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This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that drive individuals to engage in sharing travel experiences and examine how these factors, along with personal characteristics, influence this behavior. Data from 489 participants were collected using a structured survey method and indicate that convenience value, emotional value, attitude, subjective norm, social identity, and group norm significantly affect sharing behavior, while monetary and social values do not. Additionally, personality traits such as openness, agreeableness, and conscientiousness moderate the relationship between these values and the sharing behavior. This study contributes to the literature by providing a deeper understanding of the motivations underlying travel experience-sharing on social media in China and by examining how both intrinsic motivations and social influences affect this behavior. The findings offer practical implications for tourism marketers to prioritize seamless digital platforms, emotionally engaging experiences, and personalized campaigns. Governments can support these efforts by promoting policies that enhance platform convenience and foster social engagement. Focusing on Chinese travelers, this research also provides a cross-cultural perspective, deepening the theoretical understanding of travel experience-sharing.

As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments.

In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.

PurposeThis paper aims to model consumers' decision to use halal logo on packaged food products. The model primarily tests the importance of country of origin (COO) of a halal logo as an indicator for assessing credibility of a halal logo, and its relevance in consumers' decision to use the logo in packaged food purchase.Design/methodology/approachA data set from a survey of 559 respondents from two countries was used to test eight hypotheses that were developed based on a modified theory of planned behaviour framework, using partial least squares procedures.FindingsHalal certification logo was found to have COO effect on consumers' evaluation during purchase decision of food items. Consumer uses information on the COO of a halal logo to assess the logo's credibility in delivering the halal food standard. The construct, along with the constructs of religiosity and its interaction terms, subjective norms and attitude, explains consumers' intention to consider the halal logo during packaged food purchase.Research limitations/implicationsGeneralization of the findings is limited to the packaged food industry and to the consumer groups surveyed in the two countries.Practical implicationsThere is a need for marketers to recognize Muslim consumers' sensitivity towards the origin of a halal logo in choosing the right logo for their products. Logo certifiers may want to consider adopting marketing strategies to market their certification as a credible marker of a halal food standard.Originality/valueThe effect of COO of halal logo and its influence on consumers' decision to use the logo in purchase decision are new to the literature.

The main objective of the research is to illustrate the value in the developing world of researching and implementing quality brand authenticity with the moderating effect of entrepreneurial marketing. 1943 responses were collected using survey method and five-point self-administrated questionnaire from the luxury apparel industry of Karachi, Pakistan using purposive sampling technique. PLS-SEM was used for data analysis. Actual brand congruence showed a positive and significant effect brand authenticity and brand commercialization negatively impacts brand authenticity while brand nostalgia also positively impacts brand authenticity and entrepreneurial marketing also significantly impact brand authenticity, ideal brand congruence also has positive relationship with brand authenticity and social media engagement positively impact brand authenticity. Entrepreneurial marketing negatively moderate the relationship between ideal brand congruence and brand authenticity and moderate the relationship between social media but negatively moderates the relationship between brand commercialization moderate the relationship between brand nostalgia but insignificantly moderate the relationship between actual brand congruence and brand authenticity. It was found that having your content on these platforms is not what makes sales for you. Engagement is the secret to becoming a productive user of social media hence joining Q&A response sessions is a great way to give value to customers and make you a valuable brand.

Generation Z (Gen Z) consumers require special consideration because they are a distinct demographic, are less receptive to mobile advertising, and have not been thoroughly studied. This study seeks to advance ad avoidance research by creatively examining Gen Zers’ perceived ad risk and ad avoidance in mobile applications (apps) and the role that risk attitude and time pressure play in these phenomena. The formal study was conducted in March 2023 via an online survey, and 312 sample data were identified for data analysis. It was found that there is a positive relationship between Gen Zers’ perceived risk and their avoidance of app advertising, with time, performance, and privacy risks being the primary advertising risks. Gen Zers perceive higher advertising risk when they are under time pressure or are risk-averse, and time pressure is a more vital indicator of perceived risk than risk attitude. Time pressure also significantly affects mechanical avoidance (e.g., using an ad blocker) more than behavioral avoidance. Still, the risk attitude only positively affects Gen Zers’ behavioral avoidance of app ads. This study concludes that ad avoidance can be reduced by reducing users’ perceived risk and time pressure. Also, ads should be placed based on consumers’ risk attitude. Future research needs to validate these findings in other cultures, compare Gen Z to other generations, and consider the consequences of ad avoidance.

