Issue #3 (Volume 21 2025)

The emergence of live-streaming commerce has significantly altered the purchasing patterns of consumers, and it has become a critical component of e-commerce and marketing, specifically during the pandemic. This study investigates how customer engagement and trust are impacted by perceived utility, platform interaction, and source credibility, as well as how these factors affect purchase intention and actual purchasing behavior. Data were gathered from 247 regular live streaming platform users in Chennai, Tamil Nadu, India, employing purposive sampling and a standard questionnaire. From August to November 2024, the survey was administered during periods of significant online purchasing events and increasing live commerce activities. Participants were selected among technology-savvy, digitally engaged shoppers at major metropolitan shopping malls to generate a representative sample. Using Partial Least Squares Structural Equation Modeling, results indicate that source credibility, platform interactivity, and perceived usefulness significantly affect consumer engagement (β = 1.376, p < 0.001). The results indicate that source credibility, platform interactivity, and perceived utility strongly affect trust (β = 1.198, p < 0.001, β = 0.351, p < 0.001, β = 0.224, p = 0.010). The findings also showed that customer engagement has a favorable impact on both purchase intention and the actual purchase (β = 1.272, 0.404; p = 0.001, 0.003). Trust positively affects both purchase intention (β = 0.994, p = 0.002) and actual purchase (β = 0.546, p = 0.001). Marketers and e-commerce platforms could apply these results to create more authentic and dynamic live streaming experiences that boost consumer engagement and trust.

Influencer marketing is a prominent strategy for engaging young consumers via social media. This study aimed to explore the effects of different dimensions of influencer value of content and influencer credibility on purchase intention among young Egyptian adult consumers. Employing a descriptive-explanatory design, survey data were collected from 633 social media users. Analysis via Structural Equation Modeling (SEM) revealed that all examined dimensions of influencer content value significantly and positively influence purchase intention, with entertainment value (r = 0.878 in correlation analysis, SEM estimate = 0.150) and functional value (r = 0.819 in correlation, SEM estimate = 0.118) demonstrating particularly strong contributions. Regarding influencer credibility, perceived trustworthiness (r = 0.918 in correlation, SEM estimate = 0.218) and perceived similarity (r = 0.923 in correlation, SEM estimate = 0.280) exhibited the most substantial positive impacts on purchase intention; perceived expertise and attractiveness also yielded significant, albeit comparatively moderate, effects. These findings underscore the critical, differentiated roles of specific content value and credibility facets in shaping consumer purchase decisions within the Egyptian youth market, offering actionable insights for optimizing influencer marketing strategies.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

Electric vehicles (EVs) present a promising pathway to reduce carbon emissions, yet their adoption in developing markets remains constrained by high production costs, infrastructure gaps, and supply chain inefficiencies. This study investigates the Indonesian EV market using a mixed-method approach, combining techno-economic analysis with a system thinking framework. Primary data were collected through interviews and FGDs with eight stakeholders, while secondary data from 2020-2024 supported trend analysis. The study employs a Causal Loop Diagram (CLD) to map systemic interactions among policy, technology, and market forces. The results suggest that a 25% increase in subsidies and a 40% infrastructure expansion could lead to a 60% rise in EV adoption, assuming battery prices remain stable. Policy and marketing strategies, such as targeted incentives and circular economy practices like localized battery recycling, emerge as key leverage points for building a sustainable and resilient EV supply chain. The findings offer actionable insights for developing markets to design integrated policies that align economic incentives with clean mobility goals.

Type of the article: Research Article

Abstract
Visual marketing encompasses elements that affect how customers perceive visuals and influence their behavior. It significantly enhances customer experience, particularly in visually-driven sectors like tourism. However, there has not been much research on the impact of visual elements on customer behavior at tourist destinations, so this research was conducted to examine the impact of visual marketing on the revisit intentions of customers in coffee shops located in popular tourist destinations across Vietnam. A survey was conducted using popular social media platforms in Vietnam to collect the data of 455 participants during the second half of 2024. The findings suggest that visual marketing elements, such as layout, color, and interior design, significantly and strongly impact customers’ attention located in a coffee shop at a tourist destination, these elements positively influence customers’ intentions to revisit the coffee shop, albeit to a lesser degree. While location does not affect the relationship between visual marketing and customer attention, it plays a significant role in moderating the impact of visual marketing on customers’ intentions to return. The study offered potential solutions to improve visual marketing strategies for coffee shops located in popular tourist destinations, ensuring their continued success in Vietnam’s rapidly changing tourism industry. Future research directions include examining how the popularity of destinations and the online image management of tourism sites impact visual marketing.

