Positive Consumer Attitudes Research Articles

Faktor Yang Mempengaruhi Advertising Value Dan Pengaruhnya Terhadap Attitude Toward Ads Dan Brand Awareness Pada Konsumen Brand Avoskin

This study explores the factors that affect advertising value and their role in shaping the attitude toward advertisement and brand awareness among consumers of Avoskin. The variables examined are irritation and entertainment, which impact the value of advertising. This study employs a quantitative approach, utilizing a survey method with 100 participants who are consumers of Avoskin products. Data was collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method. The study findings indicate entertainment positively impacts advertising value, whereas irritation does not have a significant impact. Furthermore, research has demonstrated that advertising value has a beneficial impact on attitude toward ads and brand awareness. These findings suggest important implications for Avoskin Brand to continue to improve the entertainment element in its digital advertising and minimize irritation in order to strengthen brand awareness and positive consumer attitudes towards advertising. This study also suggests that companies pay attention to the frequency and type of advertising displayed to maintain the effectiveness of marketing campaigns in an increasingly competitive market

Attributes of pet-friendly hotels: What matters to consumers?

As more customers choose to travel with their pets, pet-friendly hotel needs have also increased. This research aims to shed light on the physical and service attributes of pet-friendly hotels by using a mixed-method approach. Study 1 analyzed online TripAdvisor reviews using a netnography approach to assess consumer perceptions and evaluations of pet-friendly hotels. The results listed critical attributes for pet-friendly hotels from customer perspectives, revealing specific consumer needs regarding the utilitarian and hedonic values these hotels offer. In Study 2, we conducted an experiment to examine the distinct effects of hedonic and utilitarian attributes on consumers. Our study revealed that when hotels provide high utilitarian attributes, consumers respond positively regardless of the status of hedonic attributes. However, when utilitarian attribute values are low, high hedonic attributes are needed to drive positive consumer attitudes. Such findings highlighted the relative importance of hedonic and utilitarian attributes for practitioners.

Unlocking emotional engagement: How Tiktok live streaming transforms customer-brand relationships in the digital era

<p>The lack of understanding about how live streaming on social media platforms like TikTok can build emotional engagement between customers and brands and the factors influencing such engagement in the era of the fourth industrial revolution led to this research. Using the Uses and Gratification (U&G) Theory to explain the motivations behind media use in fulfilling social and psychological needs, along with the Theory of Reasoned Action (TRA), which emphasizes attitudes as the primary determinants of behavior, the objective of this study is to analyze the influence of gratification, media attributes, and perceived interactivity on attitudes towards live streaming and brand attitudes, as well as the impact of these attitudes on consumer engagement. This explanatory research employs a quantitative approach, with a sample of 250 consumers of the Kattoen brand on TikTok selected through purposive sampling. The data are analyzed using descriptive and inferential statistics through Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The research instrument is an online questionnaire that has been validated and reliably tested. The results show that gratification does not have a significant effect on attitudes toward live streaming, while media attributes and perceived interactivity have a significant effect on both intervening variables, namely attitudes toward live streaming and attitudes toward the brand. These findings indicate that media elements and interactivity play an important role in shaping positive consumer attitudes toward live streaming and the brand, ultimately increasing consumer engagement in TikTok live streaming.</p>

Analyzing the impact of country-of-origin, geographical indication and wine world on low-involvement generation Z potential consumers’ attitudes toward wine ads

PurposeThis study aims to compare the influence of origin types (country-of-origin – COO versus geographic indication – GI) and wine worlds (new versus old wine country – represented by Brazil and Italia, respectively) on the attitude of low-involvement Generation Z potential consumers from Brazil toward wine ads.Design/methodology/approachThe authors conducted a two (COO vs GI) by two (New vs Old World) within-subject experimental design with 98 Brazilians from Generation Z. Latin square was used to systematically counterbalances the sequence in which participants were exposed to ads.FindingsThe results reveal that potential consumers’ attitudes are more positive when a COO is used in wine advertisements than when a GI is used. Besides, the consumers’ conative response is more positive when an Old World country (Italy) is used in wine ads than when New World country (Brazil) is used.Research limitations/implicationsThis study expands existing literature by showing that, in wine ads, COO information elicits more positive responses than GI. It also suggests a preference among potential consumers for Old over New World wines in purchase, recommendation and consumption decisions.Practical implicationsThe wine advertisements for the market segment investigated should highlight the COO instead of geographical indication (GI). Besides, the authors point out the importance of promoting the concept of GI among low-involvement Generation Z potential consumers.Originality/valueTo the best of the authors’ knowledge, this is the first study to assess potential consumers’ attitudes toward wine ads, comparing COO and GI and determining which geographical cue elicits more positive consumer attitudes: origin types (COO vs GI) or wine worlds (Old vs New).

