Issue #2 (Volume 20 2024)

This bibliometric analysis aims to delineate the progression of research in the domain of digital marketing by examining 513 English-language articles published in Scopus during the period of 2003–2024. An examination of scholarly productivity indicates an upward trend, as evidenced by the increase in publications from one in 2003 to 115 in 2022 and citations from 79 in 2003 to 1131 in 2021, as determined by keyword, citation, and authorship analyses. A review of citation patterns reveals that publications with significant impact are primarily found in prestigious academic journals, such as Industrial Marketing Management and International Journal of Research in Marketing. Prominent contributors hail from Jordan, Finland, Spain, the United Arab Emirates, and Saudi Arabia; among other regions – the United States, the Middle East, Europe, and Asia. Keyword analysis revealed an emphasis on emerging technologies such as artificial intelligence and traditional digital marketing techniques (e.g., social media, content marketing, internet marketing). Co-occurrence theme analysis highlighted digital marketing strategy, digital marketing audiences, the digital transformation of business and marketing, and the acceleration of digital adoption as a result of COVID-19. Further areas of investigation encompass optimizing the utilization of emergent social media platforms, implementing virtual and augmented reality technologies to enhance the customer experience, and capitalizing on the potential of artificial intelligence and machine learning to augment the efficacy of digital marketing. By utilizing data-driven insights, this study offers guidance for curricular enhancements, scholarly agendas, and digital marketing practice.

Acknowledgment
The author thanks everyone who helped make this study possible, but especially those at the Ho Chi Minh University of Banking, Vietnam.

During the recovery from a global pandemic, people around the world remain committed to adopting healthier and more sustainable lifestyles. LOHAS stands for lifestyle of health and sustainability. LOHAS, as a premium lifestyle, is well incorporated into the capitalistic market through exclusive consumption choices. This study uses the means-end-theory of lifestyle to focus on individualism and collectivism as underlying values of LOHAS and status consumption as its behavioral outcome and explores the moderating effect of materialism. To determine the internal motives and behaviors of the targeted population with a LOHAS lifestyle, 204 survey data from general U.S. consumers between the ages of 18 and 65 were collected. The data were analyzed by PLS-3.0. The results indicate the hybrid attribute of the LOHAS lifestyle such that both individualism and collectivism are positively related to LOHAS. This indicates that LOHAS consumers take a holistic approach to their lives by promoting harmony across different life aspects and recognizing an interconnectedness between personal health and well-being and environmental sustainability. LOHAS is positively associated with status consumption, indicating its upscale consumption selections. Finally, materialism positively moderates the relationship between LOHAS and status consumption.

Customers and food vendors communicate directly through mobile devices. Consumers easily purchase pre-prepared meals via food delivery applications, no matter where they are, even at the convenience of their residences. Therefore, this paper aims to analyze the determinants that affect customers’ propensity to purchase and their actual behavior in the setting of food delivery applications. The impact that subjective norms have on consumers’ attitudes toward food ordering via food delivery applications is also examined. The theory of reasoned action and prospect theory are the two basic theories that this study draws on. A convenience sample approach was used to gather data from 288 consumers in Vietnam who placed meal orders using food delivery applications. The data collection was conducted using Google Forms. The results indicated that consumers’ attitude toward purchasing food via food delivery applications positively influenced their buying propensity (β = 0.191, p = 0.001). Similarly, the findings also highlighted that consumers’ subjective norm positively affected both their attitude (β = 0.417, p = 0.000) and their inclination to purchase (β = 0.258, p = 0.000). Likewise, discount framing emerged as the most influential factor affecting purchase intentions (β = 0.262, p = 0.000). Furthermore, customers’ intentions significantly contributed to their actual behavior in acquiring pre-prepared meals through food delivery applications (β = 0.556, p = 0.000). Ultimately, the study offered suggestions for executives, identified limits, and proposed avenues for future research.

Acknowledgment
The author acknowledges Industrial University of Ho Chi Minh City that supported this study.

