This study aims to determine the dual role of Buy Now, Pay Later (BNPL) services as both a financial ally and a potential debt trap for users. The impact of BNPL on its users is comprehensively explored utilizing two methodological approaches, bibliometric analysis and systematic literature review (SLR). The bibliometric analysis, based on 108 papers extracted from Scopus, offers an overview of current trends and the state of research in this field. Meanwhile, the SLR, drawing on 19 papers from Scopus and ScienceDirect, delves deeper into the mechanisms and implications of BNPL tools. The study focuses on three major themes: BNPL as a financial ally, its potential to become a debt trap, and its predominant use among the younger generation. The findings aim to inform financial service providers, policymakers, and regulators about the benefits and risks associated with BNPL adoption, highlighting the need for balanced approaches to maximize its advantages while mitigating its pitfalls.
The rapid growth of social media usage has led to a significant shift in consumer behavior, with brands allocating more budgets to digital marketing particularly on social media. This study investigates the impact of festive color adoption on consumer behavior in social media advertising posts. We conducted an experimental study featuring a 2x2x2 between-subjects design, which manipulated festive color congruence, festival text cues, and product packaging color hue. The study collected valid responses from 300 social media users to measure the effects of the test conditions. The results showed that the use of festive colors significantly influenced consumer behavior, with congruent color schemes enhancing both perceived quality and emotional responses. Purchase intentions were strongly mediated by both perceived quality and emotional response, while impulsive buying was primarily driven by emotional response. These findings have important implications for brands, underscoring the potential of leveraging festive colors in social media marketing to engage consumers and boost sales more effectively.
This study investigates the motivations behind Danmaku engagement — a Chinese most popular participatory video platform type—through the three-dimensional perspectives of social presence theory and the SOR model. By classifying the emotional amplifications of Danmaku users into four types, this study first proposes that the amplified emotions such as happiness, surprise, sadness, and anger contribute to creating an interactive atmosphere. It then hypothesizes that this interactive atmosphere influences the development of copresence consciousness and Danmaku engagement. Additionally, the study explores the moderating effects of gender and Danmaku experience on the relationship between emotional amplification and Danmaku participation. To validate, data were collected from 242 Danmaku users in China, and the results confirmed that the majority of the hypotheses were supported. These findings emphasize the role of emotional factors in shaping engagement behaviors on video platforms and explain the complex dynamics of user participation in Danmaku systems.
This study explores Generation Z’s role in Twitter firestorms, focusing on the 2022 Harvard Business School “Online Connext” controversy. By the analysis of 3,898 tweets, we find that 69% express negative sentiments, driven by ethical concerns and amplified by hashtags like #HBSONLINECONNEXT. A novel framework integrating BERTopic modeling and hashtag analysis identifies key themes (e.g., ideology, ethics) and coordination strategies. Support Vector Machines achieved the highest sentiment classification accuracy of 90%. The findings highlight Generation Z’s sensitivity to brand misconduct and their strategic use of hashtags to amplify negative electronic word-of-mouth (e-WOM). This study recommends crisis management strategies, such as real-time monitoring and transparent communication, to mitigate reputational damage. Bridging marketing, consumer behavior, and data science, this study provides a robust framework for understanding digital activism. Limitations include the focus on Twitter and a relatively small dataset, suggesting future research into cross-platform and cross-cultural dynamics.
The fintech revolution has transformed the landscape of personal finance, yet its impact on personal financial behavior remains underexplored. The present study examines how fintech usage influences the relationship between financial literacy and behavior among Indian millennials. Using a proprietary dataset, the study employs PLS-SEM to assess the moderating role of fintech usage on the impact of financial literacy on financial behavior, considering both objective and subjective dimensions of financial literacy. The findings indicate that while financial literacy positively influences financial behavior, using fintech weakens this association. This negative influence is especially evident among over-confident users who lack sufficient financial knowledge. The direct impact of fintech usage on financial behavior is also negative, showcasing the need for fintech services that complement users’ financial literacy and promote financially healthy behaviors. These findings shed light on the darker side of fintech adoption and have significant implications for policymakers, fintech service providers and consumers, emphasizing the need for tailored financial literacy programs that promote responsible fintech usage and encourage financial discipline.