Acknowledgment
The authors wish to express deep gratitude to all survey participants for taking the time to share their information, significantly contributing to the success of this study.

Type of the article: Research Article

Abstract
This study aims to explore the impact of social media engagement on brand image and brand love among senior tourists in Jiangsu Province, China. Additionally, the study investigates the mediating role of emotional attachment and the moderating role of digital literacy in shaping these relationships. A cross-sectional survey was conducted between August and September 2024 in Jiangsu Province, China, targeting 300 senior tourists aged 60 and above who were active users of social media and had recent interactions with tourism-related brands. Data were collected using a structured questionnaire and analyzed using SmartPLS 4. The results indicate that social media engagement has a strong positive effect on both brand image (β = 0.598, t = 8.850, p < 0.001) and brand love (β = 0.352, t = 4.309, p < 0.001). Emotional attachment significantly mediates the relationship between social media engagement and brand outcomes, including brand image (β = 0.071, t = 2.162, p = 0.015) and brand love (β = 0.172, t = 3.935, p < 0.001). Moreover, digital literacy moderates the effect of social media engagement on emotional attachment (β = 0.155, t = 5.855, p < 0.001), indicating that higher digital proficiency enhances emotional bonding with brands. These findings underscore the importance of personalized, emotionally resonant, and accessible digital marketing strategies when targeting the senior tourism segment.

Type of the article: Research Article

Abstract
Retailers are leveraging social commerce by integrating advanced social media features to drive customer engagement and create superior value. Thus, a present study is an attempt to analyze the impact of perceived ease of use, user engagement and technological factors on social commerce usage and to assess its contribution towards the purchase intention of the working professionals. 380 working women (from organized sectors including education, industry, health, government, banking, and IT) were targeted from Bengaluru city of India by adopting the snowball sampling method which was further analyzed using independent sample t-test, regression analysis, and Structural Equation Modelling. The results of the study show the effects of perceived ease of use (β = .434), user engagement (β = .517), and technological factors (β = .662) on social commerce usage (SCU) are studied, which mediates purchase intention (β = .689). These results indicate that SCU is one of the main factors affecting purchase intention (β = .751). This also show that there is significant influence of perceived ease of use, user engagement, and technological factors on social commerce usage that has ultimately led to their purchase intention among working professionals. Based on these findings, it is crucial to perfect social commerce strategies in order to improve consumer’s engagement and encourage purchase behavior.

Type of the article: Research Article

Abstract
Customer loyalty is a pressing priority and strategic imperative in the Jordanian hotel sector. With the rapid technological transformation in consumer behavior, social media marketing activities have emerged as a tool for engaging with hotel guests and building long-term relationships. This paper aims to explore the impact of Social Media Marketing activities (SMM activities) on brand loyalty through the mediating role of brand love and brand trust in the five-star hotel sector. The study adopted a quantitative design, employing a descriptive correlational approach to examine the relationship between study variables. Data were collected from June 1, 2024, to September 30, 2024, using a structured online questionnaire from guests of five-star hotels in Jordan, in Amman. A purposive sample was used to select hotel guests, using social media platforms for 280 respondents. The questionnaire was designed to measure the variables of the study. Statistical analysis was conducted using Smart PLS to test the hypotheses. The study results indicate a significant impact of social media marketing activities (β = 0.299, p < 0.001) on brand loyalty, as well as the mediating role of brand trust (β = 0.09, p < 0.001) and brand love (β = 0.18, p < 0.001) in mediating the relationship between marketing activities and customer loyalty. The results also revealed a positive relationship between social media marketing activities and brand loyalty in the hotel sector. The results also indicate that brand love and trust mediate the relationship between social media marketing activities and brand loyalty, enhancing brand loyalty in the hotel industry.

Acknowledgment
The authors would like to thank all the participants involved in this research work, and the authors are grateful to the Philadelphia University, Amman, Jordan for the financial support granted to cover the publication fee of this article.

