This research explores the behaviors of Generation Z consumers in China, particularly focusing on their interaction with companies through social media for the joint creation of value. Adopting a qualitative methodology, the research initially constructs a scale for assessing co-creation of value on social media platforms. Subsequently, it delves into the motivational aspects of users' engagement in these co-creative activities. The study unveils a range of utilitarian and hedonic motivations that drive Generation Z's value co-creation actions on social media. Insights derived from the findings offer both theoretical and practical implications for the field.

This paper addresses the conceptual exploration of various issues that form an integral part of the ethical dimensions surrounding the use of artificial intelligence (AI) in the field of marketing. We critically review some of the main ethical challenges AI poses to humanity: privacy, data security, bias, transparency, and accountability. Therefore, we will discuss the delicate balance between exploiting the transformation potential of AI for personally designed marketing strategies and ethical imperatives to safeguard the rights of consumers to retain trust. Then, the present regulatory landscape responding to these ethical challenges will be assessed by building on effective regulation, like the GDPR, existing proposed legislative frameworks, and industry guidelines. To underscore the role of an ongoing dialogue between marketers, technologists, ethicists, and regulators for developing a responsible AI ecosystem in marketing. Further, strategic recommendations for implementing company-based ethical AI marketing practices. The further strong guidelines provide enhancement transparency to consumers and investment in research to remove biases from algorithms. It also underscores principal scopes of further research and development, focusing on the need for new-age solutions to guide the ethical quagmires that AI-led marketing throws up. We suggest that integration should be done proactively and collaboratively. Thus, if attention is paid more to ethics and multidisciplinary dialogue, only such hyperbolic promises can be realized by AI-driven marketing. There are such promises through which AI-driven marketing will meet business goals and be huge at societies' values.

Recent research has specifically targeted the decision-making process of eco-friendly individuals, emphasizing the significance of recycling and its impact on sustainability. Our study extends this inquiry by examining the correlation between recycling participation and pro-environmental behavior among consumers, integrating the concepts of self-efficacy, feelings of pride, and social pressure into our analysis. Utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM), we aimed to explore the intricate relationships that underpin these behaviors. Results suggest that self-efficacy and feelings of pride significantly influence individuals' recycling behaviors, highlighting the role of psychological and social factors in promoting environmental sustainability. Interestingly, it was concluded that social pressure did not have the expected moderating effect on increasing consumers' feelings of pride and self-efficacy toward recycling activities.This study not only sheds light on the underlying mechanisms that drive pro-environmental actions but also contributes to understanding sustainability promotion through recycling and offers insights for policymakers and environmental advocates to foster environmental responsibility and behavior change.

This study grounded in the Affective Events Theory, explores how post-pandemic urban residents' nostalgic tourism influences environmental behaviors in rural areas. The article constructs a model of pro-environmental behavior in rural settings with nostalgic tourism as the antecedent variable, environmental responsibility and awe as mediators, ecological concern as a moderating variable, and pro-environmental behavior as the outcome variable. Analyzing 535 valid survey responses from urban residents and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) to test research hypotheses reveals that nostalgic tourism significantly impacts environmental responsibility and awe. Environmental responsibility mediates between nostalgic tourism and pro-environmental behavior, forming a serial mediation chain with awe psychology, and its mediating effect is significant. However, awe psychology forms a serial mediation chain between nostalgic tourism and pro-environmental behavior, and its mediating effect is insignificant. Notably, environmental concern does not moderate the relationship between environmental responsibility and pro-environmental behavior, indicating no support for this hypothesis. The positive role of nostalgic tourism in pro-environmental behavior at rural tourism destinations enriches theoretical research on the nexus between nostalgia and environmental behavior, providing insights into the sustainable development of rural environments and the operation of rural tourism.

Global warming, exacerbated by greenhouse gas emissions from non-green product manufacturing, necessitates a shift towards green production to safeguard ecosystems and finite resources. The United Nations Environment Programme emphasizes the importance of environmental considerations in corporate ESG criteria. Despite the higher costs of designing and manufacturing green products, which deter some companies and lead to greenwashing, efforts persist to promote sustainable goods. This study explores enhancing consumer repurchase intentions for green products through social media marketing, emphasizing green values, environmental concerns, brand image, and involvement. Findings reveal social media's role in boosting these factors, thus encouraging green repurchases. Insights are valuable for green businesses, social media groups, environmental agencies, and future research.

Our study reviews the significance of archaeological parks in the tourism sector, with a specific focus on how digital presence and visitor feedback impact their cultural and touristic appeal. Utilizing statistical analyses such as regression and cluster analysis on data sourced from both Hungarian and Western European parks, the research scrutinizes TripAdvisor and Google ratings, alongside the volume of photographs and reviews. The findings highlight a modest correlation between digital visibility and overall visitor ratings, underscoring the complex relationship between online engagement and the quality of visitor experience. Notably, the cluster analysis identified two distinct groups, signifying diverse levels of visitor engagement and digital visibility across the parks. The conclusions drawn advocate for a comprehensive strategy to enhance visitor experiences, emphasizing the integration of digital engagement with the promotion of the parks cultural and historical values. By exploring the influence of digital presence on the appeal of archaeological parks, our study sheds light on the evolving interface between urban studies and digital heritage, highlighting how digital tools and online platforms are becoming increasingly integral in shaping the perceptions and experiences of urban cultural sites.

This research challenges the traditional perspective on consumer behavior, which focuses on external factors shaping the sequential stages of decision-making. Instead, it proposes a paradigm shift by treating the decision-making process itself as an independent variable, exploring its impact on various outcomes like purchasing behavior, brand loyalty, and post-purchase satisfaction. This novel approach offers deeper insights into the intricacies of consumer behavior, particularly in the digital age. By uncovering the reciprocal relationships between the decision-making process and other variables, the research provides a more nuanced understanding of how consumers navigate today's complex landscape. It further delves into how variations in the decision-making process across diverse consumer groups influence various outcomes, recognizing the unique characteristics and needs of different demographics. The research also acknowledges the interplay of psychological, social, and contextual factors that shape both the decision-making process and its downstream effects, offering a comprehensive understanding of the multifaceted influences on consumer behavior. Ultimately, by studying the decision-making process as an independent variable, this research aims to equip businesses and researchers with valuable insights, enabling them to better navigate the ever-evolving world of consumer behavior.

The purpose of this study is to analyse the drivers and outcomes of the brand love derived from consumption experiences in the automobile retail sector. We examine the effects of consumers’ perceptions of perceived service quality and the trust they feel towards a car dealership (cognition) on emotions and brand love (affection), and the effects of brand love on consumers´ behavioural intentions (conation). This research provides insights into customer brand love in the automobile industry.

The present research aimed to identify if consumption values influence the attitudes of Millennials who intend to purchase organic products. The research was quantitative, with a correlational scope and a cross-sectional design, and it was conducted on 509 Peruvian millennials. A questionnaire consisting of 23 questions was administered, and responses were quantified using a five-point Likert scale. The results were processed through an Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) conducted using Statistical Package for Social Sciences 24 and AMOS 24. The study identified that environmental attitudes of Millennials do influence their intentions to purchase organic products, and the antecedents of these attitudes are functional and social values, whereas emotional, conditional, and epistemic values do not. The study confirmed that consumption values, either as a second-order variable or as a single construct, do not influence the attitudes of Millennials who intend to purchase organic products, thus confirming that these dimensions should be measured independently.

Artificial intelligence (AI) agents are widely used in the retail and distribution industry, often in-corporating human-like elements such as possessing names and genders. This paper examines the influence of AI agent gender and brand concepts on trust and grounding within virtual brand spaces; exploring the correlation between user identification with AI agents and subsequent brand recommendations. The study revealed that in virtual brand spaces centered around a functional concept, male AI agents generated higher levels of trust than female AI agents, whereas, when focused on an experiential concept, female AI agents induced higher levels of grounding than male AI agents. Furthermore, this research indicates that the association between customers’ iden-tification with AI agents and recommendations for actual brand purchases is mediated by trust and grounding. These findings support the idea that users who strongly identify with AI agents are more inclined to recommend brand products after engaging in conversations within the virtu-al brand space.

In the face of pressing global challenges, coupling the synergy of dance arts, sustainability, and marketing communications emerges as a potent catalyst for advancing sustainable behavior within society. Although prior research has examined the emotional stimulations raised by dance performance, it has not systematically demonstrated the role of traditional dance as a vehicle for sustainability marketing communications. This study fills this gap by using the AIDA model (Attention, Interest, Desire, Action) as a foundation, conceptualizing dance performance elements into seven dimensions, and incorporating emotional engagement and environmental consciousness to foster sustainable behavior. Collaborating with Taiwanese dance troupe, the research produced a performance titled, ‘The New Dragon Palace Chronicle’, which focuses on the themes of destruction and preservation of underwater life, enriched with cultural and sustainability symbolism. The hypothesis were tested on a sample of 315 Taiwanese audience who watching the performance. The results confirmed that the seven dimensions of the dance elements have substantial validity and reliability, significantly drawing the attention of the audience as preliminary stage of awareness. This attention fosters emotional engagement and amplified environmental consciousness and significantly influences interest, desire, and ultimately, sustainable behavior action. The findings underscore the vital role of dance art performance in nurturing actions that contribute to social sustainability.

This article provides a comprehensive exploration of the electric vehicle (EV) business, investigating its current state, market dynamics, and pivotal role in sustainable transportation. It delves into factors driving EV adoption, challenges faced by the industry, and the landscape of key players. The discussion extends to investments, infrastructure development, consumer trends, and the technological innovations shaping the future. The article concludes with insights into the anticipated growth and transformative impact of EVs, emphasizing their significance in fostering a cleaner, more sustainable future for global transportation.

A significant body of research has examined the accuracy and diversity of several types of recommendation systems. However, little is known about the psychological mechanisms underlying the effects of the different types of recommendation systems on user satisfaction. The findings of our experiment showed that user satisfaction is influenced by shopping goal. Specifically, when a user’s shopping goal aligns with the type of recommendation system, the user satisfaction is enhanced. Our study evaluated the mediating role of feeling right and psychological reactance for a better understanding of this relationship. We further tested the moderated mediation effect of feeling right and psychological reactance moderated by the user shopping goal. For goal-directed users, accurate recommendations trigger the activation of feeling right, consequently increasing the user satisfaction. Conversely, when exploratory users face accurate recommendations, they activate psychological reactance, which leads to a reduction in user satisfaction.

