the first that explores how impulse \u2013 pure, suggestion, planned and reminder \u2013 purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-12-2021-0799","type":"journal-article","created":{"date-parts":[[2022,4,25]],"date-time":"2022-04-25T02:55:45Z","timestamp":1650855345000},"page":"155-187","source":"Crossref","is-referenced-by-count":23,"title":["Impulse purchases during emergency situations: exploring\u00a0permission marketing and the role of blockchain"],"prefix":"10.1108","volume":"123","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2191-789X","authenticated-orcid":false,"given":"Achint","family":"Nigam","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5157-0121","authenticated-orcid":false,"given":"Abhishek","family":"Behl","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6755-0793","authenticated-orcid":false,"given":"Vijay","family":"Pereira","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7423-1280","authenticated-orcid":false,"given":"Shreya","family":"Sangal","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2022,4,26]]},"reference":[{"key":"key2023020201365696500_ref001","doi-asserted-by":"crossref","first-page":"100559","DOI":"10.1016\/j.jdmm.2021.100559","article-title":"The impact of gamification adoption intention on brand awareness and loyalty in tourism: the mediating effect of customer engagement","volume":"20","year":"2021","journal-title":"Journal of Destination Marketing and Management"},{"key":"key2023020201365696500_ref002","doi-asserted-by":"crossref","first-page":"104246","DOI":"10.1016\/j.ijmedinf.2020.104246","article-title":"The benefits and threats of blockchain technology in healthcare: a scoping review","volume":"142","year":"2020","journal-title":"International Journal of Medical Informatics"},{"key":"key2023020201365696500_ref003","doi-asserted-by":"crossref","first-page":"101901","DOI":"10.1016\/j.jretconser.2019.101901","article-title":"Examining the antecedents and consequences of perceived shopping value through smart retail technology","volume":"52","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"7","key":"key2023020201365696500_ref004","doi-asserted-by":"crossref","first-page":"43","DOI":"10.14257\/ijunesst.2016.9.7.05","article-title":"Impact of store atmosphere on impulse buying behaviour: moderating effect of demographic variables","volume":"9","year":"2016","journal-title":"International Journal of U-And E-Service, Science and Technology"},{"issue":"2","key":"key2023020201365696500_ref005","doi-asserted-by":"crossref","first-page":"86","DOI":"10.1016\/j.jretconser.2013.11.004","article-title":"A meta-analysis of consumer impulse buying","volume":"21","year":"2014","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2023020201365696500_ref006","article-title":"Digital media trends: the future of movies","year":"2020","journal-title":"Deloitte Insights"},{"issue":"7","key":"key2023020201365696500_ref007","first-page":"762","article-title":"Webrooming behaviour: a conceptual framework","volume":"45","year":"2017","journal-title":"International Journal of Retail and Distribution Management"},{"key":"key2023020201365696500_ref008","doi-asserted-by":"crossref","first-page":"101947","DOI":"10.1016\/j.jretconser.2019.101947","article-title":"Explicating the privacy paradox: a qualitative inquiry of online shopping consumers","volume":"52","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2023020201365696500_ref009","doi-asserted-by":"crossref","first-page":"102532","DOI":"10.1016\/j.jretconser.2021.102532","article-title":"Immediate or delayed! 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