Driving green purchasing: how knowledge and consciousness shape attitudes and intentions to use plastic bottles in East Java

As a country contributing 1.4 tons of plastic waste to the world's waters, Indonesia requires a mature green concept implementation from various stakeholders. However, it is regrettable that no FMCG company has a comprehensive strategy to commit to switching from single-use plastics. This concept enables companies to play in an underutilized niche market. This study fills the knowledge gap by investigating the complex relationship between environmental knowledge, environmental concern, consumer attitudes, and purchase intentions for plastic-bottled beverages. Data were obtained through an online questionnaire distributed to 297 respondents in the East Java. Data were processed using path analysis, revealing that environmental knowledge and concern, as well as consumer attitudes, have a positive and significant relationship with green purchase intention. Environmental knowledge and concern also positively and significantly affect consumer attitudes. Moreover, positive consumer attitudes can reduce the influence of environmental knowledge and concern on purchasing environmentally friendly products. This confirms that positive consumer attitudes towards environmentally friendly products are not the only factor influencing their purchase intentions.

Marketing mix strategy to increase B2C volume at XXX (Logistic Company)

Purpose: This study develops and analyzes marketing mix strategies to enhance the B2C (business-to-consumer) segment of XXX, a leading logistics and delivery service provider in Indonesia. This study focuses on identifying the challenges in increasing daily shipment volumes and evaluating the effectiveness of current marketing strategies. Research Methodology: This study employs both quantitative and qualitative methods, including surveys, observations, and documentation. Data were collected from 214 respondents using structured questionnaires distributed through Google Forms. Structural Equation Modeling (SEM) with Smart PLS software was utilized to analyze the relationships between the 7Ps of marketing (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and consumer attitudes and purchase intentions Results: The findings indicate that product quality, pricing strategies, promotional activities, and customer service significantly affect consumer satisfaction and brand loyalty. Efficient processes also play a crucial role in shaping consumers’ attitudes and purchase intentions. The study reveals that, while promotional activities and physical evidence have a lesser impact, elements such as products, prices, people, and processes are essential in driving positive consumer attitudes and purchasing decisions. Limitations: This study is limited to XXX operations in Indonesia and focuses solely on the impact of marketing mix elements on consumer attitudes, intentions, and purchase decisions. Future research could explore other logistics companies and encompass a broader geographical focus. Contribution: This study provides practical recommendations for XXX to enhance its market share in the B2C segment.

Cryptocurrency Investment Risks and Perceived Usefulness: Basis of Cryptocurrency Risk Management Plan

The surging popularity of cryptocurrencies presents both opportunities and challenges. While some view it as the future of finance, others remain concerned about investment risks. This uncertainty creates difficulties for consumers and financial institutions. To address this gap, the study assessed consumer perceptions of cryptocurrency investment risks and perceived usefulness, aiming to identify new avenues for transactions and investments. Employing a quantitative descriptive approach, a survey was conducted among 150 individuals from two (2) cities in the Philippines using a validated instrument and the Technological Acceptance Model (TAM). Results showed that consumers perceived moderate risk across trust, privacy, security, and financial aspects. No significant demographic variations were found in risk perception or perceived usefulness. These findings suggest a generally positive consumer attitude toward cryptocurrency investment despite the risks. This implies the possibility of widespread adoption if expectations align with the technology’s actual capabilities. Ultimately, this study offers valuable insights into consumer decision-making, which can inform future risk management strategies in the cryptocurrency landscape. It focuses on a geographically under-researched population (Philippines). This research contributes valuable insights for policymakers and industry leaders developing strategies to promote responsible cryptocurrency adoption across diverse user groups, particularly in emerging markets.

