Virtual influencers have become a growing phenomenon in the digital marketing landscape. They can exist in any form-robots, animals, cartoon figures, human avatars or even aliens -and are tailored with specific personalities that emulate human traits, behaviors and interactions. This research...

Household savings are a long-term financial issue that can undermine the financial well-being of American families if not addressed. This study examines financial planning strategies through the Behavioral Life-Cycle (BLCH) hypothesis, focusing on long-term savings goals, financial safety nets,...

Understanding consumer choices and their drivers of willingness to pay (WTP) for a bottle of wine has been a research challenge in wine economics, particularly in niche markets such as sparkling wine. This study investigates the determinants of WTP for sparkling wine based on data from...

Research published about the restaurant industry has experienced consistent growth over the past few decades. Yet, a comprehensive bibliometric review of this research has not been performed. This study aimed to perform such a review by examining peer-reviewed articles (n = 792) focused on...

Virtual reality (VR) can influence people's lives and business development. It can bring immersive experiences for people and can strengthen the relationships between customers and companies. In this paper, Generation Z (Gen Z) members' interest in VR is analyzed in various domains, like...

The COVID-19 pandemic has significantly altered consumer habits, particularly in relation to food choices. In this context, plant-based diets have gained prominence, driven by health, environmental, and ethical considerations. This study investigates the primary motivational and inhibitory...

Mass shootings in the U.S. have been at the center of the public crisis debate for a long time. Combining information on mass shootings with background check reports from the Federal Bureau of Investigation, this study applies mass shootings as exogenous shocks and reveals that the demand for...

This study addresses the growing importance of peer influence in digital marketing by examining how various forms of social interaction affect Generation Z's purchase intentions, particularly in relation to newly launched technological products. As digital natives, Gen Z consumers navigate...

Aim/purpose - This study aims to determine whether a green attitude can complement the influence of green marketing on green purchase intention for environmentally friendly fast-food products, considering the orientation toward sustainable environmental preservation. Design/methodology/approach...

This study aims to analyze the impact of social media on pre‑purchase decision‑making among both current and future professionals. For this analysis, information obtained from a previous bibliometric study was used. From this study, 6 research questions and 3 hypotheses were developed,...

This study aimed to assess customer satisfaction levels with the quality of online banking services in the Islamic banking sector of Bangladesh, particularly after the COVID-19 pandemic. Data were collected from 280 online banking customers using a modified questionnaire based on the SERVQUAL...

This paper investigates the market position of hard cider within the broader alcoholic beverage market. The first experiment identifies two distinct consumer segments-around 40% prioritize flavor attributes, while 53% prefer production information. The second experiment utilizes a basket- and...

The article addresses the issue of the distribution of users browsing the internet for content in a specific format through alternative content delivery channels in the context of inbound marketing. The problem being addressed is part of a broader problem with the formation of traffic to an...

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...

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...

Street vending is an important source of self-employment for the urban poor. I combine observational, survey, and experimental data from Delhi to study this market. Partnering with vendors to randomize prices and passersby they solicit, I find that even with identical goods, child vendors are...

Live selling in the e-market has been dominating e-commerce consumer behavior, raising competition among brands. Given that online purchasing and live selling rose significantly in the Philippines, this study aimed to assess the actual purchase of Filipinos from online live sellers....

The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the...

The advent of m-commerce has reinvented and simplified the shopping experience for the digital native generation. The following questions were the starting points for this research: is nutrition labeling important in purchase decisions? Could a new format for food nutrition labeling in...