Purchase Intention

Contemporary fashion consumption is deeply intertwined with digital tools, spanning from pre-purchase browsing to post-purchase sharing on social media. This paper delves into the expanding realm of digital fashion, particularly focusing on the consumption motivations behind digital fashion end products. Despite their contrast with tangible clothing, digital fashion end products have garnered significant interest, especially during the COVID-19 pandemic. However, consumer adoption of digital fashion remains underexplored. This study focuses on the consumption of digital fashion end products, such as NFT fashion, videogame skins, AR filters, and more, among its consumers and, through a mixed-methods approach including digital ethnography, an online survey, and qualitative interviews, it investigates the profile of the community and culture surrounding digital fashion consumption. The research findings indicate that digital fashion serves as a powerful medium for identity formation and self-expression, echoing the dynamics observed in material fashion but amplified in virtual environments. The avatar or virtual body becomes a sociocultural entity, offering consumers a perceived freedom of expression unconstrained by physical limitations. Furthermore, this study uncovers a hybrid phygital identity, where physical and digital identities co-construct each other, influencing consumption practices and brand affiliations across interconnected digital and phygital universes.

Within a strategic management framework, this study investigated the mediating roles of customer engagement and brand awareness in the relationship between content marketing and purchase intentions in Egypt's beauty sector. Data was collected through an online survey (n = 374), and structural equation modeling was employed to test the hypotheses. The findings revealed that strategically designed content marketing significantly enhances customer engagement, which, in turn, elevates brand awareness through targeted relationship management. Positioned as a critical strategic asset, brand awareness demonstrates a strong positive effect on purchase intentions. However, the direct link between content marketing and purchase intentions is not supported, underscoring the necessity of intermediate strategic variables. Partial mediation is observed for customer engagement (as a strategic mediator) in the content marketing/brand awareness relationship and for brand awareness in the customer engagement/purchase intentions pathway. Notably, a full mediation effect emerges through the strategic integration of customer engagement and brand awareness, highlighting the interconnectedness of these constructs in driving consumer behavior. These findings emphasize the importance of strategic alignment between content marketing, customer engagement initiatives, and brand equity management to optimize purchase intentions in the competitive beauty products market. The research provides actionable insights for beauty brands to leverage management practices that prioritize engagement-driven content and brand visibility, thereby fostering sustainable competitive advantage in dynamic markets.

Purpose: The aim of this study was to highlight the importance of virtual influencer marketing in innovative corporate communications and how virtual influencers can be used in marketing strategies. It also describes how they can be used in countries to promote tourist visits. Design/Methodology/Approach: The study used a systematic literature review based on the Scopus database. Google scholar, Academia.edu and Research Gate databases were used to complement the study. In order to diagnose the use of VIs in the tourism industry, an analysis of related websites was carried out. Findings: Virtual Influencer Marketing can be an effective and cost-efficient marketing tool that can be used in all types of organisations, both profit and non-profit, but it requires strategic planning. The effectiveness of influencers comes from the skilful application of social psychological theories, Social Proof, Authority, Halo Effect, Liking and Sympathy and the Two-Step Knowledge Flow Theory. Practical Implications: Virtual influencers have become the link between marketing activities in the real world and those in the digital world. With the help of advanced AI, CGI and LLM technologies, companies can use avatars as a more cost-effective, brand-safe and innovative alternative to human influencers. Attention to ethical issues and consumer safety should increase with the growing popularity of virtual influencers as a marketing communications tool.

Background: Herbal medicines, derived from natural ingredients without chemical synthesis, form the foundation of various traditional healthcare systems in India. With the growing incidence of chronic diseases, antibiotic resistance, and side effects of synthetic drugs, there is an increased global shift towards natural and holistic treatment options. This has renewed interest in herbal medicine, especially in countries with a strong tradition in its use, like India. Methods: The present study adopted a quantitative research approach to examine consumer perceptions and purchasing behavior toward herbal medicines. A structured questionnaire was used to collect data from 250 respondents in Hyderabad, India. Statistical techniques such as descriptive statistics, factor analysis, correlation, and multiple regression were employed to analyze the data. Results: The findings revealed that factors such as health and safety, effectiveness and reliability, trust and brand perception, and environmental and ethical considerations significantly influence consumers' purchase intentions and their likelihood to recommend herbal medicines. In contrast, economic and availability and cultural and social factors did not show any significant influence on purchase behavior. Conclusions: The study concludes that the growing preference for herbal medicines is largely driven by perceived health benefits, trust in product quality, and ethical concerns. These insights may help marketers and policymakers design more effective awareness and distribution strategies to promote the adoption of herbal products.

This study investigates the impact of internal organizational factors on innovation and performance outcomes among small and medium-sized enterprises (SMEs) in Indonesia. Adopting a quantitative approach, data were collected from 156 SMEs across diverse sectors using structured questionnaires. The data were analysed through Structural Equation Modelling with the Partial Least Squares (SEM-PLS) technique. The findings demonstrate that digital capabilities, dynamic capabilities, and strategic entrepreneurial behaviour positively and significantly influence business model innovation, which subsequently has a substantial impact on business performance. Furthermore, business model innovation serves as a mediating variable that bridges the influence of these three organizational capabilities on overall performance. The results offer valuable practical implications for SME stakeholders to prioritize digital transformation and innovation strategies, while also contributing theoretically to the literature on strategic management and business model innovation.

Influencer marketing has evolved from a hobby into a key business strategy, as companies increasingly collaborate with influencers to promote their products. This shift is especially impactful for Generation Z, who rely heavily on social media to discover and follow the latest fashion and lifestyle trends. This study examines how YouTubers' influencer marketing impacts the credibility of information and influences purchasing decisions for cosmetic brands. Using a descriptive study design, 385 digitally active Gen Z participants were selected through snowball sampling, highlighting their significant role in shaping consumer trends. The study utilised Confirmatory Factor Analysis (CFA) to assess reliability and validity, while hypotheses were tested using Structural Equation Modelling (SEM). The study found that source-related factors like expertise (β= 0.216), trustworthiness (β=0.678), likability (β=0.287), and homophily (β=0.298) positively and significantly influence perceived information credibility. However, platform factors like social advocacy and interactivity had no significant impact, while argument quality negatively influenced information quality. Ultimately, perceived information credibility significantly influences purchase intentions (β=0.564) for beauty products among Generation Z women in India. The study's results are in partial agreement with previous research, shedding light on how Generation Z women engage with social media content when seeking recommendations for beauty products.

