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Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.

A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.

This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.

This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.

Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper also investigates the salient element that might moderate consumers’ responses, in particular for product categories where color serves mainly as decoration and is of secondary importance.

Two between-subjects experiments examined how self-referencing mediates the influence of generic versus identity color names on product evaluation (Study 1) and also tested whether the effect of naming product colors in identity terms is limited to the scenario where cognitive load is low rather than high (Study 2).

The results of this study show that identity color names are more persuasive than generic color names. Self-referencing mediates the results, and the favorable effect of identity color names is diminished in the case of high cognitive load. Such evidence suggests that consumers might face impediments for self-referenced processing when factors exhaust their cognitive resources. The decreased elaboration results in less favorable evaluation.

This research enriches knowledge of how an element as modest as a creative product color name influences consumer evaluation, with suggestions for approaches to color naming.

This study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.

Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design (n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design (n = 220).

The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.

The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.

This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.

This paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.

An online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.

Results revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.

This research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.

This study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.

Prior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.

By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.

Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.

There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.

Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.

The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

The recent advancements in smartphone technology and social media platforms have increased the popularity of artificial intelligence (AI) color cosmetics. Meanwhile, China is a lucrative market for various foreign beauty products and technological innovations. This research aims to investigate the adoption of AI color cosmetics applications and their electronic word-of-mouth (e-WOM) intention among Chinese social media influencers. Several key concepts have been proposed in this research, namely body esteem, price sensitivity, social media addiction and actual purchase.

An online questionnaire design was used in this research. A combination of purposive sampling and snowball sampling of AI color cosmetics users who are also social media influencers in China yields 221 respondents. To analyze the data, this research employs Structural Equation Modelling (SEM) method via SPSS and AMOS software. A 2-step approach, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), is implemented to prove the hypotheses and generate the results.

1) Social media addiction is a positive predictor of AI color cosmetics usage, (2) AI color cosmetics usage is a positive predictor of actual purchase, (3) actual purchase is a positive predictor of e-WOM intention and lastly, (4) there is a full mediation effect of actual purchase.

This research draws on the uses and gratification (U&G) theory to investigate how specific user characteristics affect Chinese social media influencers' adoption of AI color cosmetics, as well as how this may affect their decision to purchase branded color cosmetics and their e-WOM.

While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load theory and dual-system theory.

The authors executed a controlled experiment and analyzed the results using a two-stage regression method that linked visual appeal, bookmarking and purchase intent. Further empirical analysis was conducted to authenticate the authors' proposed model, utilizing real-world mobile commerce data from a clothing company.

This study's findings suggest that visual appeal influences purchase intent primarily through the full mediation of bookmarking, rather than exerting a direct influence. Furthermore, an increase in colorfulness corresponds positively with visual appeal, while visual complexity exhibits an inverted U-shaped relationship with it.

This study provides novel insights into the choice-set formation process through the theoretical lens of dual-system theory. Additionally, the authors employed an image processing technique to quantify a product's visual appeal as depicted in a photograph. This study also incorporates a comprehensive econometric analysis to connect the objective aspects of visual appeal with subjective responses.

Due to herbs and plants’ therapeutic properties and simplicity of availability in nature, humans have used them to treat a variety of maladies and diseases since ancient times. Later, as technology advanced, these plants and herbs gained significant relevance in some industries due to their suitable chemical composition, abundant availability and ease of access. Aegle marmelos is a species of plant that may be found in nature. Yet, little or very little literature was located on the coloration behavior of this plant’s leaves. This study aims to focus on the effect of different parameters on the extraction of colorant from Aegle marmelos leaves.

Some factors that affected on the extraction processes were examined and found to have significant impacts on the textile dyeing such as the initial dye concentration, extracted temperature, extracted bath pH and extracted time were all changed to see how they affected color extraction. The authors report a direct comparison between three heating methods, namely, microwave irradiation (MWI), ultrasonic waves (USW) and conventional heating (CH). The two kinetic models have been designed (pseudo-first and pseudo-second orders) in the context of these experiments to investigate the mechanism of the dyeing processes for fabrics under study. Also, the experimental data were analyzed according to the Langmuir and Freundlich isotherms.

From the result, it was discovered these characteristics were found to have a substantial effect on extraction efficiency. Temperature 90°C and 80°C when using CH and USW, respectively, while at 90% watt when using MWI, period 120 min when using CH as well as USW waves, while 40 min when using MWI, and pH 4, 5 and 10 for polyamide, wool and cotton, respectively, were the optimal extraction conditions. Also, the authors can say that wool gives a higher absorption than the other fabric. Additionally, MWI provided the best color strength (K/S) value, and homogeneity, at low temperatures reducing the energy and time consumed. The coloring follows the order: MWI > USW > CH. The adsorption isotherm of wool could be well fitted by Freundlich isotherm when applying CH and USW as a heating source, while it is well fitted by the Langmuir equation in the case of MWI. In the study, it was observed that the pseudo-first-order kinetic model fits better the experimental results of CH with a constant rate K₁ = −0.000171417 mg/g.min, while the pseudo-second-order kinetic model fits better the experimental results of absorption of both MWI (K2 = 38.14022572 mg/g.min) and USW (K₂ = 12.45343554 mg/g.min).

There is no research limitation for this work. Dye was extracted from Aegle marmelos leaves by applying three different heating sources (MWI, ultrasonic waves [USWW] and CH).

This work has practical applications for the textile industry. It is concluded that using Aegle marmelose leaves can be a possible alternative to extract dye from natural resource by applying new technology to save energy and time and can make the process greener.

Socially, it has a good impact on the ecosystem and global community because the extracted dye does not contain any carcinogenic materials.

The work is original and contains value-added products for the textile industry and other confederate fields.

There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.

This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.

The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.

The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.

Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.

While most marketing research on organic products refers to the premium price levels of organic products, little research exists on consumers’ behavioural responses to price promotions or discounts of organic products. The present study aims to fill this research gap.

To develop alternative hypotheses about consumers’ behavioural responses to price promotions of organic fast-moving consumer good (FMCG) products, the authors used the researcher-introspection method in a pre-study. To test the hypotheses developed based on the pre-study, the authors conducted a field experiment on online advertising of an FMCG sold in drugstores. In the field experiment, the authors exposed consumers to an online ad featuring either a price promotion (−20%) or the regular price of the product. The ads also varied in terms of whether they contained explicit organic claims or not, and whether they included implicit organic cues or not.

The price promotion increased the clickthrough rate of the ad both when combined with an explicit organic claim and when combined with the implicit cue of green product pack. The results suggest that consumers do not have significant suspicions about price promotions of organic products, but rather presume that the price promotion of an organic FMCG product is a periodical promotional action, similar to the price promotions for conventional, non-organic products. Also, consumers seem to assume that the regular prices of organic FMCG products are so high that the retailer/manufacturer can well afford periodic price discounts.

The present research shifts the focus of organic marketing research from the premium price levels to the effectiveness of price promotions and discounts. Further, the present results contrast with certain earlier studies that have questioned the effectiveness of price promotions for organic products.

The results have different implications for marketing managers of brands not yet providing organic product versions in the market, of brands producing non-organic products, which cannot easily be rendered organic, and of brands offering organic products in the market.

This is, to the best of the authors’ knowledge, the first empirical study and field experiment on price promotions of organic products, including explicit organic claims.