Business, Economics and Management

Abstract: This study investigated the influence of marketing infrastructure and digital marketing strategies on the performance of small and medium enterprises (SMEs) in Nigeria, emphasizing the mediating role of digital transformation. While prior research has established the importance of digital marketing strategies in driving performance, much of the focus has been on large firms, with limited attention to SMEs and the transformative effects of digital transformation. To address this gap, data were collected from 400 SME managers and owners registered with the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN) through an online survey. The data were analyzed using partial least squares structural equation modelling (PLS-SEM). Findings revealed that marketing infrastructure and digital marketing strategies do not directly improve marketing performance; rather, digital transformation serves as a critical mediator that enables this relationship. The study concludes that SMEs that embrace digital transformation, by integrating digital technologies across operations, achieve superior marketing outcomes, including enhanced brand awareness, customer acquisition, conversion rates, and customer satisfaction, ultimately leading to higher sales, profitability and and business sustainability.

Abstract: Generation Z, a cohort defined by digital connectivity, sensitivity to social influence, and environmental awareness, has attracted considerable scholarly attention in sustainable consumption research. Yet a persistent gap between their expressed pro-sustainability attitudes and actual purchasing decisions remains well-documented. This study examines whether Gen Z characteristics help bridge that gap by directly influencing sustainable purchase behavior and by moderating the role of purchase intention in that process. A quantitative design was employed using survey responses from 302 Gen Z consumers. The findings suggest that while Gen Z characteristics significantly predicted actual sustainable purchasing and purchase intention exerted a positive direct effect, the interaction between the two was negative and statistically significant. Conditional effects analysis further revealed that the influence of generational characteristics on purchasing behavior is stronger at lower levels of purchase intention and progressively weaker as intention increases. These results suggest that traits such as digital responsiveness, social embeddedness, and environmental orientation do not merely reinforce existing intentions but appear to compensate for their absence, activating sustainability-aligned behavior even when motivational commitment is limited. The study repositions the intention-behavior gap among Gen Z as something modulated by generational characteristics that drive purchasing behavior when intention alone falls short.

Abstract: Artificial intelligence (AI) is often employed in various sectors of e-commerce. Conse-quently, it becomes necessary to identify the impact of various parameters of the algorithm on buyer behavior. This study aims to investigate the impact of algorithmic anthropomor-phism, algorithmic transparency and perceived algorithmic fairness on buyer purchase intentions. In addition, this study has endeavored to establish the role of Technology Ac-ceptance Model as a moderating variable. A structured questionnaire was dispersed among 384 online buyers via Qualtrics. The proposed model was tested using PROCESS macro (Hayes, 2022) for mediation and moderation analyses. The results reveal that: (1) algorithmic anthropomorphism positively affects both algorithmic transparency and per-ceived algorithmic fairness; (2) algorithmic transparency has a significant positive effect on both perceived fairness and purchase intention; (3) perceived algorithmic fairness me-diates the relationships between algorithmic anthropomorphism and purchase intention, as well as between algorithmic transparency and purchase intention; and (4) TAM posi-tively influences purchase intention, though its moderating effect on the anthropomor-phism–purchase intention link is only marginally significant. These findings offer theo-retical contributions to AI-driven consumer behavior research and practical implications for the design of algorithmic e-commerce systems.

Abstract: The growing global concern for environmental sustainability has increased consumer interest in green cosmetics formulated with natural ingredients. However, this interest does not consistently translate into purchasing behaviour, highlighting a persistent attitude–behaviour gap. Drawing on the Attitude–Behaviour–Context (ABC) theory, this study examines how structural and economic constraints shape green cosmetics consumption in South Africa and Zimbabwe. A qualitative, exploratory design was employed, using semi-structured interviews with twelve female consumers (n = 12) across South Africa and Zimbabwe. Thematic analysis revealed that although consumers expressed positive attitudes driven by perceived health and natural benefits, these did not consistently result in sustained purchasing behaviour. Instead, contextual barriers, including high prices, limited product availability, and restricted access to retail and e-commerce infrastructure, significantly constrained consumption. Notable cross-country differences emerged. South African consumers demonstrated relatively stronger brand loyalty, supported by online access and retailer reward programmes, whereas Zimbabwean consumers were more likely to switch brands, rely on informal purchasing channels, revert to conventional products, or use home remedies. The findings underscore the dominant role of contextual factors in shaping behaviour in emerging markets. This study extends the ABC theory by demonstrating that structural constraints can override positive attitudes while offering practical insights for improving accessibility, pricing, and distribution to support sustainable consumption.