Type of the article: Research Article

Abstract
In the context of ongoing digital transformation, augmented reality is increasingly reshaping consumer-brand interactions, particularly in marketing domains. This paper aims to investigate how augmented reality improves consumer interactivity, brand awareness, and purchasing behavior in Jordan’s telecom industry. Selected by stratified random sampling, the 481 participants were subscribers of Jordanian telecom. They were qualified based on their expertise utilizing augmented reality capabilities in telecom mobile apps and reflected different age and gender groupings.
AMOS-based Structural Equation Modeling was used to validate the conceptual model. The results illustrate that augmented reality adoption greatly influences brand awareness (β = 0.60, p < 0.001) and consumer interaction (β = 0.55, p < 0.001). Adoption is influenced positively by technological readiness (β = 0.35, p = 0.020) and infrastructure support (β = 0.40, p = 0.010), and is negatively influenced by concerns related to cybersecurity (β = –0.20, p = 0.045). Cultural alignment strongly moderates augmented reality strategy effectiveness (β = 0.38, p = 0.025). Besides, brand recognition (β = 0.45, p < 0.001) and consumer engagement (β = 0.50, p < 0.001) have extremely high correlations with consumer purchase intention.
The findings suggest that Jordan’s telecom industry should integrate augmented reality content with local cultural norms to generate confidence, tighten cybersecurity protocols to lessen consumer resistance, and upgrade digital infrastructure for smooth augmented reality experiences. These coordinated initiatives are needed to increase consumer engagement and augmented reality branding in digital markets.

Type of the article: Research Article

Abstract
This study examines how advertising strategies, namely, content, media, and design, influence brand-building efforts in rural markets, with a specific focus on the mediating role of content relevance. Anchored in the Elaboration Likelihood Model (ELM), the research recognizes that rural consumers often process advertising through the peripheral route, relying on visual, linguistic, and cultural cues rather than rational evaluation. Data were collected through a structured survey of 498 rural consumers across thirteen towns in Madhya Pradesh. Using covariance-based structural equation modelling, the study finds that advertising content (β = 0.353), media (β = 0.253), and design (β = 0.298) significantly affect brand perceptions. More importantly, content relevance emerges as a key mediator, with indirect effects ranging from β = 0.180 to 0.243 (p < 0.01), indicating that rural consumers are more likely to engage with advertising that aligns with their values, language, and lifestyle. Theoretically, the study extends the ELM framework to low-involvement consumer settings and highlights the nuanced role of cultural relevance in shaping brand engagement. Practically, the findings offer marketers a roadmap for creating locally adapted and emotionally resonant campaigns that move beyond urban-centric models. This research underscores the importance of designing inclusive advertising strategies that build lasting brand relationships with India’s diverse rural population.

Type of the article: Research Article

Abstract
Among marketing professionals, the use of Social Networking Sites (SNSs) as a platform for advertising is on the rise, despite ongoing concerns regarding credibility and trust in privacy related to advertising on these sites. Consequently, this study explored how customer perception factors, namely Perceived Interactivity, Advertising Avoidance, and Privacy, affect attitudes towards Facebook advertisements and how these perception factors moderate these attitudes. This research was conducted in Amman, Jordan, and data were collected from undergraduate students enrolled in the Digital Marketing program at Applied Science Private University (ASU) in 2024 using purposive sampling methods via Google Forms. This sample was chosen due to students’ high engagement with social media and their relevance as future marketing professionals, yielding 277 valid responses to be analyzed, and the hypotheses were tested using smart PLS through Structural Equation Modelling. The analysis revealed that Perceived Interactivity, Advertising Avoidance, and Privacy positively impacted attitudes towards Facebook advertisements, with coefficients and significance levels as follows: β = 0.122, t = 5.545, p < 0.003, β = 0.324, t = 2.643, p < 0.002, and β = 0.046, t = 3.833, p < 0.003, respectively. Moreover, credibility was identified as a moderating factor influencing the relationships among Perceived Interactivity, Advertising Avoidance, and Privacy, with significant results of β = 0.043, t = 3.909, p < 0.003, β = 0.055, t = 2.291, p < 0.004, and β = 0.072, t = 2.067, p < 0.001), respectively. This research provides advertising agencies with essential insights for effectively managing online advertising strategies.

