Search Results (447)

Social media influencers (SMIs) are becoming increasingly powerful in shaping customers’ perceptions and behaviors regarding the products they purchase and the brands within digital marketing environments. This research proposes to assess the extent to which social media platforms, particularly Instagram and TikTok, affect SMIs’ capacity to persuade their followers concerning brand credibility and purchase intention. Using an online survey of 701 active users of both platforms in Palestine, the data were analyzed using structural equation modeling (SEM) through SmartPLS 4.0 for the simultaneous evaluation of both the measurement models and the structural models. The research findings indicate that follower involvement, interactivity, and emotional attachment positively influence the persuasive outcomes through the creation of parasocial relationships (PSRs) between followers and SMIs, and that these influences are different for each platform. Results show that Instagram had a larger overall influence compared to TikTok, whereas there were no differences between platforms regarding how PSRs shape follower perceptions of brand credibility and emotional attachment to SMIs; both of these perceptions are strongly linked to PSRs. Therefore, these findings underscore the importance of platform-specific engagement mechanisms in shaping PSRs and offer theoretical and practical implications for influencer marketing strategies. The findings further suggest that platform affordances may condition not only overall engagement levels but also the relative strength of persuasion mechanisms underlying PSRs and their behavioral consequences. By situating the analysis within a non-Western digital market, this study provides context-specific insights and highlights avenues for future research in comparable digital consumption environments. Full article

Social media influencers (SMIs) have become effective intermediaries that influence consumer perceptions, attitudes, and behavioral intentions through their online presence and persuasion skills; this has made it imperative to comprehend how buyer-related variables contribute to brand loyalty within contemporary marketing research. This study, therefore, examines the effect of social media influencer capability on brand loyalty in Saudi Arabia, using brand trust as a mediating variable and authentic leadership as a moderating variable. Utilizing Social Exchange Theory and Authentic Leadership Theory, the study applied a quantitative cross-sectional survey design. Data were purposively collected from 476 active social media users in three major commercial hubs in Saudi Arabia (Riyadh, Jeddah, and Dammam). The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that authenticity and communication skills have a positive and significant influence on brand trust and brand loyalty, but expertise and influence only have a significant and positive influence on brand trust, not on brand loyalty directly, which means that the two constructs are indirectly influencing brand loyalty. The study also finds that authentic leadership significantly moderates the relationship between expertise, influence, and communication skills and brand loyalty, while the interaction with authenticity is not significant. Moreover, the mediation analysis shows that brand trust plays a significant mediating role in the relationships between communication skills, expertise and influence and brand loyalty, implying that the antecedents play a leading role in fostering loyalty by first developing trust. The study contributes to theory by offering a process-based perspective on the concept of brand loyalty that positions brand trust as a fundamental mechanism and authentic leadership as a vital enabling context. The findings have practical implications for organizations that want to strengthen brand loyalty through authentic communication, trust-building strategies, and leadership practices in social media-based contexts. Full article

This study examines the intercorrelations that exist between brand equity, expectation confirmation, and sustainable repurchase intentions within Saudi Arabia’s burgeoning e-commerce sector, emphasizing its cultural and digital transformation context aligned with Vision 2030. The main objectives are to identify how brand perceptions influence customer satisfaction, and to explore the applicability of integrated theoretical frameworks, namely Brand Equity Theory and Expectation-Confirmation Theory in explaining sustainable consumer behavior in an emerging market. Utilizing a quantitative research approach, data was collected through an online self-reported questionnaire distributed via social media platforms targeted at active e-commerce consumers in the Hail region. Convenience sampling combined with snowballing yielded a sample size of 361 respondents, ensuring broader demographic representation. Data analysis was conducted using structural equation modeling with partial least squares (SEM-PLS), a technique suited for theory exploration and handling complex variable relationships. The findings demonstrate that brand awareness and brand image significantly positively influence customer satisfaction, which in turn positively impacts repurchase intentions in e-commerce platforms. Similarly, expectations and perceived performance also have significant positive effects on satisfaction, which in turn positively impacts repurchase intentions in e-commerce platforms. All hypotheses were supported, with significant relationships observed between the variables, with the model demonstrating robust validity and fit, evidenced by acceptable SRMR, d_ULS, and d_G values. The study’s originality lies in its culturally contextualized application of these theories to a less studied yet vital emerging market, providing novel insights into how cultural nuances influence digital consumer loyalty. These outcomes contribute to both academic theory and practical strategies for e-commerce firms aiming to build sustainable, trust-based relationships within culturally diverse digital environments, offering a valuable blueprint for similar markets undergoing digital transformation. Full article