Many businesses use chatbots in customer service, but the question remains whether these digital assistants can provide the same level of personalized and empathetic service as their human counterparts. This study examined the differences in how chatbot and human interactions influence consumer trust, involvement, and purchase intention. Employing a 2x2 between-subjects factorial design, the study compared groups experiencing human communication and chatbot communication, utilizing emotional and factual interaction modes. The results revealed no significant differences among the groups concerning credibility, benevolence, ability, enduring involvement, situational involvement, and purchase intention, with the exception of integrity. Specifically, participants in the human-emotional group perceived communications as more honest and trustworthy compared to those in the chatbot-factual group. There was no interaction effect between the groups and trust concerning involvement and intention. This study supports the media equivalence framework and extends our comprehension of chatbots' effectiveness in customer service roles. The results indicate that chatbots have the potential to emulate human roles in e-commerce customer service effectively. Keywords: Artificial Intelligence, Chatbot, Customer Service, Human-machine Communication
Purpose – The purpose of this study is to investigate e-marketplace strategies to drive popularity, virality, and engagement on Twitter and the moderating impact of e-marketplaces. Design/methodology/approach – Twitter data from two e-marketplaces posted within 6 months were collected. Content strategies in terms of length, interactivity, novelty, consistency, content features, media strategies in terms of vividness features, and scheduling strategies in terms of timing features were extracted using Twitter data mining tools, an intent mining tool, a Generative AI, and a spreadsheet. Hierarchical regressions were applied to investigate relationships between these strategies and customer engagement. Findings – Length, interactivity (having URLs), novelty (price, place, promotion, physical evidence information), content (message intent: sentiment), vividness (media type: texts and photos) decrease popularity/ virality/ engagement, while interactivity (hashtags and mentions), novelty (people), consistency (brand mentioned), vividness (having media URLs), timing (Mon-Fri, except Thu) increase them. E-marketplace brands are also significant moderators. Practical implications – This work reflects e-marketplace strategies each brand employs, guides them to adjust their content, media, and scheduling strategies to gain more likes and retweets, and reveals the impact of their brands as a moderator. Originality/value – Using novel techniques to collect and process data and introducing unique content themes (7Ps) to investigate firm-generated content in the e-marketplace context expands the knowledge in social media marketing literature.
Business enterprises increasingly leverage artificial intelligence tools, particularly chatbots, to improve client relations and drive sustainable growth. While empirical research on post-adoption chatbot user behavior is in its nascent stage, the current study focuses on how Task-Technology Fit (TTF), Affective Response Model (ARM), and cognitive innovativeness drive post-adoption behavior, specifically continuance intention, extending beyond the confines of Expectation-Confirmation Model (ECM). Notably, previous studies had not collectively tested these predictors, marking the uniqueness of this study. Data from 401 travel chatbot users were empirically validated through structural equation modeling (SEM) and artificial neural network (ANN) analyses. Task-technology fit emerged as the potent predictor of satisfaction and sustained use. Contrary to expectations, anthropomorphism exhibited a detrimental effect on continuance intention. Additionally, this research offers intriguing perspectives into the catalytic role of users’ cognitive innovativeness, identifying two significant and non-significant moderations. The study offers implications for academia, travel management, and chatbot developers.
E-commerce platforms have become essential in meeting diverse consumer needs rapidly. For instance, Jumia—the largest e-commerce platform in North Africa—receives a high volume of user reviews that reflect a wide range of opinions regarding products. This diversity challenges platform owners striving to offer high-quality products and leaves buyers uncertain about making the best choices. To address these issues, we developed a sentiment analysis framework specifically tailored to the Algerian dialect. Our approach involved constructing a comprehensive database of user reviews categorized into positive, negative, and neutral sentiments. We further enhanced this resource by compiling a specialized dictionary of commonly used Algerian terms and applying GAN-based expansion techniques, as well as translating reviews into English and French to broaden linguistic coverage. To evaluate our method, we implemented two deep learning classifiers: a Deep Neural Network (DNN) and a BERT-based model. Notably, the BERT model achieved its optimal performance at 20 training epochs, with an accuracy of 95.44%, precision of 93.1%, recall of 95.57%, and an F1-score of 94.7%. These results significantly surpassed those obtained using the DNN model, as confirmed by ROC curve analyses and comparative accuracy evaluations. Our findings demonstrate that the integration of advanced NLP techniques with domain-specific language resources markedly enhances sentiment classification, paving the way for more effective analysis systems in e-commerce applications and the broader incorporation of Maghrebi dialects into scientific research. Keywords: Sentiment Analysis, Maghreb Dialect, Data Augmentation, Lexicon-Based Approach, classification, BERT
In live-streaming commerce, anchors play a pivotal role in driving sales. Grounded in the Stimulus-Organism-Response (S-O-R) model, this study examines how anchor characteristics—attractiveness, expertise, and trustworthiness—influence Generation Z's urge to buy impulsively. Data was collected from 272 Malaysian Generation Z consumers with live-streaming shopping experiences and analyzed using SmartPLS 4. The findings reveal that anchor characteristics significantly impact consumer arousal and the urge to buy impulsively. Additionally, the influence of arousal on impulse buying is stronger among women than men. However, this study has a limitation in terms of gender imbalance in the sample (82.7% female vs. 17.3% male), which may affect the generalizability of gender-based findings. Despite this limitation, this study enhances the understanding of online impulsive buying among Generation Z, providing scholars and marketers with valuable insights into this young consumer group's live-streaming purchasing behavior. Keywords: Live-streaming, Short-Form Video Apps, Generation Z, Anchor, Impulsive Buying Intention
Gamification is widely applied across various industries to enhance brand awareness and consumer purchase intent, particularly in marketing. This study uses Vroom's Expectancy Theory of Motivation to explore the connection between consumer behavior, brand awareness, and purchase intention, examining the moderating effect of privacy concerns. While previous studies have investigated the connection between motivation and gamification, a significant gap exists in understanding this area. This quantitative research employs SPSS and Smart-PLS software to analyze data collected from a 7-section survey questionnaire with 26 items rated on a 7-point Likert scale. Results indicate that engagement, user experience, rewards giving, and brand awareness significantly influence purchase intention, with the most substantial impact observed between brand awareness and purchase intention. This study provides insight into the increasingly widespread use of gamification in online platforms and offers valuable guidance for designing compelling gamified experiences. Keywords: Consumer Behavior, E-commerce, Gamification, Vroom Expectancy Theory of Motivation, Privacy Concerns.
