Explore publications.

This study investigates the relationship between exposure to online promotional content and changes in business image evaluations and purchase intention toward informal clothing enterprises in Bangladesh. Based on the O-S-O-R framework, the study conceptualizes online promotional content as the stimulus, post-exposure business image as the post-orientation construct, and purchase intention as the response, considering age group and frequency of social media usage as pre-orientation factors. Using a nonprobability purposive sampling approach with self-selected participation, the study implemented a one-group pretest-posttest design through an online questionnaire administered to 391 respondents in Bangladesh. Analyses included descriptive statistics, reliability tests, exploratory factor analysis, paired-samples t tests, Spearman correlations, and linear regression. Results indicated statistically significant increases between pre-exposure and post-exposure for business image (mean difference = −1.297, t = −50.945, p < .001) and purchase intention (mean difference = −1.254, t = −39.308, p < .001). Age group was negatively associated with post-exposure business image, whereas frequency of social media use was positively associated with it. Post-exposure business image was also a strong predictor of purchase intention (β = .486, p < .001, R² = .236). This study contributes to the literature by extending extant research on digital consumer response in informal small-business clothing retail in Bangladesh and suggests that well-designed promotional content is positively associated with business evaluations and purchase-related intentions. Since this study used a one-group pretest-posttest design, the results should be interpreted as evidence of association rather than causation.

The study seeks to ascertain the factors of electronic word of mouth (e-WOM) influencing consumer buying behaviour. This research aims to contribute to the ongoing debate about the factors of e-WOM that influence consumer buying decisions while making an online purchase. Structural equation modelling (SEM) was used to measure and analyse the relationships between observed and latent variables. The results reveal that e-WOM valence is the most influential e-WOM factor during online purchase decisions. Marketers must pay close attention to negative e-WOMs, monitor unfavourable evaluations and use negative feedback to improve product and service quality.

Instagram has emerged not only as a social networking platform but also as a vital digital marketing tool for fashion brands. However, missed marketing opportunities persist due to factors such as limited computer literacy, unfamiliarity with digital tools, and resistance to new media. The aim of the study is to explore the opportunities for leveraging Instagram as an effective marketing tool within the fashion industry in Durban. Specifically, it seeks to identify how fashion businesses can utilise Instagram to enhance brand visibility, engage with their target audience, and maximize promotional efforts to drive success in the digital marketplace. This quantitative study employed a purposive sampling method and focused on descriptive analysis through a structured online questionnaire distributed to 130 fashion businesses in Durban. The findings underscore Instagram's efficacy in enabling fashion businesses to effectively showcase products, engage visually with their target audience, and amplify brand awareness. The platform's visual-centric nature inherently supports robust brand marketing and promotion, particularly in the fashion sector. Recommendations highlight the imperative for fashion brands to strategically leverage Instagram to enhance visibility and augment brand perception. Success on Instagram necessitates a well-coordinated marketing approach to ensure impactful brand promotion and engagement with followers.

This paper aims to evaluate the effects of demographic targeting, platform selection, and engagement metrics on the effectiveness of social media advertising campaigns. In this paper, it is also aimed to provide a comprehensive understanding of how these factors influence conversion outcomes. We employed a hybrid analytics method combining ANOVA, correlation, and regression analysis to examine patterns of user engagement and ad performance. A dataset of 200,235 ad campaign records conducted in the United States was analyzed to assess variations across gender, age groups, and platforms. The main findings of the study demonstrate that (i) women consistently exhibited higher conversion rates compared to men, highlighting the potential of gender-specific content strategies; (ii) users aged 35–44 achieved the highest engagement, suggesting that middle-aged audiences may be more responsive to targeted campaigns; and finally, (iii) among platforms, Instagram led in conversion performance, while Facebook showed comparable engagement rates, and both significantly outperformed other platforms in terms of overall impact. Click-through rate was found to be moderately correlated with conversions, whereas impressions showed weak returns, indicating diminishing value at higher exposure levels. These results underscore the importance of optimizing both message and delivery channel to specific audience segments.This study contributes to digital marketing literature by integrating demographic variables, engagement indicators, and platform performance into a unified model. The insights derived offer practical implications for businesses and advertisers aiming to enhance return on investment and optimize campaign strategies in a fast-paced, digitally driven advertising landscape.