Revolutionizing Electric Vehicle Adoption: A Holistic Integration of Marketing Strategies and Analytical Insights

This study explores the synergies between marketing strategies, analytical insights, and consumer education in propelling electric vehicle (EV) adoption. We uncover intricate sales patterns in Turkey’s EV sales data using advanced statistical models such as ARIMA, SARIMA, and ETS. Our findings underscore the efficacy of aligning marketing strategies with analytical insights, demonstrating the significance of education in shaping positive consumer attitudes. Education-driven marketing emphasizing economic benefits, reduced emissions, and technological advancements is a potent catalyst in overcoming adoption barriers. Digital campaigns, experiential marketing, and sustainability messaging validated by our analysis, play pivotal roles in influencing consumer behavior. Strategic partnerships with energy companies address infrastructure challenges, while incentive-based marketing, personalized strategies, and after-sales support foster a sense of community and loyalty. This research contributes a holistic framework for marketers, policymakers, and stakeholders to navigate the evolving landscape of EV adoption successfully, providing actionable insights and paving the way for future research directions in sustainable transportation.

Analyzing the impact of trust in financial institutions on Palestinian consumer attitudes towards AI-powered online banking: understanding key influencing factors

Purpose The purpose of this paper is to investigate the factors influencing Palestinian consumer attitudes toward artificial intelligence (AI)-powered online banking, focusing on performance expectancy, effort expectancy, social influence and facilitating conditions while considering the moderating role of trust in financial institutions. Design/methodology/approach To test the hypotheses, an empirical study with a questionnaire was carried out. The study was completed by 362 Palestinian customers who use online banking services. Findings The findings of this paper show that performance expectancy, effort expectancy, social influence and facilitating conditions significantly influence consumer attitudes toward AI-powered online banking. Furthermore, trust in financial institutions as a moderating variable strengthens the impact of performance expectancy, effort expectancy, social influence and facilitating conditions on consumer attitudes toward AI-powered online banking. Therefore, more studies should focus on certain fields and cultural contexts to get a more thorough grasp of the variables influencing adoption and acceptability. Research limitations/implications The study's findings may be specific to the Palestinian context, limiting generalizability. The reliance on self-reported data and a cross-sectional design may constrain the establishment of causal relationships and the exploration of dynamic attitudes over time. In addition, external factors and technological advancements not captured in the study could influence Palestinian consumer attitudes toward AI-powered online banking. Practical implications Financial institutions can leverage the insights from this research to tailor their strategies for promoting AI-powered online banking, emphasizing factors like perceived security and ease of use. Efforts to build and maintain trust in financial institutions are crucial for fostering positive consumer attitudes toward AI technologies. Policymakers can use these findings to inform regulations and initiatives that support the responsible adoption of AI in the financial sector, ensuring a more widespread and effective implementation of these technologies. Originality/value This research delves into Palestinian consumer attitudes toward AI-powered online banking, focusing on trust in financial institutions. It aims to enrich literature by exploring this under-explored area with meticulous examination, robust methodology and insightful analysis. The study embarks on a novel journey into uncharted terrain, seeking to unearth unique insights that enrich the existing literature landscape. Its findings offer valuable insights for academia and practitioners, enhancing understanding of AI adoption in Palestine and guiding strategic decisions for financial institutions operating in the region.

To trust or not to trust? Trust landscape of organic animal husbandry: Mapping consumer attitudes and information demands in Germany

A mainly positive attitude of consumers towards organic animal husbandry with its higher keeping standards compared to the legal regulations is evident. However, less is known about consumers’ detailed expectations of organic husbandry and in particular their attitude and trust along the value chain of organic animal products. Which consumers trust the most, and how do they want to be informed about organic animal husbandry? Where along the chain are trust deficits that should be addressed in the future to support sustainable food consumption with high animal welfare standards? To answer these important questions a survey was conducted among 729 German meat consumers. Using a cluster analysis, various consumer groups were identified based on their trust levels. Further, these groups were characterized regarding their general attitude, their information behavior, their evaluation of current media reporting, and their preferred way to be informed (emotional/rational) about organic animal products. The results revealed three clusters that clearly differ in their trust level of organic husbandry. Respondents assigned to the first cluster are committed organic consumers with high trust and the most positive attitude. The second cluster, combines respondents who are generally open to organic meat consumption and showing the second highest trust level and positive attitude towards organic. They show a slight favor for a more rational presentation of information. The third cluster is the smallest and can be described as the skeptics with a low interest in organic. The results indicate a general moderate to high trust level along the value chain of organic animal products, with the highest trust in organic retailers and farmers and the least trust in processing and conventional retailers. These are important insights for the organic sector in order to improve consumer trust and therewith increase the market share of organic meat products.

