Issue #4 (Volume 21 2025)

Type of the article: Research Article

Abstract
Innovation marketing has emerged as a critical research domain due to rapid digital transformation, evolving consumer behaviors, and increasing sustainability demands that fundamentally reshape modern business strategies. However, the intellectual structure and thematic evolution of this interdisciplinary field remain fragmented, with terminological ambiguities and isolated knowledge silos hindering theoretical development and practical advancement. This study systematically maps the intellectual structure and thematic evolution of innovation marketing research through comprehensive bibliometric analysis spanning 1972-2025. Data were retrieved from the Scopus database, yielding 10,453 scholarly documents after filtering duplicates and irrelevant materials, analyzed using the “Bibliometrix” package in R Studio with productivity metrics, citation analysis, co-word analysis, and cluster analysis techniques. The results reveal exponential growth with an annual growth rate of 11.04, particularly accelerating after 2000, with four distinct research clusters emerging: digital transformation technologies (23.4%), sustainable marketing innovations (19.8%), consumer-centric methodologies (21.2%), and strategic innovation management (18.6%). The United States leads publication volume with 1,048 documents (17.26%), followed by China with 681 documents (11.22%), while Belgium demonstrates highest citation impact with 66.15 citations per article. Notably, 67% of highly-cited articles appear in non-marketing journals, confirming interdisciplinary influence, with the most cited work by Pushpakom et al. (2018) receiving 3,064 citations. Innovation marketing has evolved from product-focused approaches toward integrated, technology-driven, and sustainability-oriented strategies, establishing itself as a distinct research domain with significant cross-disciplinary impact for marketing practitioners and policymakers.

Type of the article: Research Article

Abstract
The homestay industry has become an integral part of the sharing economy, and it has become a popular issue among travelers. However, there is a lack of studies investigating the effect of homestay service quality on visitor loyalty. This study aims to examine how the quality of homestay services affects tourists’ co-creation value and loyalty. A purposive sampling method was applied towards social media platforms in China to collect the data of 527 homestay visitors of the Yum China Holding Company homestay from June 1 to August 31, 2024, during the periods of significant visitor sessions (e.g., summer session). Structural Equation Modeling (SEM) was used to examine research hypotheses. Homestay quality service of personalization and environment have a positive and significant effect on customers’ co-creation value. Meanwhile, homestay quality service activity does not have a significant effect on customer co-creation value. Furthermore, homestay service quality positively affects customer loyalty, both directly and indirectly, towards visitors’ co-creation value. It emphasizes the need to incorporate service quality personalization and environmental dimensions to foster tourists’ co-creation value and loyalty. These results highlight the necessity for homestay providers to focus on visitors’ valuable experiences to reciprocate relationships. The findings also contribute to the literature and offer practical suggestions with regard to the role of service quality, personalization, and environmental factors in improving visitor satisfaction and loyalty.

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

Type of the article: Research Article

Abstract
The complexity of industrial markets in the Fourth Industrial Revolution necessitates new pricing approaches for R&D outcomes. “Technology-push” innovations often feature advanced technical parameters that are misaligned with customers’ willingness to pay, creating a commercialization gap that requires models that integrate cost, competition, and perceived value. The aim of this study is to develop a price-determining model for industrial “technology-push” innovations. The authors’ price-determining model for industrial “technology-push” innovations combines cost-plus pricing and competitive pricing with the Price Sensitivity Measurement (PSM) analysis. Empirical data from 2022 to 2025 in optical interferometry were used to validate the approach. In the case of “technology-push” innovations, a gap may exist between the perceived value of technical parameters and the price that industrial customers are willing to pay. The trade-off between technical parameters and price refers to the balance or compromise that customers and industrial marketers must consider when making a purchase. Setting the right price on industrial “technology-push” products requires a comprehensive analysis of customer preferences, competitive landscape, and cost structures. Customers’ perception of value directly influences their willingness to pay for a product or service. Even if a product is technically superior or offers advanced features, its perceived value by customers ultimately determines the optimal price point. Aligning pricing with customer perceptions of value helps maximize revenue and profitability for both transaction participants. The authors’ method enables the determination of the boundaries of the market price range for an innovation with sufficient accuracy. Combining traditional pricing methods with price sensitivity analysis of industrial customers can offer several advantages, leveraging the strengths of each approach to improve the price-determining process for industrial “technology-push” innovations.

