Search Results (311)

Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed using Structural Equation Modeling (SEM). The findings reveal that both the visual and mental human-likeness of VIs significantly strengthen CBR, with social presence acting as a mediator. Additionally, the interaction between visual and mental human-likeness positively impacts social presence, which in turn enhances CBR. Moreover, consumers’ need for uniqueness moderates the relationship between social presence and CBR, providing valuable insights for virtual influencer strategies in e-commerce. This research suggests the feasibility of leveraging VI design both visually and mentally to capture new trends in developing effective virtual campaigns with digitization and metaverse technologies. This study extends the stream of research VIs use for interactive marketing, highlighting the role of parasocial relationships in interactive marketing. These findings can provide managers with a better understanding of VI design from both visual and mental aspects. Full article

This study investigates the critical determinants of customer retention in casual dining restaurants within the context of the post-pandemic “new normal.” Anchored in service quality and consumer behavior theories, the research examines the influences of food quality, health measures, perceived price, brand image, ambiance, and location on customer decision making. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 336 respondents in the National Capital Region, Philippines were analyzed to assess the relationships among these variables and their effects on restaurant selection and customer retention. The results reveal that food quality (β = 0.698, p < 0.05) exerts the strongest influence on restaurant selection, followed by health measures (β = 0.477, p = 0.001), perceived price (β = 0.378, p < 0.02), and brand image (β = 0.341, p < 0.035). Furthermore, health measures (β = 0.436, p = 0.002) and restaurant selection (β = 0.475, p < 0.05) significantly enhance customer retention, while ambiance and location were not found to be significant predictors. These findings offer theoretical contributions to the service quality and consumer trust literature and provide practical and policy-relevant insights for food establishments adapting to health-driven consumer expectations. The study highlights the need for the strategic integration of safety protocols, pricing value, and brand positioning to foster long-term loyalty and resilience in the evolving food service market. Full article

In the era of homogenized competition, brand knowledge has become a critical factor that influences consumer purchasing decisions. However, traditional single-layer network models fail to capture the multi-dimensional semantic relationships embedded in brand-related textual data. To address this gap, this study proposes a BKMN framework integrating TF-IDF and TextRank algorithms for comprehensive brand knowledge discovery. By analyzing 19,875 consumer reviews of a mobile phone brand from JD website, we constructed a tri-layer network comprising TF-IDF-derived keywords, TextRank-derived keywords, and their overlapping nodes. The model incorporates co-occurrence matrices and centrality metrics (degree, closeness, betweenness, eigenvector) to identify semantic hubs and interlayer associations. The results reveal that consumers prioritize attributes such as “camera performance”, “operational speed”, “screen quality”, and “battery life”. Notably, the overlap layer exhibits the highest node centrality, indicating convergent consumer focus across algorithms. The network demonstrates small-world characteristics (average path length = 1.627) with strong clustering (average clustering coefficient = 0.848), reflecting cohesive consumer discourse around key features. Meanwhile, this study proposes the Mul-LSTM model for sentiment analysis of reviews, achieving a 93% sentiment classification accuracy, revealing that consumers have a higher proportion of positive attitudes towards the brand’s cell phones, which provides a quantitative basis for enterprises to understand users’ emotional tendencies and optimize brand word-of-mouth management. This research advances brand knowledge modeling by synergizing heterogeneous algorithms and multilayer network analysis. Its practical implications include enabling enterprises to pinpoint competitive differentiators and optimize marketing strategies. Future work could extend the framework to incorporate sentiment dynamics and cross-domain applications in smart home or cosmetic industries. Full article

With growing environmental consciousness and projections that green markets will represent 10% of global market value by 2030, a significant gap persists between consumers’ stated environmental concerns and their actual purchasing behaviour for green products. This study investigates how green brand positioning influences consumer purchase intention for green technology products, examining the mediating roles of self-image congruence and functional congruence, and the moderating effects of product involvement level and product optionality. A quantitative survey was conducted with 354 US participants who possess at least a bachelor’s degree and have experience with technology products, using validated scales through structural equation modelling and mediation analysis. The findings demonstrate a significant positive relationship between green brand positioning and purchase intention. Self-image congruence partially mediated this relationship, while functional congruence also served as a significant mediator. The product involvement level positively moderated the mediation effect of self-image congruence, whereas product optionality negatively moderated the mediation effect of functional congruence. Green brand positioning effectively enhances purchase intention when consumers perceive alignment with their environmental self-image and when products maintain a functional equivalence to non-green alternatives. Companies should focus on building environmental self-congruence while ensuring product quality to maximise green marketing effectiveness and bridge the intention–behaviour gap. Full article

Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to obtain instant feedback and adapt their strategies quickly and effectively. This not only improves but also contributes to strengthening brand love and fostering long-term loyalty. In this context, this research aimed to analyze the effect of virtual interactivity on customer loyalty and WOM through multiple sequential mediation paths, considering the elements of relationship marketing and examining the cognitive (trust–commitment), communicational (communication–conflict management), and experiential (brand love–WOM) mechanisms that operate in digital consumer–brand interactions. A cross-sectional and explanatory study was conducted, considering 417 frequent customers of brands who also follow brands on social media. Participants included women (60.7%) and men (39.3%), ranging in age from 19 to 52 years (M = 30.9 and SD = 6.0). Data were collected using a self-report form on virtual interactivity, relationship marketing, WOW, customer loyalty, and brand love, yielding an appropriate measurement model (α = between 0.791 and 0.908; CR = between 0.791 and 0.916; AVE = between 0.679 and 0.845) which was statistically analyzed using PLS-SEM. The hypotheses confirmed the proposed model, observing the effect of virtual interactivity on important brand factors. This research provides valid results linked to the digital world in banking contexts. Full article

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives. Full article

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z’s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy. Full article

Background/Objectives: Beef is a significant dietary component, and the concept of food quality is inherently complex and multidimensional. This study addresses this complexity within the context of beef products by examining four key attributes: price fairness, freshness, portion size, and packaging. It further investigates the structural relationships among food quality, consumer trust, and revisit intention, with particular attention to the moderating role of price fairness in the link between trust and revisit intention. Methods: Data were collected through an online survey administered via the Clickworker platform, targeting 415 U.S. consumers selected for their cultural relevance and substantial beef consumption. Structural equation modeling using maximum likelihood estimation was employed to test the hypotheses, and Hayes’ process model 15 was applied to assess the moderating effects. Results: The results show that consumer trust is positively influenced by all four quality attributes, and that freshness, portion size, packaging, and trust are positively associated with revisit and repurchase intentions. Moreover, price fairness demonstrated a significant moderating effect, framed within the heuristic decision-making perspective. Conclusions: This study contributes to the literature by shedding light on the determinants of consumer trust and repeat purchasing behavior in beef consumption. It underscores the heuristic role of price fairness and the interplay between perceived quality attributes and trust, offering practical insights for businesses seeking to enhance consumer perception and foster brand loyalty. However, this work is limited to the selection of the sample. Full article

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments. Full article

The fashion industry is facing increasing pressure to adopt sustainable practices given its significant impact on the environment. This research aims to analyze the implications of marketing strategies in the fashion industry’s transition towards a sustainable and responsible business model. The study starts from the premise that marketing can influence consumer behavior and turn sustainability into a competitive advantage. To investigate this aspect, SmartPLS software was used and hypotheses were tested on the relationship between marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry and the creation of a sustainably engaged community. Moreover, it becomes essential to collaborate with non-governmental organizations and other brands that share their sustainability values. The research was based on a sample of 227 respondents, and the data were analyzed using structural equation modeling. The results indicate that marketing strategies that promote transparency in supply chain and production processes, enhance brand reputation and credibility and, promote innovation in sustainable materials and production processes through marketing strategies contributing to creating an engaged community, as well as through brand commitment to sustainability through concrete actions and access to new markets and growth opportunities. Marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry contribute to increasing consumer interest in sustainable products. The implications of the study highlight the need for coherent marketing approaches to support the sustainable transformation of the fashion industry. Full article

The clothing industry greatly impacts the global economy by producing billions of pieces of clothing and employing millions. However, it negatively impacts the environment, as it is one of the most polluting sectors in the world. This bibliometric review aims to identify influential authors and affiliations, journals, productive and cited countries, emerging and recent themes, and future research directions focusing on the dynamics of clothing brands’ sustainability practices. A comprehensive dataset from Scopus and the Web of Science contains 612 articles, and Biblioshiny and VOSviewer were used to analyze the data. Findings reveal that sustainability is not just a concern for developed countries but is also gaining attention in emerging economies like India. This bibliometric analysis presents its relationship with sustainable development goals (SDGs), combines performance analysis and science mapping of clothing brands’ sustainability practices, and evaluates thematic clusters to highlight future research scopes to fill the literature gap for further concentration on behavioral aspects, advanced supply chains, effective communication, and promoting the usage of sustainable technologies, which can help to align with business models for sustainability and resilience. Therefore, clothing brands’ sustainability practices should focus on smart and functional clothing through eco-friendly manufacturing and designing long-lasting clothes to enrich clothing performance. They should adopt innovative technologies for resource utilization, recycling, waste management, supply chain, and also emphasize communication with the consumers to encourage them to purchase eco-friendly and long-lasting clothes. Full article

