Search Results (519)

Despite the rapid proliferation of social commerce, limited empirical attention has been directed towards understanding how marketer-generated content (MGC) shapes consumer digital engagement through consumer perceived behaviour—particularly in conflict-affected emerging economies characterised by constrained digital infrastructure. This study addresses this gap by developing and testing an integrated mediation model in which MGC influences consumer digital engagement (CDE) both directly and indirectly through consumer perceived behaviour (CPB) as a mediating mechanism. Grounded in the consumer engagement theory, signalling theory, and social influence theory, the study employs a quantitative, cross-sectional design using Partial Least Squares Structural Equation Modelling (PLS-SEM) via Smart-PLS 4.0, drawing on data collected from 234 Palestinian SMEs actively engaged in social commerce activities. Empirical findings confirm that MGC is positively associated with both consumer perceived behaviour (H1: β = 0.440, p < 0.001) and consumer digital engagement (H2: β = 0.293, p < 0.001), while consumer perceived behaviour shows a significant positive association with digital engagement (H3: β = 0.429, p < 0.001). Critically, consumer perceived behaviour emerged as a significant partial mediator of the MGC–digital engagement relationship (H4), with the model explaining 38.0% of the variance in digital engagement. Theoretically, this study advances the consumer engagement literature by uncovering the pathway through which MGC translates into sustained digital engagement on social commerce platforms—a pathway previously unexamined in conflict-affected emerging market contexts. Empirically, the study contributes rare evidence from Palestine, positioning this digitally constrained economy as a meaningful frontier for social commerce and digital inclusion scholarship. Practically, the findings offer actionable guidance for resource-constrained SMEs seeking to optimise MGC strategies to enhance social commerce engagement and commercial conversion. Full article

Conversion Rate Optimisation (CRO) has emerged as a central strategic priority in e-commerce management, yet its positioning within the broader interactive marketing paradigm remains theoretically underdeveloped. Interactive marketing, defined as a multi-directional value creation process through active customer connection, engagement, participation, and interaction, provides a critical lens through which the effectiveness and efficiency of digital marketing tactics can be understood, as each tactic mediates a distinct form of consumer brand interactivity. The academic literature, however, remains fragmented; no unified comparative framework exists that simultaneously assesses both effectiveness and efficiency of digital marketing tactics within an interactive marketing context. Drawing on the classical effectiveness and efficiency framework and interactive marketing theory, this study addresses this gap through a cross-sectional quantitative survey of 302 digital marketing professionals, evaluating a broad range of tactics across both dimensions using a validated psychometric instrument. The findings reveal that Email Marketing consistently dominates across effectiveness and efficiency assessments, reflecting its permission-based structure and its capacity to sustain ongoing consumer–brand dialogue. Search Engine Marketing exhibits the most pronounced divergence between effectiveness and efficiency, consistent with auction-driven cost dynamics that constrain interactive value creation. Attribution modelling difficulty emerges as the primary structural barrier to CRO implementation, revealing a systemic challenge to evidence-based resource allocation in multi-channel interactive environments. An exploratory factor analysis identifies a three-factor taxonomy of tactic effectiveness, distinguishing Paid Conversion tactics, data-driven optimisation tools, and organic or relationship-based channels, each representing a qualitatively distinct mode of consumer–brand interaction. This study advances interactive marketing theory by providing the first empirically validated effectiveness–efficiency framework for e-commerce CRO, and offers actionable guidance for cross-channel budget allocation decisions in interactive digital environments. Full article

