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This study aims to test the effect of cause-related marketing (CRM), campaign-related marketing and consumer-related antecedents on consumers’ behavioral responses in a developing-country context.

A descriptive cross-sectional research design was used. An online questionnaire was distributed, and a sample of 738 Egyptians was obtained. Both the SPSS25 and Smart PLS software were used to report the results.

Results revealed that campaign-related antecedents had stronger effects on consumer attitudes than consumer-related antecedents. The most important campaign-related antecedents were brand function fit and hedonic product type. Extrinsic religiosity affected brand attitude and was also the most important predictor of purchase intention. Other predictors of purchase intention were brand attitude, hedonic product type and brand function fit. Furthermore, the effect of brand attitude on purchase intention was positive and significant. Cause involvement and others’ – centered attribution of corporate motives positively moderated the relationship between attitudes and purchase intention. Conversely, skepticism and self-centered attribution of corporate motives negatively moderated brand attitudes and purchase intention relationships. Research implications and suggestions for future research were also presented.

The study contributes to the existing academic literature by providing a better understanding of the effect of consumer and campaign-related variables on consumer attitudes and purchase intentions in a CRM context. It also helps understand the role of the two dimensions of religiosity in forming attitudes and purchase intentions for CRM campaigns. Furthermore, the research examines two possible moderators of the attitude–behavior gap through the lenses of signaling theory, prosocial behavior theory, theory of reasoned action and attribution theory.

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).

This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.

The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.

This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.

The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interactive marketing strategies. (3) From the perspective of live-streamer marketing, this study broadens the research fields of electronic commerce and interactive marketing.

This study provides four practical implications for platform managers and live streamers. (1) To induce favorable attitudes toward live streamers, live streamers initiate various interactive activities sequentially to establish a social presence with the audience. (2) Live streamers should devote themselves to forming a joyful atmosphere for their followers, as this will trigger audiences' affective social presence to generate positive attitudes and increase followers' intentions. (3) To attract and retain young followers, live streamers must devise interesting content and provide fresh services. (4) Platform managers must create useful widgets to assist live streamers in managing their channels and followers.

Building friendly real-time interaction between the live streamer and the audience is an important task in live streaming and further influences the income of the live streamer and the platform. The study provides an effective approach to building friendly real-time interaction for the live streamer and manager of live-streaming electronic commerce through the interactive marketing perspective. The approach can help the live streamer manage nice communication with their audience and obtain virtual money and gift-giving from the audience.

The research aims at examining educators’ perceptions, attitudes and behavioral intentions toward learning analytics (LA) and the role of self-instruction within the proposed model for LA adoption.

A quantitative approach is utilized in which a questionnaire is designed as a tool for data collection and partial least squares structural equation modeling (PLS-SEM) is used for data analysis and model testing.

Results show that performance expectancy and effort expectancy have a significant effect on educators’ attitudes, which in turn significantly affect educators’ behavioral intentions. Self-instruction mediates the relationship between educators’ attitudes and behavioral intentions. The attitude towards LA mediates the relationship between LA performance expectancy and educators’ self-instruction. The research model explains 54% of the variance in learning analysis adoption.

Findings open a path for research on pedagogical factors affecting LA adoption and guide education managers toward facilitating LA adoption. The tested model contributes to LA and teaching and learning literature by highlighting the role of educators’ self-instruction in LA adoption.

This study investigated university lecturers' attitudes, readiness and anxiety toward e-learning in response to the widespread transition to online education prompted by the COVID-19 pandemic and the interrelationships between these variables using a sample drawn from Nigeria.

The sample consisted of 168 university lecturers in Nigeria, comprising 94 males and 74 females. A questionnaire assessing university lecturers' attitudes, readiness and anxiety toward e-learning was administered to collect data. Descriptive, t-test and regression analyses were conducted to analyze the collected data.

The findings revealed significant correlations among lecturers' e-learning attitudes, readiness and anxiety. Specifically, significant relationships were observed between lecturers' e-learning attitudes and readiness, lecturer’s e-learning readiness and anxiety, as well as lecturers' e-learning anxiety and e-learning attitudes. Moreover, a notable difference was detected in the mean scores of e-learning attitudes between male and female lecturers, indicating that male lecturers exhibited more positive e-learning attitudes compared to their female counterparts. Additionally, male lecturers reported lower levels of e-learning anxiety and demonstrated higher readiness to embrace e-learning compared to female lecturers.

The COVID-19 pandemic posed significant limitations for this study. Firstly, due to restrictions on in-person interactions and mobility, conducting a pilot study was not feasible, which may have impacted the refinement of our methodologies. Additionally, the number of participants was limited as a result of challenges in recruitment and accessibility during the pandemic, potentially affecting the generalizability of our findings. Future research efforts should aim to mitigate these constraints and consider alternative methods for data collection to enhance the robustness of the results. Another research implication is the need to explore, through a qualitative approach, the lecturer’s use of e-learning and perception of the process, outcome and needs or areas of improvement. This could unearth deeper issues that threaten the effective transition to and use of e-learning by higher education teachers.

Overall, our findings illuminate the importance of targeted policy and practice interventions to address attitudes, readiness and anxiety among lecturers, facilitating the successful implementation of e-learning initiatives within Nigerian higher education institutions.

The study underscores implications for e-learning integration, emphasizing the importance of considering various human and social factors alongside technical aspects.

This study adds to the existing literature by examining the level of lecturers' attitudes, readiness and anxiety toward the adoption of mandatory e-learning in schools and how these variables relate to drawings on a Nigerian sample.

