Current Issue : October-December Volume : 2025 Issue Number : 4 Articles : 5 Articles
This entry proposes an integrative approach to assessing market power in airport retail environments that highlights the impact of strategic and operational factors on the performance of the enterprise in a regulated and restrictive commercial environment. Using the Analytic Hierarchy Process (AHP), this entry discerns and quantifies important factors determining market power using weights that include price flexibility, consumer conduct, brand value, technological uptake rate, and barriers to entry. To support this qualitative analysis, this entry combines a quantitative countervailing power model (CPA/E) and a market penetration model (MPE/A) to determine the levels of retailer penetration in airport authorities and passenger markets. The integration of these models makes it possible to perform a multivariate analysis of market domination, geographical interdependence, and bargaining power. The findings highlight the configurational complexity in strategic positioning in terms of organizational size, dependence levels, and digital preparedness and provide actionable information for airport managers, concession planners, and policymakers determined to maximize lease deals and improve commercial performance in the face of changing risk profiles....
Purpose This study examines how brand-generated content (BGC) and user-generated content (UGC) on TikTok and Instagram shape Gen Z consumers’ purchase intentions for sustainable fashion. It also investigates the mediating role of social media engagement (SME) in these relationships. Design/methodology/approach A quantitative approach was employed, using stratified random sampling to target Gen Z consumers aged 16–28. Data were collected from 643 respondents through structured surveys and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. Findings Both BGC and UGC positively influence purchase intentions, with BGC demonstrating a stronger effect due to its professional quality and emotional appeal. SME partially mediates these relationships, amplifying the impact of both content types on purchase behavior. Originality This research advances the sustainable fashion marketing literature by integrating insights from social media influence and consumer behavior, specifically within the Gen Z demographic. Unlike previous studies that focus solely on BGC or UGC in isolation, this study examines their interplay and the crucial mediating role of SME. The findings offer practical guidance for brands on how to strategically balance BGC and UGC to optimize consumer engagement and drive sustainable purchasing decisions....
This study presents an integrated model. The study model considers not just the factors that lead to online impulse buys, but also the emotions felt by buyers after making a purchase. This development is a direct result of the rising popularity of internet purchasing, especially in developing nations. However, in developing economies, research on this area is sparse. This study aims to examine the factors that influence impulsive purchasing behavior among Egyptian E-consumers, including both internal factors like social media addiction and fear of missing out (FOMO), and external ones like promotional activities and online visual merchandising. Additionally, the study looks at how impulsive online shopping affects the cognitive dissonance that follows a purchase. On the basis of data collected from Egyptian consumers who bought online and filled out a self-administered online questionnaire, the hypothesized model was put to the test through the use of structural equation modelling (SEM). According to the findings, online impulsive buying behavior was significantly influenced in a positive way by factors such as social media addiction, FOMO, and promotional activities. However, it was discovered that online visual merchandising didn’t have a substantial impact on the impulsive purchasing behavior that occurs online. Additionally, online impulsive buying behavior had a direct and considerable impact on the cognitive dissonance that occurs after a purchase has been made. This study aimed to elucidate online impulsive purchasing behavior within Egyptian society. Furthermore, it offered insights for scholars and marketers to enhance their comprehension of consumer behavior....
As the world becomes increasingly interconnected, a growing number of consumers rely solely on mobile devices for their internet access. This research investigates the online buying behavior of Mobile-Only-Internet-Users (MOIUs) across cultures, utilizing two of Hofstede’s cultural dimensions and income per capita (IPC) as independent variables. Traditionally, internet shopping research focused on desktop access, assuming consumer behavior could be attributed to demographics, goals, and attitudes. However, with the rise of mobile Internet, this study aims to understand how patterns shift when ownership and access to desktop computers become less relevant for online buying. The research identifies that MOIU numbers negatively correlate with Hofstede’s cultural dimension, Individualism vs. Collectivism (IDV) scores, emphasizing that users in individualistic societies prioritize data privacy. Young users (15 - 29 years) are more likely to be MOIUs across countries, indicating a generational shift towards mobile-only usage. GDP per capita shows no significant impact on global MOIU percentages. The study concludes by emphasizing the roles of uncertainty avoidance and demographic variables in MOIU behavior. Countries with higher IDV scores exhibit lower MOIU percentages, while Uncertainty Avoidance Index (UAI) has no significant effect. Future research should explore cross-cultural patterns in situated vs. ubiquitous online buying behavior amidst continuous technological development....
Pursuing spiritual satisfaction has become a consumption trend. However, research on the spiritual value that consumers obtain through brands is scant. This study investigates the brand relationship formed by consumers’ spiritual value through brands along three dimensions: spiritual belonging, brand spiritual identity, and extraordinary experience. The study finds that consumers experience “brand conversion” by acquiring spiritual value through the mediating role of brand beliefs. This is the first study to examine consumers’ acquisition of spiritual value through brands and the outcomes of the newly formed consumer-brand relationship, brand conversion. This study expands the research on the consumerbrand relationship by proposing a new theoretical approach and highlighting the role of the consumer-brand relationship in the acquisition of spiritual value....
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