Younger generations comprise an essential segment for the mobile payment market to
prosper. However, empirical evidence of the drivers/barriers of the young generation's …

Grounded in the behavioral reasoning theory, this study aims to determine the impact that
green brand awareness (GBA) and perceived green brand credibility (PGBC) have on …

Purpose This study aims to determine direct and indirect ways of strengthening consumer's
halal buying behaviour. For this, the researchers explore the role of religiosity and …

Celebrity influence plays a significant role in fostering the consumers' impulse buying
tendency and purchase intention. In the modern advertising era, the celebrity endorsement …

Brands investigate cultural sensitivity in order to stand out from global market competition
and reach more diverse customers. The research emphasized on the relationship between …

Purpose The purpose of the study is to explore the suitability of social media influencers
(SMIs) for communicating public health messages via social media platforms. The study …

Purpose The clothing industry is one of the earmarked industries in many countries following
the rising demand and consumption of clothing products among millennials. Malaysia and …

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the
past decade. However, despite extensive knowledge of the effect of eWOM on consumer …

Background: Online social networking websites have revolutionised communication in the
postmodern era of today. Specifically, Instagram has witnessed a phenomenal growth, and …

This study investigated the effect of hotels' eco-label credibility (HELC) on customers' green
word-of-mouth behavior through triple mediating effects of biospheric and egoistic values …