The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers' motivations in terms of why they follow a brand's account on Instagram, helping us to understand what specific motives and needs consumers have…

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…')…

The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all…

Marketers of financial products are always interested to study the attitude of investors, but rarely any researcher or industry practitioner focused on the factors that precede the attitude in order to reach the purchase intention of financial customers (individual-investors). Hence, this study is intended to investigate the structural…

When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies' CSA involvement. An online survey…

This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

Internet-of-Things (IoT) research has primarily focused on identifying IoT devices' organizational risks with little attention to consumer perceptions about IoT device risks. The purpose of this study is to understand consumer risk perceptions for personal IoT devices and translate these perceptions into guidance for future research directions. We…

A rapidly growing body of empirical research has recently started to emerge highlighting the connotative and/or semiotic meanings that consumers typically associate with specific abstract visual design features, such as colours (either when presented individually or in combination), simple shapes/curvilinearity, and the orientation and relative…

Choice preferences for the compromise option are one common way to make decisions which has received a great deal of research attention to seek a richer understanding of consumers' product choices. Prior research has focused on investigating the various factors underlying the compromise choice. Given that the literature on cognitive style provides…

Purpose: The purpose of this paper is to examine the impacts of a sustainability course that was designed to evoke measurable transformational changes in students' preferences and in their roles as consumers, employees and citizens, via consciously addressing sustainability issues and involving a community partner. Design/methodology/approach: The…

From September 2016 to September 2018, we piloted the collection of financial transaction and account balance data in the Understanding America Study (UAS), a probability-based Internet panel representative of the U.S. adult population. Unlike previous studies relying on electronic transaction information from financial aggregators, which…

The rise of social media has opened countless opportunities to explore social science questions with new data and methods. However, research on socioeconomic inequality remains constrained by limited individual-level socioeconomic status (SES) measures in digital trace data. Following Bourdieu, we argue that the commercial and entertainment…

Higher education has often been accused of its anti-social character, represented by the metaphor of the 'ivory tower'. However, the idea of the pursuit of knowledge per se, which is associated with the ivory tower, has not been widely recognized as a public ideal of higher education. In this study, by drawing on the 20th-century British…

Due to the digital revolution, online education based on the B2B2C (Business to Business to Consumer) model is growing Understanding students' expectations, concerns, and experiences of these courses are crucial to the successful of education. Based on the research framework of value co-creation and value co-destruction and the theory of social…

The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…