Purpose This paper aims to examine the relationships among attitude, subjective norm (SN), perceived behavioral control (PBC), perceived novelty (PN), consumer confidence (CC) and Generation Z’s (Gen Z’s) green apparel purchase intention (PI), and also test the moderating role of electronic word-of-mouth (eWOM). Methodology The quantitative study used structural equation modeling and Hayes’ PROCESS macro to analyze a survey sample of 512 Gen Z consumers. Findings The key findings indicate that attitude, SN, PBC, PN and CC significantly influence Gen Z consumers’ green apparel PI. Furthermore, eWOM moderated the relationship between CC and Gen Z consumers’ green apparel PI. Originality Although previous studies have examined the influence of attitude, SN and PBC on green product PI, the expanded framework with the proposed possible relationships is novel. This research sheds light on the effect of PN and CC on Gen Z consumers’ green apparel purchases. Furthermore, this study extends the green apparel literature by investigating the moderating impact of eWOM.

Purpose The purpose of this study is to examine how various motivations, including entertainment, social interaction, personal identity, information seeking, remuneration and empowerment, influence Generation Z users’ engagement with branded content on TikTok. Using the theoretical framework of consumer online brand-related activities (COBRAs) and uses and gratifications (U&G) theory, this study analyzes the impact of interactive features of social networks on purchase intent. Design/methodology/approach The consumer behavior of Generation Z TikTok users was analyzed using partial least squares structural equations. A total of 403 active Generation Z users residing in Puerto Rico were included in this study. Findings This study makes significant theoretical contributions by analyzing consumer behavior in TikTok. It reveals that “Media Engagement,” stimulated by hedonic gratifications, evolves toward utilitarian gratifications, showing a progression in user brand engagement. Furthermore, it identifies usage motivations for TikTok, leading to the contribution of branded content (UGC) and demonstrates a clear link between usage motivations and consumer actions. This finding identifies three new gratifications that extend our understanding of how social media platforms, specifically TikTok, influence brand engagement through COBRAs. Originality/value This study is original in that it presents a novel approach to the study of TikTok marketing, highlighting how Generation Z’s motivations, such as entertainment and social interactions, influence its interactions with branded content. Using the COBRAs model and the U&G theory, this study reveals a transition from hedonic to utilitarian gratifications, directly linking usage motivations to consumption actions and content creation. This analysis offers a unique perspective in academic research, identifying new types of gratifications and their impact on brand engagement and purchase intent.

Purpose This paper aims to examine the impact of extended reality-enabled e-commerce platforms on centennial customer engagement (CE). With the emergence of extended reality, several challenges are posed to marketers, developers and firms. These challenges concern the future of adequately using these technologies to enhance e-service quality, relationship quality (RQ) and CE. Design/methodology/approach A survey-based research design was employed to analyze a sample of 340 e-commerce users in the study’s conceptual model, which depicted relationships between the constructs. The data is analyzed using a hybrid approach including “partial least squares” and “fuzzy-set qualitative comparative analysis.” Findings The findings support extending reality technologies into the foreseeable future to enhance CE. The data analysis reveals that CE is positively influenced by RQ, RQ is positively influenced by e-service quality and e-service quality is positively influenced by reality congruence (RC). However, the relationship between e-service quality and CE could have been more significant. Mediation analysis illustrates various trials followed from RC to CE by interplaying with different constructs in the model. Practical implications The study provides strategies for marketers and e-commerce website developers. It emphasizes the value of RC as an effective marketing tool to build customer relationships and achieve CE. In particular, understanding the effect of extended reality features as new dimensions to service quality provides new practical insights into consumer behavior in a virtual shopping environment. Originality/value Examining the phenomenon of user experience in an extended reality virtual shopping environment to enhance engagement in centennial consumers is an original approach. It contributes to experience and engagement research in marketing.

Purpose This study aims to examine the role of limited-edition packaging (LEP) in shaping consumer–brand relationships in food marketing, focusing on limited-stock scarcity (LSS) and limited-time scarcity (LTS) cues. It explores their effects on emotions, social class congruence (SCC), brand value, loyalty and willingness to pay a premium (WPP), with differences across local and international brands. Design/methodology/approach Two between-subjects experiments with food consumers (n = 237; 228) tested the direct, mediating and moderating effects of LEP cues using covariance-based structural equation modeling and ANOVA analyses. Findings LSS cues evoke stronger emotional attachment, whereas LTS cues enhance SCC. Both scarcity appeals elevate perceived brand value, fostering loyalty and WPP. The effects are more pronounced for international food brands, where LSS packaging strengthens emotional bonds and perceived value. Serial mediation through emotional attachment and perceived value was supported, except for the SCC–loyalty path. Originality/value This study advances understanding of how packaging scarcity cues shape consumer emotions and social perceptions. By integrating emotional attachment and SCC into a unified model, it offers practical insights for leveraging LEP to enhance brand performance across local and international food markets.

Purpose The purpose of this study is to map the thematic evolution of green marketing (GM) research over the past two decades. Design/methodology/approach This study used a systematic and bibliometric approach to analyze 393 articles on GM from 2000 to 2024. The authors conducted performance, co-citation and co-word analysis to identify influential authors and journals, unveil this field’s intellectual structure and thematic evolution and interpret and integrate the literature. Findings The findings of this study demonstrate five clusters from both co-citation and co-word analysis. Emerging themes from these analyses include consumer behavior, social media effects, environmental policies and green innovation. A conceptual framework is also proposed to integrate the clusters found and facilitate future research avenues. Originality/value This paper provides the first detailed bibliometric analysis of GM literature over two decades. This paper uses sophisticated analytical techniques to map the field, pointing out trends and contributions, and proposes an integrated conceptual framework. Besides enriching existing knowledge, the insights gained provide essential guidance for further academic research in GM and practical guidance for GM applications.