The Indonesian government has implemented discriminatory policies against foreign bags, shoes, and garments to alleviate the concerns of local manufacturers amid intense e-commerce competition. This study investigates whether consumer behavior aligns with the theory of planned behavior and consumer ethnocentrism post-policy implementation. The objectives are to determine (1) the impact of ethnocentrism on purchasing plans for domestic versus global goods on e-commerce, where option overload may prevent consumers from making logical decisions, and (2) how different product types influence the relationship between ethnocentrism and consumer purchasing behavior. Using partial least squares structural equation modeling on 786 samples, the researcher reveals that ethnocentrism significantly influences planned purchasing decisions for local and international goods on e-commerce post-policy implementation. It confirms that existing theories apply online and highlights that ethnocentrism increases consumer preference for domestic products while decreasing preference for foreign ones, with imported bags being the only category that moderates this relationship. These findings suggest multinational marketers should explore ethnocentric markets, as consumer behavior varies by product type. Policymakers and local producers are cautioned not to assume consumers will always favor domestic items. Future research should broaden the context and consider additional factors to enhance predictive accuracy. Keywords: Consumer, plan, behavior, domestic, foreign, product, category
Inbound marketing, with its focus on drawing customers in through engaging and relevant content, offers a compelling way to reduce acquisition costs while fostering loyalty. This study explores the factors driving inbound marketing adoption, employing the Technology-Organization-Environment (TOE) framework as a lens. Conducted in Algeria, the research gathered data from 117 companies representing a diverse range of 12 business sectors, with a particular emphasis on e-commerce. These responses, collected through convenience sampling, informed a structural equation model, analyzed using partial least squares structural equation modeling (PLS-SEM) in Smart PLS software, to test the study's hypotheses and evaluate the interplay between key factors. The findings reveal that perceived relative advantages, compatibility with existing practices, manageable complexity, top management support, competitive pressure, and customer demand all contribute positively to the adoption of inbound marketing strategies. Interestingly, despite the perceived affordability of implementation, a lack of in-house inbound marketing expertise emerged as a significant barrier to adoption among the surveyed Algerian companies. These insights offer valuable practical guidance for inbound marketing professionals, enabling them to optimize their strategies and address obstacles hindering wider adoption. Keywords: Inbound marketing, digital, TOE model, technology.
COVID-19 pandemic has compelled organisation to act swiftly using innovative measures. Due to the fluid nature of the pandemic, organisational agility is critical and offers a basis for business survival. Therefore, this study aims to predict factors affecting organisational agility by conducting empirical analyses on small and medium-sized enterprises (SMEs) using quantitative and associative design. The sampling method used is convenience sampling, where 195 respondents are owners and managers of SMEs in tourism industry in Jakarta. The results show that social capital positively and substantially affects e-business proactiveness and collaborative knowledge creation. In this context, collaborative knowledge creation impacts e-business proactiveness and organisational agility. Additionally, e-business proactiveness has a positive and significant effect on organisational agility. The mediating role of collaborative knowledge creation and e-business proactiveness is also reported. Regarding the novelty of the study, the empirical role of mediation is proven. Keywords: entrepreneurship; social capital; collaborative knowledge creation; initiative-taking; organisational agility
The evolution and adoption of chatbots pose a challenge, especially in emerging markets unfamiliar with AI. Technological advancements have improved the accuracy and interaction of chatbots, but studies have primarily examined these technologies from the perspective of organizations, neglecting that of customers. This research explores the acceptance of chatbots in the Moroccan banking sector, based on Mayer, Davis, and Schoorman trust model. The results, based on an empirical study of 370 clients using the structural equations method, show that the security variables "perceived trust, perceived confidentiality, and perceived security" are significantly related to each other. The research contribution not only offers a new perspective to identify important factors influencing customer trust in virtual agent acceptance but also assists Moroccan banks in examining these factors when planning the development of human-machine interaction. Keywords: Chatbots, Adoption, Trust model, Banking, SEM, Customer.