Abstract: Family firms are central to global economic stability and employment. Generational transitions, however, involve not only the transfer of leadership but also changes in organizational structures and culture. As digitalization becomes increasingly important for competitiveness, successors are introducing digital marketing practices that may influence organizational culture during leadership transitions. While previous research has examined digital transformation in family businesses, limited attention has been given to the role of digital marketing as a mechanism of cultural change during generational succession. This article addresses the question: How do second-generation successors use digital marketing practices to shape organizational culture during generational transitions in family firms? Drawing on practice theory and Schein’s model of organizational culture, the study explores how cultural change unfolds through everyday practices within organizations. The research employs a qualitative multiple-case study approach based on semi-structured interviews with representatives from 35 family firms in Latvia. The findings identify key digital marketing practices implemented by second-generation successors and illustrate how these practices influence organizational culture during the transition process. The results suggest that digital marketing can both reinforce existing organizational values and selectively reshape organizational identity and legitimacy. The study highlights digital marketing as a culturally legitimate tool through which successors can influence decision-making processes, coordination mechanisms, and authority structures during generational succession.

Abstract: This study investigates the influence of circular-economy transparency (CET) on re-sponsible purchase intention (RPI) within the electronics market, elucidating the mediating role of perceived green authenticity (PGA) and the boundary condition of greenwashing skepticism (GWS). We used PLS-SEM (SmartPLS 4) with bootstrapping to test direct effects, mediation, moderation, and moderated mediation on a cross-sectional online survey of 400 adult electronics customers in Saudi Arabia. The results indicate that CET positively predicts PGA and RPI, with PGA significantly enhancing RPI. This suggests that perceptions of authenticity convey a significant aspect of transparency's impact on responsible intentions. Nonetheless, GWS considerably diminishes the CET→PGA and PGA→RPI relationships and lessens the potency of the indirect CET→PGA→RPI pathway, indicating that skeptical consumers more rigorously disregard cues of transparency and authenticity. The model provides a strong description of the observed variance in both PGA and RPI, justifying its explanatory and predictive value. These results suggest that electronics brands and policymakers would do well to complement transparency programs with measurable, decision-relevant information disclosures and trust-enhancing procedures (e.g., traceability and third-party validation) in order to minimize distrust and enable responsible purchasing.

Abstract: This study investigates the influence of circular-economy transparency (CET) on responsible purchase intention (RPI) within the electronics market, elucidating the mediating role of perceived green authenticity (PGA) and the boundary condition of greenwashing skepticism (GWS). We used PLS-SEM (SmartPLS 4) with bootstrapping to test direct effects, mediation, moderation, and moderated mediation on a cross-sectional online survey of 400 adult electronics customers in Saudi Arabia. The results indicate that CET positively predicts PGA and RPI, with PGA significantly enhancing RPI. This suggests that perceptions of authenticity convey a significant aspect of transparency's impact on responsible intentions. Nonetheless, GWS considerably diminishes the CET→PGA and PGA→RPI relationships and lessens the potency of the indirect CET→PGA→RPI pathway, indicating that skeptical consumers more rigorously disregard cues of transparency and authenticity. The model provides a strong description of the observed variance in both PGA and RPI, justifying its explanatory and predictive value. These results suggest that electronics brands and policymakers would do well to complement transparency programs with measurable, decision-relevant information disclosures and trust-enhancing procedures (e.g., traceability and third-party validation) in order to minimize distrust and enable responsible purchasing.