Type of the article: Research Article

Abstract
In the context of rapid digital transformation in the banking sector of developing countries such as Vietnam, maintaining long-term customer value has become a critical challenge. Traditional Customer Lifetime Value (CLV) models, which mainly rely on transactional data, are often insufficient in capturing customer behavior in dynamic digital environments. This study aims to evaluate the integration of Social Customer Relationship Management (SCRM) into CLV models through the lens of the Technology-Organization-Environment (TOE) framework. Specifically, it analyzes how technological, organizational, and environmental contexts influence the implementation of SCRM, and how SCRM, in turn, affects three key components of CLV: customer acquisition, retention, and expansion. Data were collected from a survey of 425 banking professionals in Vietnam in October 2024 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that SCRM has a positive and statistically significant impact on all three CLV components, with the strongest effect on customer retention (β = 0.325, p < 0.001). The technological (β = 0.181) and organizational (β = 0.198) contexts significantly influence the implementation of SCRM, while the environmental context does not show a meaningful impact. The study provides empirical evidence on the mediating role of SCRM and offers practical recommendations for banks to prioritize internal factors when developing strategies to enhance long-term customer value. As the empirical investigation was limited to the Vietnamese banking sector, the findings should be considered context-specific. To establish broader applicability, future studies should replicate this model in different national or industry contexts.

Acknowledgment
This research is partly funded by Industrial University of Ho Chi Minh City and University of Finance – Marketing.

Type of the article: Research Article

Abstract
The paper aims to explore tourists’ perceptions and behaviors regarding sustainable tourism and sustainable development in Armenia. An online survey method was employed to collect data from 385 domestic tourists in Armenia from July to October 2024, enabling efficient and cost-effective access to a diverse respondent group. The sample size was determined based on a 95% confidence level and 5% margin of error, ensuring statistical reliability. The online format allowed for a broader reach and anonymity, making it suitable for exploring tourists’ knowledge of the SDGs, comprehension of sustainable tourism, and willingness to embrace sustainable behaviors.
Interestingly, despite only 46% of respondents being explicitly familiar with the SDGs, a significant proportion (64%) demonstrated knowledge of sustainable development, 62% understood sustainable tourism, and 64% believed tourism could positively impact sustainable development. Statistical analysis, specifically the Pearson Chi-Square test, revealed a strong correlation between knowledge of sustainable development and awareness of sustainable tourism, and tourists’ willingness to modify their travel habits and invest in eco-friendly options. Additionally, a sense of environmental responsibility was found to significantly influence the adoption of sustainable practices. Moreover, prioritizing sustainable tourism when selecting destinations strongly correlated with support for sustainable tourism initiatives.
While many tourists acknowledged the importance of sustainable tourism, challenges such as limited information and higher costs hindered the adoption of eco-friendly behaviors. To promote sustainable tourism and contribute to achieving the SDGs, the study emphasizes the need for intensified awareness campaigns, accessible sustainable options, and collaborative efforts between the tourism industry, government, and tourists.

Type of the article: Research Article

Abstract
The fast development of data availability has altered digital marketing, establishing big data analytics as a vital tool for optimizing decision-making and enhancing campaign performance. This study explores how big data analytics contributes to effective decision-making, targeting precision, and customer engagement among digital marketing professionals. Conducted from June to August 2024 in Kosova, the research polled 250 professionals across varied industries (e.g., retail, banking, technology) and firm sizes (SMEs and major organizations), selected by purposive sampling. An online questionnaire, delivered through SurveyMonkey, achieved a 92% response rate (n = 230), capturing data on tool usage, benefits, and problems. Data pre-processing includes duplicate removal and mean imputation, followed by K-means clustering and logistic regression analysis using Python (scikit-learn, pandas). Results identified four adopter segments: High Adopters (35%) reported a 30% increase in targeting accuracy and 25% efficiency gain; Moderate Adopters (40%) achieved a 15% efficiency boost; Emerging Adopters (15%) noted 70% improved adaptability; and Low Adopters (10%) faced skill shortages (55%) and privacy concerns (65%). Overall, 85% leveraged big data for segmentation, 70% for real-time flexibility, and 60% observed a 20% engagement gain via sentiment analysis. Privacy (65%) and technical intricacy (50%) were important hurdles. These findings show big data’s revolutionary potential, underlining the need for scalable solutions, talent development, and ethical data practices to optimize its impact on digital marketing efficacy and inclusivity.