Exploring Sustainable Clothing Display Design under the Concept of Sustainability

This paper examines sustainable clothing display design under the sustainability concept. The fashion industry faces growing pressure to incorporate sustainability into display design due to environmental concerns and consumer expectations. Employing a comprehensive approach, including literature review, case studies, and consumer surveys, this research establishes a theoretical framework by elucidating sustainable development principles and objectives. Through the analysis of successful sustainable display design cases, particularly within clothing manufacturing and supply chains, the study highlights the pivotal role of brands in this process. Extensive surveys and interviews involving consumers of different demographics and shopping behaviors reveal a positive consumer attitude toward sustainable display design, with sustainability being a significant factor in purchasing decisions. The findings suggest that brands and retailers can enhance their reputation and sales effectiveness by adopting eco-friendly materials, energy-efficient lighting, and reusable display elements. Nevertheless, the study identifies challenges, such as the need for education and standardization in sustainable display design implementation. This study emphasizes the importance of sustainability in clothing display design and its potential to positively impact brand reputation and sales. The research provides valuable guidance to brands and retailers and proposes future research directions, including market segmentation, cultural considerations, and the establishment of sustainable development criteria, to further advance sustainability in the fashion industry.

Antecedents of electric vehicle purchasing behaviors: Evidence from Türkiye

AbstractThe present study aims to determine the key antecedents that affect consumers' electric vehicle (EV) purchasing behavior. In this context, the study expanded the existing framework of TPB (attitude, subjective norms, perceived behavioral control) by incorporating four new variables (product attributes, cognitive status, monetary incentive policies, and nonmonetary incentive policies). At this point, the study is of great importance in terms of understanding consumers' perspectives on EV purchasing behavior and to help policymakers, businesses, and marketers support sustainable production and consumption by creating effective strategies. In addition, this study conducted in Türkiye, which shares similar consumption behaviors with Middle Eastern, Asian, and European societies, provides valuable insights for a rapid transition to the adoption of EVs. In the study, data were collected from 390 respondents with the survey method and the collected data were analyzed using Smart PLS 4.0 and SPSS 26 statistical software. The findings showed that only attitude together with cognitive status, product attributes, and monetary incentives policy contribute to EV purchasing behavior. In light of these findings, it can be argued that there is a need to increase efforts to develop more positive consumer attitudes toward EVs, to enhance their cognitive status, and to promote product attributes to encourage the widespread adoption of EVs. At the same time, monetary incentives policies are an important element in the adoption of EVs and therefore policymakers need to make great efforts.

Beyond Green Packaging: Unveiling the Dynamics of Environmental Consciousness and Sustainable Consumption in Yogyakarta

Amid increasing concerns about plastic pollution and its negative impact on ecosystems, this research explores the relationship between environmental consciousness and the desire of urban consumers in Yogyakarta City to purchase products with eco-friendly packaging. Using the Theory of Planned Behavior (TPB) as a foundation, we aim to unveil the factors influencing consumer preferences toward sustainable packaging alternatives. Through a quantitative approach, this study involved 150 respondents who were selected purposively, with data analysis utilizing Structural Equation Modeling (SEM). Findings indicate a significant relationship between environmental consciousness and positive consumer attitudes towards sustainable packaging, emphasizing the crucial role of environmental consciousness in driving preferences for eco-friendly options. However, consumer attitudes alone do not directly increase the willingness to purchase these products. Instead, subjective norms and perceived behavioral control emerge as the primary determinants, highlighting the strong influence of social pressure and personal efficacy beliefs on sustainable purchasing decisions. This study not only contributes to the theoretical discourse on consumer behavior in environmental sustainability but also offers practical insights for policymakers, businesses, and environmental campaigns in promoting a culture of sustainable consumption through effective communication strategies, policy interventions, and market-based solutions.

Back to the future: Are consumers ready to eat insect-fed poultry food products from a circular farming system? An assessment for Italy

The exploitation of natural resources from livestock farming would decrease if conventional protein sources in animal diets were partially replaced with insects through a circular economy approach. However, consumers’ acceptance of novel insect-fed (IF) animal products is key to the final success of such products. This study analyses consumers’ willingness to buy IF poultry meat and eggs using the results from an online survey of 780 Italian consumers. Overall, our results show a positive attitude of Italian consumers surveyed towards IF animal products. Moreover, we find that food neophobia and entomophobia negatively affect Italian consumers’ attitude towards those products, while the trust in the role of public authorities in ensuring food safety positively impacts on it. Also, consumers' propensity towards sustainable food increases the likelihood of buying IF animal products.

