Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase...

The digitalization of finance has accelerated the diffusion of FinTech and raised new questions about how AI, data security and blockchain shape consumer behaviour. This article examines current FinTech users, focusing on mobile banking, security perceptions, AI-enabled personalisation and trust...

Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...

In 2023, the transportation sector in Europe contributed 25% of CO2 emissions, with almost no reduction since 2010. Despite government policies promoting decarbonization, public adoption of electric vehicles (EVs) remains limited. This study, involving 5,500 German participants from a...

This paper examines the determinants of electric vehicle (EV) purchase willingness in Jeju Island, a leading carbon-free island in the Republic of Korea, focussing on green attitude. Green attitude is measured by personal efforts to reduce carbon emissions, such as participation in environmental...

The research involved developing and implementing a big data-driven demand forecasting and dynamic pricing system for retail businesses in Ukraine. The methodology covered gathering a massive database from online trading platforms, transactional information from points of sale, and loyalty...

Changes in consumer behaviour are shaping food industry strategies, and a broad analysis of the specialised literature is needed to provide a holistic view of trends in consumer behaviour trends. This article aims to identify the research directions in the field and the trends that could shape...