Brand Awareness and Trust in Branded Posts, which in turn affect Purchase Intention (PI). This study will benefit brands …

The paper presents how the marketing mix elements influence the customers' purchase intention in the context of Garnier … only the product element of marketing mix had significant effect on purchase intention. Regarding the moderating effect of …

enhancing purchase. When focal goal importance is high, set recommendation has a more positive effect on purchase intention …. When focal goal importance is low, the separate recommendation has a more positive effect on purchase intention. Practical …, which indicates an interaction effect on initial product purchase intention and cross-buying intention. In addition, this …

westernisation and the cruelty-free purchase intention of consumers. Moreover, consumer empowerment appears to mediate this … purchase intention of cruelty-free products. Originality/value - This study seems to shed light upon the impact of … westernisation on the purchase intention of consumers, especially from an ethical dimension and this study is likely to extend …

of user emotions in the relationship between UGC and purchase intention. The research findings indicate that UGC has a … influence purchasing intentions and highlights the mediating role of user emotions in the relationship between UGC and purchase … intention. By examining the relevance of theories related to UGC, user emotions, and purchase intentions in the context of …

indicate that both environmental concern (ENC) and green perceived value (GPV) positively influence green purchase intention …