Niha Sheikh

When engagement becomes numbness: how hedonic content design shapes digital brand engagement in subscription platforms

Pleasure-driven design is increasingly applied across over-the-top (OTT) media platforms that deliver video content without traditional cable, featuring auto-play, personalised recommendations, and easy-to-use interfaces. This study examines the effect of pleasure-driven design o...

Behavioral and cognitive determinants of digital investment app usage among young investors

Diversifying financial innovation and understanding investors’ behavioral plasticity and cognition are crucial for financial institutions and app developers. In light of this, the study aimed to identify the primary behavioral drivers of digital investment application use among y...