This research looks for the effects of false marketing, brand hate and Word of Mouth (WOM) on express laundry in Denpasar City. This Research used a quantitative methodology with simple random sampling methods with data collected using Google Forms as a questionnaire tool for Denpasar people. The data processed via PLS-SEM showed that 2 hypotheses were accepted with p-values scored 0,000 for H1 and 0,016 for H2. However, the H3 was not accepted with a p-value score 0,060. It meant there were effects of False Marketing on Brand Hate and Brand Hate on WOM. However, it showed no effect between False Marketing and WOM

This paper investigates social media usage, focusing on the association between the influencer’s credibility and purchase intention. Building on the theory of source credibility and involvement inventory, a mediating effect research framework is proposed and evidenced. To test our proposed framework, data were collected via on-line survey and analysed by using partial least squares structural equation modelling (PLS-SEM). Drawn from 254 Thai social media users, our study suggests that credibility has a significant association with cognitive and affective responses as well as with normative and informative social influences. Upon which credibility has the most influence on affective response. To this end, our data indicate that social media followers increase their purchase intention through cognitive response. Nevertheless, social influences do not seem to have an inter-relationship with personal responses and do not strengthen the relationship between responses and purchase intenti...

In recent years, influencer marketing has emerged as a powerful tool in shaping consumer perceptions and driving purchasing behaviour. This study investigates the impact of influencer marketing on consumer buying intentions, particularly within the context of social media platforms such as Instagram, YouTube, and TikTok. By examining consumer interactions with influencers and their influence on brand awareness, trust, and purchase decisions, this research aims to provide insights into the effectiveness of influencer marketing strategies. A primary survey was conducted among a sample of social media users to measure the relationship between influencer endorsements and consumer purchasing intentions. The study analyses key factors such as credibility, engagement, and perceived authenticity of influencers, and their role in driving consumer decisions. The findings highlight the significant role influencers play in shaping brand perception and influencing consumer behaviour. This research provides valuable insights for marketers seeking to optimize influencer partnerships and tailor marketing strategies to meet the expectations and preferences of modern consumers.

tahap sederhana kerana e-masjid yang sedia ada masih belum dapat lagi menarik penyertaan yang ramai sedangkan kadar tembus internet di Malaysia agak tinggi iaitu 16.9 juta orang pada tahun 2010. Untuk menambahkan lagi kadar tembus ke e-masjid, ia perlu dibangunkan sesuai dengan kehendak pengguna di samping meraikan juga kekangan dari pihak e-masjid sendiri. Kajian ini menggunakan konsep nilai guna iaitu konsep yang mengkaji selera pengguna terhadap sesuatu barangan dan perkhidmatan. Kajian ini menumpukan kepada penilaian terhadap laman web empat buah masjid utama dalam Malaysia di kawasan bandar-bandar besar seperti Masjid Wilayah, Masjid Negeri Shah Alam, Masjid Negara dan Masjid Putra, Putrajaya. Kajian ini juga mengenal pasti selera pengguna dalam mengakses laman web masjid. Kaedah tinjauan (survey) telah digunakan dalam kajian ini menggunakan dua metode mendapatkan data iaitu soal selidik dan temu bual. Hasil tinjauan awal mendapati bahawa domain nilai tambah e-masjid yang merangkumi tazkirah, mutiara kata dan carian hal keagamaan menjadi sebab utama tarikan pengunjung terhadap laman web masjid.

Digitalization has not only changed the way of doing business but has also affected people's lifestyles. Consumers spend a considerable amount of time on social media applications. Businesses, which have to carry their activities to every environment where the consumer exists, are actively involved in e social media. In this study, qualitative analysis * Bu çalışama, Eylül 2022'de Beykoz Üniversitesi Lisansüstü Programlar Enstitüsü, Uluslararası Ticaret ve Lojistik Bilim Dalında hazırlana Yüksek Lisans tezinden türetilmiştir.

This study analyses the impact of social media marketing activities (SMMAs) on customer behaviour in German tax advisory firms. The SO -R model is used to examine the influence of four SMMA dimensions-customization, entertainment, interaction, and trendiness-on perceived value (PV) and the resulting behavioural intentions (purchase intention, willingness to pay a premium, e-WoM). Following an online survey in January 2025 with 390 valid participants, the model was tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that social media marketing activities do not directly influence user behaviour. Instead, PV acts as the main mediator: as the perceived usefulness of the content increases, the purchase intention, willingness to pay, and willingness to recommend increase. Customisation and interaction have a positive influence on PV, while trendiness and e-WoM are less important. The significant explanatory power of the model (R² for PV = 0.649) confirms the importance of customised, interactive content for the digital communication of tax firms. The study offers both theoretical and practical insights. It adds a knowledge-based service to SMMA research and provides clear recommendations for the strategic use of social media in tax consulting. It also provides evidence of a suppression effect, where the positive influence of PV offsets negative immediate effects. Research shows that strategically important and benefit-focused content is crucial for the success of social media marketing in tax consultancy. The key conclusion is that social media, when used to deliver credible, user-centered value, becomes a powerful tool for trust-building, differentiation, and strategic client development in professional service firms.

This meta-analysis investigates the determinants of individuals' intention to adopt solar energy by synthesizing findings from 16 empirical studies across diverse contexts. Using a random-effects model, pooled effect sizes were calculated for five commonly examined predictors: attitude, subjective norms (SN), perceived behavioral control (PBC), cost, and environmental concern (EC). The results show that attitude, SN, and PBC are significant and consistent predictors of adoption intention, underscoring the importance of positive evaluations, social influence, and perceived capability. By contrast, cost and EC were positively associated but did not demonstrate significant effects. These findings highlight that adoption intentions are primarily shaped by psychological and social drivers rather than purely economic or ecological considerations. The study offers theoretical support for the Theory of Planned Behavior (TPB) and provides practical guidance for policymakers and practitioners seeking to promote solar adoption through strategies that strengthen attitudes, enhance self-efficacy, and leverage social influence.

