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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.

In the era of e-commerce and the increasing digitalization of consumer journeys, online customer reviews have become a decisive factor influencing potential buyers’ decisions. This study investigates the effect of online experience sharing on consumers’ purchase intentions across six key dimensions: emotional valence, quantity, content quality, responsiveness, reviewer reputation, and review recency. A quantitative research design was employed using data collected from a sample of 320 online consumers. The dataset was analyzed through multiple linear regression models to assess the relative impact of each dimension. The findings reveal that all six dimensions exert a positive and statistically significant influence on consumers’ purchase intentions, with emotional valence and review content emerging as the most influential factors. These results contribute to the growing body of literature on online consumer behavior and provide valuable managerial insights for digital marketing practitioners aiming to optimize electronic word-of-mouth strategies.

This study explored the complex decision-making process and the factors used by people, influencers, and brands when selecting social media platforms. The various factors include target demographics, values, content style, and overall marketing strategy. The study aimed to assess the importance of aligning personal preferences, user fit, and creative vision in selecting which social media platforms to use for a brand. To build a stronger level of engagement, content must be designed in a way that creates value for individual consumers. The Uses and Gratification Theory (UGT) provided a framework for understanding the motivations of millennials seeking a specific type of content on social media and how brands select social media platforms. A mixed-methods approach was used for the study to obtain the perspectives of both social media content creators and customers. The target population comprised millennials in the greater Durban area. Purposive sampling was used to select a sample of 400 participants for quantitative data and 10 content creators for qualitative data collection. Data was analysed both qualitatively and quantitatively using thematic analysis and SPSS version 28.0, respectively. The results contribute to a deeper understanding of the dynamic interplay between personal preferences, user fit, and creative vision in shaping the digital landscape. The study findings suggest that influencer marketing can be a powerful tool for promoting brand preference. Brands should carefully select influencers whose followers align with their target audience and ensure they have a strong following and the trust of their followers. The findings emphasise the effectiveness of diverse content types and customer appreciation posts. Businesses should tailor their content strategies to suit their brand identity and connect with their audience effectively. Different social media platforms offer unique features and formats.    

This study explores the impact of digital marketing on consumer decision-making within Durban’s grocery retail sector, with a particular focus on Spar South Beach. Employing a quantitative descriptive survey approach, primary data was gathered through structured questionnaires distributed to 278 shoppers, complemented by secondary data from academic and government sources. Findings indicate that digital marketing significantly influences purchasing behaviors, with 78.6% of respondents acknowledging that Spar’s digital content influenced their decision to shop there. Social media was identified as the primary engagement channel, and digital loyalty rewards were strong predictors of repeat purchase intentions. Reliability analysis showed excellent scale consistency (Cronbach’s ? = 0.941, KMO = 0.943), and results revealed notable differences across age groups, with younger consumers exhibiting greater responsiveness to digital marketing efforts. Gender and educational attainment did not significantly moderate responses. These insights highlight the importance of leveraging social media campaigns, targeted promotions, and digital loyalty programs to enhance customer engagement and drive conversions, while also considering generational preferences. The study provides valuable, context-specific insights into the South African grocery retail industry, emphasizing the role of digital touchpoints in transitioning consumers from engagement to purchase.

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.

In the era of e-commerce and the increasing digitalization of consumer journeys, online customer reviews have become a decisive factor influencing potential buyers’ decisions. This study investigates the effect of online experience sharing on consumers’ purchase intentions across six key dimensions: emotional valence, quantity, content quality, responsiveness, reviewer reputation, and review recency. A quantitative research design was employed using data collected from a sample of 320 online consumers. The dataset was analyzed through multiple linear regression models to assess the relative impact of each dimension. The findings reveal that all six dimensions exert a positive and statistically significant influence on consumers’ purchase intentions, with emotional valence and review content emerging as the most influential factors. These results contribute to the growing body of literature on online consumer behavior and provide valuable managerial insights for digital marketing practitioners aiming to optimize electronic word-of-mouth strategies.

This study explored the complex decision-making process and the factors used by people, influencers, and brands when selecting social media platforms. The various factors include target demographics, values, content style, and overall marketing strategy. The study aimed to assess the importance of aligning personal preferences, user fit, and creative vision in selecting which social media platforms to use for a brand. To build a stronger level of engagement, content must be designed in a way that creates value for individual consumers. The Uses and Gratification Theory (UGT) provided a framework for understanding the motivations of millennials seeking a specific type of content on social media and how brands select social media platforms. A mixed-methods approach was used for the study to obtain the perspectives of both social media content creators and customers. The target population comprised millennials in the greater Durban area. Purposive sampling was used to select a sample of 400 participants for quantitative data and 10 content creators for qualitative data collection. Data was analysed both qualitatively and quantitatively using thematic analysis and SPSS version 28.0, respectively. The results contribute to a deeper understanding of the dynamic interplay between personal preferences, user fit, and creative vision in shaping the digital landscape. The study findings suggest that influencer marketing can be a powerful tool for promoting brand preference. Brands should carefully select influencers whose followers align with their target audience and ensure they have a strong following and the trust of their followers. The findings emphasise the effectiveness of diverse content types and customer appreciation posts. Businesses should tailor their content strategies to suit their brand identity and connect with their audience effectively. Different social media platforms offer unique features and formats.    

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.

This study explores the impact of digital marketing on consumer decision-making within Durban’s grocery retail sector, with a particular focus on Spar South Beach. Employing a quantitative descriptive survey approach, primary data was gathered through structured questionnaires distributed to 278 shoppers, complemented by secondary data from academic and government sources. Findings indicate that digital marketing significantly influences purchasing behaviors, with 78.6% of respondents acknowledging that Spar’s digital content influenced their decision to shop there. Social media was identified as the primary engagement channel, and digital loyalty rewards were strong predictors of repeat purchase intentions. Reliability analysis showed excellent scale consistency (Cronbach’s ? = 0.941, KMO = 0.943), and results revealed notable differences across age groups, with younger consumers exhibiting greater responsiveness to digital marketing efforts. Gender and educational attainment did not significantly moderate responses. These insights highlight the importance of leveraging social media campaigns, targeted promotions, and digital loyalty programs to enhance customer engagement and drive conversions, while also considering generational preferences. The study provides valuable, context-specific insights into the South African grocery retail industry, emphasizing the role of digital touchpoints in transitioning consumers from engagement to purchase.