This paper aims to investigate the impact of content marketing on consumer behaviour and whether the effect of content marketing changed at each stage during the COVID-19 pandemic in Saudi Arabia. The scales were prepared based on the theoretical study and the literature to test the hypotheses. An electronic questionnaire was disseminated among 384 Saudi females. The results showed that there was a varying effect of content marketing on each stage of the purchasing behaviour of Saudi female consumers during the pandemic. The results show the existence of an effective relationship between content marketing and the stages of feeling the need, the product stage, awareness, and information search. In addition, the results show that there is a relationship between content marketing and the stages of attention and interest, the evaluation stage, and the purchase stage.

The Muslim market presently dominates as the most lucrative and fastest-growing market segment, simultaneously holding one of the largest markets in the world. Therefore, it is necessary to have a comprehensive understanding of Muslim tourists, especially those outside the Asia-Pacific region, such as the Middle East, who have significant purchasing power. This discussion argues that the strategies that focus on creating a strong emotional connection with the country are imperative to ensure that Malaysia, particularly Kuala Lumpur, will always remain the most popular Muslim destination. This article defines the sense of place concept (place attachment) and explains the factors that influenced it. Comprehending the sense of place key elements can help measure visitor engagement with a place accurately. Based on the literature on “place involvement” in consumer behaviour and “place attachment” from environmental psychology, this article provides a conceptual framework for understanding tourist attachment relationships with places.

Despite its widespread presence, social media’s impact on happiness remains unclear. This study investigates the intricate relationship between social media use, happiness, materialism, and social comparison within the specific context of Saudi Arabia. It examines whether materialism and social comparison mediate the association between social media use and happiness. Data were collected through surveys focusing on popular social media platforms used by Saudi adults. These surveys measured social media use, happiness levels, materialistic tendencies, and the propensity for social comparison. A sample of 250 Saudi nationals residing in Riyadh, encompassing various genders and age groups, participated in the study. Statistical analyses using advanced software (SPSS, AMOS 26, and PROCESS 4.0) were conducted to assess correlations and potential mediating effects. The findings revealed a significant positive association between increased social media use and both higher materialism and social comparison. Surprisingly, a positive correlation was also observed between social media use and reported happiness levels. Interestingly, both materialism and social comparison significantly mediated the relationship between social media use and happiness. This suggests that these factors play a crucial role in explaining the observed connection. The findings imply that content presented on social media platforms might cultivate materialistic desires and a drive for upward social comparison, ultimately impacting happiness through these indirect pathways. This research contributes to the existing body of knowledge by proposing and testing a model that links social media use with happiness directly and indirectly through the mediating roles of materialism and social comparison. The study concludes by discussing the practical implications of these findings and outlining potential directions for future research.

How do an investor’s thoughts and feelings influence their behavior? Financial institutions must assess the risk attitudes of investors to ensure investors are being recommended appropriate financial products. This study is a further examination into whether risk attitudes are correlated with personality traits and to determine the risk attitudes of investors from different backgrounds. The risk attitudes of investors were examined according to the Big Five personality traits. Investor personality traits were linked to their investment decisions and risk attitudes. Differences in risk attitudes between investors from different backgrounds were also explored. A questionnaire survey was administered. Investors with fund investment experience were recruited. Correlations were observed between the Big Five personality traits and risk attitudes. Extroversion, agreeableness, conscientiousness, and openness to new experiences were positively correlated with risk attitudes, and neuroticism was inversely correlated with risk attitudes. These results indicated direct relationships between the Big Five personality traits and risk attitudes. This study also revealed significant differences in risk preferences between gender, marital status, discretionary budget, fund investment experience, and risk profile. The study results provide a broader reference for establishing investment risk profile charts that integrate personality traits into behavioral finance models in financial practices.

This research addresses the underexplored nexus between social connectedness, belongingness, and prosocial consumption, focusing on their collective impact on individuals’ intentions to engage in products that support charitable causes. Recognizing people’s innate preference for interpersonal closeness, we investigate the pivotal roles of social connectedness and social assurance as indicators of belongingness in driving consumer choices that contribute to charitable objectives. A total of 242 participants completed a survey designed to assess their sense of belongingness, purchase intentions, and attitudes toward charitable activities. Our findings underscore the mediating effect of attitudes toward charity in predicting the inclination to participate in prosocial consumption. This mediation elucidates the mechanism through which social connectedness and the assurance of belongingness influence individuals to align their purchasing decisions with products that benefit charities, thereby aiding these organizations in achieving their social support targets. Our study contributes to the understanding of the psychological underpinnings of consumer behavior in the context of philanthropy. By elucidating the intricate interplay between social connectedness, belongingness, and charitable attitudes, we provide valuable insights for both scholars and practitioners seeking to comprehend and leverage the factors that drive consumers to make choices aligned with social responsibility. This research offers a clear and solid foundation for the relevance of our study and constructs, emphasizing their significance in shaping the landscape of consumer purchases involving philanthropy.