This study investigates the strategic effectiveness of social media advertising by analyzing the relationship between platform selection, audience demographics, and campaign performance metrics. Using a dataset encompassing Instagram, Facebook, Pinterest, and Twitter, the research evaluates key indicators such as engagement, conversion rates, and return on investment (ROI). By employing statistical methods like ANOVA and regression analysis in SPSS, the study aims to identify optimal platform-audience combinations and assess how different campaign goals influence outcomes. The findings will provide valuable insights for advertisers and businesses seeking to enhance their social media strategies and maximize advertising effectiveness.

This study examines the impact of social media exposure to promotional discounts on the travel intentions and purchasing behaviours of Millennials and Generation X airline consumers in the National Capital Region (NCR), Philippines, as social media and technology increasingly serve as vital instruments in the airline industry's marketing and promotional sales strategies. Due to the existence of studies on this topic elsewhere, there is a paucity of research and statistics available to reflect the current state of the Philippine aviation business. Considering that airlines are gradually rebounding from the challenges posed by the early pandemic and the tourism business is currently thriving, the researchers found it compelling and recognised the potential for more investigation on this topic. The researchers conducted an analysis of data from 390 respondents using PLS-SEM, revealing that social media exposure does not directly affect travel intentions, although both brand image and promotional discounts do have an influence. Travel intentions serve as significant indicators of purchasing behaviour. Promotional discounts act as an essential intermediary between social media visibility and brand perception regarding travel intentions. These findings underscore the significance of integrating Promotional Discounts into social media and branding efforts to effectively enhance customer Travel Intention. Scholars and researchers may significantly benefit from the conceptual framework and findings of the present study. Additional investigation into the interrelations among the elements may enhance the economic resilience of the tourism and airline industries during a pandemic. The findings indicate that promotional discounts serve as a mediator; therefore, marketers and decision-makers in the tourism sector should explore strategies to enhance their advertising and marketing approaches to boost travel intentions and foster business growth.

Historically, corporations have leveraged the popularity of renowned celebrities as influencers to market their products in the hope that prospective clients will mimic the choice of these celebrities. This practice has become popular in recent times with the emergence of diverse social networking sites. With huge financial resources expended in retaining these celebrities, the question is whether the success achieved by brands can be attributable to them. This study investigates the use of celebrity influencers in building popularity and loyalty for American (iPhone), Korean (Samsung), and Chinese smartphones in the emerging Nigerian market. It employs a quantitative, cross-sectional design, working with 416 respondents. The findings indicate that the iPhone is the most popular brand in Nigeria and suggest that although participants express excitement with the notion of celebrity influencers and endorse their use in promotional pursuits, they hold the belief that the popularity of these brands cannot be attributable to the use of celebrities. It goes further to state that using celebrities may not foster brand loyalty. The study concludes that while it makes marketing sense, and indeed is exciting to use celebrity influencers in marketing activities, without other factors in consideration, such a strategy will not inspire customer loyalty.

The increased digital acumen among students has necessitated institutions to adopt digital marketing platforms such as websites to enhance brand awareness for competitive advantage purposes. The study therefore investigated the influence of website use on brand awareness and its sub-factors in the Zimbabwean polytechnic context. The study adopted the positivist paradigm, a descriptive research design and is quantitative in nature. A self-administered online questionnaire was used to collect primary data and through convenience sampling, 492 valid and reliable responses were collected. The collected data was analysed using descriptive analysis and inferential statistics. The empirical results indicated a statistically significant relationship between website use and brand awareness, specifically when looking at the brand awareness sub-factors of top-of-mind and brand recall in the context of Zimbabwean polytechnics. However, a statistically insignificant relationship was noted between website use and brand recognition. The study proposed contributions to polytechnic marketers on website use to enhance brand awareness for their institutions to ensure competitive advantage. The empirically tested model provides a basis for future research in the marketing of polytechnics.