In today's rapidly evolving e-commerce environment, where online shopping has become integral to consumer behavior, understanding the factors influencing brand loyalty is crucial for businesses aiming to succeed in the digital market. This research seeks to explore the determinants of brand loyalty among consumers in Vietnam, particularly in the context of household appliance brands. Furthermore, the study aims to shed light on the mediating effects of brand trust and customer satisfaction on brand loyalty. The insights gained will be instrumental in formulating effective brand strategies, enhancing customer loyalty, and expanding market share for home appliance brands. A mixed-method approach, combining quantitative and qualitative techniques, will be employed. Primary data will be collected through a structured questionnaire survey, with analysis carried out using SPSS 26 and Smart PLS 4. The findings reveal that brand trust, identification, awareness, image, and customer satisfaction significantly impact brand loyalty. These insights highlight the necessity of leveraging the study’s results to refine brand management and marketing strategies. Keywords: Brand loyalty, brand trust, online shopping, customer satisfaction, home appliance brands.
The appealing design elements on the packaging are the key to capturing consumers' attention toward the product. Many methods can be used to study packaging design features that attract consumer attention and influence purchase behavior. Neuromarketing is a method that has gained attention in the marketing field. This research involves the design of natural skincare product packaging using neuromarketing eye-tracker and EEG techniques, which can capture visual attention and influence consumer purchase intention through emotional variables and visual-haptic perception. In addition, this study will also test different types of design elements, including shape, texture, layout, and eco-label. The research results indicate that texture and eco-label factors significantly differ in participants' visual attention. Heatmap analysis shows general information on the label, including brand, benefits, function, content, product volume, and eco-label, arranged in symmetric and asymmetric layouts, which can attract participants' attention to read or pay attention to the displayed information on the product. The EGG analysis results, represented through beta and gamma waves, show differences in emotional responses when different stimuli are presented. Spearman Rank correlation results show a positive correlation between visual attention to designs with glossy based on EEG indicators. The results of the research model tested using regression techniques indicate a significant influence between packaging features and purchase intention mediated by visual-haptic perception and emotion variables. The result of this research using the combination of neuromarketing and questionnaires shows that packaging features mediated by visual-haptic perception and emotion variables significantly affect purchase intention.
Social media is an emerging Internet-based channel for marketing to customers. One of the most well-liked marketing tools among them is Facebook (FB). Few studies focus on FMCG brands like McDonald's and Starbucks, even though we spend most of our time on Facebook. Based on 806 valid samples from McDonald's and Starbucks fanpage users, this study used structural equation modeling (SEM) to examine the relationships among interactivity (INT), engagement (ENG), trust (TRT), and post-purchase behavior. The findings showed that INT and ENG would both have a direct impact on TRT, influencing brand loyalty (BL), with ENG having a smaller effect than INT. Furthermore, BL impacts purchase intention (PI) through word-of-mouth (WOM). In the context of social media marketing, both INT and ENG positively affect BL via TRT, with INT outpacing ENG on TRT.
Despite the fact that product and purchase related information on websites are one of the predominant factors in consumers’ decision-making processes to choose the right product, there exists limited research studies that assess the reliability of these information sources. Hence, this study is aimed at developing a multidimensional scale for assessing the credibility of direct-to-consumer (D2C) brand websites using source credibility theory. This study utilized a mixed-methods approach, including a comprehensive literature review, qualitative interviews with experts and consumers, and quantitative data analysis. The findings of the study supports the development of a new scale consisting of three dimensions viz., information precision, responsiveness, and usability experience to measure website credibility. Each dimension consisted of several items that were assessed using a 5-point Likert scale. The scale’s psychometric properties were examined through exploratory and confirmatory factor analysis, and the results indicated high levels of reliability and validity.
The research aims to find out and prove that the e-word of mouth mediates price perception, the brand image on impulse buying and the role of flash sales in moderating the e-word of mouth on impulse buying. The method is that the data was collected directly from 200 Lazada respondents in Surabaya. This research uses quantitative methods and explanatory methods to get concrete answers. They used SEM version AMOS 24 for research analysis. Brand image and price perception influence e-word of mouth as mediating variables for impulsive buying. If the brand image looks good, word of mouth will grow, influencing spontaneous purchases. Meanwhile, brand image has a positive and significant influence and price perception has a positive but not significant influence on impulse buying. Brand image can foster spontaneous purchases, but price perceptions positively affect impulse purchases, even though this is not essential.