The rapid growth of live streaming e-commerce is hindered by its high rate of product returns, which poses a challenge to its long-term sustainability. Specifically, clothes shoppers account for 30% of all sales made during live broadcasts. This study aims to evaluate the impact of live streaming e-commerce on repurchase intention in the sports brand industry in China. The paper used quantitative research methods with 398 data collected from consumers of sports brands who were willing to provide information regarding their shopping experience on the live streaming platform. 224 respondents were females (56.3%), and 174 were males (43.7%). The study adopted a questionnaire to collect the data. Partial least squares-structural equation modeling was used to test the correlation between the variables. The results revealed direct and positive effect of consumer trust (β = 0.397, p = 0.000) and perceived value (β = 0.215, p = 0.001) on repurchase intention in live streaming e-commerce. The findings also indicated that both consumer trust and perceived value play a mediating role. In addition, the results supported the assumption that the characteristics of live streamers (β = 0.389, p = 0.000) have a positive impact on consumer trust, and customer-to-customer interaction (β = 0.678, p = 0.000) has a significant impact on perceived value. Finally, sports brands are advised to optimize live streaming platforms to better meet consumers’ needs.

Acknowledgment
The authors acknowledge Universiti Utara Malaysia (UUM) that supported this study.

This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers.

Acknowledgments
This publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.

This study aimed to comprehend the perceptions and intentions of Generation Z consumers in India regarding the utilization of digital coupons, adopting the framework of the technology acceptance model. Through purposive sampling, 386 participants from Generation Z were selected to offer diverse perspectives, reflecting the significant influence of demographics on contemporary consumer behavior. An online survey was conducted across India, utilizing popular social networking applications, such as WhatsApp, LinkedIn, and Facebook, to distribute the online questionnaire as these platforms have widespread usage and accessibility among the target demographic. Structural equation modeling (SEM) was used to examine the relationships between the constructs. The study revealed that perceived ease of use had no significant impact on the attitudes toward digital coupons (p > 0.05). However, a strong positive relationship was observed between perceived usefulness and ease of use (β = 0.542, p ≤ 0.05). Similarly, perceived usefulness positively influenced attitudes toward digital coupons (β = 0.484, p ≤ 0.05), as did attitudes toward usage intention (β = 0.746, p ≤ 0.05). The relationships between attitude and perceived ease of use (β = –0.093, p ≤ 0.05) and attitude and usage intention (β = –0.124, p ≤ 0.05) were moderated by digital coupon proneness. Insights derived from this study hold substantial relevance for marketers aiming to effectively engage Generation Z through digital couponing strategies.

Acknowledgment
The authors are thankful to their respective universities, heads of departments, and others who have supported and contributed to the effective conduct of this study.

The study aims to investigate the role of destination attachment and sharing travel experiences on social media in the relationship between memorable tourism experiences (MTEs) and revisit intention. This study focused on Ha Long Bay, Vietnam, with limited research on predicting tourists’ intentions to revisit this destination. The self-administered questionnaire survey is applied to analyze the relationship between the variables and verify the hypotheses based on the collected 578 valid responses. The structural equation modeling was employed to test the relationships in the research model with SPSS 24.0 and SmartPLS 4.0. The results show that MTEs significantly and directly influence tourists’ intention to revisit a destination. MTEs also have a direct impact on destination attachment and sharing travel experiences on social media. Furthermore, the findings also prove that destination attachment and sharing travel experiences on social media directly affect revisit intention. It is worth noting that they act as intermediaries in the relationship between MTEs and tourists’ intentions to revisit a destination. This study contributes to a deeper understanding of tourists’ intentions to revisit and offers theoretical and practical implications.

During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.

In the digital era, understanding public sentiment toward brands on social media is essential for crafting effective marketing strategies. This study applies sentiment analysis on Banco Bilbao Vizcaya Argentaria (BBVA) tweets using advanced machine learning techniques, particularly the eXtreme Gradient Boosting (XGBoost) algorithm, which showed remarkable precision (91.2%) in sentiment classification. This process involved a systematic approach to data collection, cleaning, and preprocessing. The precision of XGBoost highlights its effectiveness in analyzing social media conversations about banking. Additionally, this paper achieved improvements in neutral tweet classification, with accuracy rates at 87-88% and a reduced misclassification rate, enhancing the analysis reliability. The findings not only uncover general sentiments toward BBVA but also provide insight into how these sentiments shift in response to marketing activities and global events. This gives marketers a valuable tool for real-time assessment of campaign effectiveness and brand perception. Ultimately, employing the XGBoost algorithm for sentiment analysis offers BBVA a strategic advantage in understanding and engaging its online audience, demonstrating the significant benefits of using sophisticated machine learning in banking. The study emphasizes the crucial role of data-driven sentiment analysis in developing informed business strategies and improving customer relationships in the banking industry’s competitive landscape.