This paper develops and evaluates a predictive analytics framework for influencer marketing return on investment (ROI), integrating hybrid deep learning architectures with trust-aware modelling to address the dual purpose of (a) developing a rigorous evaluation framework for influencer campaign performance and (b) examining the effectiveness of influencer marketing predictors. The concept of influencer marketing has quickly grown to be one of the most effective mediums within the contemporary digital advertising landscape. Due to the growing number of brands dedicating huge amounts of budgets to social media partnerships, the importance of data-driven approaches that can predict the outcomes of campaigns and, consequently, ensure the best possible return on investment (ROI) has become urgent. This paper introduces a machine learning system that can be used to forecast the sales of products promoted by influencer marketing campaigns based on campaign-level features, including type of platform, influencer type, type of campaign, time of the year, number of engagements, estimated reach, and campaign duration. A publicly available influencer marketing ROI dataset was trained and tested on an XGBoost regression model with a coefficient of determination ($R^2$) of 0.95 indicating high predictive power and generalization. The results show that engagement metrics and estimated reach are some of the most impactful factors in sales performance, and additional contextual factors like platform selection, type of campaign, and timing of the year also moderate results. In addition to predictive modelling, this paper explains how artificial intelligence (AI) can be strategically integrated throughout the influencer marketing lifecycle. With the inclusion of AI-based analytics, marketers will be able to leverage their intuitive decision-making processes with quantifiable and replicable measures and approaches that can lead to true consumer trust and lasting brand resonance. The framework proposed can provide practitioners and researchers with a scalable basis for implementing intelligent systems in the context of influencer marketing. Recent computer science research further demonstrates that AI-driven frameworks spanning generative content modelling, AI-powered CRM architectures for understanding consumer preferences on social media, and parasocial-trust models of influencer engagement provide strong methodological complements to the predictive approach developed here, while governance and project management considerations for deploying such systems are increasingly addressed in the literature. Concurrently, a growing body of influencer marketing research examines how platform affordances shape information-seeking and trust, how influencer attributes and social satisfaction mediate purchase intention, how influencer marketing drives sustainable consumption, and how social media measurably shapes health-related behaviours all of which motivate the predictive and trust-modelling objectives of this work. Full article

Generation Z consumers are reshaping food consumption patterns in urban digital environments, particularly in restaurant contexts characterized by high choice complexity and uncertainty. In Mexico, the evolution of the restaurant industry has intensified the need to understand how digital cues shape consumer food choices. Addressing this gap, this study examines how Social Media Marketing (SMM), Social Media electronic Word of Mouth (Social Media eWOM), and Social Media Influencers (SMIs) shape food consumption intention among Generation Z in Mexico City. Grounded in the Stimulus–Organism–Response (SOR) model and integrating the attitudinal foundations of the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB), this study analyzes how these digital factors impact food consumption intention (operationalized as restaurant purchase intention) through the mediating psychological mechanism of Consumer Brand Engagement (CBE). A quantitative, non-experimental design was employed using a sample of 406 respondents, and data were analyzed through Structural Equation Modeling (SEM). The results indicate that the model explains 73.6% of the variance in food consumption intention. SMM emerged as the strongest direct predictor, followed by Social Media eWOM and SMIs. Crucially, CBE mediates only the relationship between influencers and consumption intention. Conversely, both SMM and Social Media eWOM exert direct effects that bypass affective engagement. These findings highlight the role of digital ecosystems as cognitive proxies in restaurant selection, providing actionable insights for restaurant SMEs to optimize digital strategies and enhance economic resilience. They also suggest potential implications for healthier and more sustainable urban food environments. Full article

Background/Objectives: Consumption of dairy products and plant-based dairy alternatives (PBDAs) can be examined within broader configurations of food-related orientations rather than as isolated product choices. This study aimed to identify food-related consumer segments based on food involvement, attention to on-pack product information, and sustainability-related food-choice orientations, and to characterise these segments in relation to reported consumption frequencies of dairy products, PBDAs, and meat, fish and legume dishes, as well as health-oriented food-choice criteria. Methods: A cross-sectional survey was conducted among 1508 Polish adults responsible or co-responsible for household food purchasing. Principal component analysis was used to identify underlying food-related dimensions, and the retained component scores were entered into a two-step cluster analysis. Differences between clusters were examined using chi-square tests and one-way ANOVA. Results: Six dimensions were retained: sustainable and ethical choices, meat reduction, food involvement, product-information importance, shopping-list use and food-waste avoidance. Five clusters were identified, reflecting distinct configurations of these dimensions. PBDA and legume-dish consumption were most frequent in the sustainability and meat-reduction-oriented cluster, although dairy products and meat remained part of the reported diet. High food involvement and label/quality attention co-occurred with a more conventional consumption pattern, whereas PBDA and legume-dish consumption were lowest in more conventional and lower-sustainability clusters. The low-engagement cluster showed a more selective pattern of PBDA and legume-dish consumption. Conclusions: This study identified five food-related consumer segments and showed that reported PBDA consumption was embedded in heterogeneous dietary patterns rather than functioning as a simple substitute for dairy products. These findings indicate that reported PBDA consumption is segment-dependent and cannot be assumed to reflect reduced dairy consumption or a consistently sustainability- or health-oriented dietary pattern. Full article

