... product endorsement on Instagram on young female followers’ brand attitudes and purchase intentions. Design/methodology/approach Primary data were collected from 435 female micro-celebrity followers. The impact of micro-celebrity endorsement on follower’s attitude toward brands and purchase intention...

...Jaskirat Singh Rai; Heetae Cho; Amanpreet Singh; Maher N. Itani Purpose This study examined how the repeated information posted by sports teams on their social media pages influences the purchase intention of sports consumers. More specifically, the mere exposure effect was used to describe how...

... purchase intention of sustainable fashion clothing. Furthermore, brand romance is identified as a mediating variable between brand coolness and purchase intention of sustainable clothing. Research limitations/implications Limitations of the study is that with a structured interview, the respondents...

... and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence...

...Sumanjeet Singh; Dhani Shanker Chaubey; Rohit Raj; Vimal Kumar; Minakshi Paliwal; Seema Mahlawat Purpose This study explores the intricate relationship between social media communication, consumer attitude and purchase intention within the context of lifestyle category products. With the rapid...

...) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies. Design/methodology/approach Data were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square...

.... The first study manipulated product characters, fonts, colors and storytelling styles to determine the cutest packaging elements. Packaging samples containing the cutest elements from Study 1 were tested for their effect on purchase intention in Study 2, moderated by product familiarity. Findings...

... and service providers' smile intensity on customers' subjective well-being and purchase intentions might be attributed to their social judgments. Originality/value This study reveals the intrinsic mechanism behind the interaction effect between smile intensity and sense of power affecting customers...

...Doddahulugappa Goutam; Shirshendu Ganguli; B.V. Gopalakrishna Purpose This paper aims to explore impact of technology readiness (TR) on e-service quality (ESQ) and effect of ESQ and TR on purchase intention (PI) and behavioral loyalty (BL) in the context of online shopping. Design/methodology...

... modeling (SEM) in Lisrel 8.8 statistical software. Findings This study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily...

...Azam Kaveh; Mohsen Nazari; Jean-Pierre van der Rest; Seyed Abolghasem Mira Purpose The purpose of this study is to explore the impact of customer engagement in sales promotion on purchase intention. Utilizing value co-creation and customer engagement theories, the authors tested a model...

... are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention...

...Nabanita Talukdar; Shubin Yu Purpose The purpose of this study is to investigate the underlying psychological mechanism and boundary conditions which drive materialists' purchase intention (PI) of sustainable over generic luxury products. Design/methodology/approach Four empirical studies (one...

...Kaustav Mukherjee Purpose The modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point...

...Garima Chaklader Purpose The purpose of this paper is to study the interaction of timing cues (active deals vs upcoming deals) and brand familiarity on consumers’ purchase intention. Design/methodology/approach The research design of this paper is based on one experiment conducted...

... their purchase intention for the brand; and explores a potential moderating effect of mavenism. Design/methodology/approach A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation...

...Emerson Wagner Mainardes; Atílio Peixoto Soares Júnior; Daniel Modenesi Andrade Purpose The purpose of this paper is threefold: first, to identify the influence of brand equity (BE) of commoditized products of famous brand on purchase intention and willingness to pay a premium price in an emerging...

... effects of consumers’ engagement with brand-related social media content on overall brand equity and purchase intention have also been examined. Design/methodology/approach Preliminary studies were conducted to identify brands for the main study. Data for the main study were collected using an online...

...Ulun Akturan Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low...

... on the internet and obtained 270 responses. The Portrait Values Questionnaire 21, plus attitude scales and purchase intent regarding organic food, was used. Data were analysed using structural equation modelling. Findings Significant relationships were found between personal values, such as openness to change...