Purpose “Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic circuits and software that make them capable of detecting, collecting and transmitting data and information. This paper aims to examine the influence of the attributes of “internet of things” products in the functional and emotional experience of purchase intention. Design/methodology/approach The study used a model adapted from Yaping et al. (2014), with adjustment for the constructs “emotional experience”, “functional experience” and “purchase intention”. The survey consisted of a sample of 747 valid questionnaires regarding users of “internet of things” products, through a structured questionnaire with 36 assertions, which were answered based on the Likert scale. The quantitative research approach followed an exploratory descriptive phase followed by the application of structural equation modeling. Findings Re...

This research has the objective to examine the direct impact of marketing content on brand awareness, the influence of brand awareness on purchasing decisions, the direct impact of marketing content on purchasing decisions, as well as the impact of marketing content on brand awareness and its subsequent effect on purchasing decisions. The research employs a descriptive quantitative research method with a sample size of 88 respondents. The outcomes indicate that marketing content significantly influences brand awareness, brand awareness directly affects purchasing decisions, and marketing content also directly affects purchasing decisions. Moreover, marketing content exerts a direct influence on brand awareness and subsequently affects purchasing decisions. The R-square value for the brand awareness variable demonstrates that content marketing accounts for 33.9% of the variance, suggesting the possibility of additional variables in future research.

Food science is emerging in a fast way with collaboration of nanotechnology. The food market demands technologies, which are essential to keep market leadership in the food processing industry to produce fresh authentic, convenient and flavorful food products and nanotechnology is the answer to it. With the fast technological evaluation, nanotechnology keeps a leadership role and largely contributes to the food industry in different aspects. Nanotechnology is transforming food science by introducing ground-breaking solutions that improve food safety, quality, and sustainability. This study examines the cutting-edge uses of nanotechnology in food systems, with an emphasis on nutrition delivery, packaging innovation, contaminant detection, and agricultural breakthroughs. The application of nano-encapsulation enables the controlled release of bioactive compounds, improving the stability, bioavailability, and targeted delivery of essential nutrients, antioxidants, and probiotics. This advancement is particularly beneficial in fortifying functional foods and beverages without compromising sensory attributes. Additionally, nanostructured emulsions and liposomes have revolutionized fat replacement strategies, enabling healthier formulations with improved texture and stability. This report finishes by outlining possible future uses for nanotechnology, establishing it as a cornerstone of modern food systems. Nanotechnology has prospective revolution in food industry by design of nutrient delivery system to produce nano-formulated agrochemicals, enrich nutritional values and generation of novel products through bioactive encapsulation. It has been used in innovative development of biosensors for detection of pathogens and chemical contaminants. Beyond safety and quality, nano engineered food structures contribute to superior food processing techniques by enhancing emulsification, gelling properties, and controlled moisture retention. These innovations ensure improved texture, flavor retention, and prolonged stability across a range of food products. This new technology also raises a serious concern about toxicological aspects of nanoparticles in food, with emphasis on the risk assessment and safety issues. Also, it reflects the urgent need for regulatory framework capable of managing any risks associated with implementation of nanoparticles in food technology. Different applications of nanoparticles in food industry are explained in brief which makes a path to nanotechnology, am emerging field in food industry.

This study investigates the impact of perceived social presence on online purchase intention, focusing on the mediating roles of perceived safety, perceived risk, and trust. The theoretical foundation integrates the social presence theory, the theory of cognition, the rational action theory, and the technology acceptance model. A mixed-method approach was adopted, with qualitative research refining measurement scales and quantitative research validating the model through linear structural analysis of survey data from 239 online shoppers. The findings reveal that perceived social presence significantly influences purchase intention, with safety, risk, and trust playing confirmed mediating roles. The results underscore the importance of enhancing perceived social presence, safety, and risk management in online stores to foster trust and drive purchase intentions.

Kemajuan teknologi yang semakin berkembang pesat khususnya internet mempengaruhi berbagai aspek dalam kehidupan masyarakat di Indonesia. Peningkatan pengguna internet yang cukup pesat memberikan pengaruh pada pertumbuhan pada bidang bisnis yaitu bisnis online atau dikenal dengan sebutan e-commerce. Salah satu e-commerce terpopuler di Indonesia adalah Shopee. Berdasarkan hasil observasi didapatkan didapatkan permasalahanpermasalahan yang berkaitan dengan e-service quality yang diasumsikan dapat mempengaruhi customer satisfaction pengguna aplikasi Shopee. Tujuan dalam penelitian ini adalah mengetahui tanggapan dan pengaruh dari e-service quality terhadap customer satisfaction aplikasi Shopee. Dalam penelitian ini untuk mencapai tujuan penelitian menggunakan teori e-service quality dari Tjiptono dan Chandra (2016) dan customer satisfaction dari Tjiptono (2014) dengan masingmasing dimensinya diukur dengan 20 item indikator pernyataan dan dianalisis menggunakan teknik analisis regresi linier sederhana. Penelitian ini menggunakan metode deskriptif dengan pendekatan kuantitatif. Teknik pengumpulan data menggunakan kuesioner dengan 16 indikator pernyataan pada variabel e-service quality dan 4 indikator pernyataan pada variabel customer satisfaction menggunakan skala likert dan data sekunder yang berasal dari buku, jurnal, hasil penelitian, artikel internet yang relevan dengan penelitian ini. Berdasarkan hasil analisis deskriptif, variabel e-service quality berada pada kategori baik dengan persentase 75,7% dan variabel customer satisfaction berada pada kategori baik dengan persentase 73%. Berdasarkan hasil pengolahan data didapatkan bahwa e-service quality berpengaruh terhadap customer satisfaction dengan memberikan pengaruh sebesar 77,6%. Berdasarkan hasil tersebut, perusahaan Shopee dapat lebih memperhatikan dan melakukan evaluasi berdasarkan permasalahan aplikasi Shopee sehingga apabila semakin baik e-service quality akan meningkatkan customer satisfaction pada aplikasi Shopee.

