Affinity of Gen Z and Gen Y towards DTC brands: Role of online review and ratings and recommendation

In the digital age, unverified news and electronic word-of-mouth (e-WOM) have become pervasive, raising concerns about their influence on customer behavior and decision-making. This research aims to investigate how unverified news affects customer purchase intention and satisfaction, emphasizing the mediating role of brand image within customer relationship management. Using the Elaboration Likelihood Model (ELM) as the theoretical framework, the study collected the data from 378 undergraduate and postgraduate students in Vietnam. The hypotheses were tested through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS4. There are two significant results. Firstly, unverified news has significantly influenced brand image and trust, leading to customer satisfaction and purchase intention. Secondly, brand image plays a mediating role in the relationship between e-WOM and purchase intention. This research contributes to the marketing literature by demonstrating how unverified news shapes consumer behavior. The findings provide actionable insights for businesses to adapt their marketing strategies, addressing the growing challenges of misinformation to improve brand trust and customer satisfaction in today’s information-driven market.

This study explores the pathways to sustainable consumption among Gen Z and Millennials in Indonesia, focusing on the roles of health awareness, lifestyle behavior, and trust. Sustainable consumption in this context refers to conscientious choices made by individuals to minimize negative impacts on the environment and society while supporting personal health and well-being. A total of 210 respondents, representing consumers aged 18 to 42, who had purchased from healthy food restaurants in Jakarta, participated in the survey. This age range was chosen to encompass both Generation Z and Millennials, with a focus on individuals who are likely to be financially independent and capable of purchasing food for themselves. This sample was chosen to capture insights from key demographics known for their influence on consumption patterns and environmental awareness. Utilizing structural equation modeling, the analysis reveals that health awareness and lifestyle behavior significantly influence healthy food choices and sustainable consumption patterns. The direct path coefficient from lifestyle behavior to sustainable consumption (β = 0.394) surpassed that of health awareness (β = 0.134), underscoring the importance of lifestyle factors in driving sustainable consumption behaviors. Furthermore, trust emerged as a significant mediator between these factors and sustainable consumption. Health awareness and lifestyle behavior explained 65.3% of the variance in healthy food choices and influenced consumer trust by 39.7%. Additionally, lifestyle behavior and trust accounted for 61.2% of the variance in sustainable consumption. These findings highlight the critical role of lifestyle choices and trust-building efforts in fostering sustainable consumption behaviors among Gen Z and Millennials in Indonesia.

Digital marketing has become a central driver in tourism promotion, reshaping how destinations engage with potential visitors. This study investigates the impact of digital marketing strategies ‒ social media marketing, electronic word-of-mouth (e-WOM), and online advertising ‒ on brand awareness and tourists’ intention to visit destinations in Saudi Arabia’s Asir region. The study utilized a sample size of 400 participants, with a 70% response rate, resulting in 280 completed surveys. The sample represented a diverse demographic, with 57.1% male, 42.9% female, 89.3% Saudi nationals, and 96.4% domestic tourists. Data were collected from tourists visiting key attractions such as the Al-Soudah Mountains and Abha, either in person or via digital channels. The survey assessed the effectiveness of digital marketing tools and their influence on brand awareness, intention to visit, and tourist satisfaction.
The results analyzed using descriptive statistics, correlation analysis, and multiple regression, revealed that all three digital marketing strategies significantly influenced both brand awareness and the intention to visit. Social media marketing showed the strongest impact (β = 0.31**, p < 0.01), followed by online advertising (β = 0.30**, p < 0.01) and e-WOM (β = 0.25**, p < 0.01). These findings highlight the effectiveness of digital marketing in shaping tourist behavior and decision-making, with significant implications for tourism marketing in emerging destinations like Asir.

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.