Type of the article: Research Article

Abstract
Electric vehicles are widely considered an environmentally-friendly alternative to conventional vehicles, which contribute to mitigating air pollution and energy consumption. This research is conducted to investigate the impact of cultural values on the electric vehicle purchase intention, as well as testing the moderating role of subjective norms in the influence of both attitude towards electric vehicles and perceived behavioral control on the electric vehicle purchase intention. Using the theory of planned behavior as the theoretical framework, this study collects the data from 394 Vietnamese millennials through a convenience sampling survey. The results from this research indicate that cultural values, including man-nature orientation, collectivism, and long-term orientation positively influence the theory of planned behavior’s factors, which are attitude towards electric vehicles, subjective norms, and perceived behavioral control. Then, three factors in the theory of planned behavior have a positive effect on the electric vehicle purchase intention. Additionally, it is found that subjective norms positively moderate the effect of both attitude towards electric vehicles and perceived behavioral control on the electric vehicle purchase intention. The results from this study contribute to the theory of planned behavior by integrating cultural values and give useful insights for policymakers and marketers in Vietnam to conduct relevant strategies that can enhance electric vehicle adoption.

Acknowledgment
The conduct of this study was supported by the School of Business, International University, Vietnam National University, Ho Chi Minh City.

Type of the article: Research Article

Abstract
As digital platforms reshape consumer–brand interactions, social media has become a critical driver of multidimensional consumer engagement. This bibliometric analysis synthesizes 245 peer-reviewed articles published between 2011 and 2024 to map the intellectual and thematic evolution of research on social media and consumer engagement. Through co-citation, co-authorship, and keyword co-occurrence analyses using VOSviewer, the study identifies six major thematic clusters, including consumer engagement and brand interaction in social media, brand loyalty and consumer behavior, social media marketing & tourism, digital marketing and engagement trends, demographic and content analysis in online advertising, and consumer behavior and social media marketing. Quantitatively, the results show a continuous annual increase in publications and highlight major contributions from the United States, the United Kingdom, and China. Notably, there has been a marked shift from surface-level interaction metrics toward more holistic engagement concepts that emphasize trust, emotional connection, and community co-creation. These insights offer theoretical advancements by expanding engagement frameworks and highlighting practical implications for marketers aiming to design authentic, resonant brand experiences. The study concludes with a set of actionable research directions to guide future exploration and support practitioners in navigating the rapidly evolving digital landscape.

Type of the article: Research Article

Abstract
In today’s competitive age, marketers have realized the need to identify the factors influencing customers’ perceptions of digital payments. This study helps in developing sustainable marketing strategies for the firm. The study’s major goal was to examine the factors influencing customers’ perception towards digital payment in Nepal. Causal comparative research design has been used. This study has used the primary data, collected through the structured questionnaire based on the 6-point Likert scale. Purposive sampling was employed, and 394 sample size was taken because at least 384 responses are representative sample for the unknown population. The study population was consumers who use digital payment systems in Nepal. The survey was conducted from June to October 2024 in Nepal. The questionnaire was distributed to the digital payment system users because they might have adequate knowledge regarding the digital payment systems. The path analysis examined the impact of ease of use, self-efficacy, perceived trust, perceived usefulness, and privacy and security on customers’ perception towards digital payment using the structural equation modeling. The result showed that ease of use (β = .189, p < 0.05), self-efficacy (β = .595, p < 0.05), and perceived usefulness (β = .168, p < 0.05) significantly impact customer perception towards digital payment. However, it was also discovered that perceived trust (β = .084, p > 0.05) and privacy and security (β = .044, p > 0.05) do not considerably influence customers’ perception towards digital payment in the Nepalese market. It is concluded that ease of use, self-efficacy, and perceived usefulness play an essential role in the perception development of customers towards digital payment system. Still, consumers have no trust and do not believe in the security towards digital payment. The study’s findings might be helpful for business people and future researchers to understand new market conditions and growth.