This study investigates the influence of Corporate Social Responsibility (CSR) communication strategies via social media on corporate e-reputation in Nigeria. In an era where online platforms shape brand perception and consumer behavior, CSR communications have emerged as a vital tool for companies to engage with stakeholders, enhance transparency, and foster trust. The research employs an abductive methodology and systematic literature review (SLR), exploring CSR awareness, consumer responses, and behavioral shifts driven by CSR initiatives communicated on social media. Using online polls and Q&A sessions for data collection, the study analyzes the effectiveness of CSR strategies and their impact on consumer trust, loyalty, and purchasing decisions. Findings reveal that CSR communication through social media significantly enhances e-reputation, positively influencing brand loyalty and consumer perception. The study underscores the importance of transparent and engaging CSR communication in building a strong online reputation, and highlights how visual content, storytelling, and real-time updates can amplify CSR efforts. This research contributes to the understanding of the role of digital communication in shaping corporate e-reputation in Nigeria.

This study aims to analyze the role of psychological engagement, encompassing cognitive, emotional, and physical dimensions, as well as member behavioral engagement, including participation and word of mouth, and its influence on brand loyalty, which includes cognitive, affective, conative, and action loyalty in the National Cooking Club (NCC) in Indonesia. Utilizing a quantitative approach with survey techniques, an online questionnaire was distributed to 500 respondents, yielding 162 valid responses. Data analysis was conducted using multiple linear regression with SPSS version 16. The results indicate that action loyalty does not significantly affect physical engagement, whereas emotional engagement does. Additionally, both emotional and physical engagement significantly influence participation, whereas cognitive engagement does not. Furthermore, emotional engagement has a significant effect on word of mouth, contrary to cognitive and physical engagement, which do not significantly influence word of mouth among NCC members.

This study aims to analyse the influence of perceived advertising values which include informativeness, entertainment, and irritation on purchase intention through attitudes towards Instagram advertising. This study was conducted on Generation Z who followed Emina's Instagram account in Malang City. Using a quantitative approach, data was obtained through a questionnaire using the purposive sampling method and analyzed using the PLS-SEM model. The results showed that informativeness and entertainment had a positive influence on purchase intention, while irritation had no significant effect. In addition, attitudes towards Instagram advertising have been proven to mediate the relationship between the three elements of perceived advertising values and purchase intention. These findings reinforce the importance of creating informative and entertaining Instagram ads, while minimizing irritating elements to increase positive attitudes towards ads and consumer purchase intent. This research makes a theoretical contribution by supporting the theory of Planned Behavior and offers practical insights for marketers in designing advertising strategies on social media.

Fast technological evolution and intensity of competition oblige companies to constantly seek for new ways to differentiate and offer added value to their customers. With the increasing popularity of social media, companies have started to consider this means as a new way to communicate with their customers and increase their brand reputation. One of the most notable phenomena of new media is how it has increased and created new forms of social interaction.In Kenya, despite the critical role played by the Small and Medium Enterprises (SMEs) in the country, research has shown that 90% business startups fail in their third year and especially those owned by the youths The general purpose of the study was to establish the influence of social media marketing on performance of small and medium businesses in Nairobi’s industrial area. This study adopted a descriptive research design. Official records of AGPO as at December 2023 showed that there are 13,011 youth-owned businesses registered in the county of Nairobi with the Youth Access to Government Procurement Opportunities Program (YAGPO). The study used the 10-30% Mugenda Sampling principle to calculate the sample size of 130 SMEs. The first specific objective was to establish the extent Social Media Platforms Influence the Performance of Small and Medium Enterprises. A Pearson correlation analysis was done to establish the relationship between social media platform on performance of SMEs and the result established a significant positive relationship between social media platform used and the performance of SMEs (r=.811, p value =0.000). The second specific objective was to establish the extent bloggers influence the performance of Small and Medium Enterprises. A Pearson correlation analysis was done to establish the relationship between blogger influence on performance of SMEs and the result established a significant positive relationship between blogger influence and the performance of SMEs (r=.730, p value =0.000). The third objective was to establish the extent social media messaging factors influence the performance of Small and Medium Enterprises. A Pearson correlation analysis was done to establish the relationship between messaging factors on performance of SMEs and the result established a significant positive relationship between social media messaging factors used and the performance of SMEs (r=.359, p value =0.000). The study concluded that use of social media marketing has a positive influence on performance of SMEs and recommended that there is need for SMEs to embrace the use of social media  to market their products and that the government should support SMEs by providing  affordable internet services.