The sustainable management of chemical fumigants in intensive horticulture represents one of the most complex challenges in European agricultural policy, requiring the integration of agronomic knowledge, regulatory frameworks, economic viability, and stakeholder perspectives. This study proposes and tests a multi-phase consultation methodology designed to bridge the gap between individual expert knowledge and collective, evidence-based consensus, moving from qualitative field-based elicitation to structured multidisciplinary engagement and incorporating both scientific data and practical experience. A total of 72 experts were involved across two phases. In phase 1, in-depth face-to-face interviews (n = 18) captured field-level knowledge on integrated pest management strategies, risk perception, and decision-making criteria, including the economic sustainability of production systems, a dimension prioritized in the European Commission’s Vision for Agriculture and Food. Phase 2 consisted of a one-day multistakeholder event (n = 54)—bringing together researchers, regulators, industry representatives, and farmers—to confront qualitative findings with experimental data on operator safety, groundwater protection, and consumer residues. This deliberate transition from individual perception to informed, shared consensus represents the methodological core of the approach and its most distinctive contribution. The phase 1 results showed that the majority of experts considered chemical fumigants currently indispensable, while recognizing complementary strategies—particularly solarization and natural substances—as valuable supporting tools. The phase 2 experimental data confirmed operator exposure below regulatory thresholds, no groundwater contamination under professional application conditions, and the absence of detectable residues in treated crops. The results demonstrate that this structured consultation can generate actionable knowledge for integrated nematode and soil-borne disease management, with a methodology replicable across other complex regulatory and agronomic contexts within the European framework. Full article

As e-commerce expands, packaging increasingly serves as a communication interface in at-home consumer environments, where it may influence how consumers interpret sustainability. Unlike retail settings, where disposal decisions may be externally guided, consumers in e-commerce contexts rely on material cues and on-package information to interpret recyclability and brand intent. This study aims to examine how paper-based and plastic packaging influence visual attention, disposal behavior, and brand perception in apparel e-commerce. A controlled experimental study (n = 91) was conducted using mobile eye-tracking, behavioral observation, post-experience surveys, and follow-up interviews. Participants were randomly assigned to one of three packaging conditions: a low-density polyethylene (LDPE) plastic bag, a translucent paper bag, or a hybrid paper-based bag combining kraft and translucent materials. Results show that paper-based formats generated greater visual engagement than plastic, with translucent paper eliciting longer fixation duration and higher fixation count (p < 0.05). Recycling rates were higher for paper-based formats (70–77%) than plastic (53%), though not statistically significant. Perceived eco-friendliness differed significantly, with the hybrid paper format more strongly associated with environmental responsibility (p < 0.001). Qualitative findings indicate that material statements and disposal instructions improve confidence in interpreting recyclability. These results suggest that packaging material plays a role in shaping consumer attention and perceived eco-friendliness in e-commerce contexts. Full article

Background: Frequent consumption of foods high in fat and sugar (HFS) has been linked to disrupted appetite regulation (via hippocampal dysfunction) and an increased tendency to continue desiring palatable foods, even when physiologically full. While we have previously shown that motivational drive for such foods can persist when full, it remains unclear whether attentional engagement (i.e., the visual attention captured by palatable foods) shows a similar sustained desire to consume palatable foods when full. Understanding whether attention persists is critical, as attention can powerfully shape food choice and overeating. Methods: This study investigates whether habitual HFS intake was associated with the maintenance of visual attention, motivational responses, and food consumption when satiated. Twenty-four adults aged 18–30 years completed a food frequency questionnaire and a bogus taste-rating task once when hungry and again after consuming a standardised meal. Using Tobii Pro Glasses 3 wireless eye-tracking glasses, we measured fixations on real snack foods, and participants rated wanting and liking for each item. Results: Eating a meal significantly reduced total fixations to snack foods, and wanting was more sensitive than liking to physiological state. Fixations were higher for ‘healthy’ snacks compared to ‘unhealthy’ snacks, with this effect more pronounced when participants were hungry. Notably, individuals in the low-fat/low-sugar group showed strong alignment between post-meal decreases in visual attention and decreases in wanting and liking, whereas this coupling was diminished in the high-fat/high-sugar group. Discussion: Extending previous work into the domain of attention, this study reveals diet-related differences in how visual attention interacts with motivational evaluations of food. The disrupted coupling associated with high-fat/high-sugar intake suggests potential alterations in attentional and motivational processes supporting appetite regulation. Understanding how diet shapes these cognitive–motivational interactions provides a valuable foundation for future neurocognitive research on overeating and obesity risk. Full article