The uncertain stand in terms of product and service quality invites customers to get the advantage of other customers' experiences in order to make a purchase decision. It has been discussed that word-of-mouth (WOM) influences consumer purchase behavior and it could create a robust tie like relatives and could also tie as close friends, acquaintances, and strangers. This paper intends to define the concepts of WOM and customer equity and study the terminology of current purchase intention, customer loyalty and correlates to consumer decision making. The data were collected utilizing selfadministrated questionnaires. The results are obtained using Smart PLS 2.0, then using the bootstrap algorithm the tstatistics are analyzed. The results indicate that customer equity drivers increase the customer loyalty and consequently ends in WOM by the customers. Despite the literature which has investigated the influence of customer equity drivers on the loyalty and purchase intention of the customers, this study contributes the analysis of drivers on WOM. Also, it reveals that if a firm invests in the customer equity drivers, the result will be loyalty and accordingly, the easiest way of advertisement that would be WOM. This study only focuses on a unique industry that can impact the generalizability of the contexts. Also, it relates only to the positive WOM effects. Future studies could strengthen the literature by taking in negative WOM with a broader population.

Sosyal bilimlerin toplumsal değişimlerden, diğer bilimlere göre daha fazla etkilenmesi, bu alanda daha fazla ve daha titiz çalışmaların yapılmasına neden olmuştur. İnsanın fizyolojik ve davranışsal değişimi, sosyal bilimlere dâhil olan tüm disiplinlerin zaman içerisinde kendini yenilmesine ve değiştirmesine sebep olmuştur. Bu bağlamda kişisel ve toplumsal değişimleri sürekli takip etmek, bu değişimler üzerinde analizler yapmak ve bu analizlere dayanarak yorumlarda bulunup, bilimsel çerçevede değişimlere anlam katmak sosyal bilim araştırmalarının temelini oluşturmuştur. İnsandaki ve toplumdaki bu değişimlerin ölçümünü ve analizini yapmak ve matematiksel veriler ışığında bunlara birer anlam katmak her ne kadar zor gibi görünse de, bilime ve insanlığa faydalı bir şeyler sunmanın vermiş olduğu haz, yapılan tüm çabalara bir anlam katmaktadır. Bu bağlamda bu çalışmada harcanan zaman, sarf edilen çaba ve akıtılan terin, bilim ve insanlık adına bir fayda sağlamanın vermiş olduğu mutluluk ve gurura dönüşmesi, belki de yapılan çalışmaya en büyük anlamı katmaktadır. Yaşamış oldukları mağduriyet sonucunda hakkını hukuk önünde arayan tüm tüketicilere şükranlarımı sunarım. Aynı zamanda, yüksek lisans eğitimim sürecinde benden hiçbir desteğini eksik etmeyen sevgili arkadaşlarıma, gerek tez dönemimde gerekse ders dönemimde engin bilgilerini benimle paylaşan ve bana yardımcı olan değerli danışman hocam Dr. Öğr. Üyesi Duygu Fırat'a teşekkürü borç bilirim.

and Since Jan .2013 till now I am full time assistant professor (Department of Economics ,October University for modern sciences and arts(MSA) FACULTY OF Management Sciences , Mainly Enviromental , Ecological economics is the field of my study and passion. One of my research interests is how to mitigate and /or Stop the negatiye effects of human life on environmental resources .I am also interested in the Economics of development and its applications .)**(Mai Mohammed Yasser Mohammed: Phd holder , Economics .Instructor , Faculty of management sciences , October University for modern sciences and arts , Specialized in economic development , economic growth and knowledge economics .

In an era marked by increasing environmental awareness and
regulatory pressure, corporations are under growing scrutiny to
demonstrate sustainable business practices. However, the
widespread emergence of “greenwashing”—where companies
misrepresent or exaggerate their environmental efforts—poses a
significant threat to ethical governance and informed consumer
choice. This conceptual review investigates the evolving discourse
on greenwashing, beginning with its definitions, typologies, and
connections to broader issues like corporate hypocrisy and
symbolic decoupling. Anchored in the Indian context, the paper
critically analyzes a series of recent and illustrative case studies,
including the Gensol–BluSmart financial controversy, misleading
eco-labelling in the FMCG sector, and textile industry practices
straddling the line between sustainability and craftwashing. It
further evaluates India's emerging legal landscape, particularly the
2024 Guidelines for the Prevention and Regulation of
Greenwashing, and assesses the challenges of enforcement. By
combining theoretical exploration with sector-specific insights, this
study provides a grounded understanding of the mechanisms, risks,
and regulatory responses to greenwashing in India. It concludes
with reflections on systemic gaps and suggests concrete directions
for future research, aiming to support the development of a
transparent, accountable, and truly sustainable corporate
environment.

Artificial Intelligence (AI) is already a part of the technological tools that are revolutionising the world of e-commerce and changing the experiences of consumers in a new way of personalization. Online experiences are increasingly shaping the products and adverts presented to each user, productions, with the assistance of machine learning algorithms, recommender engines, and anticipatory analytics. Despite raising the sense of convenience and being more relevant, personalization through AI raises the notion of privacy and transparency and biased algorithms, and thus, consumer trust. The following paper is a case study discussing the interaction of the AI-based personalisation, perception, and purchase judgment by consumers in e-commerce. The mixed-method research design is applied because the study involved both quantitative surveys combined with a structural equation modeling and qualitative interviews, thus identifying the level of effects of personalization complexity on consumer trust, consumer perceived value, and particular willingness to buy. The findings indicate that personalization has a positive relation with the buying intention when the consumer trust dominates, and, in contrast, over-personalization creates the discommodity of the apartment, lowering the magnitude of the acceptance. The scholarly community and practice in the industry can be potential beneficiaries of this paper, owing to a bit of insight that could be offered to the scholarly community, so that they could reach a compromise in the process of customization and ethics. Within competitive digital business markets, the study topic focuses on the ability of explainable AI systems to keep consumers confident and even to gain loyalty in the long term.
Keywords:
#ArtificialIntelligence #MachineLearning #ECommerce #AIPersonalization #ConsumerTrust #PurchaseDecision #RecommendationSystems #OnlineShopping #DigitalMarketing #CustomerExperience #DataPrivacy #AlgorithmBias #EthicalAI #PersonalizationPrivacyParadox #DigitalEconomy

With the change in the communication pattern, end-users are engaging in creating content and referring to the content created by other users while making purchase decisions. This research aims at modelling factors affecting consumers' usage intention (UI) towards user-generated content (UGC) using Need for Cognition (NfC) as a moderator of the proposed relationships. The factors affecting consumers' UI involve perceived usefulness (PU), source credibility (SC), information quality (IQ) and NfC. Further, a novel attempt has been made by using the neural network approach to assess the predictive accuracy of the model. A structured questionnaire was used to collect data from 298 consumers through a survey. Data were analysed using two-stage structural equation modelling (SEM) and artificial neural network (ANN). All the independent variables viz., PU, SC, IQ and NfC significantly affect attitude towards UGC, which in turn affects UI. Results of multi-group analysis and a series of chi-square difference tests reveal that a NfC significantly moderates the relationship between PU and attitude, as well as that between SC and attitude. The root mean square error values from the neural network analysis suggest that the models show good predictive accuracy. This study provides a novel assessment of the usage of a hybrid SEM-ANN approach for understanding of UGC by incorporating NfC as a moderator in shaping consumers' attitudes and intentions to use UGC.