Type of the article: Research Article

Abstract
This research explores the factors that contribute to green consumer behavior in an emerging market setting, highlighting the growing importance of sustainability-related consumption studies. The main objective of the study is to uncover how psychological and contextual elements combine to foster pro-environmental behavior among consumers in Tunisia. Utilizing an extended framework based on the Theory of Planned Behavior and key concepts from green consumer research, this study examines survey responses from 409 participants, collected through an online survey administered to Tunisian consumers active in online shopping communities during March and April 2025, and analyzes them using fuzzy-set Qualitative Comparative Analysis with the fsQCA 4.1 software. This method enables the discovery of various pathways leading to green consumer behavior, considering causal complexity and the possibility of multiple solutions. The results of this study show that consumer green behavior is achieved through five different configurations. Perceived behavioral control and trust in eco-labels are found to be core conditions across most solutions, while subjective norms are largely absent or irrelevant in most configurations. This research highlights the importance of using a configurational approach in studying sustainable behavior, as it captures the different pathways through which consumers engage in pro-environmental behavior via multiple causal mechanisms. These insights are relevant for practitioners and policymakers by guiding the design of differentiated strategies that reflect the diversity of pathways to green consumption.

Acknowledgments
No funding or external support was received for the conduct of this research, and there are no specific acknowledgments to declare.

Type of the article: Research Article

Abstract
In the digital economy, scarcity marketing has emerged as a powerful strategy that strongly shapes consumer decisions, particularly among Generation Z. However, while widely adopted, the psychological mechanisms through which scarcity influences impulsive buying remain insufficiently clarified, especially in emerging markets. This study aims to examine how scarcity-based marketing affects impulsive purchase behavior through psychological drivers, and to explore the moderating role of self-control. A mixed-method approach was employed. The qualitative stage included focus group discussions and expert interviews to validate constructs and refine measurement items. The quantitative stage involved an online survey conducted in January 2025 with 420 Gen Z consumers in Vietnam, analyzed using structural equation modeling (PLS-SEM) and descriptive statistics. The findings indicate that product scarcity activates important psychological responses such as competitive arousal and fear of missing out (FOMO), which subsequently encourage herding tendencies and lead to impulsive purchases. Self-control moderates these relationships by weakening the influence of competitive arousal while enhancing the impact of herding behavior. This study concludes that scarcity marketing influences Gen Z’s impulsive buying primarily through social and psychological pathways. The results extend the Stimulus-Organism-Response (S-O-R) framework by highlighting both direct and moderated effects of consumer psychology in a scarcity context. From a managerial perspective, the findings offer practical implications for designing scarcity-driven campaigns more responsibly, balancing short-term effectiveness with the need to foster sustainable and ethical consumer engagement.

Type of the article: Research Article

Abstract
The ongoing process of digitalization presents both opportunities and challenges for small and medium-sized enterprises (SMEs), particularly when it comes to integrating corporate mobile applications into daily operations. This study examines the key factors that influence employees’ acceptance of, and their actual use of, employer-provided mobile applications.
Primary data were collected via a structured questionnaire survey conducted between March and July 2024 in Hajdú-Bihar County, Hungary. The target population comprised employees of SMEs and micro-enterprises who had access to such applications. Non-probability purposive sampling was employed to ensure relevance, yielding a total of 161 valid responses. Quantitative data were analyzed using structural equation modelling via the partial least squares method.
The results demonstrate that performance expectancy, facilitating conditions, hedonic motivation, and price value have a statistically significant positive impact on behavioral intention, which in turn is the strongest predictor of actual use. The model explains 69% of the variance in behavioral intention and 87.2% of the variance in actual use, which highlights the robustness of the findings. Conversely, social influence and effort expectancy played no meaningful role in this context, suggesting that adoption is shaped less by peer pressure or perceived ease of use and more by perceived benefits, organizational support, and motivational factors. From a management perspective, the findings emphasize the importance of investing in digital infrastructure, providing organizational support, and improving perceived value and user experience. Such measures are crucial for supporting effective implementation and fostering sustainable digital transformation in SMEs.