Personal branding has attracted significant interest from researchers and practitioners in the last decade. There have been numerous scientific studies covering different facets of personal branding. However, studies covering the scope of the interest need to be more comprehensive. The paper analyzes various research papers on personal branding, encompassing theoretical underpinnings, the strategic nature of personal branding, and future research opportunities identified by the different articles. The review identified four major themes: personal branding skills and attributes, the strategic nature of personal branding, personal branding, and personal branding, politics, and social media. These findings give a broader view for further research and practical application.

This research delves into the intricate relationship between Islamic pedagogical values and Muslim consumer behavior, drawing upon the timeless wisdom of the Quran and Sunnah. It establishes a valuable theoretical framework, supported by a generalized logistic model, to illuminate how Islamic principles influence spending decisions within permissible boundaries. The research meticulously outlines the lawful rules governing consumption in Islam, categorized by permissible and prohibited actions to guide Muslims in their choices. Key findings reveal the holistic nature of Islam, highlighting its comprehensive influence on all aspects of life, including consumption. Islamic pedagogical values emerge as a powerful force in shaping behavior, weaving a tapestry of rules encompassing obligations like adhering to Halal principles, and prohibits extravagance, wastefulness, and stinginess. Moderation emerges as a cornerstone, steering consumers away from both extremes and illustrating how the Islamic framework accommodates increased income without necessarily leading to a proportional increase in consumption. The research challenges mainstream economic assumptions, presenting Islam’s perspective on spending and shedding light on the religious dimensions that shape consumer behavior within an Islamic framework. Beyond economic principles, the research highlights the exemplary life of Prophet Muhammad, offering practical examples of simplicity, moderation, and ethical consumer behavior, even in challenging circumstances. It advocates for integrating these values into decision-making processes, particularly in consumption matters, encouraging individuals to align their financial choices with Islamic jurisprudence and contribute to the overall well-being of the Muslim community. In conclusion, this research significantly enhances our understanding of Muslim consumer behavior, emphasizing the role of pedagogical values and lawful rules. The findings hold valuable implications for stakeholders like marketers, policymakers, and businesses seeking to engage with Muslim consumers, offering insights into product categorization and tailored engagement strategies. The research also introduces practical tools for further analysis and exploration, while acknowledging limitations and encouraging future research to refine our understanding across diverse cultural and religious landscapes.

Nostalgia is actually a concept with great interest for researchers in different domains such as marketing. Several studies underlined the potential that nostalgia has for persuasive advertising. Despite theoretical relevance, little is known about the real impact of nostalgic advertising style on brand attachment. This research investigates the impact of the ad capacity to evoke nostalgia on persuasion process and brand attachment in the food industry. To test the relationship between variables, an experiment including two different advertisement style was conducted on 360 individuals in Tunisia. We used structural equation modelling to test the conceptual model. The results indicated that nostalgic ad has some more favorable responses of consumers than the informative ad. Also, it appears that past orientation has a positive impact on nostalgia proneness that can explain the positive reaction of the individuals to the nostalgic ad and brand attachment. This research provides empirical insight into the brand attachment literature and can be considered as a source of information for managers who wish to target consumers through nostalgic persuasive communication. Limitations and future research directions are stipulated.

This research investigates the determinants of Palestinian foreign trade by conducting a comprehensive analysis of various factors influencing both export and import volumes, using the gravity model as the analytical framework. The considered determinants include per capita GDP, Consumer Price Index (CPI), trade agreements, Israeli closure of commercial borders, and Geographical Distance. In terms of exports, the results demonstrate a statistically significant positive relationship with per capita GDP, affirming the hypothesis that heightened economic growth is associated with increased exports. On the import side, the Consumer Price Index (CPI) reveals a statistically significant positive association, showing that increased inflation is linked to a decline in imports, likely due to reduced purchasing power. Contrastingly, trade agreements show a complex relationship with both positive and negative potential impacts on both exports and imports. The complex nature of its impact necessitates further investigation. The Israeli closure of the commercial borders significantly hampers both import and export volumes, underscoring the challenges imposed by Israeli restrictions. Geographical Distance does not emerge as a significant factor in either exports or imports, challenging established economic theories regarding the impact of proximity on trade volumes. The research findings highlight the profound impact of Israeli occupation policies on the Palestinian economy, resulting in significant economic distortions and impeding economic development over several decades. Furthermore, the research shows the inability of the Palestinian Authority to implement independent economic policies due to the dominant role of Israel in decision-making processes. This inability, combined with the significant economic distortions caused by Israeli occupation policies, hinders further economic growth and development, as the Palestinian Authority cannot undertake crucial economic initiatives.

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 15, No. 2, 2023.