The objective of this study was to understand and identify the factors affecting customer's purchase intention toward a new Hard Disk Drive (HDD) in Bangkok. The main factors that were studied were the demographic, marketing mix and consumer behavior factors (specifically attitudes toward technology and reference groups). This study employed quantitative research methodology by using a survey questionnaire to collect data from 385 respondents who had purchased or planned to purchase a HDD in Bangkok through either online or offline communication channels. The descriptive and inferential analyses for this study entailed frequency, percentage, mean, standard deviation, t-test, ANOVA and Linear Regression. The study found that the following four factors showed significant positive influences on customers' purchase intention toward HDDs in Bangkok: (1.) product, (2.) place, (3.) attitudes toward technology, and (4.) references group. Conversely, other marketing mix and demographic factors had no influences on the respondents' purchase intentions.

This study aims to analyze the impact of digital business and social media algorithms on the performance of SMEs (Small and Medium Enterprises). The research employs a quantitative approach using a survey method, involving the distribution of questionnaires to respondents, primarily students. The sample was determined through random sampling based on Slovin's formula to ensure population representativeness. Data collection techniques included observation, literature review, and questionnaires. Data analysis was conducted using SPSS, covering validity tests, reliability tests, classical assumption tests, and linear regression analysis. The results indicate that the digital business variable has a significant positive impact on the performance of SMEs, where effective digital marketing strategies contribute to increased productivity and competitiveness. Furthermore, the social media algorithm variable also has a significant positive impact on SME performance. Social media algorithms help SMEs target more specific and relevant markets, enhance customer interactions, and improve the effectiveness of marketing strategies. This study concludes that the implementation of digital business and social media algorithms is a critical factor in improving SME performance. These findings are expected to serve as a reference for SMEs in developing.

Buku ini membahas secara mendalam perkembangan industri kosmetik di Indonesia dan perubahan perilaku konsumen di era digital, dengan fokus khusus pada Generasi Z. Generasi ini dikenal sebagai konsumen digital yang cenderung mengutamakan pengalaman dan rekomendasi pengguna dibanding iklan tradisional. Buku ini mengajak pembaca memahami bagaimana tren perilaku pembelian telah bergeser, serta bagaimana konsumen muda memilih produk kosmetik berdasarkan ulasan, testimoni, dan konten buatan pengguna lain di media sosial.
Selain itu, buku ini mengulas dunia digital sebagai arena baru pemasaran, menekankan pentingnya membangun kepercayaan (trust) di tengah derasnya informasi. Berbagai strategi membangun kepercayaan dan dampaknya terhadap loyalitas konsumen dijelaskan secara rinci, sehingga menjadi panduan praktis bagi pelaku bisnis kosmetik dan pemasar digital. Konsep Electronic Word of Mouth (e-WOM) dan User Generated Content (UGC) menjadi fokus utama pada bab berikutnya. Buku ini menjelaskan definisi, bentuk, dan indikator penting UGC, serta bagaimana konten ini memengaruhi persepsi dan keputusan pembelian konsumen. Berbagai studi kasus review dan testimoni produk skincare di platform digital populer seperti TikTok, Instagram, dan marketplace menunjukkan pengaruh nyata e-WOM terhadap perilaku Gen Z.
Bab terakhir menekankan strategi pemasaran digital yang efektif untuk memperkuat merek kosmetik. Pembaca akan memahami pentingnya konten kreatif, pemanfaatan testimoni dan review, serta peluang bagi startup kosmetik dalam menghadapi persaingan pasar. Secara keseluruhan, buku ini menjadi referensi lengkap bagi akademisi, praktisi pemasaran, dan pengusaha kosmetik yang ingin memahami perilaku konsumen modern dan memanfaatkan ekosistem digital secara optimal.

In the growing digital market, brand loyalty has become a very important strategic goal of companies that want to be sustainable in the long run. Artificial Intelligence (AI), especially machine learning (ML) personalization approaches provide incredible opportunities to increase consumer engagement and stimulate repeat purchases. This work examines how AI based personalization services such as recommendation systems, predictive analytics, sentiment analysis, and dynamic pricing are affecting customer trust, satisfaction, and developing loyalty. The paper discusses how the learnings of consumer behavior theory, digital marketing models and interventions, strategies based on experiences in e-commerce can help create and generate custom experiences that appeal to personalized tastes, by synthesizing information based on the analysis of large amounts of data in the form of ML algorithms. The cause of loyalty has also been discussed in the research with terms relating to psychology of relevant, convenient and the emotional attachment and the challenge of personalization to boost them has been put to test. Meanwhile, issues about the privacy of data, bias algorithms, and consumer suspicions are importantly questioned. The study advances a theoretical model of relationships between the process of AI personalization and the intention of repeat purchase in digital environments with case-grounded findings of global marketplaces. Finally, this contribution points out that AI-enabled personalization is not merely a technological development but also a strategic tool providing sustainable brand loyalty, not only with considerable relevance to marketers and platform designers, but also to policy makers in the digital economy.

