The widespread use of social media has made it an essential marketing tool that significantly influences consumers’ purchasing intentions. However, little is known about the psychological mechanism underlying this influence, notably the mediating function of perceived value, particularly in quickly digitalizing situations such as Ghana. In order to examine how Social Media Usage (SMU) affects Customer Purchase Intention (CPI), this study combines Persuasive Theory and Social Interactive Theory, ...

Socioeconomics  Marketing  Consumer Behavior 

Improper management of agricultural wastes can result in adverse environmental, social and economic impacts for both producers and society. Bioconversion of agricultural wastes through composting by worms can turn organic wastes into biofertilizer products thus enhancing the circularity of agricultural systems. Adoption of biofertilizer products requires significant marketing efforts, but there is very little information on farmers’ willingness to pay for Vermiliquid organic fertilizer. This stu...

Consumer Behavior  Environmental Sciences 

Consumer behavior in the Arab world, especially in the Republic of Yemen, is now significantly influenced by social media. Social media sites like Facebook and Instagram leverage peer reviews, influencer endorsements, ads, and user-generated content to sway customer choices. This study looks into how social media affects Yemeni customers, determining what drives them to shop online and how social media affects every phase of the decision-making process. Using a structured questionnaire given to ...

Business Management  Consumer Behavior 

The study tests whether algorithmically personalized ads increase impulse buying, with pre purchase perceived value (price, emotional, social) as mediator and the traits extraversion and agreeableness as moderators. Survey data from 106 social media users were analyzed using SPSS regression procedures. The authors report significant direct, mediated and moderated effects, concluding that emotional and social value perceptions amplify impulsive buying, especially for highly extraverted or agreeab...

Marketing  Consumer Behavior  Business Analysis  Advertising  Marketing Theory and Applications 

Customer loyalty is essential to achieve success in the banking sector. This research aims to present an overview of the role of customer loyalty and investigate the factors that affect the loyalty of customers in the context of the Egyptian banking sector, thus contributing to the literature in this specific area. The research will discuss customer loyalty from the point of view of being a critical topic that banks use to achieve leadership in this competitive sector. There is a dependent varia...

Business Management  Marketing  Consumer Behavior 

Purpose: This study examines the influencer marketing mechanism by exploring the link between social media and the concept of psychological ownership (PO) among Generation Z in the Egyptian market. The research examines theories on source attractiveness and a connection to the PO concept, which helps assess the influence of social media influencers on consumers’ perception of the products that influencers advertise. Methodology: This study was conducted in Janua...

Marketing  Consumer Behavior  Organizational Behavior  Advertising  Marketing Theory and Applications 

Product placement as an advertising tool has been on the rise lately, so the aim of the current study is to investigate how various product placement dimensions influence consumers’ brand recognition of brands placed in movies. To test the proposed dimensions, participants were asked to watch a short video, containing several placements, extracted from a popular Egyptian movie, then answer a questionnaire. A sample of 386 participants be-tween the age of 18 to 22 was obtained. The data was analy...

Business Management  Marketing  Consumer Behavior  Advertising 

This research examines the realm of Femvertising among Generation Z in the Egyptian context. The research explores three pivotal theories of consumer behavior: The theory of self-concept, social learning theory, and the theory of reasoned action. By combining these theories in one study, the researcher seeks to bridge a critical gap in the literature, explaining attitudes towards Femvertising on their subsequent inclination to purchase the promoted products. The research took place during Septem...

Business Management  Marketing  Consumer Behavior 

This study provides a detailed analysis of the differences in consumer insights and purchasing patterns among different generational groups: Baby Boomers, Generation X, Millennials, and Generation Z in the city of Loja, Ecuador. The research objective was to demonstrate that these consumption patterns and perceptions are not uniform across different generations, which can have a significant impact on marketing and sales strategies. A probabilistic sampling design with simple random sampling was ...

Managerial Economics  Marketing  Business Communication  Consumer Behavior  Business Analysis  General Business Research 

In recent years, a large number of global cross-border e-commerce shopping platforms have emerged, which has become an important consumption channel for residents. Compared with domestic consumers, overseas consumers are more likely to be affected by various factors when purchasing cross-border e-commerce products. This paper selects three influencing factors: consumer ethnocentrism, consumer animosity and perceptual quality, constructs a structural equation model, and explores the purchase inte...

Business Research Methods  Business Communication  Consumer Behavior