ОСОБЛИВОСТІ ВИКОРИСТАННЯ РЕКЛАМИ ЯК ЗАСІБ ПРОСУВАННЯ ПОСЛУГ ЗАКЛАДІВ ГОТЕЛЬНО-РЕСТОРАННОГО БІЗНЕСУ

The article examines the peculiarities of conducting a marketing research and develops practical recommendations for promoting services in the hotel and restaurant business market using modern means of advertising in the information space. In order to identify the problems faced by the administration, staff and visitors, a marketing research was conducted in the form of a differentiated survey. The survey considered potentially new online marketing tools for the restaurant’s advertising activities. Given that the administration of the restaurant under study does not have a marketing department, the work in this direction is carried out unsystematically, which undoubtedly affects the level of visits to the restaurant. It is proved that this means of marketing communications will be used to convey information to end consumers (disseminate information about the specific benefits of the service), form a positive attitude of consumers to the institution, create an image of a product or service in their minds. Typical mistakes in the design of a hotel and restaurant website and their presence on the website of the restaurant «See Zone» are identified. As a result of the analysis of the compliance of various advertising media with the target audience, the advertised service, competitors’ advertising media, and the consumer response time, a generalized list of problems and suggestions for their solution was provided. It was also proposed to introduce the position of an SMM manager who would be responsible for promoting the restaurant’s goods and services in various digital media and networks. The complexity of the objects of analytical research of management functions requires the widespread use of modern methods for solving economic problems using mathematics. Mathematical methods accelerate economic analysis, contribute to a more complete consideration of the impact of factors on performance, improve the accuracy of calculations, and allow for forecasting and describing possible scenarios for the development of the economic processes under study. It is proposed to use the formulas of probability theory in solving problems related to the processing and analysis of customer questionnaires of the hotel and restaurant industry to select effective advertising measures.

Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM

Brand Service Recovery Strategies (BSRS) have garnered significant attention due to their transformative potential in traditional business practices. However, the precise influence of BSRS on fostering positive Electronic Word of Mouth (eWOM) remains inadequately elucidated within the academic literature. Most scholarly investigations have tended to adopt either a theoretical perspective or have overlooked intermediary factors, particularly the role of consumer attitudes toward the brand. Drawing upon the Social Exchange Theory, this study presents an empirical model that seeks to examine whether consumer attitude toward the brand mediates the relationship between BSRS and positive eWOM. Based on survey data from 292 Executive MBA students in a large Chinese university, our study confirms that BSRS strongly impact consumer attitudes, leading to increased positive eWOM. Additionally, we discover that consumer power plays a moderating role, highlighting its contextual importance in this relationship. This study provides vital practical insights for businesses, emphasizing the need for comprehensive strategies involving BSRS, fostering positive consumer attitudes, active eWOM engagement, tailored approaches for consumer power, and ongoing adaptation to customer feedback, all contributing to improved brand perception and customer satisfaction in today’s business environment.

Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption

Electric vehicles (EVs) are considered to combat environmental issues globally, including Indonesia, where transportation is believed to contribute to air pollution and greenhouse gas emissions. This study analyzed consumers’ attitudes and intentions to purchase electric vehicles in Jakarta by focusing on environmental concerns, perceived usefulness, and incentives. Descriptive quantitative data were used in this study. Data were collected from 156 respondents using a questionnaire with a purposive sampling technique and analyzed using structural equation modeling with SmartPLS. The study found that environmental concerns, perceived usefulness, and incentives positively and significantly affected consumer attitudes. Consumer attitudes mediate the relationship among perceived usefulness, incentives, and purchase intention, indicating that information about electric vehicles and incentives can shape positive consumer attitudes and lead to positive purchase intentions. However, environmental concerns only affect consumer attitudes and do not directly affect purchases. Therefore, it is recommended to better explain the benefits of electric vehicles in terms of environmental protection and cost efficiency, as well as incentive policies for purchasing electric vehicles, to influence consumer behavior and purchase intentions.