This study investigates the influence of social media marketing, affiliate marketing, and e-marketing on consumer purchasing decisions in Bangladesh's real estate sector, highlighting how digital platforms are reshaping buyer behavior in highinvolvement markets. Drawing on quantitative data from 406 respondents in Dhaka, Chattogram, and Sylhet, the research employed a structured questionnaire tested for reliability through Cronbach's Alpha (α = 0.78-0.85) and validity via exploratory factor analysis (KMO = 0.78-0.84; variance explained = 68-75%). Pearson's correlation revealed strong and significant positive relationships between social media (r = 0.71, p < 0.01), e-marketing (r = 0.68, p < 0.01), and affiliate marketing (r = 0.65, p < 0.01) with purchase decisions, while regression analysis confirmed their predictive power, explaining 67% of the variance (R² = 0.67, F = 89.24, p < 0.001). Social media emerged as the strongest predictor (β = 0.41), followed by e-marketing (β = 0.36) and affiliate marketing (β = 0.32), with diagnostic checks confirming no multicollinearity or autocorrelation issues. These findings support all three hypotheses, aligning with international literature on the growing importance of digital channels in real estate, while also revealing contextual differences in Bangladesh, where buyers often follow a hybrid decision-making process by combining digital exploration with in-person property visits. Theoretically, the results affirm relational marketing and electronic word-of-mouth theories, the technology acceptance model, and trust-transfer frameworks, while practically they underscore the need for firms to allocate 40-50% of budgets to social media, invest in immersive e-marketing tools such as 3D tours and AI chatbots, and establish structured affiliate programs with credible local agents and influencers. Policymakers are urged to strengthen trust in digital transactions through regulatory frameworks, promote prop-tech startups via tax incentives and grants, and launch digital literacy programs to protect vulnerable buyers. While the study provides robust insights, limitations include urban sampling bias, reliance on self-reported and cross-sectional data, and the absence of qualitative perspectives.

In an era marked by increasing environmental awareness and regulatory pressure, corporations are under growing scrutiny to demonstrate sustainable business practices. However, the widespread emergence of "greenwashing"-where companies misrepresent or exaggerate their environmental efforts-poses a significant threat to ethical governance and informed consumer choice. This conceptual review investigates the evolving discourse on greenwashing, beginning with its definitions, typologies, and connections to broader issues like corporate hypocrisy and symbolic decoupling. Anchored in the Indian context, the paper critically analyzes a series of recent and illustrative case studies, including the Gensol-BluSmart financial controversy, misleading eco-labelling in the FMCG sector, and textile industry practices straddling the line between sustainability and craftwashing. It further evaluates India's emerging legal landscape, particularly the 2024 Guidelines for the Prevention and Regulation of Greenwashing, and assesses the challenges of enforcement. By combining theoretical exploration with sector-specific insights, this study provides a grounded understanding of the mechanisms, risks, and regulatory responses to greenwashing in India. It concludes with reflections on systemic gaps and suggests concrete directions for future research, aiming to support the development of a transparent, accountable, and truly sustainable corporate environment.

With widespread use of online forms and questionnaires, detection of the user's intent to lie has become increasingly important. In-lab studies have shown that mouse dynamics-information on how the user operates a mouse-can be valuable for automatically and unobtrusively distinguishing between faking and honest intent in personality questionnaires. However, data variability in the wild (e.g., mouse configurations, screen resolutions) could present a barrier for mouse dynamics in naturalistic conditions. Our aim is to design a data-driven faking good detection method operable under naturalistic conditions and evaluate its reliability. We conducted a between-subjects uncontrolled experiment where users' mouse dynamics data was obtained with the BFI-2 personality questionnaire, yielding a sample of 5344 items from 112 participants. The proposed user model characterizes participants' mouse dynamics, serving as input for prediction. Varied machine learning classification models were trained and evaluated to determine the best approach and feature set. XGBoost with LASSO feature selection achieved the highest F1-score of 86.92%, outperforming in a real-world web form and conditions the results achieved by related works utilizing specialized questions in laboratory conditions. Faking good prediction that leverages our user model can therefore be viable for online questionnaires in the wild. Keywords Intent to lie • User modeling • User behavior analysis • Big Five personality traits • Mouse dynamics • Classification B Eduard Kuric

Pemalsuan merupakan isu utama untuk produk dan merek mewah. Penelitian ini bertujuan untuk mengetahui brand recognition, brand categorization dan purchase intention responden pada produk smartphone dan parfum yang didesain atas atribut name dan appearance menggunakan pendekatan semiotika. Variabel name yang di desain menggunakan pendekatan semiotika menghasilkan 3 derajat semiotika yaitu indentical, similar dan different sedangkan variabel appearance menghasilkan 2 derajat semiotika yaitu identical dan different. Penelitian ini menggunakan desain eksperimental. Data yang diperoleh melalui kuesioner yang disebarkan secara online kepada 120 responden yaitu mahasiswa Fakultas Ekonomi dan Bisnis Universitas Airlangga. Hasil jawaban responden direkap dan ditabulasi yang kemudian diuji dengan model penelitian menggunakan metode Two-Way Analysis of Variance (ANOVA). Hasil penelitian menunjukkan bahwa terdapat perbedaan niat beli yang signifikan atas identical, similar dan different product...

The heightened competition in China's beverage industry challenges businesses to maintain market relevance. Industry reports highlight the need for effective brand differentiation, achieved through a distinctive brand personality. While previous research has addressed the link between brand personality and brand loyalty, there is limited insight into how various dimensions of brand loyalty relate to Chinese brand personality structures. This paper addresses two key issues: (1) how dimensions of Chinese brand personality are developed and managed in the beverage industry and (2) the relationships between these dimensions and customer brand loyalty. This study offers valuable insights into the consumer-brand relationship using a quantitative, cross-sectional survey design with data collected through mall intercepts and analyzed via SmartPLS 4.0. Findings indicate that various brand personality components affect customer loyalty differently, providing actionable guidance for brand managers and enriching academic and practical understanding of brand management.

This research focused on the current trends in shopping malls as a basis for future marketing plans and product implementation of the College of Business Management and Accountancy (CBMA) Entrepreneurship students of Laguna State Polytechnic University-Sta. Cruz Campus (LSPU-SCC) were dealth on. The descriptive method of research was used in this study to gather the necessary data and information on the current trends shopping malls as a basis for future marketing plans and product implementation. Input variables on the current trends in shopping malls in terms of building structure, information technology, store zoning, customer service and ambiance. On the marketing plans in shopping malls in terms of price, product, place and promotion. And on the product implementation in terms of awareness, product development, production target and sales. The goal of the researcher is to describe the current trends in shopping malls in relation to marketing plan and product implementation. The Entrepreneurship students of the College of Business Management and Accountancy are the recipients in the implementation of their products.