Abstract: Purpose: This study aims to explore how sports businesses can be reimagined in the digital era by identifying key transformative indicators shaped by virtualization. Design/methodology/approach: The research is of mixed type (qualitative-quantitative). The statistical population of the qualitative section included all IT specialists in the sports industry and university professors with expertise in sports management and digitalization from executive and academic fields. Purposive sampling method was used to select the research samples. The sample size continued until theoretical saturation (15 people) was reached. In the initial stage, the data of this research were collected through semi-structured interviews with the selected samples. To ensure the validity, various methods such as tracking data over time (audit tracking) and consolidating the findings through repeated assessments of data and patterns were used. After the coding processes and identification of main themes and indicators, a questionnaire was developed to validate the extracted components. For qualitative data, content analysis was used, and in the quantitative phase, second-order confirmatory factor analysis was used using SPSS version 25 and Smart PLS version 3 software. Findings: Based on the findings, the foundations for developing digital business included business virtualization contexts, assumptions of the digital workplace in business; digital business processes included the efficiency of the virtual business system and business virtualization processes; digital business functions encompassed the development of digital business and the sustainability of the digital work environment. Also, the results of the validity and reliability analyses and confirmatory factor analysis of the research components indicated the appropriate validity of all items of the questionnaire obtained from the qualitative section. The examination of the indicators of the final research model also indicated the high validity of the model. According to other results, the desired model had appropriate fit indicators. This research provides a scientific and practical basis for policymakers and managers in the sports industry to better focus on advancing the virtualization and digitalization of sport businesses in their decision-making processes. Originality: This study advances a holistic framework for understanding the virtualization of sports businesses. Unlike prior work, it integrates technological, economic, and social dimensions, introducing new indicators for innovation and sustainable value creation.

Abstract: The growing presence of AI in academic marketing is reshaping the way HEIs (Higher Education Institutions) are engaging their stakeholders. The benefits that come from uti-lizing AI-driven elements to improve operational efficiency only come to fruition when stakeholders trust those integrated elements. The relationship between stakeholder per-ceptions and their confidence in decision making on AI-enabled marketing activities is examined by this study through the application of a multi-paradigm machine-learning framework. This study analyzed the responses of 200 stakeholders using a combination of survey data and provided greater strength to the findings by combining multiple respons-es. Five different paradigms were used: Linear Regression, Ridge Regression, Support Vector Regression, Random Forest, and Gradient Boosting to evaluate stakeholder data and predict their behavior. The results suggest that Ridge Regression provided the most stable baseline for prediction; however, the ensemble models were able to capture many critical non-linear dynamics that were overlooked by linear model approaches. Trust in AI tools and personalised advertising is a dominant factor in stakeholder confidence, where-as the institutional perception of stakeholders acts as a structural moderator. These find-ings provide empirical validation of the Trust-Tech Nexus and demonstrate that for stakeholders to fully realise the benefits of AI-driven personalised advertising, institution-al credibility is essential.

Abstract: Sustainability and healthy eating have emerged as key areas of interest and concern among younger generations in recent decades. Another prominent feature of this cohort is their increasing engagement with sport, both as practicing sport and as sport fan. Participation in sporting activities and enthusiasm for sports frequently align with the principles of sustainable and healthy living. Despite extensive theoretical interest and a growing body of research on young consumers’ concern for sustainability and balanced nutrition, the interrelations among these domains remain underexplored. The connection with sport engagement has received even less scholarly attention. This study investigates how sustainable and healthy eating (SHE) behaviors, together with sport engagement, influence advocacy for sustainable and healthy food practices among young Italian consumers. Drawing on the stimulus–organism–response (S–O–R) framework, we develop and test a structural equation model (SEM) using data from 206 respondents. The results reveal that the two main constructs (SHE and SPORT) play a significant role in fostering Gen Z’s advocacy for sustainable and healthy eating. Moreover, there are no significant differences among male and females. These findings contribute to consumer research on the interplay between sustainable and healthy lifestyle behaviors by identifying sport engagement as a novel and meaningful driver of consumer advocacy toward sustainable and healthy eating (SHE).

Abstract: Agritourism is an expanding form of experience-based rural tourism, yet limited empirical research explains how experiential marketing shapes perceived value and satisfaction in authentic farming contexts. Drawing on Schmitt’s Strategic Experiential Modules and the Memorable Tourism Experience (MTE) framework, this study develops and tests a structural model linking agritourism experience, perceived value, and satisfaction. Survey data from 398 visitors across twelve certified agritourism communities in Taiwan were analyzed using CFA and SEM. Results show that agritourism experiences significantly enhance perceived value and directly increase satisfaction, with perceived value exerting a strong mediating effect. The findings underscore the distinctiveness of agritourism, where authenticity, natural variability, and human–land interactions generate experiential outcomes not replicable in constructed tourism spaces. The study advances experiential marketing theory and offers practical guidance for rural tourism development.