This study aims to determine the relationship between consumer ethnocentrism, consumer cosmopolitanism, imported product judgment, and foreign product purchase intention in Vietnam. This paper tries to present its results empirically, which might be helpful in preparing a strategy for Vietnamese customers’ international purchasing behavior to increase competition at retail companies in Vietnam. It uses a questionnaire with a purposive random sampling of 311 customers in Vietnam. Analysis was conducted through a quantitative descriptive analysis, measurement of variable dimensions on the questionnaire using a seven-point Likert scale, and partial least squares structural equation modeling (PLS-SEM) to test the hypotheses. This study found that imported product judgment, consumer cosmopolitanism, social influence, and perceived behavioral control positively influence foreign product purchase intention, whereas customer ethnocentrism has a negative impact on that intention. The association between consumer cosmopolitanism and foreign product purchase intention is mediated by imported product evaluation and consumer ethnocentrism. At the same time, national identity does not affect consumer ethnocentrism and foreign product purchase intentions. Besides, this study offers some managerial implications for marketers in decisions linked to Vietnamese customers’ international purchasing behavior to increase competition in the domestic market.

Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study.

Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics on predicting intention to buy the recommended beauty brands through trust and a moderating role of emotional attachment with influencers. A sample size of 342 respondents from Pakistan was used to empirically test the hypothesized relationships. The respondents were social media users who follow renowned celebrities on various social media platforms and buy beauty products based on their recommendations. Thus, a purposive sampling technique was employed for data collection using online and in-person data collection methods. Quantitative techniques of regression and process models were used for data analysis. The findings show that characteristics of social media influencers, such as credibility and trustworthiness, have a significant positive impact (β = 0.521, p < .05) on the intention to buy cosmetic products from a particular brand. Likewise, emotional attachment between influencers and followers strengthens the effect on willingness to buy an endorsed brand approving moderation (β = 0.584, p < .05). Trust is also an important mediator as it plays a central role between characteristics of social media influencers and intention to buy products (β = 0.411, p < .05). This study discussed the implications and future research directions while incorporating research limitations. 

Acknowledgment
The authors extend their appreciation to the deanship of scientific research at King Khalid University for funding this work through a large group research project under grant number (RGP. 2/554/45).

The purpose of this study is to uncover evidence on the factors influencing switching intention from home delivery to smart lockers in the last-mile delivery service. The research model is constructed based on the Pull-Push-Mooring Theory and the Customer Perceived Value Theory using structural equation modelling to analyze data collected from 557 smart locker users in Vietnam. The results indicated a significantly positive influence of pull factors (convenience, environmental friendliness, and security) and push factors (delivery failure experience and risk), and confirmed that mooring factors (habit and switching cost) negatively impacted customers’ intention to switch from home delivery to smart lockers. The study also revealed that mooring factors moderate the relationship between pull factors and the intention to switch. Moreover, gender, age and frequency of shopping online are significant to switching intention, and usefulness mediates between them and switching intention. Several managerial implications were suggested for stakeholders in order to enhance customers’ switching intentions to use smart lockers, thereby improving the quality, efficiency, and sustainability of the last-mile delivery service in the future.

This study aims to explore the relationship between consumer purchasing behavior and key micro-influencer attributes, including knowledge, entertainment value, credibility, and transparency, within the context of Chinese social media platforms. The paper adopts a quantitative approach, employing partial least squares structural equation modeling (PLS-SEM) to analyze the intricate relationships among latent variables. The respondents comprise active users of major Chinese social media platforms, such as Weibo and Xiaohongshu. For primary data collection, 329 respondents were surveyed online, utilizing a convenient sampling method as part of non-probability sampling. Data collection spanned four weeks, and participants were given the option to respond in either English or Mandarin. The findings suggest significant associations between consumer purchasing behavior and micro-influencer attributes. Specifically, knowledge, entertainment value, credibility, and transparency exhibit varying degrees of influence on consumer behavior within the Chinese social media landscape. The p-value for H1, H2, H3, and H7 appeared as 0.000 and shows that these are the highly significant relations, whereas the p-value for H3 (0.019), for H5 (0.001), and for H6 (0.028) shows that these relations play a moderate role in the proposed model. Elucidating the role of key attributes provides valuable insights for marketers and businesses seeking to leverage micro-influencer marketing strategies effectively in this rapidly evolving digital landscape.