This research investigates the impact of social media monitoring on Online Reputation Management (ORM) within Zimbabwe’s life assurance industry. Employing a mixed-methods approach, data was collected through questionnaires from 464 participants, yielding a response rate of 92.8%. Ethical considerations were meticulously addressed, with informed consent and confidentiality safeguards. Data analysis involved organizational and statistical techniques, including Structural Equation Modeling (SEM) for theoretical exploration. Descriptive statistics unveiled demographic insights and patterns in social media platform usage. Internal consistency assessments, Exploratory Factor Analysis (EFA), and Principal Component Analysis (PCA) informed the refinement of research instruments. The SEM analysis established significant relationships and moderation effects, providing empirical support for several hypotheses. Findings indicate that employees’ attitudes toward social media monitoring positively influence ORM, while perceived behavioural control exhibits a non-significant impact. Intriguingly, management commitment, though positively related to ORM, moderates the relationship with a negative effect. The study contributes to the understanding of ORM determinants, emphasizing the need for nuanced strategies considering both individual and organizational factors. The recommendations underscore the importance of management commitment and employee training for effective social media utilization. Future research avenues include exploring training interventions, delving into the dynamics of perceived behavioural control, and investigating emerging social media platforms’ impact on ORM.

In 2023, the technological landscape witnessed an unprecedented surge of transformative innovations, including Web 3.0 and machine learning, poised to revolutionize various aspects of our daily lives. At the forefront of this revolution stands artificial intelligence (AI), which has evolved from a concept once confined to science fiction into an indispensable force reshaping industries on a global scale. Notably, recent years have seen remarkable strides in AI functionalities, particularly in machine learning, computer vision, and natural language processing. These advancements have empowered AI to generate diverse interactions and media autonomously. This study ultimately provides invaluable insights into the dynamic intersection of AI and Advertising, con-tributing to a deeper comprehension of this evolving field. This study conducts a comprehensive review of Artificial Intelligence within the advertising domain, employing network analysis. By meticulously examining the evolution of AI through co-occurrences of terms, keywords, and co-authorship analysis, we aim to unveil the relationship of AI & Advertising through the lens of Generative models to identify pivotal trends, core concepts, and seminal studies that have profoundly influenced the industry. The analysis charts the trajectory leading to the emergence of Generative Artificial Intelligence (GenAI), a transformative development poised to revolutionize advertising practices and consumer engagement. In tandem with these objectives, the results highlight vital trends, emphasizing the growing prominence machine learning tools and techniques such as deep learning techniques and advanced natural language processing methods like word2vec, GANs, and more in shaping the future of advertising practices.

Consumers are attracted by the increasing number of available SVOD platforms, but subscribing to all of them would be too expensive. To reduce costs, consumers could combine the use of proprietary subscriptions, non-proprietary subscriptions, and illegal streaming sites. In turn, platforms could enforce access control, a decision that could produce the desired reduction in non-proprietary subscriptions but also an undesired reduction in proprietary subscriptions. The effects of this decision and the determinants of SVOD content demand remain largely unexplored. We propose a baseline model where the SVOD content demand is driven by variety seeking, household financial situation, ethical evaluation, and social norms, as well as a change model where the subscription variation is driven by users’ trait reactance and perceived fairness of the decision. We conducted a survey on the current ways of SVOD content consumption and the responses to a hypothetical access control enforcement, with four randomized versions of the authentication mode. Results confirmed many of the proposed determinants and showed a noteworthy reduction in proprietary subscriptions due to the control enforcement but no effect due to the authentication modes. All these findings may help improve future models on SVOD content consumption and better address the difficult challenge of converting unauthorized users into authorized ones.

Customer satisfaction is the process of reaching a customer's expectations to generate delightful experiences with a product or a brand. Delight involves delivering an unforgettable experience to users by focusing on their requirements, desires, and interests. Delighting Customers is crucial for organizations’ economic growth worldwide, especially in the airline industry. This study aims to determine if safety measures, ticketing policies, and the cost of air travel impact among the airline passengers’ satisfaction post-COVID-19 in Malaysia. A research framework is designed to present an in-depth understanding of the mentioned variables. In this study, a comprehensive survey using online questionnaire was used and 388 valid responses were obtained from airline passengers in Malaysia. Data were analyzed by employing data reduction technique and multivariate data analysis. The results revealed that safety appears to be the most essential aspect of airline customer satisfaction among Malaysians, while cost is perceived as a significant factor. Moreover, as the cost of living rose because of the pandemic, many of the income earners in the lower category are less inclined to take vacations. In a nutshell, the study recommends that airlines implement a conscious practice that contributes to the happiness of passengers, which in turn increases profitability and ensures sustainable growth of the airlines.

Food is the component that serves the primary purpose of survival for all of us. In the pre-pandemic situation, engagement with online food communities was considerably low. People enjoyed the experience of going outdoors and sharing experiences about the food and the restaurants. However, with the lockdown and imposition of the rules, going outdoors has become unfeasible. The pandemic has also affected consumers' consumption behaviour regarding food. No literature has studied the consumers' emerging trend of food consumption behaviour during the pandemic. I intend to explore and understand the dominant themes and consumer insights regarding food consumption through netnography to address this gap. I have considered the "Dil se Foodie" community as one of the largest online food communities on Facebook.

Extending from the current Elaboration likelihood model scholarship, this article proposes a framework for applying ELM to cricket bat purchase. Professional cricketers or fans require comprehensive and adequate pieces of information about cricket bat through the Internet. Buyers simultaneously encourage internet reviews for product impressions, and they experience meaningful associations. ELM and the Internet exemplify the cricket bat buying process by engaging buyers with product specification and create a meaningful relationship between buyers and sellers. At the same time, buyers feel empowered to choose a product of their choice. Describing the Elaboration likelihood model, we have facilitated an approach for cricket bats buying. This article has explored how ELM through the Internet can encourage buyers to be informative about cricket bats while silencing retailers' voices and visions into a unique buyer-seller relationship.

This paper conducts a bibliometric analysis focusing on retail and consumer behavior studies. The research addresses key research questions exploring the landscape and evolution of academic contributions in this domain. Leveraging the Scopus database, the research analyzes a significant corpus of 2,111 documents from 1971 to 2022. The findings reveal a distinct surge in scholarly output, reflecting an escalated interest in understanding consumer behavior, particularly in digital environments, influenced by factors such as sustainability and ethical concerns. The research also identifies leading countries and institutions in document production, highlighting the dominance of the United States, the United Kingdom, India, China, and other leading institutions. The analysis also identifies prolific authors, prevalent research themes, and major publications, emphasizing the evolving demand of retail strategies and consumer behavior research.

Short-form video has taken over social media and attracted attention from advertisers. As brands shift their advertising spending to short-form video social platforms, doubts remain about the advertising efficacy on these platforms, especially given the skyrocketing advertising costs in recent years. In a large-scale randomized experiment on ByteDance in collaboration with an automobile brand, we show a significant effect of the advertising campaign on ByteDance, compared with effects reported in other studies. Exposed users are eight times more likely to convert from outside than from within ByteDance, which raises the importance of information sharing between the platform and brands. When considering conversions outside ByteDance, the average cost per conversion, which brands commonly use to evaluate the cost of campaigns, shrinks by 5 or 25 times, depending on the methods used to calculate it. Information sharing can also affect a brand’s targeting strategy. While commonly used demographic variables by the automobile brand are effective for target marketing with only platform data, they are not when considering conversions outside ByteDance. Instead, a behavioral variable proposed herein (prior brand home page visits) effectively moderates the advertising effect but has no effect when including only platform data in the analysis.

Corporate identity has played a vital role in the Halal industry to create a strong foundation for its reputation in the long run. This paper used two modeling analyses for two different data. The first analysis aims to predict the relationship between Corporate Identity Management between Internal Brand and Employee Brand Support (consequence) mediated by CIM using partial-least squares-structural equation modeling (PLS-SEM). A total of 206 employees from Malaysia’s Halal food SMEs took part in the survey. The second analysis to identify topic proportions patterns using the topic modeling approach on Halal brand identity Machine learning approach of knowledge mining was applied for this analysis. Metadata of 1,091 articles were mined from the Scopus database on Halal studies across all social sciences fields. The result revealed that there was a partial relationship between Internal Brand (antecedent) and Employee Brand Support (consequence) mediated by CIM. This finding was supported by the identified topic proportions patterns from the topic modeling approach that pointed out a weak topic proportion on the Halal brand identity discussion globally, interestingly the result also found that the Halal brand identity discussion involving the Halal food industry is almost non-existed in Malaysia’s Halal food SMEs. The contributions of this paper were apparent in three major areas which are methodology, theoretical and future suggestions. The utilization of two different model analyses was able to confirm the consistency of the major findings with the literature review which opens up more possibilities for future researchers.

This study aimed to identify and categorize the influencing factors on the purchase of dairy products among customers of dairy companies in Mashhad city. This study is a mixed research (qualitative and quantitative), conducted with the aim of identifying and categorizing the influencing factors on consumers’ purchase. Therefore, the theoretical foundations were examined in the initial step, after which the customers and their needs and demands were addressed in terms of the company and its products. In the qualitative part, interviews were conducted in the focus group (23 people in 5 groups) to identify and extract these factors using the theme analysis technique. The reliability of the interviews was confirmed by retesting and the reliability between two encoders. Sixty themes (factors) that affected the purchase of dairy products were collected. In quantitative part, 517 questionnaires were collected from 13 regions of Mashhad city to perform statistic tests. A questionnaire was designed using the extracted themes in the previous (qualitative) stage to assess customers’ feedback. The validity of the questionnaire was confirmed by content and structure validity (exploratory and confirmatory factor analysis), and its reliability was checked by Cronbach’s alpha. Fourteen components were obtained by exploratory and confirmatory factor analyses, after which the variables were labeled as intrinsic, psychological, and personality factors, the identity of the company, production power of the company, competitive power of the company, competitive prices, social awareness, and store capabilities. The construct validity was confirmed using confirmatory factors.

The devastating effects of COVID-19 permeates virtually all aspects of life across geographic boundaries. As the lockdown is eased, and reinstated, across many parts of the world, attention is now shifting towards how to navigate the ‘now normal’ rather than the ‘next normal,’ of doing business with a view to achieving sustainable development. This study highlights some of the challenges and opportunities for micro, small, and medium enterprises (MSMEs) in times of crisis such as COVID-19. Conceptual by orientation, the study provides a broad overview of trends in crises times, drawing upon a range of qualitative accounts. The overarching message is the current direction of travel for MSMEs in sustaining their bottom-line, not after the crisis, but at this particular moment in time. The study highlights some implications for ‘pivoting,’ in order to cushion the impact of the pandemic on efforts to capacitate MSMEs in leveraging value co-creation with the consumers. The implications of the here and now are discussed.

Traditional marketing tactics have been significantly challenged by marketers, especially in the food sector. Companies have been engaging in covert and overt advertisements as an emerging marketing communication strategy to circumvent customer skepticism, build a good image, and create value for the brand. But there is a lack of literature regarding integrating traditional and new marketing tactics in building intention and ecologically conscious consumer behavior. Therefore, the purpose of the present study is to provide empirical evidence concerning the integration of different marketing tactics, i.e., Green Product Features, Green Pricing, Covert Advertisement, Overt Advertisement and Guerrilla Marketing, and their effects on Purchase Intention and Ecologically Conscious Consumer Behavior. The study also employs moderation of Brand Evangelism, Environmental Knowledge and Habitat Attitude between intention and behavior building. A visual appraisal technique was used by showing a video or picture as a sample of covert or overt marketing tactics before filling out a close-ended questionnaire to get accurate responses. The data from 568 customers of the frozen food industry were analyzed using the co-variance-based structure equation modeling technique with the help of AMOS. The findings of the study elaborate that parallel to the significant impact of conventional marketing mix tactics, covert, overt and guerrilla marketing are strong antecedents for intention building, which eventually develops Ecologically Conscious Consumer Behavior (ECCB). The results also affirm that intention can lead to ECCB significantly through brand evangelism and environmental knowledge. These findings reflect the importance of shifting marketers from conventional marketing tactics to novel hidden marketing techniques.

