...Jean Paolo Lacap; Carla Mae Discartin; Rica Ann Kailine Salac; John Anthony Ma. Rey Del Rosario Purpose This study aims to examine the effect of local fashion brand TikTok videos on Generation Z’s purchase intentions and the mediating effects of consumer attitudes and trust. Design/methodology...

... perceived quality, and warmth-driven perceptions, which shape adoption via trust. This research examines the moderating role of artificial intelligence ( AI ) influencers across these pathways, offering a unique perspective on how AI can enhance the perceived competence and warmth of electric cars...

...Waseem John; Asif Hamid Charag; Irfan Bashir Purpose This study aims to empirically examine the role of privacy, security, trust and autonomy in Millennials’ continued use of online dating applications. Emerging markets have been famous for their rapid modernization, growth and cultural shifts...

...Wonsun Shin; Eunah Kim; Jisu Huh Purpose This study aims to examine young social media users’ differential acceptance of data-driven ad personalization depending on the types of personal data used, and to propose and test the Privacy and Trust Equilibrium (PATE) model, a new conceptual model...

...Souad Maghraoui; Lilia Khrouf Purpose Influencer marketing is nowadays an essential practice for companies wishing to establish a rapprochement with its customers and gain their trust. Building close relationships can be fulfilled through Instagram live-streamings. Drawing upon equilibrium theory...

...Nishtha Rai; Ankur Srivastava Purpose This study aims to examine the factors influencing trust toward mobile health applications (mhealth apps) among young consumers. By building on the socio-technical systems framework and self-congruence theory, the authors develop and examine a conceptual model...

... and Z) were used to assess the research data and model. Findings The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations...

... the relationship between attitudes (ATT), subjective norms (SN) and perceived behavioral control (PBC) on consumers’ intention and behavior to buy organic food. Trust (TR) and the moderating role of short food supply chain preferences (SFSCPs) were integrated to address the research gap. Design/methodology...

... recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships. Design/methodology/approach This study focuses on 111 young Croatian consumers of cosmetic products. The authors...

... view is constructed on relationship elements of trust, commitment and the surrounding networks. Findings The research provides an insight into the young consumers' purchasing behaviour towards web sites from different countries and concludes how and why this is similar to or different from...

...Stephen P. Hogan Purpose Trust is a key business value and a corner‐stone of all company‐consumer relationships, but is particularly critical in children's markets because of their vulnerability. This paper seeks to explore how trust is created between toy companies and parents, the main...