Type of the article: Research Article

Abstract
This study seeks to investigate the role of an influencer’s credibility, personality congruence, and engagement on consumer trust and the role of such trust on purchasing propensity in the global fashion industry. Data was collected using a structured questionnaire (online) from 326 followers of fashion influencers from India in a span of 2 months, adopting a purposive sampling technique. The analysis was performed using Partial Least Squares Structural Equation Modeling. The results and findings show that Influencer Credibility, Personality Congruence, and Virtual Influencer Engagement have a direct impact on the trust of shoppers, and Trust has a strong mediating impact on Purchase Intention. However, Influencer Credibility with path coefficient (β = 0.821) influences the Purchase Intention the most. Trust is significantly influenced by both Influencer Credibility (β = 0.541, t = 13.969, p < 0.001) and Virtual Influencer Engagement (β = 0.176, t = 7.451, p < 0.001). Trust also served as a critical mediator, positively affecting Purchase Intention (β = 0.473, t = 2.958, p = 0.003). This study bridges the gap that has so far received less attention, the trust factor in virtual influencers. This research thus contributes to marketers and brands making use of virtual influencer strategies by analyzing the antecedents of trust and its consequences on purchase intentions.

Type of the article: Research Article

Abstract
Customer engagement has become one of the main focuses in the management of public cultural services in many countries due to competition in the tourism sector. The study aims to investigate how service quality influences tourists’ Chengdu of public cultural concert engagement and loyalty. A total of 527 Chengdu public cultural concert visitors participated in the study by completing structured questionnaires towards purposive sampling. Structural Equation Modeling (SEM) was employed to test research hypotheses. The service quality, as measured by the ARTQUAL dimensions, plays a partially positive and significant role in influencing customer engagement and loyalty. The study further establishes customer engagement as a mediator in the relationship between service quality and customer loyalty. Service quality dimensions, namely brand management, management policy, personal interaction, physical facilities and ergonomics, have a positive and significant effect on customer engagement. Meanwhile, visual management does not have a significant impact on customer engagement. Furthermore, customers’ engagement also has a crucial role in influencing customer loyalty and mediates the service quality and customer loyalty. Furthermore, physical facilities play a lesser role in influencing customer engagement.

Acknowledgment
Conflict of interest: The authors declare that they have no conflict of interest.

Type of the article: Research Article

Abstract
This study explores how strategic positioning and relational marketing influence brand loyalty in Indonesia’s telecommunications sector, focusing on the mediating role of brand image. A quantitative survey was conducted with 460 prepaid mobile users in Makassar City, using PLS-SEM to evaluate direct and indirect relationships among the variables. The findings reveal that both strategic positioning and relational marketing significantly affect brand loyalty directly and through brand image (β = 0.323, p = 0.038; and β = 0.288, p = 0.030, respectively). Furthermore, brand image serves as a partial mediator, as shown by the indirect effect of strategic positioning performance on brand loyalty through brand image (β = 0.178, p = 0.071) and the indirect effect of relational marketing on brand loyalty via brand image (β = 0.181, p = 0.064). From a managerial perspective, these findings underscore the need for telecommunications providers to integrate strategic positioning and relational marketing with brand image development.

Acknowledgments
The authors declare that this research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors. The authors gratefully acknowledge the use of ChatGPT-4 (OpenAI, 2025 version) to support language refinement and grammar improvement during the preparation of this manuscript. The tool was used exclusively for copy-editing purposes to enhance linguistic clarity and readability. No part of the research design, data collection, data analysis, interpretation of results, or substantive content was generated by AI. The authors take full responsibility for the accuracy, integrity, and originality of the work.

Type of the article: Research Article

Abstract
This study investigates the influences of university-generated social media content on students’ e-word-of-mouth behavior and student-university identification, and student-university identification on students’ e-word-of-mouth behavior. Understanding these relationships is crucial for enhancing institutional engagement and communication strategies in higher education, particularly in the Philippine context. Using predictive-causal and quantitative research design, the direct and indirect links between the latent variables of the structural model were estimated using partial least squares of 487 students at Tarlac State University in Tarlac City, Philippines, administered in November 2024. Results revealed significant relationship of university-generated social media content and e-word-of-mouth (β = 0.11, p < .001), university-generated social media content and student-university identification (β = 0.69, p < .001), student-university identification and e-word-of-mouth (β = 0.60, p < .001), and mediation of student-university identification between university-generated social media content and e-word-of-mouth (β = 0.42, p < .001), thereby supporting all the hypotheses. This research provides significant statistical evidence that social media content being generated by the university has an influence on the student-university’s identification and eWOM behavior. More importantly, the study reveals that student-university identification as mediator between university-generated social media content and e-word-of-mouth.