ECOLOGICAL TRAITS AND ORGANIC PRODUCTS CONSUMPTION BEHAVIOR OF OLDER ADOLESCENTS

This research determines and measures factors affecting the consumption of organic products among older adolescents in Lithuania. Previous studies discuss factors were grouped into personal and functional factors according to their impact on the attitude of ecologically conscious older adolescents. Personal factors are explained as the user's personal experience, internal qualities, and personality traits. The study showed that consumers' positive attitude towards organic products is shaped by consumers' personal motivation and available ecological knowledge. Consumers' ecological knowledge is also considered to be one of the essential factors in shaping the positive attitude of ecologically conscious consumers towards organic products. As society faces ecological challenges and searches for solutions to the problem, environmental friendliness and ecologically conscious consumers are increasingly emphasized. Consumers are encouraged to change their attitude towards organic products and to change their purchasing behaviour. However, it is noticeable that emphasizing ecological problems and increasing the assortment of organic products does not encourage consumers to change their consumption habits and purchasing behaviour, therefore, in order to understand what motivates consumers to use organic products, researchers began to analyse the factors that determine the consumption of organic products. Based on recent literature review in this area, three main factors were identified for detailed analysis in this research, which includes ecological awareness, ecological concern, and social norms of older adolescence in Lithuania. Based on the literature review discussion, this research formulates the following objectives and hypotheses for empirical analysis. Using a survey research methodology, data were collected from adolescence across Lithuania and 421 samples were finalized for analysis upon data cleaning and validation. Data was analysed using SPSS software for descriptive analysis and hypothesis testing. Result reveal that both ecological awareness and ecological concerns of older adolescents in Lithuania are strong predictors of their intention to purchase organic products. While personal norms though had some association in descriptive analysis with purchase behaviour, did not show statistical significance in impacting organic products purchase intention. Therefore, the concept of ecologically conscious adolescents consists of the consumer's ecological awareness, whereby the consumer evaluates his/her needs, behaviour and its impact on the environment when purchasing products. Based on this finding it can be stated that there is an influence of the attitudes of ecologically conscious consumers on their intention to buy organic products. Therefore, future researchers may focus more on understanding factors that contribute and promote the development of ecologically conscious consumers in the country. Also it is possible to look into consumer attitudes, how they are formed and what factors lead to the formation of positive consumer attitudes.

Perceived Technology Acceptance and Software Engineering Factors Towards Intention to Use Web-based Health Information Service (WBHIS)

The article investigates the intentional use of a Web-based Health Information Service (WBHIS) through multi-factors influencing the use of a national, MyHEALTH Portal (MHP). The study utilised an online web-survey incorporates three interrelated aspects of investigation; acceptance influence, socio-cognitive, and software engineering factors (user interface and data quality), to investigate deeper on Malaysian health consumers’ intent to adopt the portal. Findings have shown health consumers’ intention to use MHP is positively influenced by the positive behavioural attitude of health consumers’ towards the portal. The study also supported the significant role played by software engineering factors; user interface design and data quality towards health consumers’ attitude of the portal. The results would assist Malaysia Health Education Division in gaining better insights into the design of a well-accepted WBHIS where specifically, the findings would improve the presence and functions of the MHP. This effort is evidently significant in helping the country to reach the 11th Malaysia Plan through its strategy to encourage health awareness and healthy lifestyle activities among its citizens.

Social commerce and buying intention post COVID-19: Evidence from a hybrid approach based on SEM – fsQCA

In the post COVID-19 era, social commerce witnessed significant growth due to increasing numbers of consumers choosing online channels as their preferred means of shopping. Consumer attitude and trust are key factors influencing customers purchase decision of buying products and services marketed through online platforms such as social commerce. A positive consumer attitude towards a brand or product can lead to greater level of perceived trust and, hence, increase the likelihood of purchasing. Further, a negative consumer attitude or low trust may deter individuals from purchasing, even if they are interested in the product. This study aims at investigating the mediating role of customers attitude and perceived trust on the relationship the relationship between social commerce and buying intention post-COVID-19 pandemic. Using a full-structured questionnaire directed to 570 e-commerce consumers, the obtained data were analyzed by hybrid approach based on PLS-SEM and fsQCA. The study results may help understand the variables that can affect consumer behavior in the post-COVID-19 era, and businesses can better modify their marketing strategies and fulfill the customers’ needs.