Acknowledgment
Supported by the University of Debrecen Program for Scientific Publication.

Type of the article: Research Article

Abstract
The growing relevance of innovations in green logistics and green marketing is transforming the business models of the transport sector. Modern technologies now enable continuous vehicle condition monitoring and cargo tracking, improving both safety and operational efficiency. Sustainability considerations further drive the optimization of logistics processes. The implementation of innovative solutions, such as green logistics and green marketing practices, contributes to these objectives and supports environmental protection. The purpose of this article is to evaluate the impact of innovation on green marketing and green logistics. A literature review was conducted to identify the main theoretical and empirical approaches in this field. At the same time, a multi-criteria method was applied to assess the influence of technological development on the marketing strategies of transport companies. The findings indicate that innovations, particularly in green electric vehicles, significantly influence green logistics and marketing strategies. The analysis highlights strong interconnections between innovation adoption, green logistics, and sustainable marketing practices. The most critical criteria identified include the perceived benefits of green options and brand value. The results can serve as a foundation for developing comprehensive green strategies and implementing sustainable logistics practices. The study emphasizes that adopting green strategies in cooperation and logistics processes reduces operating costs, improves customer service quality, and accelerates logistics operations.

Type of the article: Research Article

Abstract
The rapid growth of social media has transformed consumer-brand interactions, making the study of attachment and consumer engagement highly relevant for emerging markets such as the Philippines. This research aims to examine how higher-order constructs of attachment (identity-based attachment and bonding-based attachment) influence consumer engagement with local brands on Facebook and, subsequently, how this engagement shapes purchase intention. To achieve this, a structured online survey was conducted among 386 Filipino Facebook users who actively followed at least one local brand page. Data collection took place between August and October 2024, employing purposive sampling to ensure the representativeness of engaged local brand consumers. The survey method was chosen to capture consumers’ psychological attachment and behavioural responses within an authentic digital setting. Using Structural Equation Modelling (SEM), the findings reveal that bonding-based attachment exerts the strongest influence on consumer engagement (β = 0.56, p < 0.01), while identity-based attachment also demonstrates a significant but comparatively weaker effect (β = 0.34, p < 0.01). Both attachment dimensions indirectly enhance purchase intention through consumer engagement (β = 0.302 for bonding-based attachment, and β = 0.186 for identity-based attachment), with consumer engagement itself emerging as a robust predictor of purchase intention (β = 0.542, p < 0.001). Demographic characteristics such as age, gender, and income showed no significant moderating effects on the consumer engagement-purchase intention relationship. These results provide empirical support for the mediating role of consumer engagement in attachment-intention pathways, extending attachment theory into social media marketing and offering practical insights for brand managers in emerging economies.

Type of the article: Research Article

Abstract
The hospitality industry has shown a growing commitment to adopting strategic green practices that aim to reduce environmental footprints while fostering brand loyalty. This paper uses the Stimulus-Organism-Response (SOR) model for explaining the roles of customer trust and identification in the relationship between green hotel practices and green customer citizenship behavior. Survey data were collected from 247 domestic customers at ASEAN green-certified hotels in Northern Vietnam. The partial least squares-structural equation modelling (PLS-SEM) technique was utilized to assess the study framework and the hypothesized relationship. The findings indicate that positive perceptions of green practices significantly and directly affect customer green citizenship behavior (β = 0.374). Besides, green hotel practices also influence customer trust (β = 0.694) and identification with green hotels (β = 0.725). The results revealed the effects of customer trust (β = 0.154) and identification with green hotels (β = 0.405) on customer green citizenship behavior. Moreover, customer trust and identification with green hotels play a vital role as intermediaries in explaining how sustainable practices influence green customer citizenship behavior. The findings provide further theoretical clarity of customers’ sustainable behavior in the hospitality industry. The practical implications were recommended for developing strategies to foster green citizenship behavior among green hotel customers.

