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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...

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...

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...

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 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...

BackgroundAI anchors are increasingly deployed in live-streaming commerce, raising the question of whether they can substitute for human anchors. Prior studies have documented differences in consumer responses to these a...

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework t...

IntroductionThis study investigates the cognitive judgment justification mechanism underlying consumer purchase intention formation in AI-based information environments, particularly within the experience-good context of...

This study aims to systematically examine the role of influencer marketing in building consumer trust within the context of digital marketing. The rapid growth of social media has transformed marketing strategies, positi...

Abstract Food adulteration, an intentional and criminal act of altering food products for economic gain, is becoming one of the prevalent issues affecting consumers in Jimma town. As spotlighted by media reports and subj...