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TopWhile e-commerce has been widely considered as the buying and selling of products and services over the internet through desktops, computers, and laptops (Singh & Srivastava, 2019), m-commerce has been attributed to the collection of location-based commercial services that are delivered by internet-enabled handheld devices such as smartphones, tablets, and palmtop devices (Duhan & Singh, 2019). In many studies, m-commerce has been considered as an extended form of e-commerce (Tomer, 2019; Niranjanamurthy et al., 2013; Ngai & Gunasekaran, 2007; Varshney & Vetter, 2002; Wei et al., 2009). In these works, m-commerce is comparable to e-commerce, except for the transactions which are conducted wirelessly using a mobile device (Lee & Benbasat, 2004). According to this conception, m-commerce is the extended form of e-commerce that involves more innovative technology (Tomer, 2019) or as e-commerce on mobile phones (Sunil Shukra et al., 2019). Feng et al., (2006) argued that m-commerce is much more than merely being an extension of e-commerce. According to them, classifying m-commerce as an extension of e-commerce is too narrow as it is solely based on the network medium and device. They believed that m-commerce has different interactions with users, usage patterns, and value chain, thus offering business models that are not available to e-commerce. M-commerce extends not only the benefits of the Web but also allows for unique services and additional benefits when compared to traditional e-commerce applications (Mahatanankoon et al., 2005). Thus, providers must develop truly unique and compelling services rather than replicating current e-commerce models (Clarke III, 2001). M-commerce applications have their unique features: mobile communication, personal touch, location-related, and time-critical services (Zhang & Yuan, 2002). People will not shop with their phones in the same way they shop with PCs. Many researchers stated that m-commerce has distinctive attributes that provide consumers with values unavailable in conventional wired e-commerce, including ubiquity, personalization, localization, and convenience (Shrivastava et al., 2019; Clarke III, 2001). Furthermore, in contrast to e-commerce, m-commerce has revolutionized consumers’ self-perceptions by empowering them to voice their beliefs and preferences continuously and instantaneously (Lin et al., 2014). M-commerce should not be regarded as mobile e-commerce or an extension of Internet-based e-commerce (Bath, 2019; Zhang & Yuan, 2002). It has set new parameters and designed a path for marketing revolution in the future as “a new dimension in the era of new-age marketing” (Bath, 2019, p. 101).