The evolution of consumer trends and business performance through AI-Driven marketing: A performance perspective.

Impact of previous exposure to fraud on Portuguese consumer perceptions and attitudes towards food fraud

This study investigates the influence of artificial intelligence (AI)-enabled and mobile technologies on consumer attitudes within contemporary mobile marketing. It examines both the direct and indirect effects of mobile technology ubiquity and AI-enabled perceived personalisation on attitudes toward mobile advertising, identifying customer engagement as a key mediating variable. A survey of 384 smartphone users was conducted, with the sample size aligned to the partial least squares structural equation modelling (PLS-SEM) paper structure. Data were analysed using PLS-SEM. The findings indicate that both ubiquity and AI-enabled personalisation have strong, positive effects on customer engagement. Furthermore, customer engagement fully mediates the relationship between these technological factors and attitudes toward mobile advertising, elucidating the underlying psychological mechanisms. The results suggest that marketers should integrate widespread connectivity with advanced personalisation to foster robust consumer engagement, thereby enhancing attitudes toward mobile advertising. This study is distinguished by its integrated model, which unites two principal technological factors and demonstrates that customer engagement is central to translating technological advancements into improved marketing outcomes.

The present study aims to explore perceptions regarding the use of emotionally intelligent artificial intelligence (EIAI) in the marketing sphere. Through the conducted empirical study, primary data were collected from a significant number of Bulgarian marketers (N = 510) and customers (N = 708) regarding their knowledge of the application of EIAI in marketing. Marketers demonstrate significant enthusiasm and expect future progress and improved campaign effectiveness thanks to EIAI. However, the majority of them are still not sufficiently aware of the specific applications of this technology. At the same time, customers show a high level of awareness and caution regarding EIAI. The study emphasizes the importance of establishing a regulatory and ethical framework for the application of this innovative technology in marketing, ensuring its responsible and transparent use. The quantitative results obtained provide a valuable empirical basis for future research and the practical application of EIAI in marketing, not only in Bulgaria but also in countries with similar market characteristics. Thus, the present study contributes to the development of the existing theoretical framework in marketing, based on artificial intelligence, and, in particular, to the emerging field of EIAI.

This study aims to map the intellectual structure, research trends, and evolution of Green Supply Chain Marketing through a bibliometric analysis of scholarly publications indexed in the Scopus database. Using VOSviewer as an analytical tool, the study examines keyword co-occurrence, overlay visualization, density mapping, co-authorship networks, institutional collaboration, and country-level partnerships to identify dominant themes and emerging research directions. The findings reveal that the field has evolved from an operational focus on environmental management and green manufacturing toward a strategic integration of marketing, sustainability, and supply chain management. Core research clusters highlight the growing importance of green marketing strategies, decision making, and sustainability-driven innovation in shaping competitive advantage. Overlay analysis indicates that recent studies increasingly emphasize consumer attitudes, government roles, and strategic marketing approaches, reflecting a shift toward market-oriented sustainability practices. Collaboration analysis shows that China and India serve as major contributors to global research output, while cross-institutional collaboration remains relatively fragmented, suggesting opportunities for broader interdisciplinary engagement. Overall, the study provides a comprehensive overview of the development and future trajectory of Green Supply Chain Marketing research and offers insights for scholars and practitioners seeking to align environmental responsibility with marketing and supply chain performance.