Type of the article: Research Article

Abstract
This study synthesises findings from 56 research articles published between 2010 and 2024 to examine how digital marketing affects the performance of small and medium-sized enterprises (SMEs). Using a random-effects model estimated with restricted maximum likelihood (REML), the analysis shows a clear and moderately strong positive relationship (r = 0.3715, 95% CI [0.3443, 0.3884], p < 0.0001). The lack of variability across studies is remarkable, with an I² value of only 0.09%. This suggests a strong consistency in the observed relationship, even though the studies used different contexts and research methods.
Mixed-effects moderation analyses show that the impact of digital marketing varies depending on industry structure. Specifically, service-sector companies see greater performance improvements than small and medium-sized manufacturing businesses. In contrast, the geographic setting, the research design, and the type of performance metric used do not significantly change the observed relationship. To assess the possibility of publication bias, the study used Egger’s regression test and funnel plot analysis. Neither method showed any signs of systematic bias.
The combined results suggest that digital marketing is a strong and broadly effective way to improve the performance of small and medium-sized enterprises (SMEs), especially in service-based industries where digital interactions with customers are crucial. However, the lack of diversity requires further investigation, as it could indicate hidden similarities in how the studies were designed or how they measured things. Future research would benefit from more detailed studies over time, as well as a closer look at how different sectors or organizations might affect the results of digital marketing.

Type of the article: Research Article

Abstract
An e-commerce brand is an e-commerce platform that differentiates its services and functionalities from other e-commerce sites. Moreover, consumers’ view of a brand or service as a leader influences customers’ decision-making. Thus, this research investigates the impact of brand leadership, brand experience, and brand image on consumer satisfaction and the likelihood of repurchasing. This research utilized the stimulus-organism-response theory as the fundamental framework for its development. The model was tested using the partial least squares approach, relying on survey responses from 299 Shopee shoppers collected via Google Forms from October to November 2024. The Shopee platform was selected as it ranks as the top e-commerce platform in Vietnam. The results indicate that brand leadership positively affected client satisfaction (β = .160, t = 2.171) and the propensity to repurchase (β = .362, t = 6.013). Likewise, brand experience positively affected client satisfaction (β = .247, t = 2.581) and the propensity to repurchase (β = .271, t = 4.703). Similarly, brand image positively affected client satisfaction (β = .173, t = 2.095) and the propensity to repurchase (β = .190, t = 2.718). Similarly, client satisfaction positively influenced repurchase intention for e-commerce brands (β = .129, t = 2.418). This study offered theoretical and managerial insights and suggestions for further research.

Acknowledgment
The author expresses gratitude to Industrial University of Ho Chi Minh City for supporting this research.

Type of the article: Research Article

Abstract
This study investigates the impact of demographic factors on consumers’ ethical perceptions and purchasing behavior toward regional food product brands. Specifically, we examine how gender, parenthood, and age influence consumers’ ethical perceptions of regional food brands and their willingness to pay a premium. The survey instrument, based on locally recognized regional product brands from the Liberec Region, was administered online and on paper to respondents from the same region, yielding 384 valid responses using quota sampling with quotas set according to available demographic characteristics of the region’s population. Data were analyzed using non-parametric methods (Mann-Whitney U, Kruskal-Wallis, Spearman’s correlation) and ANOVA, chosen for their suitability with non-normal distributions and ordinal or skewed data. The results reveal significant demographic differences. On average, women are willing to pay an 18% premium for regional food, compared to 13% for men. Parents of dependent children are willing to pay a 17% premium, while non-parents are willing to pay 14%. The lowest willingness to pay was recorded among individuals aged 85 and older, at 8%. In ethical perceptions, women and parents of dependent children view regional food consumption and support for local businesses as more ethically significant than men and non-parents. Age also plays a role, with younger (18-24) and older (65-84) consumers perceiving these practices as less ethical compared to middle-aged groups (25-44 and 45-64). The study concludes that while ethical considerations slightly influence willingness to pay, other factors likely play a more substantial role in shaping consumer behavior.