It has come to the attention of the publisher that article Nadroo, Z.M., Jayawardena, N.S., Naqshbandi, M.A., and Thaichon, P. (2025), “Examining the role of parasocial interactions in generating the bandwagon effect: a parallel mediation and multigroup analysis”, Spanish Journal of Marketing - ESIC, Vol. ahead-of-print No. ahead-of-print. Link to the cited article., incorrectly listed author Zeeshan Majeed Nadroo’s affiliation. This has now been amended from IILM University, Gurugram, India to School of Management, IILM University, Gurugram, India.This error was introduced during the article publication process, for which the publisher apologises.

Purpose This study aims to determine the antecedents of consumer engagement in live-streaming e-commerce using the stimulus–organism–response framework. The relationship between interactivity and co-experience (stimulus), consumer trust (organism) and consumer engagement (response) was examined. Design/methodology/approach A questionnaire was distributed via social media, email and messenger platforms, resulting in 262 valid responses. The collected data were then analyzed using structural equation modeling. Findings The study demonstrates that consumer trust significantly affects consumer engagement in live-streaming e-commerce. Consumer trust is significantly influenced by interactivity, namely, active control. Co-experience aspects affecting trust are participation and cognitive communion. An element of interactivity (two-way communication) and two of co-experience (synchronicity and resonant contagion) do not show a noteworthy positive correlation with consumer trust. Research limitations/implications This study uses a cross-sectional survey, focusing on the recommended factors from several previous studies, and is limited to live streaming e-commerce. Practical implications New theoretical insights are highlighted, focusing on how communication dynamics between consumers and sellers foster trust, ultimately driving consumer engagement. From a practical perspective, managers should pay attention to creating interactive experiences and co-experiences within live-streaming e-commerce to build consumer trust. Originality/value This study examines aspects of the seller–buyer interaction affecting engagement during live streaming in e-commerce, revealing the role of co-experience and consumer trust.

Purpose Drawing on the self-determination and innovation resistance theories, this study aims to examine the drivers and barriers of AR adoption, thereby pushing for a holistic approach toward enhancing AR adoption among online consumers. Design/methodology/approach Structural equation modeling was used using SmartPLS 4 software on survey data from 478 individuals in India, consisting of 249 students and 229 working professionals, all of whom have used AR-enabled mobile applications for purchases. The paper contextualizes how self-determination constructs positively affect AR adoption among online consumers. Further, this study also examines how innovation-resistance constructs inhibit online consumers from using AR. The paper also highlights how occupation differences (students versus working professionals) influence the relative significance of drivers and barriers to AR adoption among online consumers. Findings The results indicate that drivers (SDT constructs) like aesthetics, perceived usefulness, perceived enjoyment and informativeness significantly enhance AR adoption among consumers. Among the barriers (IRT constructs), value and risk attributes significantly affect AR adoption among online consumers, especially working professionals. Originality/value By merging insights from self-determination and innovation resistance theories, this study makes a novel contribution to AR research. It investigates the motivators and deterrents affecting individuals’ intentions to adopt AR-enabled mobile applications, providing a fresh perspective on the factors influencing user behavior in this evolving technological domain.

Purpose With the emergence of Generation MZ, comprising millennials and Generation Z, a trend toward personalization and mass customization has become increasingly significant in the fashion and textile industries. Innovations supported by technology at various stages of the apparel life cycle are enabling fashion firms to achieve personalization. There is an increasing body of research in this area, making it essential to take stock of the existing research and provide directions for future studies. The purpose of this study is to present how innovations supported by technology drive personalization in the fashion and textile industry. Design/methodology/approach A comprehensive search string was developed to identify relevant journal articles from electronic databases. This study follows the theory, context, characteristics, and methodology (TCCM) approach and presents a systematic literature review of 102 research articles published over the years. Findings This research has been presented by highlighting innovations and supporting technologies across the apparel life cycle and how they drive personalization. This study also highlights the enablers for driving personalization. Based on the identified research gaps, future directions in theories, contexts, characteristics and methods are provided. By following the TCCM approach, this review also highlights leading theories used by researchers in the field. Originality/value This study highlights innovations driving personalization across the apparel life cycle, an approach that other researchers have not adopted. These innovations can help designers and marketers personalize products and services to suit customer needs, especially those of the millennial generation.

Purpose This paper aims to clarify the relationship between typical Industry 4.0 technologies and the relationships between companies and their business networks to understand the relevance of this connection. The central point of this study is to verify the influence that existing digital technologies in the industrial segment exert on business relations. Design/methodology/approach The research opted for an exploratory study in nature and adopted a quantitative approach in a sample of companies in the Brazilian automation and robotics segment. A bibliographical research was also carried out with searches in the Scopus (Elsevier) database. Findings The paper provides empirical insights about digital technologies, typical of I4.0, can exert a significant influence on companies’ relationships with their business network. It was observed that the increase in the use of technology in the company contributes to an increase in the intensity of its economic and social relationships, and that there is a certain prevalence of each type of relationship in technological maturity. Research limitations/implications The main limitation of the article was the sample size (18 companies in the automation and robotics segment). Despite being a small number, it should be considered that there are few industrial segments that intensively use digital technologies from Industry 4.0, notably in emerging countries. Another important limitation is the impossibility of generalizing its results to the entire industrial sector. Practical implications The subject is promising because it allows the administrator of a manufacturing company to conveniently deal with the technological level of the companies in their business network and allows the manager a strategic vision of the analysis of Relationship Marketing in the business network. Originality/value This article meets a need to study how modern technology influences relationships between companies. The article is original because it manages to associate three areas of management, that is, Social Capital, Relationship Marketing and Strategic Management, and point out the coherences between them.