Purpose Entrepreneurs seek to increase their influence and foster consumer engagement by generating content on social media platforms that expresses certainty. However, the impact of the expressive certainty of entrepreneur-generated content (EGC) on consumer engagement is unclear. Through a field study and controlled experiment, this study aims to reveal how the expressive certainty of EGC affects consumer engagement. Design/methodology/approach The proposed research model was empirically tested by analysing the content generated by 220 entrepreneurs on Sina Weibo over the past four years and conducting a randomised controlled experiment in the laboratory. Negative binomial regression and an analysis of variance were used to examine the proposed research model. Findings The results show that the expressive certainty of EGC increases consumer engagement by influencing consumers’ perceptions of leadership. Specifically, EGC with a higher level of expressive certainty makes entrepreneurs appear more confident and powerful and leads consumers to perceive them as stronger leaders, thereby positively influencing consumer engagement. In addition, EGC with a higher level of certainty stimulates more positive consumer engagement when generated via mobile devices than when generated via non-mobile devices. The authors also found that the positive effect of perceived leadership on consumer engagement is moderated by power distance. Among consumers with high power-distance, the indirect effect of expressive certainty on consumer engagement is stronger. Research limitations/implications This study is subject to several constraints that could be solved through future research. Firstly, the field study only focuses on Sina Weibo, a well-known Chinese social media platform and the experimental study focuses only on Twitter, which may limit the generalisation of this research’s results to other social media platforms. Secondly, a more sophisticated approach to data analysis could be considered for future research to ascertain some of the most effective certainty words in EGC, such as text mining and machine learning. Finally, future research could examine the impact of EGC’s expressive certainty on other significant marketing effectiveness variables, such as consumer attitudes and brand loyalty. Practical implications The results suggest that using certainty in content is a way to help entrepreneurs project a high leadership profile. The positive impact of expressive certainty on perceived leadership suggests that entrepreneurs should use more certainty expressions on social media and other communication channels (e.g. brand launches) to make themselves appear more confident and influential, which is beneficial to stimulate consumer engagement with EGC. Specifically, entrepreneurs should generate more EGC with a higher level of certainty via mobile devices, as doing so will increase consumers’ perceptions of authenticity and trust in certainty information, increasing their engagement. Originality/value This study provides a valuable complement to previous research on information dissemination and consumer engagement on social media by exploring the mechanisms by which the expressive certainty of EGC and generating devices affects consumer engagement from the perspective of perceived leadership and indicates practical guidelines for developing EGC on social media.

This paper explores the effects of social media efficacy and brand trust influenced by consumer attitudes towards cybersecurity on consumer bank brand loyalty. The proposed model considers consumer attitudes towards cybersecurity as a mediating factor on social media efficacy and brand trust, which are determinants of consumer bank brand trust. Further, these factors were investigated, as they have been recognised as relevant and influential in fueling brand loyalty. A structural questionnaire was used based on a sample of 100 online bank consumers. Results show that attitudes towards cybersecurity exert an effect on consumer behaviour, while social media efficacy has an effect on brand loyalty. Given the lack of previous empirical research, the results of this study require further validation; still, they might provide some insights for managers

This study analyzes the effects of environmental concern, product innovation, and attitude on green purchase intention among Le Minerale consumers in Yogyakarta. This study employs a quantitative approach using a survey design involving 130 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using multiple linear regression using SPSS version 26. The results indicate that environmental concern has a negative and significant effect on green purchase intention, whereas product innovation and attitude have positive and significant effects. These findings suggest that product innovation and attitude play a crucial role in encouraging green purchase intention, while environmental concern does not necessarily translate directly into purchasing behavior. Therefore, companies are encouraged to place greater emphasis on product innovation strategies and the development of positive consumer attitudes to enhance green purchase intention.

This study aims to analyze the role of brand image in mediating the influence of product innovation and digital marketing on purchasing decisions at the “Duduk Makan” shop. The study refers to the Theory of Planned Behavior (TPB), which explains that product innovation and digital marketing can shape positive consumer attitudes, while brand image acts as a mediator that strengthens the relationship between variables. The phenomenon of fluctuations in the number of consumers and the results of the pre-survey that showed low perceptions of innovation, digital marketing, and brand image are the basis for conducting this study. The research approach used is quantitative, with data collection through questionnaires analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS 4.1 software. The research respondents numbered 100 people who had made purchases at the “Duduk Makan” shop. The results show that product innovation and digital marketing have a positive effect on brand image and purchasing decisions. Brand image is also proven to have a significant effect on purchasing decisions and mediates the influence of product innovation and digital marketing on purchasing decisions. These findings confirm that relevant innovation, effective digital marketing strategies, and a strong brand image can shape positive consumer attitudes, ultimately driving purchasing decisions in line with the TPB perspective. This research provides both theoretical contributions and practical recommendations for Kedai “Duduk Makan” in designing a more effective marketing strategy.