Abstract: Against the sustained growth of China’s live streaming commerce, immersion is pivotal for consumer decision-making, yet existing studies overlook continuous moderators and systematic transmission mechanisms. Based on the SOR theory, this study explores how immersion influences purchase intention via trust, with shopping involvement as a moderator. Data from 455 Chinese live streaming shoppers were collected via Wenjuanxing and analyzed using SPSS 27.0, PROCESS macro, and AMOS 31.0. Results show immersion positively impacts trust, trust fully mediates the immersion-purchase intention link, and shopping involvement strengthens the immersion-trust effect for high-involvement consumers. This study enriches SOR theory’s application in digital consumption, offers marketers insights for immersive design and differentiated strategies, and contributes to sustainable consumption by reducing impulsive purchases through trust.

Abstract:

This research examines the dynamic interplay between producers and consumers in Korea’s bottled water market and water purifier market through a socio-cognitive dynamics lens. It explores how evolving conceptual systems and product meanings around water are influenced by environmental concerns, legal frameworks, and media events. Using qualitative data from 69 stakeholders (producers, consumers, and experts), the study finds that distrust in tap water and heightened health awareness spurred different product perceptions – from “pure” bottled water to high-tech “functional” purification services. These shifts drove innovation across markets, including new technologies, service models, and branding strategies. Key findings show that regulatory limits initially constrained bottled water growth, but sustainability-driven innovations eventually revitalized that market. In contrast, the water purifier sector rapidly expanded through service innovation and consumer education. The co-evolution of product meaning and stakeholder behavior underscores the importance of adaptive socio-cognitive strategies in sustainable water management. Overall, the study demonstrates how socio-cognitive dynamics can inform market development and guide policy and industry innovation to promote sustainable water use.

Abstract: While privacy concerns are traditionally assumed to deter data sharing, this study challenges that consensus within the context of value-aligned green marketing. Drawing on privacy calculus theory and trust-building frameworks, we surveyed 1,136 consumers to investigate the mechanisms driving engagement with AI-driven sustainability initiatives. Following a rigorous attrition analysis to ensure data quality (final N = 482), structural equation modeling reveals a complementary mediation effect: brand trust mediates the relationship between privacy concern and data-sharing willingness (indirect effect = 0.068), yet a significant positive direct effect persists (\beta = .109, p = .010). This finding suggests that privacy-conscious consumers do not exhibit paradoxical behavior but rather exercise privacy self-efficacy—engaging in informed, strategic selectivity where high concern correlates with high competence in managing risks. Furthermore, the study addresses the “Green-AI Paradox”—the tension between AI’s environmental utility and its substantial carbon footprint. We propose a new framework of “Impact Transparency” and introduce the AI Data Usage Efficiency (ADUE) metric for integration into the EU Digital Product Passport. These findings offer a roadmap for marketers and policymakers to foster trust through authentic, outcome-based transparency.

Abstract: Direct-to-consumer (D2C) brands increasingly rely on A/B testing to optimize paid social advertising, yet common execution errors—inconsistent attribution, underpowered samples, mid-test edits, and metric flexibility—undermine inferential validity [1]. This paper develops a methodological framework for decision-grade experimentation on Meta (Facebook) Ads that balances statistical rigor with business guardrails. We synthesize established practices in online experiments [1–3] and operationalize them into a prioritized test sequence, integrating power analysis, Sample Ratio Mismatch (SRM) diagnostics [4,5] optional CUPED variance reduction [6] and economic guardrails (e.g., ROASthresholds, delivery balance, frequency parity). Evidence and scope. All analyses use a synthetic/simulated dataset calibrated to D2C benchmarks; no live-traffic data are analyzed. The simulation demonstrates the analytical workflow and decision logic without making empirical claims about real-world effectiveness. The contribution is methodological: a reproducible template practitioners can adapt and validate in production.