Consuming fast food draws consumers’ attention to emerging issues related to such consumption. Namely, the consumption of fast food affects environmental sustainability, healthy living, and other sustainable activities. The main objective of this study is to explore how environmental awareness, healthy living, and sustainability-oriented fast-food stimuli may influence neurophysiological response patterns during food-related cognitive processing. Eighteen voluntary subjects, aged 19 to 53 years, who frequently consume fast food and have no physical or mental disorders, took part in the experiment. An experiment was conducted in which data were collected using Electroencephalography (EEG) and analyzed with WinEEG. The waves detected from brain activity signals were digitally converted to data using WinEEG. The resulting digital data was further analyzed using Detrended Fluctuation Analysis, Neural Networks (NN) algorithms, and K Nearest Neighbors (k-NN) algorithms. Herewith, the findings suggest that fast-food-related visuals associated with healthy living may elicit stronger patterns of cognitive engagement among participants. The findings provide exploratory insights into implicit cognitive engagement associated with healthy-living and sustainability-related fast-food stimuli. Additionally, the discussion helps in understanding sustainability-oriented food perception and consumer neuroscience research. Full article

This study aims to investigate the antecedents to ‘green personal care product’ (GPCP) awareness and purchase intention. Based on the theory of planned behavior (TPB) and sustainable consumption (SC), a conceptual model is developed and tested. Data collected from 455 Gen Z consumers from India were analyzed using structural equation modeling. The results confirmed a positive association of subjective norms, perceived behavioral control (PBC), and social media influence with attitude towards GPCPs. The findings indicate that attitude and health consciousness are positively associated with awareness, which in turn leads to purchase intention. Further, the findings support the positive role of environmental consciousness in driving consumers to engage in pro-environmental behavior. This study underscores the importance of health consciousness and environmental consciousness in driving individuals to engage in green purchase behavior. The findings from this study provide valuable insights into an individual’s attitude towards GPCPs and awareness of GPCPs, especially in the context of environmental sustainability. This study recommends actionable strategies to policymakers and marketers to advertise the benefits of consuming healthy products. The implications for theory and practice are discussed. Full article

This paper examines the strategic incentives to adopt sustainability measures within the positioning perspective on competitive advantage. While much of the existing literature emphasizes “win–win” opportunities, suggesting that a commitment to sustainability can simultaneously enhance economic, social and environmental performance, this study adopts a more critical stance. Drawing on the logic of trade-offs inherent in competitive strategy, it argues that the internalization of environmental and social externalities often entails costs that must be justified through price premiums. Integrating insights from strategic management and consumer research, the paper analyzes how demand-side conditions shape the viability of sustainability as a basis for differentiation, with particular attention to consumer involvement and information transparency across niche and mass markets. To capture these dynamics, the paper develops a conceptual 2 × 2 framework identifying how varying levels of involvement and transparency shape firms’ incentives for sustainability differentiation and greenwashing. The analysis suggests that sustainability is most viable as a differentiation strategy in niche markets characterized by high involvement and transparency, whereas its prospects in mass markets remain limited due to price sensitivity, low engagement, and imperfect information. These findings challenge optimistic assumptions about the scalability of sustainability through competitive market mechanisms and highlight the structural constraints that favor cost-based competition and greenwashing. Full article

Corporate social responsibility (CSR) has grown in importance as a means for companies to engage with customers who are increasingly environmentally and socially conscious. This study examines how CSR affects sustainable consumer buying tendencies, emphasizing the mediating role of consumer happiness and corporate image. Scientists contend that customers are more inclined to support businesses whose values align with CSR programs that foster positive feelings and trust. Therefore, a conceptual model was developed by following cognitive consistency theory. Data from 504 customers in Pakistan, an expanding market where awareness of sustainability issues is continually rising, were gathered to test this. The results demonstrate that CSR has a significant and favorable influence on consumer purchasing preferences, as assessed using partial least squares structural equation modeling (PLS-SEM). Crucially, the proposed relationship is not only direct: CSR improves consumer happiness and corporate image, leading to better purchase decisions. By emphasizing the emotional and perceptual processes involved, these findings provide a better understanding of how CSR influences consumer behavior. The study demonstrates how CSR can encourage more conscientious consumption habits from a sustainability standpoint, supporting Sustainable Development Goal 12 (Responsible Consumption and Production). Findings suggest that well-thought-out CSR programs may truly affect how and why customers make purchase decisions, especially in emerging countries, going beyond reputation-building. Full article