Celebrity endorsement has emerged as a powerful marketing strategy widely used by companies to influence consumer attitudes and purchasing decisions. This study examines the impact of celebrity endorsement on consumer buying behavior among college students of Trissur district, Kerala. The research is based on primary data collected through a structured questionnaire from 250 respondent’s selected using convenient sampling. The study reveals that celebrity endorsement plays a significant role in enhancing brand recognition and recall, though it does not always directly influence purchase decisions. While consumers recognize brands through celebrities and acknowledge their effect on brand image, many respondents do not buy products solely because of celebrity association. The study highlights both the strengths and limitations of celebrity endorsement as a marketing tool.

With the global environmental challenges and accelerating digitalization, promoting the continuous use of digital low-carbon applications (DLCAs) constitutes a critical pathway for China to achieve green transformation objectives. DLCAs represent innovative products and services that leverage digital technologies—through substitution, sharing, and intelligent control mechanisms—to deliver energy-saving and emission-reduction benefits to consumers. Drawing on construal level theory (CLT), this study investigates how reward strategies influence DLCA continuance intention. Findings from three experiments targeting Chinese consumers demonstrate that material rewards (compared to immaterial rewards) significantly increase DLCA continuance intention, with attitude serving as a mediating mechanism. Furthermore, reward timing (delayed vs. immediate) moderates this relationship: under delayed (vs. immediate) conditions, immaterial (vs. material) rewards generate a more favorable attitude, thereby strengthening continuance intention. Additionally, reward orientation (altruistic vs. self-oriented) serves as a boundary condition for the moderating effect of reward timing. Specifically, under a self-oriented framing, the construal fit between immaterial–delayed and material–immediate rewards proves most effective in fostering positive attitudes and continuance intention. Under altruistic framing, however, immaterial rewards consistently outperform material rewards in enhancing consumer attitudes and continuance intention. This research not only extends CLT within the domain of reward strategy design but also offers actionable insights for firms seeking to develop effective incentive mechanisms that promote sustained customer engagement.

AIMS OF THE PAPERThis research examines the digital transformation of the Hungarian MICE sector’s response to theCOVID-19 pandemic and its subsequent digital transformation. The primary aim is to contribute to theevolving discourse on how the pandemic accelerated digitalisation in MICE tourism industries and toexamine how actors in the Hungarian MICE industry recognised changing customer needs during theCOVID-19 pandemic related to digital solutions as well as how successfully they adopted and integratedthese solutions. METHODOLOGYWe investigate the Hungarian – and particularly the Budapest – MICE sector’s digitalisation using the“Dynamic Capabilities Framework” (DCF) to gain insights into how Hungarian event and venue serviceproviders are responding to the challenges posed by the pandemic and to understand their perceptions ofthe sector’s digitalisation trends. The research methodology employed is a qualitative, semi-structured thematicanalysis of expert interviews. MOST IMPORTANT RESULTSThe study revealed that the MICE sector in Hungary performed well in recognising and meeting changingcustomer needs during the pandemic, which is a capability labelled as sensing, but was less capable ingaining market positions, expanding service portfolio, i.e., the MICE sector underperformed in the area ofseizing, as well as in terms of creating a long-term organisational transformation. Barriers to developmenthave been identified including a lack of infrastructural background, financial resources and burdens inmanagement mindset and decision-making. The expected outcome is an overview of the market situationof the players, an analysis of development trends and perceptions of competitiveness, aiming to provide acomprehensive picture for decision-makers. RECOMMENDATIONSThe results of the research on the Dynamic Capabilities of the MICE sector may contribute to supportingpolicymakers in building policy and strategy, such as event and destination management companies or tourismagencies. Results on consumer attitude can enhance the local and regional competitiveness of venueproviders, conference centres, exhibition venues, and technical background companies.