As computerized commerce proceeds to advance, businesses are compelled to grasp and use these stages to remain competitive in a progressively online-centric commercial center. This study sought to look at user experience and e-loyalty in the e-commerce industry especially as it pertains to jumia company in Lagos State, Nigeria. the research survey method was adopted in this study. The population of the state was infinite hence a sample of 139 respondents was determined using Cochran formula for sample size determination. While the Convenience sample technique was used for this study. Primary Data was collected and analyzed using valid and reliable questionnaire with the Statistical Package for the Social Sciences (SPSS), version 25. The findings of the study indicated structure and navigation has positive significant impact on E-loyalty (p = 0.000 < 0.05, β = 0.978), speed and performance has positive significant impact on e-loyalty (p = 0.000 < 0.05, β = 0.992), The study concluded that ease of use significantly impacts e-loyalty p = 0.000 < 0.05, β = 0.994). The study recommended that management of Jumia should prioritize creating a well-organized structure with intuitive navigation, invest in a robust technology infrastructure to ensure fast load times and high performance, and focus on simplifying the user interface (UI) and making processes easier.

Smartphones are still getting super popular worldwide, and Apple is definitely a brand people look up to, seeing their devices as fancy and desirable. In Ghana, university students are a really important group of buyers. These young tech enthusiasts are getting better and better with tech, and they're starting to have more money to spend. Even though they're interested in cool tech like Apple's, the high price makes it hard for them to actually buy it. this research digs into what makes Ghanaian university students decide to buy Apple stuff. Using some smart thinking from the "Theory of Planned Behavior" and the "Technology Acceptance Model," the study uses a survey to ask 360 students about their thoughts. The answers are then analyzed to see how things like how cool the brand is, how much they care about price, how good they think the product is, what their friends think, and how useful the tech is, all affect their decision to buy. The results show that a strong brand image and good marketing really make students want to buy Apple, while thinking the products are too expensive and not worth the performance actually discourage them. Also, friends' opinions, how useful the tech is for school, if they plan to use it a lot in the future, whether they can fit it into their budget, and if they can pay in installments all make it easier for them to buy. The study basically says that companies selling Apple stuff should focus on making their brand seem prestigious and showing how useful their products are for students' education. They should also offer ways to make it easier for students to afford them. These findings give a good understanding of how people in growing markets think when buying things and offer useful ideas for marketing high-end tech to young people.

Research on purchase intention had showed remarkable work in contributing to the theory of buyer behaviour. However, the impact of brand recall and brand attitude on purchase intention in advergames has not yet been well explored especially in a developing economic country such as Malaysia. Furthermore, the influences of selfbrand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expecting to put more “value added” to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. Also, the antecedents towards brand recall and brand attitude were examined to measure their influences on purchase intention. A total of 350 Malaysian gamers have been interviewed through an online survey for this study. The results showed that self-brand congruity, entertainment and brand placement accep...

This paper presents a case study of four software companies in Denmark developing self-service applications for the same self-service area. This study outlines the process of how the four companies developed their self-service applications and a usability study of the completed software solutions. In this study, we have analysed the customer and end-user involvement and compared these results to the results of the usability evaluations. The main findings show that the usability varied in the four cases, and the ones who had the most customer involvement from case workers showed the highest number of usability problems in the self-service solutions for the citizens. We discuss the user-centred design approaches used, the drawbacks and benefits of customer and user involvement, and case workers acting as citizen representation during the development process of the software.

Previous studies rarely focused on exploring the factors that influence Pakistani customers towards purchase decisions through digital marketing. This research will explore the factors that influence customer purchase decision in the Pakistan consumer market through digital marketing with the help of thematic analysis. This research will significantly drive implications for marketers over customer purchase decision and also helps the policymakers to identify the key factors for their specific products. The explored factors will also indicate customers' behavioural approach of purchasing through digital marketing platforms. A qualitative research strategy has been embraced to lead this research exploration. Semi-structured interviews were conducted and thematic analysis was applied as a tool for this research after transcribing the interview data through NVivo QSR version 10. The themes are comprised of factors obtained during data analysis. The topics comprise Customer impulsivity is increased by digital marketing, price affects customers' buying decisions, the main variables influencing a customer's buying intention are social, psychological, personal, and cultural. Even though social impact influences decision-making in digital marketing, few studies have considered social influence in decision support systems since, until recently, social interaction data was not properly collected in digital marketing databases. Despite this, the clientele for digital marketing is gradually shifting from a transactional to a relationship-based culture.

Existing literature rarely discuss about the factors influencing Bancassurance customer purchase intention via word of mouth. This research will explore the factors influence the purchase intention of Bancassurance customer through word of mouth. The rationale of this research is to drive policy implications for the Bancassurance system during product pitch and customer services and increase volume of Bancassurance customers. This study was conducted using a quantitative methodology. Survey questionnaire are used as an instrument to obtain participants response. The SEM Model mentioned above indicates that all out of six hypotheses, five were supported and one is rejected, which means the critical ratios in both cases should be greater than 1.96 and p-values lower than 0.05. Hence, it was found that WOM is the most important predictor of developing customer purchase intention for Bancassurance product distribution in Pakistan with customer perception, customer intention, customer trust, customer confidence taking second positions. It’s crucial for insurance companies to develop solutions that may satisfy a variety of needs because customers and prospects seek for products that are both worthwhile and affordable. Insurance companies have the chance to develop relationships with their clients through word-of-mouth marketing, which also enables them to produce additional business prospects.

The main endeavor of the present study was to know the relationship between SMS (Short Message Service) advertising and customer purchase intention of value-added services (VAS) of mobile operators. This study was descriptive in nature. The population of the study was the users of mobile phone from two wards of Rajshahi City Corporation were purposively selected. Respondents were selected using convenience sampling method for collecting primary data through a self-administrated questionnaire. 142 completely filled up questionnaires were authentic for the research study. Five factors of SMS advertisement were considered as independent variables to evaluate the respondents' opinion. Study results show that the maximum number of respondents strongly agree that SMS advertising provides current information to them, the company provide actual information through SMS advertisement, SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful but too much advertising is irritating and disturbing. Result also shows that there is a positive significant correlation between the variables and the highest correlation exist annoyingness to SMS advertisement and customer purchase intention of valueadded services of mobile operators (r = .813**, p=.000<0.05).

