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...

Artificial intelligence (AI) has become a game changer for Instagram influencers. AI assists influencers in refining their attributes by providing insights into the latest trends and enables influencers to create tailored content that engages audiences at a profound level. Despite such...

This study examines the relationships between dual value such as personal value (environmental concern), and consumption value (green perceived value), and green purchase intentions (GPI) among young Vietnamese consumers in the post-COVID-19 era, exploring the mediating roles of attitude toward...

User-generated content (UGC) has increasingly been recognized as a valuable instrument for organizations aiming to evaluate marketing efficacy and develop a nuanced understanding of their target demographics. UGC influences both the positive sentiment towards a brand and the intention to...

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 second-hand clothing (SHC) market has seen dynamic expansion, driven by shifts in consumer attitudes. However, motivations underlying customer engagement in this market remain largely unexplored. Accordingly, this study investigates factors driving consumer sentiment towards buying used...

Purpose: The product recommendation type is attracting attention from both the retail and academic communities. However, there is no consensus on the effectiveness of set recommendation versus separate recommendation. This research investigates the interaction effect of product recommendation...

Manuscript Type: Research Paper Research Aims: To analyze how demand, convenience, interactivity, and playfulness in short videos influence perceived enjoyment, which in turn affects hedonic motivation and impulsive repurchase intentions, both directly and indirectly....

Consumers shop to meet their needs. When buying, they always compare and evaluate the available alternatives to the goods. The purchasing process involves various factors. These factors can also be described as attributes that can affect consumers during the purchasing process. Identifying...

This research aims to critically evaluate and examine the relationships between social media advertising value (SMAV), consumer personal factor towards social media advertisements (PF), technology acceptance (TAM), theory of behaviours (TPB), and online purchase intention (OPI) in Bangkok,...

Selling fair-trade products can be problematic because of their higher price when compared with conventional alternatives. We propose that one way to solve this problem is to make consumers aware of the benefits of fair-trade. To this end, we perform three experimental studies to show that...

The aim of the study is to examine the influence of altruistic values, egoistic values, and perceived consumer effectiveness on eco-friendly purchase intention, with moderating effect of subjective norms and ecological consciousness using the stimulus organism response paradigm. The primary data...

This research attempts to integrate the Virtual Try-On technology, an application of image integrative technology, and the technology acceptance framework to examine the influence of interactivity and customer involvement on the online shopping experience. It attempts to empirically test the...

As many of recent study showed that e-marketing activities lead into higher marketing performance such as sales, we believe that e-marketing should be evaluated in terms of its negative impact on marketing practices. This study aimed to evaluate e-marketing exposure and its impact on consumer...

YouTube has become popular among consumers as an information preference in the decision-making process within the social commerce environment. YouTubers share experiences, information, opinions, and thoughts regarding products or services in product-review content, and consumers' motivations...