This study aims to investigate the intention to use blockchain technology (BT) in the context of supply chain (SC) operations through an integrated technology adoption framework using two well-known models, the unified theory of acceptance and use of technology (UTAUT) and the technology acceptance model (TAM). Moreover, the study looked at the direct effect of TAM and UTAUT elements on attitude toward BT, as well as the role of attitude toward BT as a mediator between TAM and UTAUT elements and intention to use BT.

The study used a quantitative research method, and a structured questionnaire was used to gather primary data. The final sample, drawn using a convenience sampling that consisted of 273 managers from the Jordanian manufacturing sector. Structural equation modeling statistical method was conducted using the Smart PLS program to test hypotheses in the proposed study framework.

The study has provided intriguing results. It found that two UTAUT elements, namely performance expectancy and social influence and one TAM element, namely perceived usefulness, have a significant impact on the attitude toward BT. Besides that, the study found that attitude toward BT significantly mediated the relationship between UTAUT-TAM elements and intention to use BT. The findings revealed that three elements namely performance expectancy, social influence and perceived usefulness have statistical significance on intention to use BT through the mediation of attitude. Finally, there is a direct significant positive relationship between the attitude toward BT and intention to use it.

The study helps decision-makers, South Carolina practitioners and academics recognize the fundamental factors that increase manufacturing firms’ intentions to use blockchain in their SCs. This gives decision-makers a better understanding of why users accept or reject BT, as well as how to improve user acceptability through technological design. Future studies should seek for a bigger sample size and use random sampling techniques. Furthermore, the study should be replicated in other industries or developing countries to validate the findings.

There is a scarcity of studies identifying the factors that increase blockchain adoption intention in SCM and developing countries. This study differs in that it examines BT intention to use in the context of SC using an integrated technology adoption framework that uses two well-known models, UTAUT and TAM, whereas other studies typically use only one model/theory. Moreover, given the importance of attitude in behavior, this study also investigated the effect of TAM-UTAUT elements on attitude toward BT, as well as the role of attitude toward BT as a mediator between TAM and UTAUT elements and intention to use BT.

The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.

Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.

Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.

The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

Surveys in Europe show that immigration is more of a challenge than an opportunity for a significant number of people. However, little attention is given to attitudes toward immigration in the Middle East. This paper examines the effects of personal values and religiosity on the anti-immigration attitudes of citizens in the Middle East and North African countries.

Utilizing data from the World Values Survey, we analyze how personal values and religiosity affect anti-immigration attitudes in nine Middle Eastern countries. The data covers individual-level data of 9 MENA countries from the WVS Round 7 (2017–2022). Factor analysis is applied as a data reduction method. Afterward, an OLS regression analysis is conducted on the pooled data.

Anti-immigration attitudes increase with age, education, and religiosity. Personal values such as national pride, support for nationals, and belongingness to one’s country significantly affect anti-immigration attitudes. Furthermore, the importance of religion as a measure of religiosity was found to be positively associated with anti-immigration attitudes.

This paper contributes to underexplored literature by investigating how individual-level determinants, such as demographic indicators, personal values, and religious factors, shape anti-immigration attitudes in the MENA context, distinct from European dynamics.

The purpose of this study is to examine how halal marketing affects intention and to assess the mediating effects of halal awareness and halal attitude on the relationship between halal marketing and intention towards halal cosmetics.

This study adopted a quantitative methodology and used a convenience sampling approach to acquire data from 266 respondents from different regions of Bangladesh. The survey was conducted from December 2022 to February 2023. The data were analysed and hypotheses were tested using partial least square structural equation modelling.

The findings suggested that all the formulated hypotheses were significant, indicating that halal marketing positively influenced intention towards halal cosmetics. Moreover, the relationship between halal marketing and consumers’ intentions to buy halal cosmetics was mediated by halal awareness and attitude.

The practical implications of this study are pertinent for Bangladeshi marketers of halal cosmetics. The results of this study will enable the manufacturers and marketers in the halal cosmetics industry to better target their respective customer base. The findings suggest that marketers of halal cosmetics should focus on creating awareness and fostering positive attitudes towards halal products among consumers.

This research has incorporated and tested the impact of halal awareness and halal attitudes as mediating constructs on intention towards halal cosmetics and found both constructs exert a statistically significant impact. Moreover, this paper investigated the halal marketing construct as a higher-order construct consisting of different components of marketing, while previous studies have been found to consider halal marketing as a first-order construct.

In this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.

In this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.

The study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.

Few studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.

This study aims to investigate the impact of customer perceptions of Augmented Reality (AR) attributes such as augmentation, interactivity and vividness on attitudes towards AR mobile apps, virtual product and behavioural intentions. Also, the mediation role of customer engagement in the effect of perceptions of AR attributes on attitudes and behavioural intentions is examined using the Theory of Interactive Media Effects.

The study used a cross-sectional design. A total of 456 valid data were collected from the Millennials and Generation Z cohorts using purposive sampling. The conceptual framework was assessed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) and Partial Least Squares-Multi Group Analysis (PLS-MGA).

The research revealed that customer perceptions of AR features such as augmentation, interactivity and vividness significantly influenced customer engagement, leading to favourable attitudes towards both the AR mobile app and the Virtual product as well as behavioural intentions. Furthermore, the study substantiates the role of customer engagement as a mediator in the relationship between customer perceptions of AR attributes and both attitudinal and behavioural outcomes.

To the best of the authors’ knowledge, this is the first attempt to investigate the significance of perceived augmentation as an antecedent to customer engagement and the mediating role of customer engagement on the influence of perceptions of AR attributes on attitudinal and behavioural intention.