Digital technologies are reshaping how tourists and hospitality consumers search for, personalize, interpret, and share experiences. This study examines customer value co-creation (VCC) as a mechanism linking digital-age participation with consumer outcomes in tourism and hospitality. A PRISMA 2020-guided meta-analysis was conducted using Scopus, Web of Science Core Collection, and Hospitality & Tourism Complete. Forty peer-reviewed studies met the eligibility criteria. Random-effects models synthesized unadjusted correlations between VCC and its main antecedents and outcomes. VCC was positively associated with customer engagement, perceived innovation, and sustainability/CSR-related perceptions. On the outcome side, the strongest and most mature associations were observed for satisfaction (r = 0.64), loyalty (r = 0.61), and perceived value (r = 0.52). Extended outcomes, including experience evaluations, well-being, image, and equity-related indicators, were also positive on average but less empirically mature. High heterogeneity and wide prediction intervals show that VCC is better understood as a context-dependent mechanism rather than a universally strong predictor. Exploratory evidence suggests that digitally intensive service environments may strengthen the VCC–loyalty association. Although the evidence base is not cultural-tourism-specific, the findings are relevant to cultural and heritage settings where digital touchpoints can support interpretation, perceived authenticity, symbolic meaning, and post-visit advocacy. Full article

The objectives of this study are to examine the direct relationships among perceived ethics, perceived sustainability, customer trust, customer engagement, and customer loyalty; and to investigate the mediating roles of customer trust and customer engagement in explaining the relationship between ethical and sustainability perceptions and customer loyalty. Using the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB) as theoretical foundations, this research examines how ethical and sustainability perceptions within social commerce environments influence customers’ psychological states and behavioral responses. A quantitative approach was used, involving data collection from 360 Thai consumers who had previously bought sustainable fashion items through social media. The proposed model was then evaluated using partial least squares structural equation modeling (PLS-SEM). The results suggest that consumers’ evaluations of seller ethics significantly enhance their perceptions of product sustainability, customer trust, and engagement. Furthermore, perceived sustainability of fashion products affects both trust and engagement. Customer trust subsequently promotes both engagement and loyalty; however, customer engagement exhibits the most substantial direct effect on customer loyalty. Mediation analysis confirms the essential functions of trust and engagement in mediating the impacts of ethical and sustainability perceptions on loyalty. These findings highlight the importance of ethical transparency and proactive customer engagement in fostering trust and long-term customer loyalty within social media-based sustainable fashion commerce. Therefore. This study provides both theoretical and practical insights for sustainable fashion enterprises functioning within digital contexts. Full article

This study addresses second-home ownership not merely as a form of tourism accommodation or real estate investment, but as a home-building process intersecting with local life, belonging, daily practices, and sustainable destination governance. While the economic, environmental, and community impacts of second-homes have been extensively discussed in the literature, how individuals perceive their primary and secondary homes differently in terms of the bodily, material, vibrant, imaginary, and emotional dimensions of home has been examined in a limited number of studies. This research analyzes paired data obtained through a two-stage online questionnaire from 223 British participants who own a secondary home in the Mugla–Ortaca region and a primary home in the United Kingdom. The 18-item Home Scale was used as the measurement tool. Confirmatory factor analysis, reliability–validity analyses, measurement invariance, and paired-samples t-tests were applied. The findings show that the bodily home difference was not statistically significant at the conventional 0.05 threshold, whereas primary-home scores were significantly higher in the material, vibrant, imaginary, and emotional home dimensions. The small to small-medium effect sizes suggest that the results should be interpreted cautiously as an asymmetrical home-building process rather than as evidence of a hierarchical superiority of the primary home. The study proposes a planning approach that does not view second home owners as merely transient consumers in sustainable coastal–rural destinations, but rather considers social sustainability, service planning, seasonality management, and local community engagement channels together. Full article