This research examines the influence of Social Media Marketing Activities (SMMA) on consumer behaviour towards local fashion brands in Indonesia. The study focuses on five key SMMA dimensions: interactivity, informativeness, personalization, trendiness, and word-of-mouth (WOM). It extends previous research by investigating the moderating effect of customer engagement levels on the relationships between SMMA dimensions, consumer attitudes, brand experiences, and purchase intentions. A quantitative approach was employed through an online survey distributed to 878 social media users who actively follow and purchase from local fashion brands. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyse the data and identify the influence of SMMA dimensions on consumer attitudes, experiences, purchase intentions, and the moderating effect of customer engagement levels. The findings aim to identify the influence of each SMMA dimension on consumer attitudes, experiences, and purchase intentions, quantify the relative impact of each SMMA dimension on these consumer behaviour factors, determine the SMMA dimension with the strongest influence on consumer response, and investigate the moderating effect of customer engagement levels on the relationships between SMMA and the other variables. These findings provide valuable guidance for local fashion brands in developing effective social media marketing strategies to enhance customer engagement and drive purchase intentions.

The customer journey towards purchase has received substantial attention from businesses and academics, especially in relationship marketing and customer engagement. This interest has intensified due to the rise of social media, enabling customer-to-customer interactions alongside conventional marketing strategies. Customers increasingly seek information independently in the life insurance sector, and comprehending the decision-making process is critical. In Indonesia, low insurance literacy and inclusion add to the challenges of the traditional, face-to-face sales process. This research empirically investigates the impact of social media and traditional marketing communications on customer-to-customer interactions and subsequent customer decision-making. Brand preference is examined as a mediating variable. Quantitative methods, including online questionnaires and expert interviews, were employed in Greater Jakarta, Indonesia, targeting non-life insurance customers. Structural equation modeling (SEM) via LISREL was utilized to analyze data from 310 respondents. Results indicate that while social media communications have an insignificant impact on customer-to-customer interactions (t-value 1.15), traditional marketing communications positively influence customer-to-customer interactions (t-value 11.87). Customer-to-customer interactions also found to positively influence brand preference (t-value 10.14) while brand preference positively influences customer decision-making (t-value 3.86) Additionally, customer-to-customer interactions positively affect customer decision-making (t-value 3.54), with brand preference mediating this relationship (t-value 3.85).

The study investigates the impact of user-generated content (UGC) on the purchase intention (PI) of ChatGPT Premium among undergraduate students, focusing on the mediating roles of brand attitude (BA) and brand trust (BT) by using SOR and HOE models. Using quantitative research methods and analyzing data from 105 undergraduate students who using TikTok in Malang City, Indonesia. Data analysis using SEM-PLS, and the results show that user-generated content has no direct effect on purchase intention. Meanwhile, user-generated content has a direct positive and significant effect on brand attitude and brand trust. Each brand attitude and brand trust also have a significant positive effect on purchase intention. Positive UGC can increase brand attitude and brand trust as well as increase interest in purchasing premium ChatGPT. Furthermore, based on the results of the indirect effect, it is known that brand attitude and brand trust can mediate the influence of user-generated content on purchase intention, where both act as full mediators in this research. This paper offers valuable insights into how UGC on platforms like TikTok influences consumer behavior in the context of freemium to premium transitions.

This study aims to examine the importance of feature selection in machine learning, specifically in predicting user engagement with social media post photographs on university Facebook pages. The paper uses a thorough analysis to demonstrate the crucial significance of choosing suitable features and their corresponding algorithms. The research intends to demonstrate how this strategic approach affects the accuracy of prediction findings in social media interaction. The research presents a compelling case study involving 24 leading universities from Australia, the United Kingdom, and the United States. The results underscore the efficacy of the method, stressing that the meticulous selection of characteristics and the use of appropriate algorithms are crucial elements for attaining the best results in social media forecasts. Implications: The study's results have important consequences, particularly within the changing environment of machine learning and its use in social media. Feature selection and algorithm choice are vital for optimizing social media initiatives for institutions.