Acknowledgments
Supported by grant SGS-2024-1430 “The value of regional product brands” and internal grants by the
Faculty of Economics, Technical University of Liberec.

Type of the article: Research Article

Abstract
Consumer Fear of Missing Out (FOMO) has emerged as a pervasive psychological driver of purchasing decisions. In today’s experience-driven retail environment exemplified by Vietnam’s rapidly expanding modern shopping malls, FOMO may prompt consumers to buy impulsively and unplanned. However, most FOMO research focuses on online or social media contexts, leaving its role in offline retail underexplored. This study fills that gap by examining how FOMO influences shoppers’ psychological states and subsequent buying behaviors in Vietnamese malls. We conducted a structured questionnaire survey of 428 mall patrons in Ho Chi Minh City in 2024, and analyzed the data using Structural Equation Modeling (SEM). The results confirm that FOMO significantly heightens consumers’ financial risk-taking, emotional arousal, and reduced self-control. In turn, these states strongly predict purchase behaviors: risk-taking drives impulsive and repeat shopping, emotional arousal fuels impulse, and repeat buying, and diminished self-control leads to unplanned spending. Notably, the strength of these effects varies by consumer segment and context: younger, more tech-savvy shoppers and those in high-end malls showed stronger FOMO effects, and frequent shoppers were especially susceptible. These findings extend FOMO theory into physical retail and offer practical insight: marketers can leverage FOMO cues but must do so ethically, as this tactic powerfully drives consumption. The study concludes that FOMO is a key stimulus in malls, calling for future research to examine its long-term impact and boundary conditions.

Type of the article: Research Article

Abstract
This study employs the concept of green consumer orientation to examine its relationship with green attitudes and green buying behavior in the food sector of Vietnam. A random online survey of 871 individuals who had purchased green food in Vietnam during the period of March and April 2025 was used as the basis for quantitative analysis. After evaluating the validity and reliability of scales using Confirmatory Factor Analysis, the research model, developed hypotheses, and indirect relationships were evaluated using Structural Equation Modeling. The outcomes proved that the role of green consumer orientation with three dimensions (identification, equilibrium, and interaction) has a positive impact on green product attitude and green buying behavior in the food sector. More specifically, green buying behavior is most strongly influenced by interaction, followed by equilibrium; green attitude is most strongly influenced by identification, followed by interaction and equilibrium; green attitude has a direct positive impact on green buying behavior and has an indirect mediating effect in the relationship between identification, equilibrium, and interaction and green buying behavior. Since green food marketers can determine the dimensions of green consumer orientation to change their attitude and green buying behavior in the food sector. Theoretically, the novelty of this study is the validation and use of a green consumer orientation scale. With its three-dimensional structure, this scale is a concise, accurate, and complete tool that specializes in measuring consumers’ tendency to use green products.

Acknowledgment
The author would like to thank all survey participants who took the time to share information and advice, contributing significantly to the success of this study.

Type of the article: Research Article

Abstract
Functional food plays an essential role in enhancing strong health and preventing the risk of diverse infectious diseases. This study examines the determinants influencing consumers’ functional food purchase intention in the Southern region of Thailand. The Theory of Reasoned Action (TRA) is employed as a research model. The survey is conducted using a quantitative method, while 420 consumers’ responses are obtained employing questionnaire at convenience and department stores from February to March 2025. The target sample comprised consumers in three provinces with large economies, including Phuket, Songkhla, and Surat Thani, who knew about functional food and were interested in purchasing it. Structural Equation Modeling (SEM) is used to analyze the research hypotheses. The results indicate that product innovation adoption (β = 0.528, p < 0.001) and influencers (β = 0.518, p < 0.001) have a significant positive influence on purchase intention. On the other hand, brand trust (β = –0.094, p = 0.316) and health consciousness (β = –0.046, p = 0.456) demonstrate insignificant negative impacts on purchase intention. Influencers (β = 0.505, p < 0.001) and health consciousness (β = 0.392, p < 0.001) have a significant positive effect on product innovation adoption. Moreover, influencers (β = 0.266, p < 0.001) and health consciousness (β = 0.207, p < 0.001) positively influence purchase intention indirectly through significant product innovation adoption. The findings will be beneficial and provide managerial implications for manufactures, marketers and state agencies to conduct relevant strategies, which can increase consumers’ functional food purchase intention efficiently.