Wide-scale commercialization of cultured meat, produced from in vitro-grown animal stem cells, is still a long way off because of technical, regulatory and, above all, social acceptability constraints. As a result, despite the advancement of knowledge, it is difficult to predict whether this innovation will be commonly accepted. The concept of media framing is key to better understanding individuals’ decision-making and mental interpretative patterns in relation to cultured meat adoption. This research therefore analyzes the role of media framing (namely the social media platform Twitter) on the components of consumer attitudes (cognitive, affective, and conative) in relation to cultured meat. A total of 23 020 publications and 38 531 comments were analyzed qualitatively (content analysis) and quantitatively (MANOVA). This study showed that media-framed posts influenced consumer attitudes more than did non-media-framed posts. Although the results indicate that the different types of media framing (ethical, intrinsic, informational, and belief) do not exert the same influence on each attitude component, they suggest that posts combining the ethical, intrinsic, and informational media frames have a greater impact on the acceptability of cultured meat and that the belief frame is equally important, particularly for the behavioral component. Relevant implications can be drawn for authorities and businesses on the use of differentiated education and marketing strategies

This study aims to investigate how the adoption of an online to offline (O2O) transition strategy impacts the sales volume of Kampoeng Merdeka Clothing. The O2O strategy includes various components, such as establishing O2O platforms, delivering personalized services, ensuring secure transactions, and engaging in offline business activities. The research employs a quantitative approach, focusing on consumers who have made clothing purchases from Kampoeng Merdeka Clothing in Macassar. The sample size comprises 83 respondents, deliberately selected using the Slovin approach. The data analysis and methodology involve the application of Partial Least Squares (PLS) structural equation modeling to assess both the external and internal models. The findings of this study emphasize the significant and positive influence of the variables "Build O2O Network Platform," "Provide Personalized Experience," "Safeguard Transactions Security," and "Offline Business" on driving the sales growth of Kampoeng Merdeka Clothing. These results indicate that the O2O transition strategy has a substantial impact on the brand's sales performance, with the establishment of O2O platforms and personalized services playing crucial roles. Additionally, ensuring secure transactions and engaging in offline business activities further contribute to the overall success of Kampoeng Merdeka Clothing in the market. This research sheds light on the effectiveness of the O2O approach in boosting sales for clothing brands and underscores the importance of integrating online and offline elements to maximize business outcomes.

This study examines how the design of museum archaeological boxes and the overall museum image affect behavioral intention. This research used partial least squares-structural equation modeling, indicating a relationship between aesthetics, symbolism, affective museum image, perceived value, and behavioral intention. This study found that symbolism predicted behavioral intention. Moreover, aesthetics, symbolism, and affective museum image affected perceived value, in turn triggering behavioral intention. This indicates theoretical and practical implications for museum products.

The adoption of a fully battery-based Electric Vehicles (EVs) in Kuwait apparently seems to be less than one percent and hence Kuwait has the lowest indexed-rank among countries around the globe. The absence of fast-charging stations for fully-battery-based EVs and landlords' reluctance to install home fast-charging plugs are the primary reasons for extremely low adoption rates in this country. Because the government of Kuwait is reluctant to give permission for expatriates to own property in Kuwait, fully battery-based EV ownership is restricted to Kuwaiti nationals who reside in their private properties. To accomplish the present objectives, a quantitative de-scriptive method (closed-ended questions) was used to collect data from a sample of 227 Kuwaiti nationals who owned gasoline cars. The finding of the present study indicates that more than half of the participants stated that they preferred to purchase an EVs within the next three years if certain criteria were met, inclusive of government-controlled pricing policies and charging stations availability, fast-driving lanes, and free of charge parking spaces. Furthermore, more than 40 percent of respondents stated that they would contemplate purchasing an electric vehicle if the price of gasoline or diesel increased by 19 to 50 percent. The finding also indicates that more than forty percent of respondents said that believed that EVs are fire- and crash-safe and roughly half of the participants would pay between 6 and 20% more for an EVs because they be-lieve that EVs are environmentally friendly and significantly faster than gasoline vehicles. In addition, participants rewarded EVs with an excellent mark for their environmental, economic, and technological attributes and benefits.

The objectives of this study are threefold. First, we evaluate the applicability of the information–motivation–behavioral skills (IMB) model for predicting organic food purchase intention (OFPI) in adults with chronic conditions. Second, we examine the indirect effects of organic food knowledge, attitudes toward organic food purchase, and subjective norms on OFPI through self-efficacy. Third, we examine whether these indirect effects are moderated by gender and educational attainment. Data were collected from Indian adults with chronic conditions using a self-administered questionnaire. The results show significant indirect effects of organic food knowledge, attitude toward organic food purchase, and subjective norm on OFPI through self-efficacy. Moreover, the mediating effect of knowledge was moderated by gender and education attainment, with the effect being stronger for females and among individuals with a lower level of education. Organic food marketers, social marketers, and public health agencies promoting organic food consumption to people with chronic conditions should aim to increase their confidence in comprehending organic food. This study contributes to the literature by assessing the applicability of Fisher and Fisher’s (1992) IMB model in understanding behavioral intention toward organic food.

Consumer behavior is unpredictable. The accelerated pace of life and daily changes in the desires and preferences of each individual require significant marketing efforts to fulfill needs. The impact of the COVID-19 pandemic has created significant disruptions in the market to which consumers have responded in a specific way. Our previous research on this topic [11], which included an analysis of various factors that influence consumer habits, was the basis for a new, more detailed analysis of the impact on individual consumption. The results of our previous research set psy-chological influence as a significant factor in consumer behavior. That is the main reason we put the impact of COVID-19 at the center of this research. The analysis was conducted on an existing sample of 559 respondents in the Republic of Croatia. The data obtained by the questionnaire were used to develop a hierarchical model. The Analytic Hierarchy Process (AHP) is a model based on deci-sion-making and was used to rank individual influences on consumer behavior due to the COVID-19 pandemic. These influences have had a significant impact on consumer buying habits.

To achieve user retention through multifactor synergy, Internet enterprises must reduce costs and increase efficiency and sustainable development. In response to the dilemma that Internet compa-nies are experiencing increasingly high user acquisition costs and serious user churn, this paper uses a sample of 46,695 user reviews of nine product series from Xiaomi Ecological Chain. Case studies and qualitative comparative analysis are used to explore the influence mechanisms of quality of experience, brand trust, and brand attachment on users' retention intentions. Our find-ings are as follows. (1) Brand attachment alone is not necessary for high user retention intention, but user perception, cognition, and brand trust are necessary. (2) Quality of experience positively impacts brand trust, attachment, and user retention intention. Therefore, improving user perception and cognition is critical in generating high user retention intention. (3) Five configuration paths can achieve high user retention intention, three configuration paths lead to low user retention intention, and there is an asymmetric relationship between these paths. Among them, the role of quality of experience-driven configuration paths in generating user retention intention is the most prominent. (4) In the substitution relationship between configuration paths, user perception, and cognition can substitute with brand trust and attachment. Our findings have important theoretical and practical implications for revealing the realization paths of high user retention intention in Internet companies and provide a new perspective for future research.

A Digital marketing allows brands to disseminate information in a targeted way towards their clients and consumers, making bidirectional communication and interactions between organizations and audiences feasible. This reality not only allows companies to pass on messages about sustainability associated with processes and products with the aim of launching trends and shaping behaviour, but also allows consumers to share their experiences, needs, preferences and expectations. In this sense, the techniques used in the context of digital marketing make it possible not only to communicate products and services but also to show that brands are working to be more sustainable and to disseminate new sustainable trends that help to change consumer mindsets. This research paper employs a Systematic Literature Review with Bibliometric Analysis (SLBA) methodology to explore and synthesize data about how digital marketing can be used to promote and communicate sustainability. In this study, the results show that digital marketing strategies contribute to promoting sustainable development by encouraging sustainable consumption patterns. This scenario is possible by understanding consumer behavior, communicating key messages through the best channels and effectively evaluating green marketing campaigns on consumer attitudes and purchasing decisions.

The present research endeavours to examine the impact of customers' perceptions regarding a firm's dedication to corporate social responsibility (CSR) on their allegiance to particular banking brands. The mediating factors of brand credibility and image help to facilitate the indirect relationship between corporate social responsibility (CSR) and brand equity, which is the focus of this study. The objective of the research is to investigate the plausible causal association among perceived corporate social responsibility, brand image, brand credibility, and brand equity. The study's data was obtained by conducting a survey among a sample of 320 banking customers in Ethiopia. In order to perform a thorough examination of the data, AMOS version 24.0 and structural equation modelling (SEM) methodologies were employed. The present research endeavours to broaden the conventional comprehension of the advantages that corporate social responsibility (CSR) offers to customers. It aims to address a void in the current literature by scrutinising the impacts of customers' perceptions of CSR, brand credibility, and brand image on their allegiance towards particular banking service brands. The findings of this study carry substantial implications for financial institutions, and the conclusions derived from the results are of considerable significance.

Eco-labels are an instrument for enabling informed food choices and supporting a demand-sided change towards a more and urgently needed sustainable food system. Lately, novel eco-labels that depict a product’s environmental life-cycle assessment on a multi-level scale are being tested across Europe’s retailers. This study elicits consumers preferences and willingness to pay (WTP) for a multi-level eco-label. A Discrete Choice Experiment was conducted in Austria. Individual partworth utilities were estimated by means of Hierarchical Bayes. Results show higher WTP for a positive evaluated multi-level label, revealing consumers’ perceived benefits of colorful multi-level labels over binary black-and-white designs. Even a negative evaluated multi-level label showed higher WTP compared to no label, pointing towards limited effectiveness of eco-labels. Respondents’ preferences for eco-labels were independent from their subjective eco-label knowledge, health consciousness, and environmental concern. The attribute “protein source” was most important, and preferences for animal-based protein source (beef) was strongly correlated with consumers’ meat attachment, implying that a shift towards more sustainable protein sources is challenging and sustainability labels have only a small impact on the meat product choice of average consumers.

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize marketing decisions. An experiment randomized 150 participants into groups following either the proposed model or an unaided approach. Results indicate the model-following group achieved significantly higher ROI from marketing decisions (19.3% vs 16.4%) and employed key elements like customer segmentation, experimentation, and optimization to a greater extent. However, limitations including the experiment's scenario, self-report measures, and cross-sectional design constrain implications. Future research employing probability sampling, multiple decision contexts, longitudinal designs, manipulation checks, and objective metrics can further validate the proposed model. Overall, the study advances the understanding of how structured decision processes based on marketing engineering principles may optimize marketing decisions and outcomes.