The rapid proliferation of social media platforms has sparked heightened interest among businesses seeking to leverage them to enhance customer purchase intentions. Consequently, there has been a surge in research exploring the intersection of social media marketing and consumer behavior. However, gaps persist regarding the primary themes within this research domain. This study analyzes 282 research papers spanning from 2012 to 2022, sourced from the Web of Science Core Collection, focusing on social media and customer purchase intentions. Leveraging Latent Dirichlet Allocation (LDA) commands in STATA and VOSviewer software, the study investigates emerging trends and prevalent themes, visualizing the dataset. The findings indicate a notable increase in research output, particularly from developed countries, with significant collaboration between developed and developing nations. Moreover, the study identifies five principal research topics: 1) the impact of social media marketing on consumer purchase intention, 2) the consequences of online brand communities on purchase behavior, 3) factors influencing consumer purchase intention, 4) influencer effects on purchase intention, and 5) social media advertising and marketing strategies. Future inquiries should delve into various factors shaping customer purchase intentions, including the role of influencers, word-of-mouth dynamics, and advertising strategies while considering the diverse cultural contexts across different regions. This comprehensive analysis provides valuable insights for researchers and practitioners alike, guiding future endeavors in understanding and harnessing the power of social media in consumer decision-making processes.

Acknowledgments
Giang Hai Ha was funded by the Master, PhD Scholarship Programme of Vingroup Innovation Foundation (VINIF), code VINIF.2022.TS030.

The self-drive rental sector has witnessed exponential growth in recent years due to rising demand for long and short-distance drives among millennials. This study aims to investigate the quality of services in the self-driving rental sector and its impact on customer adoption or rejection of service in India. The conceptual framework was developed using the SERVQUAL model and other important factors affecting consumers’ service adoption. A quantitative research method was deployed, and data were gathered through a survey method using a structured questionnaire (based on a 5-point Likert scale). The sample size comprised 385 respondents, 23-38 years old millennials (with 69% of males and 31% of females). The population sample was chosen from Delhi, Mumbai, and Bangalore, India. The data were collected in March 2023. The factor and regression analyses were applied along with chi-square and SEM analyses to test the research hypotheses. The results indicated that the absence of low prices (42%), customer assistance (28 %), and security issues is responsible for consumer rejection. The factors leading to dissatisfaction are the absence of consumer schemes and discounts, a lack of staff interaction and assistance, and poor service quality. The brands must focus on the negative impact arising from the absence of these factors and effectively address the areas of improvement to regain customer trust and garner customer loyalty.

Crowdsourcing has emerged as a valuable tool for organizations seeking to access external knowledge and resources for their innovation processes. This study aims to investigate crowdsourcing capabilities in the context of new product development initiatives, with a focus on exploring the moderating effects of firm size and type. Structural Equation Modeling using Partial Least Squares (SEM-PLS) is used to analyze both the measurement and structural models, with data drawn from 217 owners and managers of diverse businesses in Indonesia. These businesses range from small to medium-scale enterprises across various types, including cafes, restaurants, fashion, culinary, and furniture. The findings reveal a positive and significant impact of crowdsourcing capabilities on new product development initiatives (β = 0.746, p = 0.000). Moreover, the relationship between crowdsourcing and new product development is moderated by firm size (whether small or medium) (β = 0.103, p = 0.045) and the type of business (β = 0.157, p = 0.012). The outcomes of this study are anticipated to enrich the body of knowledge and provide valuable guidance for enterprises seeking to harness crowdsourcing in their new product development processes, with specific factors like firm size and type taken into account.

Acknowledgment
This study was supported by the Indonesian Ministry of Education, Culture, and Technology Research in 2022: Research Grant Scheme “PDUPT”No. 124/LL1/LT/K/2022.