Type of the article: Research Article

Abstract
Online shopping behavior has been profoundly reshaped by the technological acceleration of the Fourth Industrial Revolution (IR 4.0), making it essential to understand how artificial intelligence and digital integration influence consumer decision-making. The study aims to map and quantify emerging trends in online consumer behavior research from 2019 to 2025. A bibliometric analysis was conducted on 485 Scopus-indexed articles using Python packages, incorporating keyword co-occurrence, thematic evolution, Kleinberg’s burst detection, and N-gram with Document-Term Matrix (DTM) analyses. The results reveal five dominant clusters: Consumer Behavior & Smart Retail, Intelligent Commerce, Data-Driven Behavior, Smart Experience, and Neuro-Behavioral Analytics that collectively define the field’s intellectual structure. Publication output grew dynamically, rising 19.6% in 2020, 10.9% in 2021, and peaking at 37.7% in 2022, before regaining momentum with a 29.6% increase in 2024, with an average of 19.8 citations per document. The mean burst strength (94.6%) indicates accelerated keyword activity, with the strongest surges in Technology & Data (+350%) and Shopping & Retail (+83%), followed by moderate bursts in Trust & Risk and Marketing & Communication (+67%). Thematic evolution shows 87% growth in Intelligent Commerce & Neuro-Behavioral Analytics in 2024, highlighting the growing integration of technology and consumer psychology. Keyword analysis shows a consistent rise from 2019 and peaking in 2024 with an 86.7% growth in Consumer Psychology, signaling a shift from pandemic-focused research to AI-driven and consumer-centered studies. The findings highlight the transformative impact of IR 4.0 technologies on digital consumer behavior and online commerce research.

Acknowledgments
The deepest appreciation is expressed to University of Economics and Law, Viet Nam National University Ho Chi Minh City and Ho Chi Minh City University of Technology and Education, Hochiminh City, Vietnam.

Type of the article: Research Article

Abstract
The explosive growth of social media has transformed the digital marketing landscape and established social media advertising as an important factor influencing consumer behavior. This study investigates how key features of social media advertising, including interactivity, personal expectation, informativeness, hedonic value, and perceived relevance, can affect consumer engagement and then lead to purchase intention. A quantitative research design was applied, using survey data collected online in Georgia between June and August 2025 from 214 socially active consumers who regularly purchase from Temu, a leading e-commerce platform among Georgian users. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4 software to test the hypothesized relationships. The model explained 85% of the variance in purchase intention, indicating a very strong explanatory power. The findings indicate that interactivity, personal expectation, and perceived relevance have a strong positive effect on both consumer engagement and purchase intention. Informativeness and hedonic value also exert positive effects; however, their influence becomes less consistent when perceived value and satisfaction are used as moderating variables. The study concludes that marketers must design social media advertisements that are engaging, interactive, emotionally engaging, and easy to understand to enhance consumer satisfaction and perceived value, ultimately leading to higher purchase intentions. These insights provide practical guidance for businesses seeking to optimize social media advertising strategies and strengthen consumer engagement.

Type of the article: Research Article

Abstract
The rapid growth of livestreaming commerce has transformed online retail in Asian markets, blending entertainment and shopping into an interactive and immersive experience. Despite its increasing prevalence, limited research has examined the determinants of purchase intention and actual buying behavior in emerging economies such as Vietnam. This study employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to investigate the key factors influencing consumer behavior in livestreaming commerce. A structured online survey was administered to 520 Vietnamese consumers with prior experience purchasing through livestreaming channels. Data were collected using purposive sampling from e-commerce communities and social media networks between March and April 2025. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to test the proposed model. The results reveal that Performance Expectancy (β = 0.441, p < 0.001) has the strongest positive effect on Purchase Intention, followed by Effort Expectancy (β = 0.215, p < 0.001), Hedonic Motivation (β = 0.140, p = 0.006), and Price Value (β = 0.103, p = 0.030). Social Influence (β = –0.045, p = 0.218) shows no significant effect, suggesting that livestream shopping decisions are driven more by perceived utility and enjoyment than by peer influence. Regarding Actual Purchase, Facilitating Conditions (β = 0.296, p < 0.001) and Habit (β = 0.320, p < 0.001) are significant predictors, while Purchase Intention (β = 0.017, p = 0.583) is not. These findings extend UTAUT2 to a consumer context and offer practical implications for enhancing engagement and conversion in Vietnam’s rapidly digitizing retail landscape.