Abstract:

Building on our previous systematic review that synthesized eight core sustainable appetitive traits central to food behavior research, the present study extends this framework through an empirical investigation of Generation Z university students in Greece. We have established the conceptual foundation by mapping emotional, sensory, and behavioral regulation drivers of eating behavior, underscoring their relevance for nutrition and sustainability. However, empirical applications of this multidimensional framework to Generation Z remained scarce. This study addresses this gap by examining eating behaviors among approximately 800 students at the University of Ioannina using a validated post pandemic questionnaire. Results revealed heterogeneity across six domains, with consensus observed only in sensory driven eating (M = 3.88) and openness to new foods (M = 4.00). Cluster analysis identified two distinct profiles: Exploratory and Hedonic Responders and Emotionally Regulated and Satiety Oriented Responders. These clusters delineate a novel profile of Generation Z, portraying them as digitally immersed, sustainability oriented, and emotionally sensitive, yet divided between impulsive exploration and regulated satiety. The study contributes new empirical insights into post pandemic food behavior. It establishes a comprehensive evidence base for designing culturally sensitive wellness programs and targeted nutritional interventions that support sustainable dietary practices. The continuity between the two papers underscores both theoretical importance and the practical necessity of integrating emotional, sensory, and regulatory dimensions in advancing sustainable eating futures among young adults.

Abstract: Still, there are limitations that various approaches have not been attempted to conduct studies examining the market orientation in the hotel industry. It would therefore be mandatory to conduct active studies based on a variety of perspectives, methods and environments in association with the market orientation and business performance in the tourist hotels. Thus, this quantitative study was conducted to identify correlations between the market orientation, differentiation strategy and business performance based on published studies in top-class tourist hotels located in the metropolitan areas. A self-reporting questionnaire survey was performed for assistant managers or their higher-level officers who are engaged in tourist hotels located in the metropolitan areas between April 14 and May 13, 2019. The current study postulated that the market orientation might have an effect on the differentiation strategy, the low-price strategy and business performance. Moreover, it also postulated that the differentiation or low-price strategy might have an effect on the business performance. The current results showed that the path coefficient of each variable exceeded the limit of the acceptance range. Thus, all the five hypotheses were accepted. Further studies are warranted to integrate various approaches, which is essential for establishing the current results.

Abstract: This study explored the characteristics of social network service (SNS)-based marketing strategies and their impacts on customers’ buying behavior and to examine mediating roles of consumption value in small restaurant business settings. The following hypotheses were proposed: First, SNS-based marketing strategies (enjoyabiloty, socializability and informativeness) of restaurant business companies have a significant positive effect on customers’ buying behavior. Second, the consumption value (functional, social and economic values) plays role in mediating the relationship between SNS-based marketing strategies of restaurant business companies and customers’ buying behavior. A self-administered questionnaire survey was performed for a total of 500 Korean customers of restaurant business companies who use SNS. Of these, 361 eligible questionnaire sheets were analyzed. Results are as follows: First, enjoyability and informativeness, rather than socialization, had a significant positive effect on customers’ buying behavior. Second, social value had a mediating effect but functional and economic ones did not. Third, restaurant business companies provided the latest or diverse amusing information via an SNS and thereby had a significant positive effect on buying behavior. It can be concluded that SNS-based marketing strategies should be implemented considering their enjoyability and informativeness as well as social aspects of consumption.

Abstract: The era of green global norms and business competitiveness encourage global companies to increase marketing capability which has an impact on marketing performance. This research examines the gaps in green global norms which are often considered to have consequences for investment in innovation and has an impact on profitability. On the contrary, this pressure encourages companies to remain survive while increasing their competitiveness. This research discusses green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was employed on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies were used as research samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report for the 2019-2023 period. The research results show: (1) the mediating role of green marketing in values transformation of organizational learning and green organizational identity ; (2) green innovation has been shown to have no significant impact on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities ​​to improve marketing performance.

Abstract: In recent years, the impact of store image on consumer behavior has gained significant importance, as a clear and powerful image in consumers' minds increases their trust in the store. It will also pave the way for increasing product sales. The current research aims to determine the factors affecting the purchase decision involvement of customers of chain stores of confectionery and chocolates of a particular brand using the questionnaire measurement tool and simple random sampling method, as well as the structural equations model. This study examines the impact of store image on consumers' brand trust, and also the effect of product class involvement and brand trust on consumer purchase decision involvement. The findings of this study show that both brand trust and product class involvement positively and significantly impact purchase decision involvement, with brand trust having the strongest effect. Based on these results, it is recommended that managers and decision-makers of these stores focus more on store image variables, brand trust, and product features, which include shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweets consumers.