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Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of ethics, privacy and ads' perceived benefits (ad effectiveness and ad relevance) on consumers' attitudes toward online advertising. Secondly, the study investigates the mediating effect of attitudes toward re-targeting online advertising on consumers' purchase intentions. Finally, the study investigates the moderating effect of the perceived ethicality of re-targeting online advertising on consumers' purchase intentions.

Participants (n = 307) were recruited through an online survey platform (MTurk) in the USA. The sample consisted of 65% male and 35% female respondents. The majority are aged 25–34 years, followed by 35–44 years (20%), 45–54 years (14%), 18–24 years (8%) and 55 years and older (6%).

The results show that ad effectiveness and ad relevance influenced consumers' attitudes toward re-targeting. This study shows that consumers are willing to trade their privacy for better search quality. Moreover, perceptions toward the ethicality of re-targeting ads moderated the relationship between consumers' attitudes and purchase intentions.

This study will make several contributions. First, the study will extend the consequential theory in the context of online advertising. Second, the study will assist companies in using re-targeting strategies. The results will reveal which factor is the most important factor impacting consumers' attitudes toward re-targeting strategies.

This is one of the first few papers investigating consumers' perceptions of the ethicality of re-targeting online advertising.

By integrating uses and gratification theory (UGT) and online buying behavior theory (OBBT), this study aims to examine the impact of escapism motives (self-suppression and self-expansion) and attitude toward online shopping (ATS) on eCart abandonment. In addition, the mediating role of ATS between escapism motives and eCart abandonment is examined.

Structural equations modeling was performed on the data of 400 consumers using AMOS 26.

The results indicated that escapism motivations impacted users’ eCart abandonment, and the attitude toward online shopping mediated this relationship.

The findings of this study imply that online sellers should understand the consumer motives for website use. In response, better strategies should be developed to reduce eCart abandonment.

This study extends knowledge of eCart abandonment by theoretical integration of UGT and OBBT and identification of the intrinsic predictors of virtual cart abandonment behavior. In addition, it is one of the early attempts to examine the dimensional impact of escapism on eCart abandonment.

The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers.

This study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China.

Food quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels.

This study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions.

This is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents.

Despite the fact that online is predicted to become the major channel for luxury purchases by 2025, there is scant literature related to online luxury buying behavior, mainly in the context of Generation Y (Gen Y) consumers in emerging societies like India. Therefore, the primary objective of this study is to empirically test the theoretical framework developed to assess the factors influencing luxury consumers' online shopping behavior based on the stimulus-organism-response model and technology acceptance model (TAM).

Data were collected from 233 Gen Y luxury consumers in India via purposive sampling method. The study used AMOS and PROCESS SPSS Macro to establish the overall fit of the measurement model and examine the hypotheses.

The findings revealed that perceived usefulness of buying online, perceived ease of buying online, economic benefit and webstore quality have significant impact on online luxury purchase intention. The perceived experiential values and perceived functional values mediate the influence of antecedent variables on online luxury purchase intention. Bandwagon luxury consumption behavior (BLCB) moderates the relationship between perceived functional values and online purchase intention.

This is one of the pioneer studies conducted to understand the influence of BLCB on value–intention relationship in online space among Gen Y luxury consumers. This study will help luxury retailers to create targeted strategies for this segment.

The paper attempts to discuss the optimal pricing decisions under the decentralized and centralized decision and analyze the influence of online reviews and in-sale service on dual-channel supply chain. Finally, the authors design a two-part tariff coordination mechanism.

To deal with this pricing conflict problems of dual-channel supply chain consisting of dominant manufacturer and a retailer, considering the fact that online reviews and in-sale service are important factors on consumers’ purchase decisions, the authors establish some basic models and exploit them to discuss the optimal pricing decisions under the decentralized and centralized decision and analyze the influence of online reviews and in-sale service on dual-channel supply chain. Finally, the authors design a profit-sharing coordination mechanism.

The results show that the optimal online direct selling price is positively correlated with product perceived quality obtained from online reviews and negatively correlated with the in-sale service. The traditional retail price is positively correlated with the in-sale service and weakly correlated with online reviews. For the manufacturer and retailer, whether decentralized decision or coordination contract, their profits increase with the increase of the in-sale service in a certain range and quality perceived from spontaneous online reviews. Online reviews and in-sale service are important factors on consumers’ purchase decisions. Positive in-sale services and online reviews can provide consumers with a better shopping experience, thereby promoting their enthusiasm for shopping and improving their quality of life. The two-part tariff coordination mechanism improves the profits of the manufacturer and the traditional retailer, respectively, through the transfer fee.

The proposed approach can well analyze the channel conflicts and pricing problems between retailers and manufacturers with respect to product offline price and online price. The analysis and results can inform decision-making for manufacturers and retailers.

Social media facilitates the communication and the relationship between healthcare professionals and patients. However, limited research has examined the role of social media in a physicians' online return. This study, therefore, investigates physicians' online economic and social capital return in relation to physicians' use of social media and consumer engagement.

Using ordinary least squares (OLS) regression with fixed effects (FE) and panel data collected from Sina Weibo and Sina Health, this study analyzes the impact of physicians' social media use and consumer engagement on physicians' online return and the moderation effect of professional seniority.

The results reveal that physicians' use of social media and consumer sharing behavior positively affect physicians' online economic return. In contrast, consumer engagement positively impacts physicians' online social capital return. While professional seniority enhances the effect of physicians' social media use on online economic return, professional seniority only enhances the relationship between consumers' sharing behavior to the posts and physicians' online social capital return when professional seniority comes to consumer engagement.

This study reveals the different roles of social media use and consumer engagement in physicians' online return. The results also extend and examine the social media affordances theory in online healthcare communities and social media platforms.