This paper explores the relationships between marketing strategies, social media platforms, the adoption and diffusion of products and services, and organizational resilience to gain an understanding of the ability of organizations to cope with disruptive events (e.g., COVID-19). This can be achieved through effective marketing strategies and the efficient use of social media platforms. In fact, resilience thinking can help organizations maintain their operations by increasing the adoption and diffusion of their products and services through the use of effective marketing strategies. To achieve this article’s objectives, a literature review is conducted to help develop a conceptual framework that highlights a clear relationship between the previously discussed concepts. In addition, the novel nature of the relationship between marketing strategies and organizational resilience is dissected and its significance for organizations is demonstrated. In fact, the findings of this study suggest that effective marketing strategies that consider the "what," "who," and "how" dichotomies and the efficient use of social media to promote the adoption and diffusion of products and services can significantly enhance the resilience of organizations. These relationships can serve as a starting point for further studies examining and empirically analyzing marketing strategies and their positive effect on strengthening organizational resilience.

The influence of numerous factors determines and changes the daily behavior of consumers. This paper aims to estimate and rank the weight of cultural, social, personal, and psychological factors that change the buying habits of individuals. The research was conducted on a sample of 559 re-spondents. Data from the survey were used to create a hierarchical model structure. The Analytic Hierarchy Process (AHP) as a decision-making method was used in the analysis to estimate and rank the factors that influence consumer habits. An analysis of results showed that the personal and psychological factors have the principal influence on consumer habits. Personal budget, as the dominant criterion in a group of set criteria, contributed to the fact that the personal factors have the dominant influence on consumer habits. The work showed that the choice of the method used is relevant to the results and that the analysis of the impact on consumer habits can be expanded by including several factors.

We are already more than year away from the pandemic period, followed by a year within a global economic crisis and a war in Ukraine, with the marks and the changes caused in all parameters of life becoming clear now including food choice motives of citizens worldwide. In this study we investigate the changes in food choice motives caused by the pandemic to college students in Greece in the 10 key food motives namely health, convenience, sensory, appeal, nutritional quality, moral concerns, weight control, mood and stress, familiarity, price, and shopping frequency and behavior. A self-response questionnaire survey was carried out in January to February 2023 on a sample of 1017 college students’ participants through the Google platform. Basic statistical tools, combined with cross and Chi-square tests were used in order to analyze the collected data. The results show that students exhibit quiet and very important preferences on health, convenience, weight control, and mood and stress. Food choices related to sensory appeal, nutritional quality, and familiarity is of less importance for the students, similarly to ethical concerns expect the environmental impact of the food which is high to their concern. The motive which continues to have the highest concern for students before and after the pandemic is price looking for value for money food (88.8%), not to be expensive (80.7%), and be cheap (78.7%). The shopping frequency and behavior motives, which were changed during the pandemic, have now returned to the motives of the pre pandemic period, with purchase of foods from supermarket (29%), local grocery (37.6%), and only 12.3% via online, and 20.4% by delivery, weekly or every two weeks. They prefer to cook at home full meals is now very high reaching 74.4%, avoiding eating at a restaurant or fast food (only 27% positives answers). Our findings indicate that students have already returned to their food choice motives of the period before COVID-19 except the home cooking food which is now high in their preference.

Recently dairying becomes an important farming activity in the districts. Even if these districts are potential in milk production and marketing activities, little was known about determinates of participation and level of participation in milk value addition. This study was analyzing determinates of participation and level of participation in milk value addition in the study areas. Both primary and secondary data were used. Primary data were collected from 244 producers, 50 traders and 20 consumers by using semi-structured questionnaires. Data were analyzed by using descriptive statistics and econometrics model. Results from Heckman selection model first step revealed that milk producers’ participation decision on milk value addition was significantly affected by religion, distance the market, cooperative membership, volume of milk produced per day and market access. Whereas milk producers’ participation decision on the volume of milk value addition was significantly affected by religion, level of education, number of children less than six years, membership for milk cooperatives, volume of milk produced per day, access to market information, access to credit and access to livestock extension. Therefore, dairy sector development programs should take in to account determinants of participation decision on milk value addition as well as on volume of milk production.

This study investigated the factors that influence consumer acceptance of fungus-resistant grape varieties (FRGV) in Germany. The qualitative research methodology involved conducting semi-structured interviews including sensory evaluation test with focus groups consisting of 48 consumers, and the data were evaluated using content analysis. The findings revealed that the attractiveness of a grape variety is determined by four distinct attributes. Furthermore, FRGV can be made more attractive to consumers by using denominations based on established grape varieties or by using and associating them with their sensory patterns. The sensory acceptance of FRGV varies significantly across consumer segments and vinification methods. Providing relevant information about the benefits of resistant grape varieties has a positive impact on consumer acceptance, and the level of interest and relevance varies by the target group. The study suggests that it is possible to enhance consumer acceptance by offering attractive grape varieties, targeting group-specific sensory profiles and engaging in storytelling campaigns that educate consumers about the advantages of resistant grapes.

This study, based on the AISAS model, explores the impact of the interaction effect between visual and auditory signals on consumer purchase behavior. Using experimental methods, 120 participants were randomly assigned to four different visual and auditory signal combinations, and their purchase intentions and actual purchase behavior were measured. The results show that the interaction effect between visual and auditory signals has a significant impact on both purchase intentions and actual purchase behavior, and there is a significant positive relationship. Specifically, when visual and auditory signals are mutually consistent, consumers have the highest purchase intentions and actual purchase behavior; when both visual and auditory signals are absent, consumers have the lowest purchase intentions and actual purchase behavior; when either the visual or auditory signal is missing, consumers' purchase intentions and actual purchase behavior are in between the two extremes. This study provides a new perspective for understanding consumers' decision-making processes in multi-sensory environments and offers valuable insights for the development of marketing strategies.

Development of Halal Tourism in Indonesia is the focus of the Indonesian government and MSMEs have an important role in supporting the development of halal tourism in Indonesia. This study aims to examine the relationship between marketing communication and Islamic financial literacy on Islamic financial inclusion and MSMEs performance in the halal tourism sector. A covariance-based SEM technique utilizing LISREL software was used to analyze the data from this investigation. Non-probability sampling was employed to collect the data, and the sample consists of 152 halal tourism entrepreneurs. We find that positive and significant association between Islamic financial inclusion and business performance. We also find that there are a positive and significant association between Islamic Financial Literacy and Islamic Financial Inclusion. Marketing communication and Islamic financial inlcuon a positive relationship but insignificant. This studi implies that to establish a halal tourist ecosystem for long-term development in Indonesia, commercial actors must lend their full support. This study demonstrates that they can thrive when MSMEs in the halal tourist ecosystem are backed by Islamic banking and Islamic rural banks. As a result, a more accommodating approach from Islamic banking is required to provide access to halal finance for business actors in Indonesia’s halal tourism ecosystem.

The purpose of this paper is to explore the effect of corporate social responsibility (CSR) on brand image in the apparel industry in Jordan, using the moderating variable of customer consciousness. The current research uses a quantitative, descriptive, cause-effect, and cross-sectional approach, and also it uses a convenience sampling method. Data was collected from 440 respondents. Results indicate that Jordanian Apparel organizations have medium to highly implementing of all items and constructs of CSR, brand image items, and consciousness items. Moreover, there is a strong relationship between CSR dimensions, a medium relationship be-tween each CSR dimension and brand image, a medium relationship between each CSR dimension and consciousness, a medium relationship between total CSR and brand image, a medium relationship between total CSR and consciousness, and the medium relationship between brand image and consciousness. Results of the first model show that total CSR affects the brand image. Where social responsibility has the highest positive effect, followed by ethical responsibility, then economic responsibility, however, environmental responsibility negatively affects the brand image. The second model shows consciousness moderates the effect of CSR on the brand image. The study recommends longitudinal research on the Jordanian Apparel industry, especially to test the effect of environmental responsibility on the brand image. Moreover, the re-search uses customers’ consciousness as a moderating variable, which improves the effect of CSR on brand image. The Apparel industry organizations in Jordan should revise their daily practices particularly environmental responsibility and/or increase their customers’ awareness of their practices. Finally, the current research contributes to existing studies by using consciousness as a moderating variable.

MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.

In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches.

Most buying decisions are affected by the customer's analysis of the advantages and disadvantages of the product and its emotional aspects. Psychological and marketing studies have confirmed the role of customer emotions in various stages of the purchasing process. The present study aims to identify the dimensions and factors that potentially influence customer emotions in buying luxury cosmetics. First, in order to identify the various aspects of customer emotions, a qualitative study was conducted using in-depth semi-structured interviews with 23 customers of luxury cosmetics and health products in Telegram groups. This study led to the identification of various dimensions of customer emotions and a list of factors that potentially act as antecedents of emotions in the target population. In the next step, based on group consensus, the antecedents affecting customer emotions were determined. The members of the panel at this stage included 15 specialists and experts in the fields of marketing, psychology, companies importing luxury cosmetics and hygiene products which are active in online networks, as well as managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three stages and 36 factors affecting customers' emotions were determined and ranked based on the relevance or strength of the perceived effect from the point of view of experts. Finally, they were classified into three categories as group and product variables, situational variables, and individual variables.

This study aims to determine the role of Industry 4.0 sensors in digital transformation. Using a systematic literature review with a bibliometric analysis, we examine a sample of 52 studies from the SCOPUS database to identify research activity on this topic until December 2022. We find that 2022 was the year with the highest number of peer-reviewed documents on the subject, with 18 publications. We also examine current themes and find that sensors can connect multiple systems and devices, thus enabling machine-to-machine communication and facilitating great precision during product designing, development, and production, thus enabling customization and improving quality. However, despite these benefits, the current sensor technologies face multiple challenges that undermine their maximum adoption.

Abstract: This research aims at developing a virtual reality destination experience (VRDE) model as a moderating variable between sustainable tourist behavior (STB) and tourist visit intention (TVI). The portability variable strengthens VRDE, and the content quality variable supports VRDE. The research method used was purposive convenience sampling covering 204 respondents who visited the vicinity of Kebon batik village in Klaten, Central Java, Indonesia. The research findings were H1: STB has a significant effect on VRDE, H2: VDRE has an impact on TRVI, H3: portability has a significant effect on VRDE, and H4: content quality did not have an impact on VRDE. The novelty of this research is the VRDE application applied to Community Sustainable Tourist Behavior in developing countries.

