The purpose of the study is to investigate how environmental concern, eco-labelling, influencers and user-generated content affect Generation Z’s green purchase intention. The objective of this study is to contribute with a new scope that combines influencers and user-generated content on digital platforms with environmental concern for Generation Z. The study also aims to add new value in predicting Generation Z’s green purchase intention and results that can be implemented in future marketing strategies. To test the framework, a quantitative research approach, with an online survey, was applied to collect data from Generation Z. The sample size consisted of 393 individuals from Generation Z. Structural Equation Modelling was applied to test the hypothesized framework. All hypotheses were accepted, and hence, this research has identified key variables to predict Generation Z’s green purchase intention. Additionally, this paper found that environmental concern has a significant positive impact on Generation Z’s user-generated content and eco-labelling, and influencers positively affect Generation Z’s user-generated content. This study can aid companies that employ an influencer marketing approach to comprehend how they can motivate customers to buy sustainable products more frequently. This study provides crucial and valuable insights into further understanding how the sustainable consumption behavior of Generation Z can be impacted by the utilization of influencer marketing and their concern for the environment. It also provides a deeper understanding of how influencers and their perceived concerns for the environment can be combined with user-generated content and eco-labelling, as well as subsequent effects on the green purchase intention of members of Generation Z.

Purpose: The purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention.Design/methodology/approach: In order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling.Findings: The findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook.Originality/value: Consumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.

Purpose: This paper aims to examine the impact of employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on firm performance.Design/methodology/approach: Data were collected through an e-mail survey from fast-moving consumer goods (FMCG) firms in the UK and UAE. Sample sectors included cosmetics and toiletries, household care products, packaged food, soft drinks and tobacco firms. Quantitative data were analyzed using structural equation modeling.Findings: The results suggest strong support for the hypothesized relationships, thereby providing strong validation for the proposed model. One interesting finding was that the PEU affected employee brand equity significantly stronger in the UK than in the UAE. This phenomenon is explained in the discussion section.Research limitations/implications: Although several studies have indicated several other elements for EBBE, such as brand commitment and brand citizen behavior, the authors borrowed Kinget al.’s (2012) EBBE concept and limited their variables on EBBE for brand endorsement, brand allegiance and brand consistent behavior.Practical implications: Knowledge is expanded through an empirical study validating the proposed model, which provides meaningful insights for developing training tools for internal brand management. Firms have to increase the brand manager’s commitment to increase the employee brand equity, which in turn increases the firm’s performance.Originality/value: This paper makes three imperative contributions to the branding literature: expanding the existing brand equity literature to incorporate employee brand equity; being the first known empirically tested PEU on employee brand equity; and empirically testing employee brand equity, which has been ignored in branding literature on firm performance.

This study examines digital sustainability signals and the psychological mechanisms (authenticity and trust) that relate to consumers’ sustainable food purchase intentions. While the attitude–behavior gap remains a persistent challenge in sustainability research, our study focuses on upstream factors that may help explain why intentions vary in strength. Drawing on signaling theory, this research develops and tests a framework that combines positive signals (e.g., influencer credibility) and negative signals (e.g., perceived greenwashing) to investigate the impact on green brand authenticity, brand trust, and purchase intention. Data were gathered from a survey of 324 adult social media users who follow influencers with a focus on sustainability and have recent experience buying eco-labeled food products. Using PLS-SEM, results indicate that influencer credibility has a significant and positive effect on perceptions of green brand authenticity, whereas the influence of greenwashing has a significant and negative effect. Authenticity shows a strong prediction of brand trust, and this in turn predicts green purchase intentions with trust mediating the authenticity–intention relationship to some degree. The results indicate authenticity as a key mechanism by which digital signals affect sustainable consumption. The research provides practical insights for food brands seeking to strengthen the psychological conditions that support sustainable consumption intentions.

Purpose: This study aims to examine the impact of firm-generated content (FGC) on lesbian, gay, bisexual, transgender, queer/questioning (LGBTQ+) influencers, focussing on inclusive marketing strategies and enquires the ability of LGBTQ+ influencers to enhance brand engagement and loyalty within diverse communities. Design/methodology/approach: A quantitative approach was utilized, and data was collected via social media platforms. Structural equation modelling (SEM) was employed to explore the relationships between FGC, influencer content, dimensions of place attachment and brand loyalty. Findings: According to the findings FGC positively influences LGBTQ+ influencers, which in turn affect in a significant way place identity and place social bonding. Both dimensions of place attachment were found to have a positive impact on brand loyalty, which indicate that LGBTQ+ influencers have an important role in enhancing brand engagement through inclusive marketing. Practical implications: Firms in order to increase their brand loyalty and customer engagement, need to adopt inclusive marketing strategies that resonate with LGBTQ+ communities. In order to do so they need to work with LGBTQ+ influencers that can effectively communicate the brand’s commitment to diversity and inclusion, thus fostering a stronger emotional connection with the brand. Originality/value: This study introduces a conceptual framework that highlights the mediator role of place attachment in the relationship between influencer marketing and brand loyalty. This research contributes to the existing literature by providing empirical evidence on the effectiveness of leveraging LGBTQ+ influencers in inclusive marketing campaigns.

Using empirical data from the Kuwaiti mobile telecommunications sector, this study models a fuzzy cognitive map (FCM) to investigate the reciprocal effects of customer loyalty and its antecedents in an emerging market context. This study investigates the effect of perceived service quality, perceived service value and brand equity on customer loyalty and the simultaneous analysis of the reverse causality of these variables. Data pertaining to 350 subscribers were analysed. According to the results, the model reaches the equilibrium when brand equity and customer loyalty are increased and reach an optimal level. Based on these findings, the authors provide implications for managers in the mobile telecom industry.