Social media has changed the marketing phenomenon, as firms use social media to inform, impress, and retain the existing consumers. Social media marketing empowers business firms to generate perceived brand equity activities and build the notion among consumers to continue using the firms’ products and services. The current exploratory study aimed to examine the effects of social media marketing activities on brand equity (brand awareness and brand image) and repurchase intention of high-tech products among Chinese consumers. The study used a cross-sectional design, and the final analysis was performed on 477 valid responses that were collected through an online survey. Partial least squares structural equation modelling (PLS-SEM) and artificial neural network (ANN) analysis were performed. The obtained results revealed positive and significant effects of trendiness, interaction, and word of mouth on brand awareness. Customisation, trendiness, interaction, and word of mouth were found to positively affect brand image. Brand awareness and brand image were found to affect repurchase intention. The results of multilayer ANN analysis suggested trendiness as the most notable factor in developing brand awareness and brand image. Brand awareness was found to be an influential factor that nurtures repurchase intention. The study’s results confirmed the relevance of social media marketing activities in predicting brand equity and brand loyalty by repurchase intention. Marketing professionals need to concentrate on entertainment and customisation aspects of social media marketing that can help to achieve brand awareness and image. The limitations of study and future research opportunities are presented at the end of this article.

The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality, brand credibility on brand equity, including the impact of attitude toward green cosmetics and brand equity on the willingness to purchase green cosmetics among of young Chinese consumers. This study adopted a cross-sectional design and collected quantitative data from 301 respondents using a structured questionnaire, which was distributed online using various social media platforms. It was found that celebrity attractiveness, celebrity trustworthiness, and celebrity cause-fit had a significant impact on the attitudes toward green cosmetic, while brand loyalty, perceived quality, and brand credibility substantially affected brand equity. Moreover, the attitudes toward green cosmetics and brand equity had a strong impact on the willingness to purchase green cosmetics. To increase the sales for green cosmetics, the advertisements for it should have appeal, trustworthiness, and cause-fit celebrities to improve consumers’ attitudes and willingness to purchase green cosmetics. Finding of this study provide a guideline for green cosmetic manufacturers, to direct their resources to enhance brand loyalty, credibility, and perceived quality of the product they produce by highlighting the difference between conventional and green cosmetics.

The nursing profession is a much-demanded profession that requires the individual capacity to work under intense physical and emotional dynamics in the workplace. Work related factors cause burnout and need attention from scholars and professionals to reduce the effects of the burnout among nursing staff. This study aimed to examine the meditational role of psychological empowerment and work-life quality on the burnout experiences of nursing staff in Malaysia. This study investigated a sample of 432 nursing staff from 10 registered hospitals in the Selangor area that have been listed on the Malaysian Health Tourism Council (MHTC) website. The responses collected via a self-reported questionnaire, and the data was analyzed using partial least square regression structural equation modelling (PLS-SEM). The findings statistically support the argument that the provision of quality of work-life (adequate and fair compensation, constitution in the work organization, safe and healthy working conditions, social integration in the work organization, social relevance of work-life, and work and life span) could promote psychological empowerment among nurses. Psychological empowerment statistically resulted in reducing the burnout effects by mediating the effect of work-life quality (QWL) on burnout. This study contributes to the literature that QWL factors need to be studied separately, and its affects on psychological empowerment, and how psychological empowerment permits curtails the effects of the burnout among nursing staff providing the services to health tourists. This study also provided important implications for the management staff of the nursing industry to initiate the management of burnout with the provision of psychological employment. The present study contributed to the current literature of burnout management through the psychological empowerment provided by the factors of the quality of work life.

Mobile commerce is a developing phenomenon, youth worldwide utilising the platform that provides flexibility, ease, and convenience of online shopping through mobile devices. The study investigates the influence of mobile commerce service quality dimensions on the perception of service quality and customer satisfaction. Satisfaction in Mobile commerce promotes the revisit intention among the customer. The study model was designed on the service quality model SERVQUAL, and the factors were adopted from the information and system quality dimensions. The hypotheses were tested with Jordanian adults, and data was collected through a survey from January 2020 to April 2020. The data was analysed using the variance-based statistical analysis tool with Smart Partial Least Squares 3.2. The non-compensatory analytical technique of artificial neural network analysis was employed to assess the study models. Resultantly, responsiveness and cognitive control factors were significantly related to the Mobile commerce overall service quality. The information quality dimension of content usefulness and adequacy was significantly related to the mobile commerce overall service quality. Mobile commerce system quality dimensions were significantly related to the overall service quality. Furthermore, overall service quality perception significantly influenced customer satisfaction, promoting the revisit intention towards mobile commerce. Multilayer artificial neural network analysis was applied. The result conclusively showed that website innovativeness, content usefulness, and ease of use were the three substantial mobile commerce platforms that impacted overall service quality. The e-business management should use state-of-the-art technology features to enhance the quality perception and develop payment security features to nurture trust among users. Future research opportunities and limitations were reported at the end.

This study examined the effect of environmental concern, attitude, subjective norm, perceived behavioural control, and availability on the intention to purchase green skincare products and the effect of purchase intention on the purchase of green skincare products among Malaysian consumers. By performing multi-group analysis (MGA), this study assessed the difference in each association across gender and education groups. A cross-sectional design was adopted in this study to gather quantitative data from 300 respondents in Malaysia via online survey. The study outcomes revealed that environmental concern and attitude towards green skincare products displayed a significant effect on the intention among Malaysians to purchase green skincare products. Purchase intention exhibited a significantly positive effect on the purchase of green skincare products among Malaysian consumers. Further, purchase intention mediated the effect of environmental concern and attitude on the purchase of green skincare products. The MGA outputs revealed that the effect of environmental concern on purchase intention among respondents with a bachelor’s degree or equivalent was significantly higher than those who held a diploma or technical school certificate. Meanwhile, the effect of subjective norms on purchase intention among respondents with a bachelor’s degree or equivalent was significantly lower than those with a diploma or technical school certificate. Next, the effect of availability on purchase intention, as well as the effect of purchase intention on the purchase of green skincare products among male respondents was significantly higher than female respondents. In order to promote the mass adoption of green skincare products among Malaysians, related promotional activities should emphasize the environmental aspects of using green products, in comparison to using conventional skincare products.

This study aimed to examine the effect of health consciousness, knowledge about healthy food, attitudes toward healthy food, subjective norms, and perceived behavioural control on the intention to consume healthy food, which subsequently affects the consumption of healthy food among Malaysian young adults. The current study also examined the moderating effect of perceived barriers on the association between intention to consume healthy food and the consumption of healthy food. This study adopted a cross-sectional design and collected quantitative data from 1651 Malaysian young adults (between the age of 18 and 40 years) by sharing a Google form link through social media. The findings reveal that health consciousness, knowledge about healthy food, attitude toward healthy food, subjective norms, and perceived behavioural control had a significant positive effect on the intention to consume healthy food. Findings also show that the intention to consume healthy food has a significant positive effect on the consumption of healthy food among Malaysian young adults. Furthermore, the findings reveal the positive and significant mediating effect of the intention to consume healthy food and the significant moderating effect of perceived barriers on the association between the intention to consume healthy food and the consumption of healthy food. The multi-group analysis revealed that the effect of perceived barriers on the consumption of healthy food and the moderating effect of perceived barriers were significantly higher among urban respondents. Health and agriculture policymakers should focus on the attributes of healthy eating practices and their health benefits to promote the mass adoption of healthy food among Malaysian young adults.