Hotel accommodation is one of the most essential things in the tourism industry because it functions as a place to rest after a day of activities. The large number of hotel choices requires marketers in their fields to have a strategy that can make the best choice by consumers, especially in today's digital era. One of the measuring tools that can be used as the most effective promotional media is positive e-WOM. This helps marketers to determine what strategies can be maximized. This is self-congruity by matching perceptions between consumer self-concept and consumer image and positive emotional experience, which can also help consumers form positive perceptions of a place to create a satisfying experience or consumer satisfaction to 4 Star Hotels in Malang City. This study uses a quantitative approach. The population in this study are consumers from Hotel Bintang 4 yang ada di kota Malang. Sampling was carried out by using the non-probability sampling method. In this study, the sample was determined, namely the research item, so the number of respondents was 110. To get the desired result, as many as 190 respondents. Data collection techniques in this study were carried out by distributing questionnaires. Data analysis techniques were carried out by SEM-PLS using software 3.0. The results of this study indicate that there is an influence between self-congruity, positive emotional experience, and customer satisfaction to positive e-WOM Hotel in Malang City.

Although numerous studies have been conducted on the impact of influencers on purchase intention. Researchers are divided into two factions, each yielding distinct outcomes. The initial group of researchers discovered that influencers exert a substantial impact on the desire to make a purchase. Conversely, the second group of researchers discovered that influencers do not have a substantial impact on purchase intention. According to the idea of planned behavior, a person's subjective opinions about their preferences or aversions have an impact on their decision to take action. This study focuses on Instagram users that follow Muslim fashion accounts such as Heaven Lights, Vanilla Hijab, Wearing Klambi, and Heylocal. These accounts identify the research objects as the products they offer. The sample technique employed is non-probability, specifically utilizing a purposive sampling approach. A total of 170 respondents were surveyed. The employed methodology for data collection involves the dissemination of questionnaires. The data analysis technique employed was Structural Equation Modeling-Partial Least Squares (SEM-PLS) utilizing smartPLS 3.0 software. The findings indicated that influencers did not have a substantial impact on the intention to make a purchase. The factors of attitude towards advertising and brand attitude completely mediate the influence of influencers on purchase intention. These findings corroborate the findings of the research team that concluded that influencers do not have a substantial impact on purchase intention. The findings of this study also demonstrate the crucial significance of the mediating factors' attitude towards advertising and brand attitude in the impact of influencers on purchase intention.

This study examines the impact of perceived influence on word-of-mouth and repurchase intentions, with brand trust as a moderator. This is an explanatory study using a quantitative approach. The study population consisted of Indonesians who had purchased a Yamaha brand motorcycle and followed automotive influencers on YouTube social media. Purposive sampling was utilized for the study. There were 206 samples in the study sample. This study collected data through surveys and documentation, and the instrument was tested using Likert scales. The data were analyzed using structural equation model partial least squares (SEM-PLS) modeling. The results of this study showed that Perceived Influence can increase attitude loyalty and behavioral loyalty of Yamaha motorcycle consumers. In Addition, Brand trust can increase behavioral loyalty and consumer attitudes influenced by automotive influencers on YouTube and social media. Brand Trust plays a partial mediating role in the influence of Perceived Influence on attitude and behavioral loyalty. The findings of this study suggest that Yamaha must pay attention to building attitudinal and behavioral consumer loyalty.

This study aims to examine the influence of social media marketing activities, brand equity, and E-WOM on purchase intentions for MS Glow skin care products. The population is citizens of Indonesia who have social media accounts and are 18–35 years old.. The number of samples is 250 respondents with criteria aged 18-35 years who have social media accounts. Research data were collected through questionnaires through an online survey conducted using Google Forms. Data analysis techniques used the structural equation model (SEM) of the AMOS 26 program, whose results showed that social media marketing activity had a significant effect on brand equity and purchase intention, brand purchase had a significant effect on E-WoM, and E-WOM had a significant effect on purchase intention. MS Glow skin care products.