Previous studies implied the different behavioral intention formation of a specific object for individuals in different age groups, but few research to Chinese consumers’ sustainable fast fashion behaviour were found considering the enormous amount of consumption and waste of fast fashion products in China. Meanwhile, as a fast developing country, it might be insufficient to conduct research ignoring the consequences of different education level and growing environment among different generations. Thus, to generate in-depth and heuristic Chinese consumers information, this study developed proposed theoretical framework (TORA) based on research by Fishbein and Ajzen (1975), while the validity among Chinese consumers was tested as well. Following the TORA model, this study aims to investigate if consumers’ age will moderate the relationship between attitude and intention, and the relationship between subjective norms to behavioral intention. Through structural equation modelling in AMOS, it was found that the model has a well fit to large sample of Chinese consumers, while the moderation effect of age was not significant in the whole sample. Further hierarchical regression analysis conducted in SPSS and Process was able to locate the moderation effect of if divide the consumers into groups by age. Which is, age is significantly and positively moderating the path subjective norms to intention in younger generation (18-25), but significantly positive moderating attitude to intention in consumers aged 26-39. Implications in marketing and to policy makers are discussed at the end of this research.

Background Content marketing is increasingly important for online branding. Brand popularity can be more easily determined online than sales-based measures but is not yet well-explained from a content marketing perspective. Promising predictors are open data syndication policies, connectivity to e-commerce platforms, product reviews, data health, and the depth and width of a brands product portfolio. A predictive content marketing model can help brand owners to understand their e-commerce potential. Methods We used brand popularity (Brand Popularity Rank) and catalog data in combination with product reviews from an independent content aggregator. For all datasets, we selected the overlapping dataset for brand popularity and brand reviews based on a period of 90 days from June 10, 2022, till September 24, 2022 (n = 333 brands). Backward stepwise multiple linear regression was used to develop a predictive content marketing model of the Brand Popularity Rank. Results Through stepwise backward multiple linear regression five highly significant (p < 0.01) predictive factors for brand rank are selected in our content marketing model: the brand’s data syndication policy, the number of connected e-commerce platforms, a brand’s number of products, its number of products per category, and the number of product categories in which it is active. Our model explains 78% of the variance of Brand Popularity Rank and has a good and highly significant fit: F (5, 327) = 233.5, p < 0.00001. Conclusions We conclude that a content marketing model can adequately predict a Brand Popularity Rank based on online popularity. In this model an open content syndication policy, more connected e-commerce platforms, and catalog size, i.e., presence in more categories and more products per category are each related to a better (lower) Brand Popularity Rank score.

The recent development of the Internet has boosted the extension of online food services by enabling people to search, compare prices and conveniently access these services. Because, only with an online system, small and medium-sized economic actors can compete with established food company such as McD and KFC. Therefore, it is important to know consumer behavior patterns from online food ordering systems for developing marketing strategies. Exploring online consumer behavior provides a better understanding of consumer segmentation in food demand and thus helps to lay the foundation for developing an online marketing strategy for competitive advantage. The purpose of this study is to finding factors affecting attitude towards online food retailing. This study uses a quantitative approach by involving respondents who often use online food ordering systems (Go-Food) applications in Bandung. The results showed that hedonic motivation and price saving orientation had no significant effect on behavior intention toward OFD services by Go-Food, while time saving orientation, prior online purchase experience and convenience motivation had a significant effect on behavior intention toward OFD services.

Due to the prospective local and international markets, the neon tetra fish breeding industry has its own allure for fish lovers and as a side business. The goal of the study was to analyze the opportunities and difficulties associated with neon tetra fish farming in order to build a "Blue Economy" policy. The Depok City Food Security and Fisheries Service (DKP3) program was implemented with the help of key informants who were chosen based on the following criteria: 1) DKP3 Officials, such as the Board of Trustees of the Fish Farming Group (POKDAKAN), 2) Researchers from the BRBIH (Ornamental Fish Farming Research Center), 3) Practitioners/Extension Workers, and 4) POKDAKAN.The study's conclusions state that the relevant Dinas must support local policies based on natural identification that are strengthened at the national level, that routine human resource training needs to be improved, that technology needs to be taken into account in collaboration with the private sector, and that post-harvest and market access are essential for industry. The SWOT analysis's findings, which are in quadrant 1, show that the firm is in a position for rather aggressive expansion.

As a mediator variable, self-confidence is one of the most effective elements of the decision-making process of consumer behaviour. This research has studied the effects of different aspects of consuming fashion on the self-confidence and behaviour of consumers in Tehran’s clothing market. This study has considered the acceptance of new products, interest in mode and fashion, utilitarianism, and personal taste in its analysis. This research aims to understand the fashion buying behaviour amongst Iranian consumers in consideration of their attitude towards self-confidence and aspects of fashion consumption. The statistic sample is 400 consumers from Tehran’s clothing market who have been chosen based on the random availability procedure. The primary tool in this research was a questionary used to testify the assumptions and a model fit created by using structural equations and factor analysis. This research showed that the interest in mode and fashion, personal taste, utilitarianism, and new products positively impact self-confidence. In addition, the positive impact of self-confidence on fashion buying behaviour was confirmed.

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.

Nowadays the freedom to make choices is considered of vital importance for decision-makers. Researchers investigating the psychological effects of choice provided empirical evidence about the many advantages of choice (i.e., increased intrinsic motivation, greater perception of self-determination, better performance, and greater life satisfaction). However, more recent studies demonstrated the downsides of choice. When the decision task difficulty exceeds the natural cognitive resources of human mind, the possibility to choose becomes more a source of unhappiness and dissatisfaction than an opportunity for a greater well-being. We here discuss in a detailed fashion the main findings of research in psychology and consumer behavior showing the bright sides and the downsides of choice.

The term fuzzy refers to things that are unclear or vague. In the real world, we often encounter a situation where we cannot determine whether the state is true or false, and fuzzy logic allows for more flexible reasoning. This is a form of multivalued logic where the truth values ​​of variables can be any real number between 0 and 1, as opposed to Boolean logic where the logical values ​​can only be 0 or 1. Fuzzy logic is therefore a problem-solving technique used to evaluate all available information and thus make the best decisions. When applied to marketing, fuzzy logic allows treating customers in an individual and personalized way, instead of being fully identified within a particular market segment. Fuzzy marketing considers the degree to which a customer belongs to certain segments and subsequently allows them to be targeted with messages that engage them emotionally. To better understand the application and importance of fuzzy logic in marketing strategy, we developed a systematic review of the bibliometric literature (LRSB). It was possible to create a connection between these concepts, marketing and fuzzy logic, to increase the efforts of marketing professionals to achieve competitiveness in the unpredictable business environment.

Customers make purchases through a multi-stage, omnichannel process, which now extends to social media. A loyalty loop can be achieved when an existing customer bypasses the initial stages –consider and evaluate– to make a direct purchase. However, to build that loyalty loop, a retailer must embrace techniques and software across social media marketing, social CRM, and omnichannel CRM. Reviewing literature from academic researchers and industry practitioners, this paper identifies emerging industry trends and discusses an illustrative case study of a UK digital retailer. The importance of social media for omnichannel retailing and building loyalty is highlighted and discussed.

Marketing is the manner of how to make our sales the best in the market, our prices the most accessible, our clients satisfactory, and thus our brand is the largest distributed. This needs sophisticated and advanced understanding of the total network related. Indeed, marketing data may be seen in different forms such as qualitative and quantitative. However, in the literature, it is easily noticed that large bibliography may be collected about qualitative studies, against few studies on the quantitative point of view. This is a major drawback that makes the marketing science still focusing on the design, although the market is strongly depending on quantities such as money and time. Indeed, marketing data may be a time series such as brand sales per specified periods, brand related-prices over specified periods, market shares, ..., etc. The purpose of the present work is to investigate some marketing models based on time series due to brands. We will precisely study the effect of the time scale on the persistence of brands sales in the market and on the forecasting of such a persistence according to the characteristics of the brand and the related market competition or competitors. Our study is acted on a sample of Saudi brands during the period November 22, 2017 to December 30, 2021.

The digital transition processes have demonstrated an enormous capacity to develop and implement sustainable solutions, which allow solving several problems such as poverty, high rates of species extinction and lack of equal opportunity. However, little attention is paid to the connection between the digital transition and sustainability. Thus, a systematic review of the bibliometric literature was developed to fill this knowledge gap and demonstrate the potential contributions of the digital transition to environmental, economic and social sustainability aspects. In environmental sustainability, the digital transition involves the application of technologies such as AI, big data analytics, IoT, and mobile technologies that are used to develop and implement sustainability solutions in areas such as sustainable urban development, sustainable production and pollution control. In economic sustainability, emerging digital technologies can drive transformation into the more sustainable circular economy, the digital sharing economy, and establish sustainable manufacturing and infrastructure design. In the digital transition to social sustainability, the studies analyzed demonstrate the need for multidimensional policy perspectives to address the current digital divide. For effective management of the digital transition that achieves sustainability goals, the study discusses alternative approaches that include innovation through experimentation, and dynamic and sustainable advantages achievable through temporary benefits.

This study aimed to analyze the competitive relationship among meetings, incentive, convention and exhibition (MICE) destinations with reference to the notion of niche businesses in New Zealand; and to explore the existence of cooperative strategies between neighboring destinations. The data were collected from Ministry of Business, Innovation and Employment Reports on the Convention Activity Survey (CAS) in New Zealand. The study contributes towards an innovative and better understanding of the dynamics of sustainable destination competitiveness. It broadens the scope of MICE industry research by exploring new insights on the notion of destination competition and makes a theoretical connection between niche theory and the importance of coopetition. By investigating the case of MICE destinations of four northern central islands in New Zealand, this study provides information on the strategic significance of niche marketing for global destinations preparing for entrance into this market.

The global pandemic caused by the new coronavirus has largely changed established business practices. The aim of the study is to present the results of eighteen-month intensive research into the effects of the pandemic on e-consumer behavior. In one of the most active e-commerce markets in Europe, the Czech Republic, we analyzed a sample of more than one and a half million Facebook users in terms of their C2B interactions on the B2C activities of the five major e-commerce market players. The measurements were carried out in three periods, which corresponded to the onset of the first wave, peak, and fading of the second wave of the pandemic. This enabled us to monitor the effect of seasonality and the stabilization of patterns of consumer behavior during the coronavirus crisis. The results suggest that a specific panic pattern of e-consumer behavior was developed at the time of the onset of the pandemic. However, as the pandemic progressed, the market has adapted to a new normal, which, as evidenced by the change in trends, appears to be a combination of the pre-pandemic and pandemic behavioral patterns. Using a statistical analysis, it was possible to identify delta of changes within the patterns of consumer behavior, thus fulfilling the final condition for creating an empirical model of the COVID-19 pandemic impacts on e-consumer behavior presented in this study.

Despite extensively investigating the impact of social media on fashion products’ marketing, little evidence is available on how the platforms influence sales prediction. Focusing on Lolita fashion, this study investigates the impact of social media marketing on the sales volume prediction of fashion products. Essentially, we analyzed marketing data, including comments, likes, and shares from the Weibo social platform, to forecast future sales, examine how to enhance profit performance, and make production decisions. Using a quantitative approach, we tested three different prediction models, including multiple regression, decision tree, and XGBoost. The results revealed that increasing comments and decreasing the number of likes could significantly improve the sales volumes of Lolita products. In contrast, shares exerted a less significant impact on sales. Regarding prediction models, XGBoost was found to be the best method. In the fashion industry, social media is a useful tool for forecasting market trend. A limitation of this study is that only one social media platform was used to extract data, which might limit the generalization of the findings.