Understanding how gender impacts millennial retail banking customers’ bank identification, as well as their perceptions of bank brand personalities, is important, given that retail banks need to effectively segment their markets and develop targeted marketing campaigns to engage and retain millennial customers. The paper aimed to investigate the differences between millennial male and female banking customers in terms of their identification with their retail bank and the brand personalities they associate with their bank. The research utilized a self-executed survey, collecting data from a sample comprising 116 males and 119 females for analysis in South Africa. Using a descriptive research design, the study employed several statistical methods, including independent samples t-tests and multiple linear regression analysis, to observe the potential differences between the genders in bank identity and perceived brand personality. The analysis of the survey data revealed significant differences between male and female participants. It was found that males identified less with their retail bank compared to females. In terms of brand personality, males associated more with the community-driven personality and less with the success, sophistication, and sincerity brand personalities. On the other hand, sophistication (β = 0.356; p = 0.003) and community-driven (β = 0.432; p = 0.002) brand personality influenced the males’ bank identification. None of the brand personalities significantly affected females’ bank identification.

This study investigates the factors influencing impulse buying behavior in online food purchases in Indonesia. The research gathered data from 270 valid respondents from the Muslim community through an online survey (Google Forms). Demographic analysis revealed a predominantly young, single-student population, primarily from Central Java. The study employed the Structural Equation Modeling (SEM) technique to analyze the data and test the hypotheses. The impulse buying tendency scale included seven variables: religiosity, platform quality, social influence, intentions, self-control, consumer mood and Impulse buying tendency. The results indicate that self-control (β: –0.140, p-value: 0.024) plays a crucial role in mitigating impulse buying tendencies whereas religiosity (β: 0.304, p-value < 0.001) can increase the level of self-control. Additionally, platform quality (β: 0.488, p-value < 0.001) significantly impacts individuals’ intention to engage in impulsive purchases. Consumer mood (β: 0.681, p-value < 0.001) is the highest cause of impulse buying behavior. Notably, self-control can reduce impulsive buying tendencies, which means that the higher the self-control ability, the lower the possibility of making impulse purchases. However, the social influence (β: –0.175, p-value: 0.026) has a negative effect on self-control.

This study aims to investigate the influencing factors of consumers’ willingness to buy cryptocurrency in Malaysia. The targeted population of this study was Malaysian citizens who had knowledge about digital currency such as cryptocurrency. In this study, the data collection process was completed using an online survey questionnaire from several social media groups in Malaysia. They were sent a survey invitation to take part in, and after their approval, their responses were gathered. Five-point Likert scale has been used, where ‘1’ stands for “strongly disagree” and ‘5’ stands for “strongly agree”, to find out the item-wise questionnaire. The final sample size was n = 620. Moreover, 5% significance level and SPSS software were used to analyze the data and evaluate the hypotheses. The outcome of this study exposes that the perception of the price value of the cryptocurrency, perceived trust, and perceived security measure positively and significantly affect consumers’ willingness to buy cryptocurrency. Overall, these variables can explain 49.50% (R2 = 0.495) of the variance in predicting consumers’ willingness to buy cryptocurrency. It is found that among the three determinants, perceived trust (β = 0.569) in cryptocurrency had the highest impact on the intention among Malaysian consumers compared to other variables. This study contributes to the limited existing literature concerning Bitcoin and digital currencies, offering insights that can aid scholars in comprehending the significance of cryptocurrency and delineating its predominant impacts within the Malaysian cryptocurrency space.

This study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand. University students from the Technical University of Liberec, the Faculty of Economics (Czech Republic), aged 22-25 years, participated in an online survey for this study. The number of respondents was 310. The outcomes are relevant for this segment of customers. The model with classic brand extension factors (perceived fit (FIT), attitudes toward the brand extension (ATE), parent brand attitude change (PBCH)) was constructed. Factors of fashion leaders and emotional variables (e.g., trust and loyalty) were added to the model. The model was tested using structural equation modeling (SEM) in AMOS software and was statistically significant (Chi-squared value of 6.402, p = 0.171). A positive relationship was observed between FIT and ATE (β = 0.534, p-value = 0.000), the same as trust and ATE (β = 0.693, p-value = 0.000). Equally, ATE had a significant positive impact on PBCH (β = 0.722, p-value = 0.000) and trust and loyalty (β = 0.649, p-value = 0.000). Loyalty negatively affects ATE (β = -0.126, p-value = 0.010), indicating that these customers may have problems with brand extension, similar to a fashion leader (β = -0.126, p-value = 0.010). TRUST has a negative effect on the PBCH (β = -0.338, p-value = 0.000). Insights derived from this study hold substantial relevance for marketers in fast fashion aiming to prepare brand extensions effectively.