The emergence of social media platforms as commercial environments has necessitated the reconceptualization of service quality frameworks in electronic commerce research. This investigation analyzes and empirically validates social media quality as a multidimensional construct encompassing clarity, attractiveness, interactivity, and relevance dimensions. Grounded in means-end chain theory and uses and gratifications theory, we propose and test a comprehensive nomological network examining customer service and privacy as antecedents and their consequent effects on brand image, electronic word-of-mouth, repurchase intention, and customer satisfaction within Instagram commerce ecosystems. Using structural equation modeling with 258 Chilean Instagram commerce users, we find empirical support for all hypothesized relationships. Results reveal that both customer service and privacy are significant determinants of social media quality perceptions, with privacy demonstrating a substantially stronger effect. Social media quality, in turn, demonstrates considerable predictive power for brand image, customer satisfaction, electronic word of mouth, and repurchase intention. Importantly, customer satisfaction functions as a critical mediating mechanism, translating quality perceptions into behavioral outcomes. This research extends existing service quality literature by delineating a theoretically grounded framework for assessing quality perceptions in social commerce contexts and offering strategic guidance for optimizing social media commerce initiatives. Full article

Sustainability has become a strategic priority in the hospitality sector, particularly in luxury hotels where environmental responsibility must be balanced with high service quality. This study explores hotel managers’ perceptions and experiences of implementing environmentally friendly practices in five-star hotels in Gauteng, South Africa. A qualitative research approach, guided by a constructivist paradigm, was employed using semi-structured interviews with seventeen middle-level managers from major departments in the hotels. Data were manually and software-coded, and thematic analysis produced nine interrelated themes: Adoption Culture, Collaboration Networks, Consumption Tracking, Guest Revenue Drivers, Operational Shifts, Operational Prioritisation, Staff Enablement, Structural Constraints, and Valued Pragmatism. The findings indicate that managers generally perceive sustainability as both an ethical responsibility and a business imperative, particularly in relation to brand reputation, guest expectations, and cost efficiency. However, implementation is constrained by infrastructural instability, high initial investment costs, limited supplier availability, and occasional resistance from staff and guests. The study highlights the importance of embedding sustainability within governance systems, staff practices, and organisational culture to support long-term adoption. This research offers context-specific insights into sustainability implementation in South African luxury hotels and provides practical value for hotel managers, policymakers, and sustainability stakeholders operating in resource-constrained environments. Full article

This study employs a constructivist grounded theory approach based on 69 in-depth interviews conducted between March 2022 and December 2023 to examine socio-cognitive dynamics in Korea’s bottled water and household water purifier markets. The study addresses a gap in prior research by explaining how product meanings and stakeholder strategies co-evolve across adjacent “safe-water” markets under regulatory and sustainability pressures. Drawing on qualitative data from 69 stakeholders, including producers (n = 30), consumers (n = 19), and institutional experts (n = 20), we analyze how distrust, risk perception, and health consciousness reshape conceptual systems and market strategies. These shifts drive innovation across markets, including new technologies, service models, and branding strategies. The findings show that socio-cognitive stabilization arises through iterative interactions among institutional shocks, producer reinterpretation, and consumer adaptation. In the bottled water market, the meanings of “natural purity” became materially embedded in packaging, mineral labeling, and brand narratives. In the purifier sector, “technological reliability” was institutionalized through service-based maintenance systems and visible quality control technologies. These processes developed within asymmetric communicative environments shaped by corporate branding capacity and media amplification. This study refines socio-cognitive market theory by specifying boundary conditions under institutional distrust in developed economies. Although Republic of Korea possesses advanced drinking water infrastructure comparable to that of other developed economies, public confidence in tap water has periodically weakened following highly salient contamination incidents and regulatory transitions. This paradox provides a theoretically informative context for examining how product meanings and stakeholder behaviors mutually adapt over time. Although environmental impact metrics were not directly measured, the findings suggest that sustainability policies must address socio-cognitive trust dynamics alongside regulatory instruments such as plastic levies, certification schemes, and transparent risk communication. Full article