Purpose – The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships. Research methodology – The study is quantitative research. Six hypotheses were put forward and tested in the research model. Survey data derived from a sample of 922 participants from Azerbaijan were examined using SPSS in order to evaluate the hypothesis. Findings – According to the main findings, regression tests, it was determined that e-WOM, brand image and attitude towards the brand affect online purchasing intention. However, for the first time in this study, the moderator role of the trendiness variable, which was tested statistically, on the effect of e-WOM, brand image and attitude variables on online purchase intention was carried out. As a result of the analysis, although the moderator role of trendiness in the effect of e-WOM’s online purchase intention and brand image on online purchase intention was found to be significant and positive, the moderator role of trendiness in the effect of attitude on online purchase intention was found to be insignificant. Research limitations – The study exclusively covers Azerbaijan’s fast-food service industry. Also, different people may have different ideas about fast food places, and the brand names in the questions may affect how people answer. Practical implications – This study’s scientific innovation is the first statistical test of the moderating role of the trendiness variable in the effects of e-WOM, brand image, and attitude on online purchase intention. Practical innovation is that data specific to the Azerbaijani fast-food sector can be useful for practitioners in helping brand managers better understand consumer behaviour and develop trend-focused marketing strategies. Originality/Value – This research makes a major addition to was proved for the first time in the literature that the trendiness variable affects the brand’s images and e-WOM even if it does not affect the attitude-to-purchase orientation. In this study, trendiness was found to strengthen the relationships between e-WOM, consumer perceptions of brands, and intent to buy, which reveals a new relationship not found in the existing literature. However, fast-food consumption habits of Azerbaijani consumers were also determined by a large survey.

Type of the article: Research ArticleAbstractA fresh market is a marketplace that offers various daily necessities such as vegetables, meat, and fruits through a modern self-service concept. This study aims to analyze the factors influencing purchase decisions at fresh markets. The method used is descriptive with a quantitative approach using the Theory of Reasoned Action as the research model. The research location was selected purposively, specifically at a fresh market in Sukoharjo Regency, Indonesia, involving 120 consumers through accidental sampling between June and August 2025, taking into account the ratio of variables to samples. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The top three segments of the fresh market are private employees, civil servants, and housewives, the majority of whom are women aged 35-43. The results revealed that consumer attitudes (β = 0.134, p < 0.05), lifestyle (β = 0.514, p < 0.05), and perceived ease of purchase (β = 0.193, p < 0.05) significantly influence purchase intentions. In contrast, subjective norms were found to have no significant effect on purchase intentions (β = 0.116, p > 0.05) as the majority of consumers are individualistic. Purchase intention plays an important role in shaping purchase decisions (β = 0.715, p < 0.05). Thus, personal factors play a greater role in purchase decisions regarding the fresh market than external factors. This study provides practical implications for fresh market business practitioners as a reference for formulating effective marketing strategies and offers theoretical implications by enriching TRA and encouraging further research.AcknowledgmentThe authors would like to express their sincere gratitude to Universitas Sebelas Maret for funding this study under Grant No. 371/UN27.22/PT.01.03/2025.

ABSTRACT The effect of consumer moral beliefs such as libertarianism on attitudes toward regulation is an important and relevant question, heightened by the fact that attitudes toward the right of authorities to regulate and enforce public health behavior appear to be in flux. We apply the theory of reasoned action to hypothesize that personal outcome expectations influence attitudes toward reckless driving controls. Our unique theoretical contribution is to add not normative influence but norms as a complementary psychological antecedent to attitude. Two surveys (one with experimental manipulation) are undertaken to test the integrity of our measures and our hypotheses. Three of the four dimensions of the “libertarianism” norm that we empirically identified (and confirmed in replication) explained 20–25% of overall attitudes to forty reckless driving control (RDC) concepts. This was a far greater influence than the rationally based antecedent, self-reported reckless driving behavior. Future research that differentiates between the vehicle taking control and authorities taking control through “big brother” tracking of careless behavior is discussed.

Purpose Multiple economic, social, and psychological factors shape the shift to electric vehicles (EVs). Grounded on the theory of planned behavior and the technology acceptance model, this research paper aims to investigate the factors influencing public attitudes toward EVs, focusing on price, performance, expected effort, social influence, and environmental concern. Design/methodology/approach A survey-based approach was used, and the hypothesized relationships were tested using structural equation modeling. Data collected from 347 respondents were analyzed using the SmartPLS4 tool. Findings The findings show that EVs’ performance is the main cause of public attitude formation. Social impact also plays a decisive role, while price has a weaker yet positive effect. Effort expectancy shows no significant impact, diverging from predictable technology adoption theories. In addition, environmental concern mediates performance and effort expectancy, but not price or social influence. Practical implications Practically, the results offer valued insights for stakeholders and policymakers. Enhancing EV adoption requires targeted interventions, such as improved infrastructure, financial incentives (green financing), and marketing strategies leveraging social influence to enhance the public’ attitude toward EVs. Furthermore, environmental awareness campaigns can strengthen the link between sustainability beliefs and consumer attitudes, fostering a more receptive market for EVs. Originality/value While previous research focuses on advanced countries categorized by high infrastructure and greater purchasing power, this study fills this gap, centering on developing economies where the factors pose major challenges.

