Explore the evidence.
Understand the reach.

With the increasing awareness of health and the widespread adoption of social media advertising, health food advertising has become an important source of information influencing consumer decision-making. However, existing studies have primarily focused on the effects of attitudes or behaviors, with limited attention to the underlying psychological mechanisms. Therefore, this study applies optimal arousal theory to examine how expertise and trustworthiness in health food advertising influence consumers’ purchase intention through perceived information relevance. The findings indicate that both expertise and trustworthiness positively affect perceived information relevance, which in turn significantly enhances purchase intention. These results suggest that individuals tend to pursue an optimal level of stimulation, and when advertising information evokes an appropriate level of psychological arousal and aligns with personal needs, it is more likely to facilitate positive behavioral responses. In addition to confirming the importance of perceived information relevance, this study extends optimal arousal theory from the level of sensory stimulation to the cognitive level, thereby advancing the development of optimal arousal theory research.

This study mainly aimed to examine the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction through the example of a leading foundation research university in Türkiye. In the study, it was investigated whether there was a significant difference between students' purchasing tendencies from e-commerce sites and student satisfaction. It was also investigated whether there was a significant difference between demographic characteristics and student satisfaction. Methodologically, a descriptive online survey method including a questionnaire was applied to collect data. The survey was responded by 240 randomly selected students. The data were analyzed with SPSS-26. The study concluded that there was no significant difference between the average daily time spent on the internet and the type of device used to connect to e-commerce sites, which are among the criteria reflecting the tendency to purchase from e-commerce sites, and student satisfaction whereas there was a significant difference between the number of products purchased through e-commerce sites and student satisfaction. Furthermore, it was revealed that there was no significant difference between demographic characteristics such as gender, marital status, education and monthly income and student satisfaction, whereas there was a significant difference between age and student satisfaction. Accordingly, it was indicated that the difference in terms of age was especially in favor of students in the 22-25 age group. It is thought that the study will contribute to the literature by examining the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction, together with the example of a leading foundation research university. The study is limited by the selected sample foundation research university, the number of students responded, survey questions-answers, the applied statistical analysis methods and tests. Therefore, in order to reach more general results, it is suggested to expand the studies with more diverse and larger numbers of foundation research universities, students, survey questions and statistical methods.

This study investigated the factors influencing consumer repurchase intentions of beauty and haircare products on e-commerce platforms in South Africa. With the growing trend of online shopping, understanding the determinants of repurchase intention became essential for businesses looking to retain customers. The purpose of the study was to explore how various factors such as brand trust, security risk perception, ease of use, customer readiness, and loyalty impact consumer repurchase behaviour. A quantitative research design was employed, using an online questionnaire to collect data from 164 respondents who had previously purchased beauty and haircare products on an online shopping site for cosmetics in South Africa. The study utilised multiple regression analysis to assess the relationships among the identified factors and their influence on repurchase intentions. The findings revealed that brand trust, ease of use, and customer loyalty were significant positive predictors of repurchase intentions, while security risk perception had a negative impact. Readiness did not show a significant relationship with repurchase intentions. Based on these results, the study recommends that e-commerce businesses in the beauty sector focus on building trust, enhancing user-friendly interfaces, and fostering customer loyalty programs to encourage repeat purchases.  

This study provides a comprehensive analysis of the marketing mix strategies that influence customer acquisition at Spar in Durban. Utilizing a quantitative methodology, data were collected through structured questionnaires completed by 278 respondents. The findings indicate that Spar effectively employs digital marketing tools—including social media, WhatsApp, and loyalty programs—as key communication channels to engage customers. Reliability analysis confirmed the validity of the measurement instrument (Cronbach’s ? = 0.902; KMO = 0.899). The results demonstrate that younger consumers are more responsive to digital platforms, particularly social media and loyalty programs, while traditional methods such as printed flyers are less effective. No significant differences were observed in the perceived effectiveness of specific digital channels across different respondent groups, suggesting a consistent perception of Spar’s digital engagement. The study emphasizes the importance of integrating digital strategies with factors such as pricing, convenience, and product assortment to enhance customer acquisition in Durban’s competitive retail environment.