Present-day artificial intelligence systems (AI), virtual assistants, and devices connected to the Internet of Things (IoT) are playing an increasingly important role in decision-making processes in the everyday lives of individuals and daily operations of organizations. In this respect, the users’ trust is a key factor determining their acceptance and effective use. In contemporary digital ecosystems, this trust increasingly becomes a component of sustainable digital marketing, in which transparent data practices and responsible communication shape long-term consumer–technology relationships. This paper analyzes the halo effect as a psychological mechanism affecting the perception of competences, reliability, and ethics in the case of technologies based on AI. Based on the literature on behavioral economics, it was shown how positive associations with the interface, brand, or previous experience of the user may lead to excessive trust in technology. Such mechanisms also play a significant role in shaping sustainable consumption patterns, as users—guided by cognitive shortcuts—can adopt technologies in ways that either strengthen or weaken responsible digital behaviors. Moreover, the potential risks associated with this phenomenon were also indicated. The aim of this paper was to present how the utilization of the halo effect influences the generation of trust in smart systems and the formulation of implication for management practices and technology design. These implications are increasingly important in the context of sustainable digital marketing policy, where organizations must align persuasive communication with ethical standards and with rising expectations regarding sustainable digital transformation. Relationships between variables were analyzed using structural equation modeling (SEM), making it possible to verify complex dependencies between the perceived image of technology, the halo effect, and the users’ trust. This study tested three core hypotheses regarding the halo effect’s role, the foundational importance of security, and the mediating function of trust in technology adoption. The results of these analyses indicate that the halo effect significantly affects the level of trust in each of the investigated areas, with the strongest effect observed in the case of virtual assistants, where perception of the human-like characteristics of the interface considerably strengthened trust in the competences and reliability of the system. This finding has particular relevance for AI-driven personalization mechanisms, which increasingly guide consumer decision-making and shape their long-term behavioral patterns in online environments, with direct implications for sustainable consumption. This paper provides contribution to innovation management and technical marketing, stressing the importance of cognitive and emotional factors in the acceptance of new technologies. At the same time, it highlights the theoretical need to integrate responsible AI design with sustainable digital marketing strategies The findings suggest that ensuring trust, once established, has the potential to support not only technological innovation but broader societal goals related to responsible consumption, environmental stewardship, and long-term digital well-being aligned with sustainable development principles. However, this study stops short of empirically measuring sustainable consumption behaviors, offering instead a conceptual link that requires further empirical validation. Full article

As artificial intelligence (AI) systems are increasingly adopted in recruitment practices, applicants’ responses to AI-mediated interviews have become an important issue for organizations. Understanding how applicants interpret these systems is relevant for organizational attractiveness and employer branding. Drawing on social exchange theory and signaling theory, this study examines the role of AI interview explainability in shaping applicants’ evaluations of organizations. It proposes that explainability influences organizational attractiveness through two parallel mechanisms: perceived organizational support and perceived innovativeness. Survey data were collected from 196 job applicants with experience in AI-based interviews. The results show that higher perceived explainability of AI interviews is associated with stronger perceptions of organizational support and organizational innovativeness. Both perceptions are positively related to organizational attractiveness. These findings support a dual-mediation model and suggest that explainable AI interview systems communicate both supportive intentions and technological capability to applicants. By focusing on applicants’ perceptions, this study contributes to the growing literature on AI use in human resource management. It highlights the importance of explainable system design in shaping early applicant reactions. The findings also provide practical implications for organizations seeking to implement AI-based recruitment tools that are transparent, credible, and attractive to potential applicants. Full article

