Access to land is one of the key factors of farm growth. However, related research is characterised by important gaps, in particular, facing the change over time in the nature and role of drivers of the land market. The objective of this paper is to identify the endogenous and exogenous factors...

Manuscript type: Research article Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak. Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google...

Access to land is one of the key factors of farm growth. However, related research is characterised by important gaps, in particular, facing the change over time in the nature and role of drivers of the land market. The objective of this paper is to identify the endogenous and exogenous factors...

Purpose - This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach - A quantitative approach is...

This paper examines the determinants of individuals’ awareness of EU Energy Labels and the extent to which these labels influence their purchase decisions for electric appliances. The analysis is based on Eurobarometer survey data from 27,438 individuals across 28 EU Member States in 2019....

This paper provides a systematic analysis of peoples’ decision to purchase the Deutschlandticket, identifying primary customer groups and the role of public transport irregularities such as delays and cancellations. It builds on a panel dataset covering survey answers from almost 3000...

The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier cosmetic products and looks at the moderating role of customer income. The marketing mix or 4P can be a way to create profitable marketing strategies and motivate customers to...

Furniture is a necessity in modern life, both for individual and social activities. Its production demands a large amount of resources and manufacturers have worked to mitigate its environmental impacts. This study investigated whether the characteristics of these sustainable products influence...

El mobiliario es una necesidad en la vida moderna, tanto para las actividades individuales como las sociales. Su producción demanda gran cantidad de recursos y los fabricantes han trabajado en mitigar sus impactos ambientales. Con este estudio se investigó si las características de estos...

The fashion business has a dynamic that adapts to the trends that are lighthearted and favored. A store can survive by providing clothes that fit the trend and adapt to the wishes of consumers. Word of mouth has not been investigated much in providing information to consumers that a store is...

The objective of the research was to determine the factors of consumer behavior that influence the purchase process of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A...

Purpose: The demand for halal foods among non-Muslim customers is increasing in non-Muslim countries. This study investigates South Korean non-Muslim customers' halal food purchase intentions using an extended model of goal-directed behavior (EMGB). Design/methodology/approach: The study model...

Gamification involves integrating game mechanics into non-game environments such as business intranets, online communities, websites, and learning management systems to boost participation. Its aim is to actively engage employees, customers, and other stakeholders, fostering collaboration,...

Purpose - A surge in demand for ethical products, including cruelty-free products, has been well documented in recent years, with direct ramifications for businesses. This trend towards ethical consumption seemed to be swiftly replicated in Eastern countries, especially in South Asian nations,...

The growing purchasing power and unique purchase behaviours of Generation Z have captivated the attention of academics, marketers, and researchers, who are keen to understand the nuances of this cohort's consumption patterns. While current studies focus on factors influencing consumer choices,...

Das Verständnis der Absicherung des Risikos einer Berufsunfähigkeit wird anhand ­einer Analyse der Einflussfaktoren auf die Risikowahrnehmung untersucht. Gleichzeitig wird aufgezeigt, welche Faktoren die Kaufentscheidung einer Berufsunfähigkeitsver­sicherung von Individuen beeinflussen....

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618...

As environmental concerns continue to arise, companies are increasingly turning to green marketing strategies and promoting green purchasing decisions to meet consumer demand for sustainable products and services. Peripheral regions, often overlooked in discussions about sustainability, have a...

The rising environmental concern has driven organizations to adopt green marketing practices. However, a growing number of organizations have been engaging in greenwashing practices, which mislead customers about their environmental performance. This can have negative consequences for the...

This study focuses on in-app purchase intention in Players Unknown Battleground (PUBG) Mobile to examine the relationship between mobile game addiction and in-app purchase intention in PUBG Mobile. Moreover, this study explores the moderating role of loyalty, negative electronic word-of-mouth...

The COVID-19 pandemic has significantly impacted human life, particularly consumer behavior and the purchase of products and services. This study intends to investigate the impact of the COVID-19 situation (COV) on sustainability knowledge (SK) and sustainable purchase decisions (SPD). It also...

Purpose This research aimed to raise awareness about the need for safety measures and features of online food delivery applications (OFDAs) to build electronic trust (e-trust) with augmented purchase intention among customers. Moreover, this study explores the attributes of electronic commerce...