ABSTRACT The growing public concern about health and wellness has contributed to the increased interest in functional foods and beverages, including fermented drinks known for their potential health benefits. Understanding the psychological and behavioral factors that influence such acceptance has garnered significant attention. This study addresses this gap by investigating the influence of perceived healthism, perceived knowledge, beverage neophobia, and product price on consumer attitudes and purchase intentions toward fermented beverages. Attitude theory serves as the foundational framework, with trust examined as a potential mediating variable. A total of 398 data were collected through structured survey questionnaires from grocery shoppers. The results reveal that all the hypotheses are supported. Trust was found to significantly mediate the relationship between attitudes and purchase intentions, suggesting its crucial role in the decision-making process. These findings offer practical insights for policymakers, marketers, and public health advocates seeking to promote fermented beverages as part of a healthy and sustainable diet. The study contributes to both theoretical understanding and practical strategies for promoting healthier consumption patterns.

This study investigated Brazilian consumers’ perceptions, attitudes, and purchase intentions regarding traditional and reformulated chicken meat products (fresh sausage and burger) enriched with natural antioxidants obtained from avocado by-product extracts. A mixed-methods approach was applied, using a word association task, a Likert-scale attitudinal questionnaire, and purchase intention scales (n = 422). Word association revealed predominantly negative perceptions toward products containing synthetic antioxidants, while natural antioxidant formulations elicited positive associations related to health, naturalness, and sustainability. Attitudinal data indicated strong alignment between health consciousness, environmental concern, and openness to food innovation. Pearson correlations (p < 0.05) showed moderate-to-strong relationships (r ≥ 0.40) among beliefs about healthy eating, perceived benefits of natural antioxidants, and support for sustainable production. Contingency analyses demonstrated that belief in the health benefits of natural antioxidants significantly increased purchase intention for reformulated products, whereas consumers less engaged with healthy eating were more accepting of synthetic formulations. Noting sample limitations primarily comprising young, educated females, who correspond to the group of consumers who tend to be more sensitive to health and environmental responsibility claims, the findings highlight consumer interest in natural, functional, and sustainable meat products. These results reinforce the potential of using agro-industrial by-product extracts as natural antioxidants in meat formulations and underscore the importance of communication strategies emphasizing health, naturalness, and sustainability to improve consumer acceptance.

Consumer attitude uncertainty can hinder disruptive innovation (DI) diffusion in the new energy vehicle (NEV) market and weaken enterprises’ incentives to adopt new technologies. This study develops a dual-layer coupled network model linking consumer attitude dissemination and enterprise R&amp;D strategy evolution under bounded observability. Our simulations show three main findings. First, stronger discouragement of counter-attitudinal dissemination markedly suppresses diffusion and lowers steady-state adoption. Second, diffusion strengthens when consumers weight public information more and firm messaging less, particularly under stronger policy support. Third, network structure shapes diffusion: stronger inter-enterprise connectivity increases adoption, and consumer topology and interaction breadth exert different effects under different network types. These results clarify how information environments, policy support, and cross-layer behavioral modulation jointly shape diffusion regimes.

Low-altitude tourism is emerging as an innovative form of travel enabled by new aviation technologies and policy support, yet its consumer adoption remains underexplored. This study integrates the Extended Norm Activation Model and the Emotion-Driven Behavior Model to examine how value-based drivers shape motivation and behavioral intention. A two-stage SEM-ANN analysis was conducted with 355 respondents in China. Results show that outcome expectancy, environmental moral awareness, and perceived self-efficacy strengthen consumer attitudes, while only outcome expectancy and moral awareness directly enhance desire. Both attitude and desire significantly predict intention. Unexpectedly, perceived safety risk reinforces rather than weakens these effects, suggesting that risk can serve as a motivator in hedonic or novel tourism contexts. ANN analysis further identifies desire and self-efficacy as the most influential predictors. The findings contribute to theory on risk-sensitive adoption while offering marketing implications for positioning low-altitude tourism as an exciting, sustainable, and emotionally engaging experience.