Integrating sustainability into luxury products poses fundamental challenges when brands introduce alternative materials made from recycled content that lack the intrinsic value of precious metals. This study investigates consumer perceptions and willingness to pay more for luxury jewelry made from alternative recycled materials among 357 consumers in the Bangkok Metropolitan Region. The conceptual framework examined five value dimensions (self-expression value, aesthetic value, social value, perceived natural rarity, and perceived sustainability) with pro-environmental self-identity as a moderating variable. The model explains 59.2% of the variance in willingness to pay more. Results confirm significant effects of all five dimensions, with aesthetic value as the strongest predictor. Pro-environmental self-identity significantly moderates the relationship between perceived sustainability and willingness to pay more. Despite high levels of sustainability awareness, the results reveal an attitude–behavior gap: environmental concern does not automatically translate into greater spending on sustainable luxury jewelry. This research contributes to the literature on sustainable luxury consumption by clarifying the relative importance of value dimensions and highlighting the conditional role of consumer identity in shaping the acceptance of price premiums. Full article

Short auditory cues in enclosed built environments (such as elevator calls, access control, navigation, and heating, ventilation, and air conditioning (HVAC) notifications) influence not only usability but also stress and perceptions of well-being in daily indoor life. However, acoustic research remains largely focused on physical properties, and the psychophysiological impact of such short auditory cues remains under-quantified. To address this gap, a neuroscience-based evaluation approach, the Acoustic User Experience and Emotion (AUEX) model, is proposed. This model integrates functional near-infrared spectroscopy (fNIRS), electrodermal activity (EDA), and the User Experience Questionnaire (UEQ). With 33 in-cabin prompt sounds as a controlled typology of short auditory cues in an enclosed setting, we set up a simulated interaction experiment with 20 participants in a driving simulator vehicle cabin to investigate the relationship between acoustic properties and cognitive load, arousal, and user experience. The results show that timbre is the key factor, which was correlated positively with overall UX (r = 0.414) and negatively with prefrontal ΔHbO (CH3: r = −0.368; l-DLPFC: r = −0.449), indicating a decrease in cognitive load and a relaxed affective state. Conversely, high-frequency signals improved pragmatic quality but increased physiological arousal, which negatively affected hedonic assessment. To facilitate the translation of evaluation results into practice, we also completed a design phase that converted the AUEX results into scenario-based parameter targets and prototype designs for functional, warning, and brand/affective cues, illustrating how evidence-based relationships can be translated into design-ready outputs for enclosed built environments. These results confirm the AUEX approach as a transferable method for designing short auditory cues for well-being and provide parameter-level implications for therapeutic and human-centered sound design in smart buildings, intelligent vehicles, and other enclosed built environments. Overall, the AUEX approach provides a transferable evaluation-to-design workflow for short auditory cues in enclosed interactive contexts; however, direct generalization from a single controlled vehicle cabin setting to real-world building environments should be validated through future field studies. Accordingly, the present findings are positioned as evidence from a controlled enclosed case rather than universal conclusions for all enclosed spaces. Full article

As China’s electric vehicle (EV) market transitions from rapid growth to high-quality development, competition among brands is shifting from purely technological aspects to more holistic expressions involving spatial design and brand positioning. This study investigates the coupling mechanism between spatial aesthetics and brand positioning and its influence on consumer purchase intention. Drawing on Gibson’s theory of spatial aesthetics and the Technology Acceptance Model (TAM), we develop a theoretical framework that integrates perceived usefulness and perceived ease of use of spatial aesthetics with brand cognition. Empirical analysis is conducted using coupling coordination degree modeling and multiple regression, based on 1576 valid questionnaires collected from 4S dealerships of nine major EV brands in China. The results indicate that spatial aesthetic elements—such as environmental visual flow, invariance, and affordance—positively affect consumers’ perceptions of technology and brand recognition. Furthermore, the degree of coupling between spatial aesthetics and brand positioning perceptions significantly enhances purchase intention, particularly among consumers of safety-oriented and luxury EV models. These findings confirm the synergistic effect of spatial experience and brand strategy in shaping consumer behavior, enriching the theoretical understanding of EV consumer psychology and offering practical guidance for strategic decision-making in product design and brand communication. Full article