While several studies have examined the impact of the Covid-19 pandemic on smallholder rural farmers and possible efforts to scale up their livelihood and food security, the role of consumers’ buying orientation in addressing farmers’ vulnerability in the post-pandemic era has not been explored. The paper, therefore, aims to propose and conceptualize humane buying orientation, and further explore its role in attenuating smallholder rural farmers’ vulnerability in the new normal. The qualitative design approach has been employed in two different studies. Collected data were analyzed using the SPSS 23.0 and following the interpretative phenomenological analysis. Findings validate humane buying as an altruistic orientation that will contribute to lessening the vulnerability of smallholder rural farmers in the post-pandemic era. It also shows that an enlarged-stakeholders’ (government, international agencies, corporate bodies, institutions, privileged individuals/consumers, religious organizations, etc.) effort that is rooted in morality and empathy, is required to successfully tackle the vulnerability of smallholder rural farmers, especially in developing countries such as Nigeria. The study is the first to propose, conceptualize and validate humane buying as a post-Covid-19 orientation that is capable of attenuating the vulnerability of smallholder rural farmers which has been worsened by the pandemic. The paper contributes to the understanding of emerging strategic actions required for the attainment of the United Nation’s sustainable development goals - ending poverty and hunger by 2030, and how consumers can play a key role.

With the recent coronavirus pandemic (Covid-19) online sales of clothing retail have become a necessity to survive in the market. It is for this reason that the objective of the research was to know the purchase intention of clothing by young consumers through the online channel of small and micro companies (MiPyMe) located in the countries of Mexico, Colombia and Peru. To do this, using a structural equations model, it was intended to analyze the relationships between the variables trust, satisfaction, perceived value, quality of interaction and image in the electronic context as antecedent variables of online purchase intention, in accordance with the theoretical framework. 638 surveys were applied to young consumers in Mexico, Colombia and Peru. Sociodemographic characteristics included gender, age, country, and knowledge of a MiPyMe online clothing store. The results reveal that, of the total of young people surveyed, 62.7% stated that they did not know of any online clothing store of a MiPyMe. The contrasting of the hypotheses indicates that the quality of interaction directly and positively influences perceived value, that the image directly and positively influences the satisfaction and purchase intention of the consumer of the MiPyMe of Colombia, Mexico and Peru. These results may be useful for entrepreneurs in this business sector to rethink their online business strategies, as well as for the governments of these nations to promote this sector with training and specialized technical assistance.

Cross-border e-commerce is an opportunity for micro, small and medium sized enterprise (MSMEs) in developing countries. Based on a resource-based approach, this research studied how to support resource lacking enterprises with export marketing strategy. It dealt with actual business cases of Mongolian entrepreneurs trying to export Mongolian products to Korean market. Multiple source data including interviews, internal documents, and group discussions, were matched with theories to come up with strategies and validated by supporting organizations in Mongolia and Korea. The research suggests that MSMEs should rely on third party digital platforms rather than setting up their own. For product strtategy of the marketing mix, sellecting competitive product categories and supporting them adjusting to foreign markets and quality assurance is needed. For price strategy, loccally high priced products should use a price penetration strategy with a lower price compared to competing foreign products. For place strategy, supporting organizations should partner with exporters for collective delivery. For promotion strategy, they need to support the capacity of MSMEs enabling them to use digital marketing tools effectivly. These strategies were validated and adopted by supporting organizations in Monglia and Korea.

This paper extends previous research on the influence of social media and digital channels on customer purchase behaviour by presenting a new omnichannel purchasing model. We characterise that model as a “virtuous circle” as it centres around customer use of social media and has potential to benefit both customers and companies. We illustrate that model with a worked example, discuss approaches to its implementation and evaluate its use in the context of a business case study. The model creates a framework that combines elements of digital marketing, social CRM, omnichannel CRM, and customer experience and engagement. This paper bridges academic and industry practitioner communities across those fields.

In order to be able to face competition, thriving corporations have to be compelled to maintain an awfully smart relationship with their existing customers and additionally to be able to anticipate their future wants. Thus, corporations do not target customers as teams, however they’re attempting to focus on them as individuals. However, to be able to use this information, corporations have to be compelled to use promoting automation tools. Marketing Automation was an idea first introduced in 2001 by John D.C. Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001. This survey paper assesses prominent research on Marketing Automation and suggests how it can be modified to adapt to the current marketing scenario.

This document aims to adapt the dimension of the Socially Responsible Brand Personality (SRBP), proposed by Mayorga (2017), in the midst of the Covid-19 pandemic. The interest of this work is to contribute with the management of the CSR, contributing from a communicational perspective with a tool that optimizes the construction of a socially responsible image by the different stakeholders. The results allow us to conclude that there is a structural modification of the brand personality, which can be presumed to be generated by the current environment and can be established as a pillar of CSR management in the new normality.

Service pricing is a bottleneck in the development of innovation services, as it is the issue of most concern between the suppliers and demanders. In this paper, a negotiation pricing model that is based on the multiobjective genetic algorithm is developed for innovation service pricing. Regarding the service pricing process as a multiobjective problem, the objective functions, which include the service price, service efficiency, and service quality, for suppliers and demanders are constructed. As the solution of a multiobjective problem is typically a series of alternatives, another negotiation process is necessary for determining the final decision. A learning strategy is adopted during the negotiation process to simulate reality. Finally, the model is implemented for an innovation service transaction, the objective of which is to identify the optimal price plan. The results demonstrate that the model can provide quantitative decision support for the pricing of an innovation service and ultimately yield a win-win result for both the supplier and demander of the innovation service. Furthermore, the influence of the parameters during the negotiation process is analyzed in detail. The effects of the learning strategy on accelerating the negotiation process, as well as the chosen of reasonable parameters are given.

The study is carried out on the factors influencing customers’ brand loyalty. The study is aimed at evaluating customers’ brand loyalty status and identifying its determinants. To this end, an explanatory research design is used with the support of descriptive and multiple regression analytical techniques. From the customers of the bank 290 of them are selected using a purposive sampling technique. Questionnaires are administered to collect the primary data. The finding of the study indicates that the loyalty status of the customers is fragmented into hard-core loyalty, split loyalty, shift loyalty, and switching loyalty status with the inclination on the first and second categories of loyalty status. It also reflects that distribution, promotion, reputation, satisfaction and tangible benefits are the predictors of customers’ brand loyalty. A message of sticking on these determinants of loyalty is transmitted to the bank manager with the emphasis on the most predictors, i.e., distribution and promotion.

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, components of brand capital in case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and the brand capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of direct research carried out in the years 2019-2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys on a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness / associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

The literature, aimed at understanding the income-price elasticity of air passenger demand, bases its analysis on airport movement. The diversity of studies regarding the casualty between air transportation and economic growth are examples. Some studies covering this link, estimate the income-price relationship with the demand considering international traffic. Considering a domestic setting, where this traffic is significant in Brazil, studies related to remote regions are scarce, and the existing ones focus on governmental policies and subsidies. In addition, empirical studies on the theme consenter themselves in developed regions, such as Europe, North America, and Australia. For Brazil, where we find the Amazon region, there are no empirical researches. This paper analyses the price-income elasticity of the demand regarding domestic passengers in air links from remote cities of the Brazilian Amazon. This study uses panel data regression analysis method on a database of domestic scheduled flights of Brazil´s National Civil Aviation Agency. The results show that air passengers involving remote region flights present a lower sensitiveness regarding local income and airline´s price variations than those in flights among capitals. The higher difference is in income-elasticity of the remote city of origin, which is lower than that of the air traffic among capitals.

Background: Smartphones have become an indispensable part of the daily lives of adolescents in the 21st century, which is characterized by a highly digitized modern world. Besides their many advantages, smartphones might pave the way to compulsive usage and addictive experiences. To remedy this problem, this study proposes an authentic approach which integrates consumer behavior theories and techniques such as unhook and gamification. An education program has been designed based on these approaches to decrease the problematic smartphone use. Method: The participants of the education program consisted of 305 students (48.2% girls and 51.8% boys) with a mean age of 14.57 (SD = 0.74). The Demographic Form and Smartphone Addiction Scale for Adolescents (SASA) were conducted before the education program and three weeks after the education. Results: The results of the paired sample t-test analysis before and after the education program revealed that the SASA total scores decreased significantly (p < 0.01). There are significant differences in terms of gender, mothers’ education and class levels. Conclusion: This research emphasizes the role of an interdisciplinary approach to the addiction problem. The content used in the education program includes strategies that originally aimed at increasing consumption. The effectiveness of the program can be enhanced further in the future along with self-regulatory additions.

This study measures the communication ability of wineries in two extreme territories of Southern Italy, Mount Etna and the island of Pantelleria. The evaluation of four dimensions of web communication was carried out by the AGIL Scheme (i.e. adaptation, goal-attainment, integration, latent pattern maintenance). The study provides a generalizable model to be applied in other similar studies. Also, focus groups of experts were carried out. The method proved to be suitable to measure the communication effectiveness of wineries through websites. Extreme territories may add value to the wine, regardless of the brand. The heroic wines may become the symbol of these territories helping environmental safeguard and contrasting territory abandonment by rural communities. The findings highlight that effective communication of heroic viticulture may be used to reposition these wines and increase their competitive advantage in foreign markets. The study generates new ideas for reflection on new types of web communication.

The study investigates the determinants of mobile Internet banking adoption among Gen-Y in Malaysia. Align the issue of the study and research objectives, and the study underpinned Technology Acceptance Model (TAM) as the main guideline or a blueprint to analyze the research model. The study applied survey research design and analyzed using Structural Equation Modelling (SEM) under the PLS-SEM technique with SmartPLS 2.0. A total of 358 mobile internet banking users in Malaysia were random proportional selected as respondents and analyzed. Results from the partial least square structural equation modeling (PLS-SEM) revealed that perceived ease of use, perceived usefulness, facilitating condition, and personal innovativeness in IT have significantly influenced the attitude of mobile internet banking adoption in Malaysia. Additionally, perceived ease of use and facilitating conditions found to have a significant influence on the perceived usefulness of Mobile Internet Banking. Lastly, facilitating conditions and personal innovativeness in IT are significantly influence the perceived ease of use of mobile internet banking among Gen-Y in Malaysia

Purpose: The purpose of this study is to determine the effects of post-purchase regret felt by consumers buying fashion products and their efforts to reverse their regrets, on dissatisfaction and their repurchase intention. Design/Methodology/Approach: The population of this research consists of the consumers in Gaziantep who buy fashion products and regret their purchase for any reason. Out Of non-probability sample methods, convenience sampling was used. Thinking that this can represent the population of the study, the sample number was determined as 441. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics programme was used. Bootstrapping technique was used to test the hypotheses intended to be measured in the study. Findings: The tests show that regret positively affect dissatisfaction (ß=,544, p<0,001) and the effort to reverse the feeling of regret. In addition, regret negatively affect repurchase intentions. Another variable, dissatisfaction negatively affect re-purchasing intention and regret reversing efforts positively affect re-purchasing intentions. Research limitations: Because the study is restricted by time, cost, accessibility, control difficulties; the whole of the population was not reached. The study is conducted with the data obtained from 441 consumers in Gaziantep and evaluations made by consumers who prefer ready-made wear. Practical implications: The results show that regret experienced in the past negatively affect re-purchasing process. It has been determined that the consumers can diminish their regret when they try to reverse it and this situation strengthens their re-purchasing intentions. Hence, it is thought to be beneficial to ensure that consumers are aware of their regrets and to focus on strategies that help enterprises to reverse this regret. Originality/value: Even though there are studies that associate regret with dissatisfaction and repurchase intentions, there are very few studies that focus on regret reversing efforts. There is no such study in local literature. Therefore, this study is original in these aspects and it is thought that it will contribute to the body of literature.