Acknowledgment
The author wishes to express deep gratitude to all survey participants for their valuable time and contributions, which significantly enhanced the success of this study. The author also extends sincere thanks to the author’s university for the financial support that made this research possible. This research was funded by University of Finance – Marketing.

Type of the article: Research Article

Abstract
Cloud-based knowledge management platforms provide real-time, collaborative digital environments for storing and distributing organizational intelligence.. This study aims to examine the impact of cloud-based knowledge management platforms and innovation on digital marketing strategies and the mediating role of the marketing decision support system. The study employed a quantitative methodology for data collection, utilizing a specially designed questionnaire. This questionnaire was distributed to marketing managers and marketers at Asiacell Telecommunications in Iraq. This sample was selected because it represents the group responsible for developing marketing strategies. Purposive sampling was used due to the knowledge and field experience. Data were collected between February 2025 and April 2025 by distributing the questionnaire to 160 specialists from the marketing, IT, and decision-making departments. The study findings illustrate the implications of Knowledge Retrieval Efficiency (β = 0.068 < 0.047), Marketing Decision Support System (MDSS) (β = 0.374 < 0.001), Knowledge Security (β = 0.043 < 0.080), and Marketing Decision Support System (β = 0.235 < 0.003), Innovation in Digital Marketing Strategies (0.183 < 0.010), System Usability (β = 0.051 < 0.059), Marketing Decision Support System (β = 0.277 < p = 0.002) . The study reveals that companies with robust digital infrastructure and collaborative knowledge practices tend to generate data-driven, adaptive, and customer-centric marketing innovations. Practical implications include strategies for integrating decision support systems into cloud platforms to improve decision quality and marketing agility.

Type of the article: Research Article

Abstract
The rise of social commerce has transformed online purchasing behavior, with platforms like TikTok Shop integrating personalized advertising to enhance consumer engagement. This study investigates the impact of perceived personalized advertising on online purchasing behavior among young consumers in Vietnam. The research examines how advertising value, perceived relevance, perceived novelty, and privacy concern mediate the relationship between personalized advertising and purchasing behavior. A quantitative approach was employed, collecting data from 287 young customers, aged 18 to 35, who had experience purchasing via TikTok Shop in 2024. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study tested both direct and indirect effects among the proposed variables. Findings indicate the total effect of personalized advertising on purchasing behavior through advertising value, perceived relevance, and perceived novelty with t-statistics of 8.075 and a p-value below 1%. Notably, perceived novelty emerged as the most influential mediator (t = 4.543 and p-value = 0.000), suggesting that creative and distinctive advertising is pivotal in motivating purchase decisions. The second and third influential mediators are advertising value (t = 3.600, p-value = 0.000) and perceived relevance (t = 3.598, p-value = 0.000). In contrast, privacy concern had no significant impact on purchasing behavior, implying that young consumers prioritize engaging and relevant advertisements over potential risks to personal data. These results provide meaningful theoretical contributions to digital marketing literature and offer practical implications for marketers.

