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This study aims to examine the factors that influence purchase intention in live streaming e-commerce among Malaysian university students. It explores background characteristics, shopping behaviours, and live stream feat...

Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skinc...

Background: Social media influencers (SMIs) are critical information sources for beauty and personal care product purchases, yet limited research exists on their effectiveness in emerging markets like South Africa. Exis...

This study examines the role of influencers in digital marketing, focusing on Generation Z, who are highly responsive to social media content and trust-based interactions. Dr. Tirta, a credible doctor and sports figure, ...

Eco-labeling and Environmental, Social, and Governance (ESG) practices are increasingly promoted in the global forestry sector to encourage sustainable consumption. However, limited research has examined how consumers' a...

Brand equity has a profound impact on the pricing and sales of consumer products and services. Inspired by existing literature on customer-based brand equity in various domains, this study examines brand awareness (a dim...

The global market structure has undergone significant transformations due to the widespread integration of information technology. As a result, electronic commerce has emerged, propelled by technological advancements, an...

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the resear...

The effects of Micro-Celebrity Endorsements (MCE) and three multidimensional Care Motivations [World Care (WC), Self Care (SC), and Ecological Welfare (EW)] on Attitude Towards Sustainable Consumption (ATSC) and Purchase...

As global interest in sustainability and circular economy models intensifies, understanding consumer behaviour toward refurbished products becomes increasingly important—particularly in emerging markets like India. Thi...

Abstract This study examined how chicken breed affects consumer behavior. The breeds evaluated were a Korean native chicken (KNC) and a commercial broiler (CB). Consumer behavior was measured by evaluating sensory attrib...

Abstract Consumer’s interest in sustainable livestock farming methods has grown in response to concerns for the environment and animal welfare. The purpose of this study is to examine the different influences of sustai...

In the present era, due to the diffusion of technology, internet usage has increased substantially. As a result, consumers' online purchase intention increased substantially. This study examined the impact of four antece...

Marketing via social media has fast communication and diverse consumers. The research applies the Pleasure-Arousal Dominance (PAD) Model to show the influence of pleasure to explain the influence of stimulation on a pers...

This study synthesizes current research on consumer behavior and purchase intention in the halal food sector by conducted a systematic literature review of 37 articles (2018-2024) from the Scopus database using the PRISM...

The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdep...

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challen...

As sustainability gains prominence in the beverage sector, the need for related product information on the demand side is rising accordingly. Thus, this study examines how biospheric values, greenwashing accusations, and...

Artificial intelligence (AI) assists e-commerce users in making transaction decisions through voice, image search, and recommendation features thereby improving shopping efficiency. AI has transformed consumer experience...

Background: Despite growing environmental awareness, significant gaps persist between environmentally sustainable consumption intentions and behaviors. Most research examines barriers to environmentally sustainable consu...

The diverse behavioral patterns of consumers for purchasing products motivate the necessity for implementing tailored marketing strategies to foster sustainable business development. This research work proposes a hybrid ...

Artificial intelligence (AI) is transforming how consumers in credence-based markets search for, interpret, and trust product information. In the wine sector, where authenticity and quality depend on symbolic and experie...

PurposeThis article examines the impact of banks’ corporate social responsibility communication through social media (CSR-S), electronic word of mouth (eWOM), and brand reputation on consumer behavior during the COVID-...