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women’s clothes as gifts, this study aimed to explore the impact of femvertising on male consumers’ gift purchasing intention and reveal the mechanism, with the mediating effects of female empowerment and brand hypocrisy and the moderation effect of gift recipient. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and the bootstrapping method. The results demonstrated that the total effect of femvertising on male consumers’ gift purchasing intention is not significant, but there is a positive mediating effect of female empowerment and a negative mediating effect of brand hypocrisy, and the mediating effect of female empowerment is stronger for a communal relationship (versus an exchange relationship). Full article

Driven by digital technology, live streaming business is becoming increasingly common worldwide. Unlike traditional online shopping, live streaming commerce integrates real-time interaction, social communication, and e-commerce. It also eliminates the limitations of one-way information transmission and promotes purchasing behavior by conveying signals such as products, brands, and the personal charm of live streamers to consumers through real-time communication. The core issues explored in this study are whether the cues between the signal transmitters and receivers are consistent and how they affect consumers’ purchasing behavior. In this study, the consistency of the signal is measured by five dimensions, namely self–product fit, live streamer–product fit, live content–product fit, danmaku content–product fit, and self–live streamer fit. In order to study this problem, we constructed a structural equation modeling (SEM) model. In the causal relationship between signal consistency and purchase intention, performance responses have also been discussed as mediating variables. Accordingly, signal consistency enables consumers to perceive performance expectancy, whereby consumers believe that products that perform well positively influence satisfaction. To verify these hypotheses, 443 randomly collected valid questionnaires were used in empirical analyses. The results showed that most of our hypotheses were validated, aside from the relationship between self–live streamer fit and perceived performance expectancy. The findings suggest that signal consistency cues such as live streamer–product fit, live content–product fit, danmaku content–product fit, and self–product fit positively influence consumers’ perceived performance expectancy and satisfaction, which in turn promote purchase intention. These findings not only enrich the application of signaling theory in the field of live streaming commerce but also expand consumer behavior theory. Moreover, they also inspire practitioners in live streaming commerce by helping them to improve live streaming sales and bolster their market competitiveness through signal display optimization, content planning, and precision marketing. Full article

Cause-related marketing is one of the corporate social responsibility strategies that helps build corporate reputation, brand, and image. To understand the influencing factors before purchase actions in cause-related marketing, this study investigates whether consumers’ purchase intention is affected by brand and personal emotions. The “questionnaire survey method” was adopted for data collection, with a total of 379 valid samples retrieved for hypothesis testing. The partial least squares (PLS) analysis tool was used for verification. The results indicate that cause-related marketing activities have a positive impact on brand impression, and brands influence purchase intention. Additionally, emotions play a mediating role between cause-related marketing activities and purchase intention. This research contributes to understanding the relationship between cause-related marketing, brands, and purchase intention. This research also contributes to understanding the corporate comprehension of cause-related marketing strategies and provides reference for sustainable development research. Full article

This study aims to explore the impact of the green marketing mix (at the macro and micro level) implemented by outdoor brands on the attitudes and brand loyalty of Millennial and Generation Z (MZ generation) consumers toward these outdoor brands. Additionally, it seeks to examine the moderating effect of MZ generation consumers’ involvement in outdoor activities on the relationship between the green marketing mix (macro level) and brand attitudes. Using a cross-sectional research design, a quota random sampling method was employed to extract a sample of 500 MZ generation consumers who had purchased an outdoor brand at least once in South Korea. To evaluate the reliability and validity of the measurement model, a confirmatory factor analysis was conducted, followed by a bifactor structural model analysis with a moderator of outdoor involvement to test the hypotheses. The results indicate that the green marketing mix implemented by outdoor brands had a significantly positive effect on consumers’ attitudes toward outdoor brands. Specifically, green products, green pricing, and green promotion positively influenced consumers’ attitudes toward outdoor brands. Furthermore, the level of involvement in outdoor activities significantly moderated the effect of the green marketing mix on brand attitudes. Notably, the higher the MZ generation’s involvement in outdoor activities, the stronger the impact of the green marketing mix on their attitudes toward outdoor brands. Finally, brand attitudes were found to have a significant positive effect on brand loyalty. Based on these findings, meaningful theoretical and practical implications are discussed. Full article