The integration of artificial intelligence (AI)-powered chatbots into the U.S. banking industry has transformed the way financial institutions engage with customers and deliver services, offering a scalable, intelligent alternative to traditional service channels. This study investigates the strategic role of AI chatbots not only as service automation tools but also as instruments of digital marketing aimed at enhancing customer satisfaction, promoting financial products, and improving operational efficiency. Utilizing a mixed-methods research design, the study combines quantitative data from a structured survey of 400 banking customers with qualitative insights derived from in-depth interviews with 20 banking professionals. Findings indicate that chatbot responsiveness, 24/7 availability, and personalization significantly influence customer satisfaction, with over 72% of users reporting favorable experiences due to fast, accessible service. Chatbots were also shown to be effective in delivering context-aware product recommendations, with 58% of respondents recalling promotional content and 31% acting on these suggestions-demonstrating chatbots' capacity to function as real-time marketing agents. Moreover, operational cost analyses revealed that chatbot deployment led to a 30-35% reduction in call center volume and reduced average service costs per interaction, affirming their value in cost optimization strategies. The study also highlights limitations, including concerns related to data transparency, interpretative accuracy, and trust, especially among older and less digitally adept users. However, institutions that implemented hybrid support models and emphasized data ethics achieved higher levels of customer trust and satisfaction. The research aligns with and extends existing literature by framing chatbots as integral components of customer experience management, digital personalization, and strategic marketing in modern banking. Ultimately, AI chatbots are not only redefining how services are delivered but also reshaping the strategic landscape of customer engagement and brand communication in the competitive and evolving digital financial ecosystem.

Aim/Purpose: Social networking sites (SNS) have become essential platforms not only for socializing, but also for conducting business operations such as buying and selling. Therefore, it is important to examine the factors that influence customers' intention to purchase on these platforms. In the postpandemic period, advancements in technology and the increasing use of social networking sites have led to a surge in shopping on social media platforms. This research study aimed to investigate the determinants of the intention to purchase products and services on SNS during the post-pandemic period. Social media has become an indispensable technology in daily life, with Facebook emerging as a dominant platform for exploring, comparing, buying, and selling products and services anytime, anywhere. Contribution/Impact on Society: Enjoyment was more important than Ease of Use for social media users when shopping online. Social Influence and Word-of-Mouth did not effectively encourage social media users to make purchases on social networking sites. In addition, Trust was not necessary, especially for users with online shopping experience. Sellers on SNS platforms should recognize that customers favor buying products and services on these platforms because of their ease of use and adaptability. These platforms help users discover the products and services that they may need, and customers find the purchasing process straightforward to learn. Online retailers should develop a simple and transparent purchasing process, making product details, price comparisons, order placement, payment options, and shipping methods easily accessible and user-friendly. This study's findings indicate that Perceived Enjoyment influenced purchase intention more than Perceived Ease of Use. Therefore, e-retailers should prioritize creating engaging and enjoyable content rather than focusing solely on simplifying the purchasing process. Recommendations: This research study should be replicated on other social networking sites, such as TikTok, X (formerly known as Twitter), and Instagram, with additional factors and a larger sample size. Conducting similar research in different regions, cultures, and circumstances is also recommended. Moreover, this study was carried out solely in Myanmar, indicating that the research model used may not be applicable to other countries, as online shopping behaviors may vary considerably across different social media platforms. Research Limitations: A primary limitation of this study was its focus on only five factors as antecedents of the intention to purchase products and services through SNS platforms. This study excluded other potential constructs that may influence purchasing intentions. Furthermore, all respondents were Facebook users with previous online shopping experience, which may not reflect the behavior of users on other SNS platforms. Although the sample of Facebook users was relevant given their prevalence in Myanmar's social media scene, the findings were limited by concerns about representativeness. Future Research: The current research model could be extended with additional constructs, and a longitudinal study could be conducted since users' behavior changes over time. Similar research studies should be conducted in other contexts such as mobile commerce, e-commerce, and online commerce.

The title and author names are listed here as they will appear in your paper and the Table of Contents. Please check that this information is correct and let us know if any changes are needed. Also check that affiliations, funding information and conflict of interest statements are correct. Please review your paper as a whole for typos and essential corrections. Note that we cannot accept a revised manuscript at this stage of production or major corrections, which would require Editorial review and delay publication. AUTHOR QUERIES Q1 Please provide the highest degree, degree-granting institution, and current academic position for each author.

This study examined how consumption value theory, religious knowledge, website quality, and e-satisfaction influence consumers' online organic food purchasing behavior. This study collected 989 data points from Bangladeshi online organic food consumers using convenience sampling and analyzed them using SPSS and PLS 4.0-SEM. The results indicate that apart from epistemic value all other consumption values, such as functional, emotional, social and conditional influence online organic food purchases through the mediating effect of religious knowledge, website quality and e-satisfaction. Consumption value is an emerging theory in organic food purchasing research, a new phenomenon in this context. The current study makes a groundbreaking contribution to theory development and contextualization. Consumption value theory has been studied in organic food purchase research predominantly in developed nations. By investigating the theory in the context of online organic food purchasing behavior in Bangladesh, this study validates its generalizability and adds to the existing body of knowledge. In addition, the mediating role of religious knowledge in the relationship between organic food purchasing intention and purchasing decision online has been given little attention by the previous literature. The study proposes several strategies for organic food marketers that would stimulate consumers' values and relevant context, encouraging them to buy more organic food online, and thus increase the development and profit of online organic food businesses, which is extremely important toward creating a healthy nation.

Based on the theory of planned behaviour and cognitive dissonance, this research investigates how consumers’ consciousness of the attributes of organic fish impacts the number of opportunities to purchase such fish at a safe social distance and how the consciousness of verbal recommendations affect the relationship between the consciousness of necessary social distance to safely buy organic fish and consumers’ intention to purchase the fish. Applying these two theories and adding a new variable—social-distance purchasing—into the model, the research contributes significantly to current literature. Using a stratified random sampling, this research collected 320 data points from high, upper-middle and middle-income consumers that have been analysed through Amos Graphics and PROCESS macro in SPSS for the structural equation modelling. The findings of the research provide valuable insights to reduce the infection from COVID-19 as well as enhances the external validity and generalisability of the consumers’ organic-food purchasing behaviour research.