Type of the article: Research Article

Abstract
The intention to purchase local Indonesian sneakers remains relatively low, indicating a gap between the growing production of local footwear and consumers’ actual willingness to buy. This study aims to analyze and empirically prove the role of social media influencers in increasing consumer purchase intention to buy local Indonesian sneakers, with engagement as a key variable that mediates the relationships. The research method used was a quantitative approach by distributing questionnaires to 360 respondents who were active users of social media and followed influencers in the field of sneakers from April to November 2024. The unit of analysis in this study consists of the social audience of local sneaker consumers in Indonesia. Using Structural Equation Modeling with a Partial Least Squares (SEM-PLS) approach, the results show that influencers exert a direct positive effect of 0.297 on purchase intention and 0.757 on engagement. Engagement, in turn, has a direct positive effect of 0.569 on purchase intention. These results also demonstrate an indirect positive effect of influencers on purchase intention through engagement, with a mediation effect of 0.43. Influencers have a high influence on engagement, so it is expected that local sneaker manufacturers in Indonesia must create content that not only increases purchase intention, but also has high engagement to their audience, because it can increase the intention to buy local sneakers in Indonesia.

Type of the article: Research Article

Abstract
By altering how people evaluate information, utilize technology, and make purchasing decisions, Artificial Intelligence (AI) is transforming the way customers shop online. This study aims to examine the mediating role of attitudes toward AI in the relationship between cognitive and psychological factors and online purchase decisions. A mixed-methods design with two phases was used. To improve and culturally validate the measurement items, five marketing and e-commerce specialists were interviewed in May 2025 as part of the qualitative phase of the study. During the quantitative phase, customers in Ho Chi Minh City who regularly shop on major e-commerce platforms were invited to complete a structured online survey between June 1 and July 15, 2025. A self-administered online questionnaire disseminated via Facebook and Zalo yielded 458 valid responses. Respondents were selected because they frequently interact with AI-enabled features, such as recommendation systems, chatbots, and personalized interfaces, making them highly relevant to the study’s objectives. SmartPLS 4.0 and SPSS 26.0 were used to analyze the data. Cronbach’s Alpha, EFA, CFA, and PLS-SEM were used to confirm reliability, convergent validity, and discriminant validity. The results indicate that Attitude toward AI are significantly influenced by Perceived Usefulness (PU), Ease of Use, Trust, and Enjoyment. The desire to make an online purchase is strongly positively impacted by attitude (β = 0.327; p < 0.001; R2 = 0.135). These findings emphasize the importance of enhancing trust, usability, and emotional value in AI-driven e-commerce settings by highlighting the crucial role that customer attitudes play in shaping AI-related perceptions into buying intentions.

Acknowledgment
The author sincerely thanks all the respondents who participated in the survey. Besides, heartfelt gratitude is extended to all stakeholders for their valuable support and assistance, which made a significant contribution to the completion of this research.

Type of the article: Research Article

Abstract
The study explores the evolving role of customer loyalty within mobile shopping applications in the context of the Indian market, where the rapid growing penetration of smart phones and mobile commerce adoption poses more challenges and opportunities to mobile commerce companies. Therefore, this study aimed to investigate the effect of confirmation, hedonic motivation, and price saving orientation on perceived usefulness, customer satisfaction, and eventually loyalty by integrating Expectation-Confirmation Theory (ECT) and Technology Acceptance Model (TAM). Data were collected through an online survey of 535 Indian smartphone users who had prior mobile shopping experience. Utilizing partial least squares structural equation modelling, this study examines the relationships among confirmation, perceived usefulness, customer satisfaction, and loyalty. The results show that perceived usefulness and satisfaction are important mediators in the confirmation of (β = 0.188, p < 0.001), hedonic motivation (β = 0.134, p < 0.001), and price-saving orientation β = 0.291, p < 0.001) towards customer loyalty. Customer satisfaction (β = 0.457, p < 0.001) was the most crucial determinant of loyalty among the predictors tested. Price-saving orientation showed significant impact on both satisfaction (β = 0.390, p < 0.001) and the perceived usefulness (β = 0.271, p < 0.001), reflecting Indian consumer’s economic nature. In contrast, hedonic motivation (β = 0.012, p = 0.389) was not significant as a predictor of satisfaction, but it had an indirect impact on loyalty via perceived usefulness, indicating the conjoined effect of emotional and utilitarian motives. These findings enhance the theoretical understanding by extending Expectation-Confirmation Theory within the context of mobile commerce and provide actionable insights for developers and marketers striving for user retention by aligning customer expectations and offering both value and enjoyment through the app.