Increased competition in the higher education market is a key reason for higher education institutions (HEIs) to adopt marketing strategies to remain competitive. Branding is one of the strategies frequently used in this context. This study examines changes in university brand value perception from the student perspective. It analyses internal changes, i.e., those made within the HEI, as well as changes in the external environment, and their impact on university brand value perception over a five-year period. The research used a mixed-methods approach to capture both aspects of the phenomenon. The qualitative research included interviews with four members of a private HEI management board, while the quantitative research was based on a questionnaire designed to identify and evaluate elements of Aaker’s model of brand equity. The research results show that although all dimensions display a slight decrease, the difference in perceived brand value is not statistically significant. Despite the fact that the overall grading shows no statistically significant differences and that the total grading is above average, these results indicate that the efforts made in the last five years to increase the quality of different dimensions relevant to better perception of HEI brand value were not recognized by students. Full article

This study explores the effects of algorithmic governance on consumer responses, with a particular focus on the role of territorial psychological ownership (TPO) as a moderator. In increasingly automated digital environments, consumers interact with algorithms that govern content, services, and personalized experiences. This research demonstrates that TPO influences consumer reactions to algorithmic actions, such as the perceived intrusiveness of automated systems, which subsequently affects brand attitude and purchase intention. The findings highlight the importance of understanding how algorithmic governance can be designed to optimize consumer interactions while maintaining consumer satisfaction. By balancing the need for personalized experiences with respect for consumer autonomy, businesses can create more effective and efficient governance systems that avoid negative consumer perceptions. This study offers key insights for companies looking to navigate the delicate balance between providing personalized services and respecting consumer preferences, ultimately ensuring positive interactions with automated systems. Full article

The establishment of circular business models represents the evolution from traditional linear business models to those committed to sustainability. The effect of circular business models on brand-related outcomes remains, however, unknown. The aim of this paper is therefore to assess the effect of perceived brand circularity on brand-related attitudes and behavioral intentions. We test a conceptual model across three product categories using six brands. The results of a pre-study (n = 147) and a subsequent main study (n = 441) show that perceived brand circularity positively affects consumers’ rational as well as emotional brand attitudes. Rational brand attitudes thereby directly affect behavioral intentions towards the brand, while emotional brand attitudes work both directly and via a personal connection between the brand and consumer. This study shows consumer-oriented effects of perceived brand circularity and suggests that adopting circular practices may improve consumer attitudes and behavior. Full article

Data suggests that consumers are increasingly aware of the nutritional composition of foods, and the presence of health claims is considered a differentiating factor in the purchase of foods and beverages. We analyzed literature on health claims and their impact on consumer behavior, using different databases (Web of Science, Scopus, and PubMed). According to the bibliometric analyses of 423 articles, research on health claims presents distinct subareas such as health, marketing, regulation, public health, and behavior. Data from several studies, involving 27,813 participants from several countries, are summarized. The health claims included: cardiovascular, bone, muscle, metabolic, digestive, eye, along with overall health and wellness. Antioxidant and anti-inflammatory properties, cognitive and mental performance, immune system support, and disease prevention were also addressed. Our resulting narrative review indicates that health claims could have a positive influence on consumer behavior, especially about the perception of value, purchase intention, and willingness to pay for foods that feature this type of communication. Although health claims on foods have a significant potential to positively influence consumer-purchasing behavior, their impact is dependent on multiple individual and contextual factors, such as consumers’ health status and knowledge on nutrition, price, taste, access, and consumers’ perception of the brand. Understanding the relationship between health claims and consumer behavior and choices is essential to developing effective regulations, public policies, and communication strategies to encourage healthier food choices and influence the food industry. Full article