Recent studies of the difficulties faced by smallholder farmers in many developing countries have echoed their disconnection with formal markets. These limitations have been attributed to a number of factors including stringent quality and volume requirements, among others. While smallholder farmers seek access to formal markets, the existing alternatives through which they sell their produce remain obscure. Using an interview of market outlets and selected smallholder farmers in the area, the study applied a crop marketing index to examine the outlets currently used by farmers and the volume of potatoes sold in each. Findings indicate that smallholder farmers on average sold sixty-eight percent of their produce. The outlet mostly used by farmers was street vendors because the large supermarkets sold potatoes supplied from external sources. It would be helpful for smallholder farmers to aggregate their produce through producer and marketing cooperatives, to better engage with these formal market outlets.

Market channel choice makes important contributions to the incomes and other livelihood attributes among smallholder farmers in developing countries. Often considered from a number of perspectives, the dominant view articulated suggests an advantageous integration into formal market channels. This position is questioned as it has implications for smallholder farmers’ food security and rural incomes. Using a mixed methods approach, the study collected primary data from 174 smallholder farmers and applied both a descriptive and multinomial logit regression model to analyze factors contributing to cocoyam production and market channel choices among respondents in the study area. Findings indicate that financial returns and available markets were key factors in cocoyam production, while amount received was a driver of market channel choice among 89% of respondents who sold directly at farm-gate. Farmers’ age (p=0.044), household size (p=0.043), distance to market (p=0.021), additional income (p=0.017) and amount received (p=0.014) were significant variables (p<.05) in the determinants of market channel choice. The study recommended improving market information provision and strengthening farmer associations which will enable smallholder farmers in rural communities to make informed choices with respect to produce price, access other markets and consolidate their collective market bargaining position.

Policymakers, academics, and industry players have been focused on determining whether connected health (CH) is a fad or a trend by looking at its sustainability. Although the significance of innovation in healthcare is gradually rising, a definitive identification and systematic comprehension of the core drivers, structure, content, and pattern of innovation in CH are missing. To bridge this gap, this study re-examines and analyses CH from the perspectives of its industrial chain and structure, to assess its future prospects and sustainability by focusing on how its structures and participants act in the ecosystem. This study involves an inductive theory building approach based on multi-stage, semi-structured interviews (n=60 in total). The results indicate that the core drivers, constituents, and components of CH need to be identified and restructured. A valid discourse, which is missing in the current literature, should be proposed with regard to the sustainability of CH. A sustainable business model innovation (BMI) system and the methods employed to achieve sustainability are suggested to discover indicators for future success. This study enriches the current CH understanding from a technology perspective and suggests some implications for practitioners as well as policymakers to enhance sustainable development in the healthcare sector.

The purpose of this paper is to identify factors that influenced customer satisfaction in the Moscow taxi market. The previous researches in customer satisfaction of transportation services laid the foundation of factor model. The resulting list of factors was revised by taxi market experts. The augmented model provided the basis for quantitative survey. The research sample included 310 respondents who have been using taxi services in Moscow during past 2 years. Survey data was analyzed using multiple choice regression method. Analysis results show significant differences between frequent and casual taxi users and a certain number of passenger experience factors that have no influence on customer satisfaction:for frequent users it is discount, for regular users - trip environment, and for rare clients - technical support&security and trip comfort.

The purpose of this article is to draw attention to the challenges faced by business organizations implementing sustainable solutions in the United Arab Emirates (UAE) and the wider Gulf Coast Countries (GCC) region. To this end, our study examines an academic theory supporting the implementation of responsible solutions to the market. Ultimately, the authors hope to inspire the reader to consider what he or she can do to ameliorate the existing challenges encountered by sustainable businesses. The analysis presented in this article implies that in recent markets, the implementation of the sustainability theory is essential for further development. The research project contributes to the increase of knowledge about corporate and organizational challenges related to running a responsible business, as well as challenges related to the application of environmental, social and economic aspects of sustainable business practices. The research is currently limited to conceptual analysis, literature review and a survey conducted during the Sustainability Week 2019 in Abu Dhabi, United Arab Emirates. Nevertheless, this is the first stage of the research project conducted by the research team in cooperation with enterprises that implement responsible solutions in many global markets, and in UAE market. The scope of the first stage of the study was limited to the analysis of data clarifying the concept of the model specified in the research. To prove the validity of the model it will be implemented and tested in cooperation with organizations participating in the research.

The growth of sustainable apparels provides grounding for the emergence of a new consumer market. Surprisingly, this movement has not only taken place in developed countries but also in emerging countries. To the best of the authors’ knowledge, no systematic reviews have been carried out on sustainable apparels, focused specifically on emerging countries. The goal of this systematic review is to analyse the existing literature on various factors that influence sustainable apparel consumption in emerging countries, as well as presenting future research directions. This detailed literature review is guided by the PRISMA Statement (Preferred Reporting Items for Systematic reviews and Meta-Analyses) review method, and its searches encompass sources such as Web of Science, Scopus and Google Scholar databases which, in result, identified 19 related studies. Furthermore, the reviewers segregated the factors into four major domains which include value, subjective norm, perceived behavioural control and knowledge. The results of this review demonstrate that most customers in the emerging countries have already experienced a growing interest in sustainable apparel with a strong development of knowledge, great concern, values and social circle. In sum, this systematic literature review provides an insightful information about sustainable apparel purchase behaviour and helps academicians, manufacturers and retailers to position and market their sustainable clothing brands.

In recent years, several brands have received much negative press coverage when trying to market their food and drink products specifically at women. This is, in part, because the taste preferences/sensitivities of men and women are actually quite similar. In fact, perhaps the one and only area where consumers are willing to accept (or should that be swallow) ingested products explicitly targeted at women or men is in the case of nutritional foods/supplements. Such products are not really sold on the basis of their taste/flavour anyway. Many consumers are also sensitive to the so-called pink tax, when near-identical products cost more when sold to women rather than to men (e.g., as in the case of female razors). As the four recent examples discussed in this review make clear, it can be difficult to roll-out a new food or beverage product, or else extend a pre-existing product line, that is especially for women without coming across as sexist/condescending. As such, marketers need to tread carefully, otherwise they may end-up generating unwanted negative publicity. Ultimately, therefore, adopting an implicit approach to gender-based marketing, should that be the direction that a brand wants to take, will likely have more chance of avoiding negative publicity than the explicit targeting of food/beverage-related products in what is undoubtedly a highly-politicized area.

Development of both marketing and culture sector has a multi-directional nature showing relationships with the concept of sustainable development that should be considered on various levels of management of cultural sector, i.e. on the level of cultural policy of the state or region, and on micro-scale – in cultural institutions. This is because not only natural environment, economy and technology, but also society and culture constitute the area of sustainable development. Considering the assumptions of sustainable development by cultural institutions is related to implementing in this sphere the marketing concepts that are the expression of adoption of market orientation (on culture participant). The objective of the paper is to show the role of marketing in cultural institutions in the context of assumptions of sustainable development concept. The paper is based on literature studies and results of empirical research of quantitative character, which was conducted on a sample of 451 people managing cultural institutions in Poland. The research included general managers, managers and artistic directors, managers of marketing, promotion and sales departments, as well as owners of cultural institutions. Analysis of research results shows that culture participant has the highest position among groups of consumers of actions conducted by cultural institutions and development of offer diversity, comprised in the concept of sustainable development, emerges as factor stimulating development of culture market that is closely related to growth of the quality of cultural institution offer.

There is limited information on Tamarind production, trade and value added products in Kenya. Of late, there is growing interest in the domestic and export markets due to its multiple uses. The objective of this paper is to review existing literature to identify the missing value chain links which may help catalyse the scaling up of production and commercialization of Tamarind. Selected literature and interviews with traders and extension staff in the Coastal Counties were used to collect information for this study. Tamarind fruits are mainly collected in the wild in semi-arid areas of the country and marketed through informal channels. Mombasa is the terminal market for tamarind from Kenya and Uganda, from where domestic consumers and exporters obtain their supplies. Globally, virtually every part of tamarind tree (pulp, seed, leaves, flowers, bark and roots) has either nutritional, industrial or medicinal value. Tamarind fruit contains substantial levels of carbohydrates, proteins, vitamins, minerals and essential amino acids making it potentially useful in addressing wide spread malnutrition. Its anti-oxidant, anti-inflammatory, anti-microbial, anti-fungal and anti-diabetic properties gives tamarind wider application in conventional and traditional medicine. The findings suggest that scaling up the production and commercialization of tamarind in the country requires both public and private sector investment. The structure of this partnership should consist of the following value chain links: An efficient Seed / seedling system as a source of planting materials; production hubs by farmer associations, government institutions and private farms; aggregation centres for assurance of volumes and quality; processing, value addition and product diversification; an efficient distribution systems of wholesalers and retailers, particularly supermarkets; exporters and consumers. The agenda for further research should include breeding and availing early maturing cultivars demanded by the export market, quality management andvalue addition technologies.

In recent years, increasing attention has been paid to individuals organizing themselves and managing food systems in an ‘alternative’ and more sustainable way. Such emerging food initiatives are most commonly known as ‘Alternative Food Networks’ (AFNs). However, there is an ongoing debate concerning the extent to which AFNs facilitate social, economic and environmental change. There are criticisms of the overall sustainability promise of AFNs related to sufficiency of impact, possible counter effects and relevance of impacts. Because often empirical studies only focus on specific sustainability issues or AFNs, it has been difficult to develop more robust theories about the relations between diverse AFNs arrangements and sustainability. Thus, the aim of this paper is to contribute towards reducing this knowledge gap through a systematic literature review on AFNs in relation to sustainability. We summarize main methodological approaches, types of AFNs studied and sustainability dimensions addressed in literature to date. Findings serve as reference to propose opportunities for future research regarding sustainability in AFNs.