This study investigated the factors influencing consumer repurchase intentions of beauty and haircare products on e-commerce platforms in South Africa. With the growing trend of online shopping, understanding the determinants of repurchase intention became essential for businesses looking to retain customers. The purpose of the study was to explore how various factors such as brand trust, security risk perception, ease of use, customer readiness, and loyalty impact consumer repurchase behaviour. A quantitative research design was employed, using an online questionnaire to collect data from 164 respondents who had previously purchased beauty and haircare products on an online shopping site for cosmetics in South Africa. The study utilised multiple regression analysis to assess the relationships among the identified factors and their influence on repurchase intentions. The findings revealed that brand trust, ease of use, and customer loyalty were significant positive predictors of repurchase intentions, while security risk perception had a negative impact. Readiness did not show a significant relationship with repurchase intentions. Based on these results, the study recommends that e-commerce businesses in the beauty sector focus on building trust, enhancing user-friendly interfaces, and fostering customer loyalty programs to encourage repeat purchases.  

With the increasing awareness of health and the widespread adoption of social media advertising, health food advertising has become an important source of information influencing consumer decision-making. However, existing studies have primarily focused on the effects of attitudes or behaviors, with limited attention to the underlying psychological mechanisms. Therefore, this study applies optimal arousal theory to examine how expertise and trustworthiness in health food advertising influence consumers’ purchase intention through perceived information relevance. The findings indicate that both expertise and trustworthiness positively affect perceived information relevance, which in turn significantly enhances purchase intention. These results suggest that individuals tend to pursue an optimal level of stimulation, and when advertising information evokes an appropriate level of psychological arousal and aligns with personal needs, it is more likely to facilitate positive behavioral responses. In addition to confirming the importance of perceived information relevance, this study extends optimal arousal theory from the level of sensory stimulation to the cognitive level, thereby advancing the development of optimal arousal theory research.

This study mainly aimed to examine the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction through the example of a leading foundation research university in Türkiye. In the study, it was investigated whether there was a significant difference between students' purchasing tendencies from e-commerce sites and student satisfaction. It was also investigated whether there was a significant difference between demographic characteristics and student satisfaction. Methodologically, a descriptive online survey method including a questionnaire was applied to collect data. The survey was responded by 240 randomly selected students. The data were analyzed with SPSS-26. The study concluded that there was no significant difference between the average daily time spent on the internet and the type of device used to connect to e-commerce sites, which are among the criteria reflecting the tendency to purchase from e-commerce sites, and student satisfaction whereas there was a significant difference between the number of products purchased through e-commerce sites and student satisfaction. Furthermore, it was revealed that there was no significant difference between demographic characteristics such as gender, marital status, education and monthly income and student satisfaction, whereas there was a significant difference between age and student satisfaction. Accordingly, it was indicated that the difference in terms of age was especially in favor of students in the 22-25 age group. It is thought that the study will contribute to the literature by examining the impact of university students' purchasing tendency from e-commerce sites and demographic characteristics on student satisfaction, together with the example of a leading foundation research university. The study is limited by the selected sample foundation research university, the number of students responded, survey questions-answers, the applied statistical analysis methods and tests. Therefore, in order to reach more general results, it is suggested to expand the studies with more diverse and larger numbers of foundation research universities, students, survey questions and statistical methods.

This study provides a comprehensive analysis of the marketing mix strategies that influence customer acquisition at Spar in Durban. Utilizing a quantitative methodology, data were collected through structured questionnaires completed by 278 respondents. The findings indicate that Spar effectively employs digital marketing tools—including social media, WhatsApp, and loyalty programs—as key communication channels to engage customers. Reliability analysis confirmed the validity of the measurement instrument (Cronbach’s ? = 0.902; KMO = 0.899). The results demonstrate that younger consumers are more responsive to digital platforms, particularly social media and loyalty programs, while traditional methods such as printed flyers are less effective. No significant differences were observed in the perceived effectiveness of specific digital channels across different respondent groups, suggesting a consistent perception of Spar’s digital engagement. The study emphasizes the importance of integrating digital strategies with factors such as pricing, convenience, and product assortment to enhance customer acquisition in Durban’s competitive retail environment.