While numerous people use social mobile applications, ads within these apps are often avoided. Although the significance of prior negative experience and personality traits in impacting consumers’ perceptions and behaviors has been acknowledged, limited research has explored their influence on ad perceptions and avoidance. This study aims to examine the effects of prior negative experience and personality traits on ad perceptions and ad avoidance of Generation Y (Gen Y) and Generation Z (Gen Z) within two prominent mobile social apps: WeChat and TikTok. An online survey was used to gather data from 353 Chinese Gen Y and Gen Zers who were active users of WeChat and TikTok. Findings from several regression analyses show that prior negative experience is an essential determinant of ad avoidance, influencing not just directly but indirectly by diminishing perceived ad personalization and intensifying perceived goal impediment and ad clutter. Personality traits also significantly affect ad avoidance, with conscientiousness exerting a positive effect, whereas agreeableness has a negative impact. Notably, agreeableness, emotional stability, and openness to experience moderate the associations between ad perceptions and avoidance. Intriguingly, the effects of these factors are platform-specific, with WeChat’s main factor for ad avoidance being erceived goal impediment and TikTok’s main factor being ad clutter. Based on these findings, the theoretical and practical implications are discussed.

In this era, the study of brand equity for online retailers is essential for marketing strategy development. However, due to a lack of consensus about the definition and conceptualization of brand equity, studies on brand equity for online retailers remain ambiguous. This study aims to identify the general viewpoint of brand equity for use with online retailers, as well as exploring the various brand equity models which have been used for online retailers in previous studies published from 2002-2020. The findings conclude that there are various conceptualizations of brand equity for online retailers; however, they are based on the consumer perception of the online retailers’ brands. There are two concepts of brand equity for online retailers: utilizing traditional brand equity models and creating new models specifically for the online context. Aaker’s brand equity model, i.e., one of the traditional brand equity models, has been employed most frequently in previous studies as it is a well-established model and appropriate for the study context of online retailers. The current study provides a discussion and recommendations regarding the existing theoretical models for future online retail brand equity studies, while also enriching the body of knowledge on brand equity.

Innovative technologies such as big data and predictive analytics are facilitating a global revolution in operational management. The present study aims to investigate the extent of their adoption among micro-, small and medium enterprises. The context of choice is Malaysia—a growing economy hosting some of the relatively more technologically advanced enterprises in ASEAN union. The research plan of the present paper pursued three objectives. First, we aimed to identify the general rate of adoption of BDPA. Second, we explored the most common uses of this set of innovations in Malaysian micro-, small, and medium enterprises. Third, we strove to abstract the antecedents and consequences of BDPA in micro-, small, and large firms in the manufacturing and service sectors. We discovered that BDPA are almost never used to outsource suppliers or to optimise spending and purchasing. Conversely, the most frequent applications of BDPA are in customer relationship management and in warehouse and operations improvement. Moreover, we smaller firms are more resilient to the challenges of adopting BDPA than their smaller and larger counterparts. Thus, this paper presents a snapshot of the BDPA dissemination in the micro-, small and medium ecosystem in Malaysia in 2021, while exploring opportunities for the future development and dissemination of this set of innovations.

Recycling attitude and behaviour change have been traditionally explored from a socio-psychological perspective. Recent work on integrating social marketing communications interventions to influence this attitude and behavioural change has also grown. In particular, framing as a communications strategy has formed an important focus of this renewed stream of query. However, although the individual main effects of both positive and negative framing have been studied, the findings are mixed and do not offer clear justification in environmental studies. Sufficient articles emphasise that designing effective communication tools is vital and could be one of the reinforcement mechanisms to bridge the discrepancy. Furthermore, the studies on message framing effects and how consumer responses for single or multiple messages have received limited empirical consideration. Critically earlier studies have not specifically accounted for the influence of religion and moral identity in inducing behaviour change. Yet, within the type of context this study is embedded in, i.e. Malaysia, it would seem logical to tailor any interventions based on the socio-psychology on the target audience. Given the targeted nature of social marketing campaigns, this study proposes factoring in the Islamic self-identity of the Muslim target audiences in understanding recycling attitude change. In this study, an experimental design was employed. This study utilised a 2 (positive vs. negative) X 2 (Islamic identity framing: yes/no) X 2 (Moral identity framing: yes/no) between-subjects experimental design. Hence, eight groups (two control groups, six experimental groups) were required in total. The participants (n=850) were final-year business students at the Universiti Teknologi MARA (UiTM). The study found that informants would reflect different degrees of advertising effectiveness in response to different combinations of advertising framings, and Islamic framing will induce a better attitude towards the ad and a greater inclination to recycling intention. The results also indicated that, positive frames may be the most salient with Islamic appeals and may work effectively when emphasised with moral identity framing. Using identity framing to embed religion in these messages could have greater persuasive impact. As such this study is the first to highlight the use of Qur'anic verses as indicators of Islamic self-identity and demonstrate the effectiveness thereof for generating social change. Given the growing use of Qur'anic verses for social marketing interventions, this initial study represents an important contribution to validating the salience of this powerful social marketing approach.