Acknowledgment
This work is supported by the Technical University of Liberec, Faculty of Economics – internal grant.

The desires of consumers as individuals are largely shaped by their aspirations in life, which play a crucial role in deciding their brand preference, but very few studies have focused on the demographic difference in aspirations and its relationship with brand preference, especially in the context of luxury brands, for the consumers in the emerging markets. This paper aims to empirically assess the role of key demographic factors (gender, age, and income) in influencing the aspirations of consumers in India, an emerging market, and their preference for luxury branded products. The hypotheses were developed based on the review of the extant literature and tested through t-test and ANOVA along with the moderation test using PROCESS extension in SPSS 22.0. The study included data collected from 915 Indian consumers, in Tier-1 and Tier-2 cities, with prior experience of buying luxury branded products in the fashion segment through a self-administered questionnaire. The results demonstrate that the aspirations, both intrinsic (F = 8.185; p = 0.004) and extrinsic (F = 7.14; p = 0.007) and luxury brand preferences (F = 5.762; p = 0.017) of males and females differ significantly. However, demographic factors of gender (R2 = 0.137; p > 0.05), age (R2 = 0.130; p > 0.05), and income (R2 = 0.132; p > 0.05) were not found to have any moderating effect on the relationship between luxury brand preference and aspirations. The results of the study would help luxury brand marketers to develop their strategic plans for marketing activities by providing insights into the differences in the desires and preferences of their customers.

Due to the coronavirus pandemic, electronic wallets have emerged as a preferred alternative to traditional payment methods, mitigating physical touch concerns. This research aims to investigate the effects of security, health, and other determinants on the intention of Generation X’s members living in Java Island, Indonesia, to adopt electronic wallets in the post-pandemic era. Addressing the empirical gaps, this research examines how perceived ease of use may determine the attitude and intention to use electronic wallets, introducing novel considerations of security and health based on the Technology Acceptance Model. To collect the data, this research used the survey method by distributing the questionnaires. This research collected 363 valid responses. A partial least squares structural equation modeling method was used. The results confirmed that perceived ease of use and perceived compatibility positively affect perceived usefulness (p < 0.05). Perceived usefulness, security, and health aspects were found to positively affect attitude (p < 0.05). Security, perceived usefulness, and attitude were also confirmed to positively affect the intention to use electronic wallet (p < 0.05). This research further found that perceived ease of use had an insignificant effect on both attitude and intention to use electronic wallet (p > 0.05). Based on the testing of the mediating effect, this research confirmed that both security and health aspects positively affect the intention to use electronic wallet through attitude (p < 0.05). Furthermore, perceived compatibility was not found to affect intention to use electronic wallet through perceived ease of use (p > 0.05).

The Korean Wave, also known as Hallyu, is a phenomenon of globalization of South Korean culture that has influenced many aspects of life in various countries. Indonesia is a country affected by the Korean Wave due to globalization through the media. This paper aims to analyze the impacts of four detailed movie-related Korean Wave variables (visual, vocal, celebrity, and language) on intention to visit South Korea, with country image as a mediating variable. The research sample consisted of 302 fans and non-fans of the Korean Wave who either experienced or were interested in Korean Wave cultural contents. Data were collected from September to October 2023. The results were analyzed using the Partial Least Squared Structural Equation Model (PLS-SEM). The results confirm that four Korean Wave traits positively affect Indonesian tourists’ desire to travel to Korea. Improving the movie quality, including visuals, voice, celebrity, and language, might motivate Indonesian tourists to visit Korea. Likewise, the country’s image is positively and significantly influenced by each of the four Korean Wave variables. The findings were statistically significant at 5% significance level. Moreover, the study discovered that the perception of the country considerably affected the desire to travel and served as a go-between for the effects of film visuals, celebrity presence, and language on the decision to visit.