The accuracy of sales prediction models based on the big data of online word-of-mouth (eWOM) is still not satisfied. We argue that eWOM contains heat and sentiments of different product dimensions, which can improve the accuracy of these models. In this paper, we propose a dynamic topic analysis (DTA) framework in order to extract heat and sentiments of product dimensions from the big data of eWOM. Finally, we propose an autoregressive-heat-sentiment (ARHS) model, which integrates heat and sentiments of dimensions into the baseline predictive model. The empirical study in movie industry confirms that heat and sentiments of dimensions can improve the accuracy of sales prediction model. ARHS model is better for movie box-office revenue prediction than other models.

: Following the phenomenal growth of and competition among coffee chain retailers, the coffee chain market has expanded substantially thanks to rising income levels, the increasing young population, and rapidly changing lifestyles. Attracting consumers’ attention and enhancing their loyalty behaviors have become very difficult for coffee chain retailers. This study seeks to understand the mechanisms through which emotions and the dedication-constraint model lead to brand loyalty and willingness to pay more to certain coffee chain retailers. Emotions and the dedication-constraint model are major factors in the research, but few studies have combined them to examine the formation of loyalty behaviors. This study synthesizes emotional responses and the dedication-constraint model to develop a theoretical model. Based on the ambivalent view of emotions, it also examines how positive and negative emotions affect the combination of brand loyalty and willingness to pay more to certain coffee chain retailers. Moreover, it identifies the antecedents of affective and calculative commitments in the context of coffee chain retailers. Our findings indicate that loyalty behaviors (dedication- and constraint-based mechanisms from brand loyalty and willingness to pay more to certain coffee chain retailers), emotional responses, and affective and calculative commitments significantly affect brand loyalty directly and indirectly through both positive and negative emotions. Furthermore, service quality, physical environment quality, and price fairness significantly affect affective commitments, while price fairness significantly affects both affective and calculative commitments. Finally, affective and calculative commitments significantly affect willingness to pay more, both directly and indirectly, through positive emotions and affect it directly through negative emotions. The results’ theoretical and managerial implications and possible future research directions are discussed.

Background: Mitigating climate change requires fundamentally redesigned energy systems where renewable energy sources replace fossil fuels such as natural gas by 2050. Just how exactly this renewable energy will be transported to end users and how supply and demand will be balanced are still subject to lively debate. In this context the gas sector underlines its capability to contribute and claims its role in the EU energy system beyond the age of the fossil fuel natural gas. But on which specific arguments is this claim based and which enabling factors need to be considered? Methods: We take a two-step approach: We begin with a theoretically guided review of studies from energy industry and academic sources to discuss pros and cons from a holistic energy system design point of view. We then enrich our review with the results of an empirical focus group process, which leads us to possible enabling factors for unlocking the contributions of the gas sector to a climate-neutral energy system exemplified for Austria. Results: Beyond the widely acknowledged potential of the gas infrastructure for balancing growing renewable electricity generation and demand, we find that renewable gas could be a means to transport renewable energy to end users, and that it could be done using existing infrastructure. This could reduce the costs for society, increase public acceptance and ultimately speed up the transition to a climate-neutral energy system. However, this hinges on a supportive regulatory framework for energy markets and usage and on optimized resource utilization across the society as enabling factors. Conclusion: Developing a climate-neutral EU energy system will mean investing large amounts of money and completely overhauling our current system. The entire energy supply chain across various energy vectors must be optimized. This will require a technology-neutral and holistic approach. The regulatory framework must provide investment conditions that respect these principles. If it does, renewable gases could make a valuable contribution to achieving climate goals in an efficient, timely and publicly acceptable manner.

As the demand for a more sustainable society increases, adopting a sustainable banking approach serves as a competitive advantage for banks that are focused on attaining bank loyalty. This study revolves around understanding the role of sustainable banking practices on bank loyalty, while exploring the mediating effect of corporate image in the relationship between sustainable banking practices and bank loyalty. 511 data derived from customers of the banking sector was adopted for this study. Result from the structural equation modeling shows that sustainable banking practices positively and directly affects bank loyalty and corporate image, corporate image directly and positively affect bank loyalty, and also mediates in the relationship between sustainable banking practices and bank loyalty.

Self-consciousness can be considered as the internal disposition to direct attention to oneself. This dispositional tendency can be focused on private aspects of the self, but also on public characteristics of the individual. We examine self-consciousness in online consumer behavior. This concept has been poorly investigated in consumer research. The main objective of this paper is to analyze the influence of the dimensions of self-consciousness in consumer adoption of online shopping. This study is based on a sample of 725 Spanish undergraduates. Results indicated that public self-consciousness is a significant predictor of the adoption of online shopping.

In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact with the customers of the cultural offer. However, despite their growing importance in various areas of activity of organisations in the cultural sector, the issue of building the cultural institution's brand equity by social media users is relatively seldom raised. Research on the impact of online consumer activity on brand equity is at an early stage of development. Therefore, this article is an attempt to fill the research gap in this area. The article presents the results of a survey conducted in 2018 on a group of 1021 consumers of cultural services, who at the same time regularly used social media. The statistical analysis carried out and the research results obtained prove that the 3C sustainable system developed by the authors, concerning the activity of consumers of cultural services in social media, stimulates the consumer-based brand equity (CBBE). Statistically significant relations have been observed in particular for CBBE components related to the awareness of a cultural institution's brand and for the relationship related to the perception of its quality. The study opens a review of literature on social media and consumer-based brand equity (CBBE). Next, based on the COBRA model (consumer's online brand-related activities), a proposal of the 3C sustainable system, concerning the activity of consumers of cultural services in social media, has been presented. The further part of the article presents research hypotheses, a conceptual model, research methodology as well as results and conclusions. The last part of the article discusses the results obtained and indicates the existing management implications.

The article addresses the issue of consumer preferences for types of coffee in Poland (ground coffee, instant coffee, coffee beans, instant coffee mixes and instant cappuccino). The main source of the study is the results of primary research conducted using a structured interview (CAPI—Computer Assisted Personal Interview) on a nationwide sample of 800 coffee consumers. The research was conducted by Grupa IQS Sp. z o.o. from Warsaw in January 2016 for the MOKATE Group based on the assumptions and guidelines developed by the authors of the article. The main purpose of the article is to present the identified coffee consumer preferences in Poland with regard to various kinds of coffee. The results of the research which have been included in the article indicate, among others, ongoing changes in the preferences of Polish consumers regarding their coffee choices. They prove that Polish consumers are drinking ground coffee more and more often. The consumption of instant coffee is decreasing.

This is a theoretical and empirical article. Basic issues related to consumer behaviour on the market of cultural services are presented in the first part of the article. The second part presents the brief characteristics of consumers of cultural services in Poland, as well as an analysis of their market behaviour. For this purpose, surveys were conducted on a group of 2599 consumers of the cultural offer. Research was conducted in Katowice - the largest city in the Silesia region in Poland. The article also highlights the main trends in consumer behaviour on the market of cultural services in Poland in particular: increasing mobility of the consumers of the cultural offer, growing diversity in the methods of acquiring information about cultural events and increase in the importance (purchasing power) of consumers in the retirement age in the market of cultural services. In the last part of article authors indicate on the resulting implications for sustainable cultural management in Poland - particularly marketing.

This case study assessed marketing arrangements used by small scale farmers in the Lake Basin and Lower Eastern bean corridors of Kenya to determine which markets work for rural producers and what changes are needed to produce and supply sufficient quantities for trade. Using exploratory research, data was collected through focus group discussions with six farmer groups representing a total of 1255 bean farmers and key informant interviews with extension staff. The results indicated that 94% of the farmers produced beans before identifying buyers with only 6% participating in group marketing. Though spot-market transactions with brokers and traders provided ready cash for the farmers, formal buyers were perceived to be more reliable but difficult to find and, operated stringent requirements which were a barrier to entry. A theory of change to integrate smallholders into formal markets to sustainably produce and supply sufficient volumes for trade should entail a transformation agenda at four levels of the value chain: intensification of production through pure stand models with greater use of certified high yielding varieties; stable price guarantees; a market-driven research and extension service and; an enabling political, policy and business environment in the bean value chain. Further research is needed to pilot these changes in a case control study.

As climate is not only a valuable tourism resource but also a factor influencing travel experience, estimating climate change can provide implications to sustainable development of the tourism industry. This study develops Climate Volatility Index (CVI) using GARCH model and estimates the relationship between CVI and Japanese tourism demand for Korea using a tourism demand model, based on data from January 2000 to December 2013. Time lag is applied based on a decision making process regarding travel destinations. The result shows that an increase in volatility of climate change leads to a decrease in tourism demand.

The concept of sustainable management in culture has been recognised in global strategic documents on sustainable development for more than a decade. It is also increasingly reflected in the cultural polices of particular states, and – very importantly –cultural managers responsible for shaping the cultural offer in cities are becoming more interested in this concept. Despite the increasing attention being paid to this topic among both practitioners and theoreticians of management, in none of these documents or other works can we find any content directly related to the possibility of applying this concept in a town which, due to political turmoil, has been divided by a national border. Hence, this gap was the direct impulse for taking up research in this field. In the article, by using different notions of the market, our own definition of a cross-border market for cultural services was developed, and the conditions for the functioning of this market were presented based on the example town of Cieszyn (Poland) and Český Těšín (Czech Republic). In the opinion of the authors of the article, the development and functioning of a cross-border market for cultural services is essential for the application of the concept of sustainable management of the cultural offer in a town divided by a border. For the purpose of the article, a survey and individual interviews with experts shaping the cultural offer in Cieszyn and Český Těšín were conducted. The results of the research prove that despite numerous cross-border Czech-Polish projects carried out by cultural institutions, there are still many barriers in the town which make it difficult for the residents to benefit from the cultural offer available on the other side of the border. These barriers limit the full implementation and application of the concept of sustainable management of the cultural offer.

Given the increase in consumers’ preferences for coffee, it is becoming important to understand their decision-making processes in the coffee chain context. To deepen the understanding of sustainable outcomes in this context, this study investigates the role of dedication- and constraint-based mechanisms in forming consumers’ repurchase and positive word-of-mouth (WOM) intentions, two critical sustainable outcomes. We examined the effects of coffee quality, the quality of the physical environment, and service quality in accelerating the formation of dedication-based factors. Moreover, this study offers an in-depth understanding of the enablers of perceived switching costs. Data collected from 238 university students that frequently visit coffee chains are empirically tested against the proposed theoretical framework by using structural equation modeling. The results confirm that both dedication- and constraint-based factors substantially predict consumers’ sustainable outcomes in the coffee chain context. Brand image and perceived switching costs play an important role in enhancing consumers’ repurchase and positive WOM intentions compared with customer satisfaction. Coffee quality is significantly associated with both customer satisfaction and brand image, whereas the quality of the physical environment and service quality are only significantly associated with brand image. Habit is found to be the key enabler of perceived switching costs, while loyalty programs have no significant impact on perceived switching costs.

Building on the Sustainable Happiness Model, this study examined how congruency between ideal self-image and brand image influence a sense of happiness. The findings show that when ideal self-image and ideal social self-image are congruent with brand image a sense of happiness can be enhanced through brand identification and positive emotions. This study contributes to literature as it reveals the mechanism of how congruency between ideal self-image and brand image positively affect happiness.