During Covid-19 lockdown, individuals experienced depression, anxiety, and demotivation symptoms tremendously. Therefore, people had to develop coping mechanisms to improve their physical and mental health. Some learned new skills, some re-evaluated their lives and some took the time to relax. This research adopts a qualitative approach by which narratives were collected from 16 participants, who voluntarily responded to the request of the researcher, via social media platforms. The findings reveal the effect of nostalgia on the consumption of fashion-related goods, hidden benefits of COVID-19, transition points among individuals, nostalgia as a coping mechanism, and the choice of acquiring fashion-related goods. Individuals had the chance to reminisce over the past with their family and friends, which led them to consume certain fashion pieces that they feel connected to, to re-live the past. Therefore, fashion brands are encouraged to shift to digital channels to draw, encourage, and connect with their consumers. Moreover, brands should focus on promoting content that focuses on the well-being of individuals to relate to their current state of mind. Furthermore, given the context of the research, fashion brands may discover opportunities to seize in “social group oriented” individuals, who have discovered their ‘true fashion sense,’ during a pandemic.

Social networking sites are becoming an essential part of consumer daily activities, with profound changes in purchasing behavior compared to traditional buying formats. This study investigates the possible impact of social networking sites on the purchasing decision process concerning luxury vehicles in one of the most important markets for such products, the countries of the Gulf Cooperation Council (GCC). The study also investigates the possible impact of relative demographics on the direct relationship between social networking sites (independent variable) and the purchase decision process (dependent variable) of luxury vehicles. In order to achieve this aim, a descriptive analytical methodology is utilized with quantitative survey strategy, with a five-point Likert-type questionnaire. Of 1,500 personally submitted questionnaires distributed over a non-probability quota sample to the main showrooms and dealerships in the GCC, 1,257 were retrieved (a response rate of 83.8%); after the filtration and screening process, 1,224 valid questionnaire forms were statistically analyzed. The results indicate that social networking sites have a significant positive direct impact on the purchasing decision process of luxury vehicles in the examined population, with the highest impact being for the first two stages of the process (need recognition and information search). As for the moderation effect of relative demographics, only income and time daily time spent on social media had positive significant moderating effects on the direct relationship between social networking sites and purchasing decision process, while education had a negative significant effect. The results also indicated particular roles of certain social networking sites, like YouTube, and the fact that females prefer Snapchat over other digital platforms. Discussion, implications, and future research recommendation are provided based on the results of the analyses.

Integrating game elements into gaming-related applications has long been recognized as a powerful tool for enhancing user engagement and overall effectiveness. Despite the numerous studies examining the impact of gamification on engagement, the specific factors that drive this phenomenon remain unclear. To address this knowledge gap, the present study employs the GAMEFULQUEST perspective in the context of fitness apps, exploring the effects of seven key gamified experience factors on consumer engagement. The study surveyed a sample of 240 users of various fitness gamified apps, operationalizing engagement through cognitive, affective, and behavioral dimensions. The results revealed that users' experiences of challenge, immersion, and social interaction significantly enhanced engagement, while accomplishments, competition, and guidance did not have a significant impact. Using GAMEFULQUEST, the model effectively explains and predicts consumer engagement, offering valuable insights both in theory and in practical application. This paper is a key contribution that leverages the GAMEFULQUEST approach to clearly explain the relationship between gamified experiences and user engagement with fitness apps, providing valuable insights for game designers and researchers alike.

This study explores Jordanian women’s preferences for foreign over local clothing brands through exploring perceptions of COO image. An ethnographic approach has been utilized, consisting of 3 data generation stages: interactive group interviews; shopping observations; and one on one responsive interviews. This study highlights new reasons for preference of foreign brands, overlooked in previous studies, stemming from self and social symbolism, consumption symbolism, status and conspicuous consumption and country of origin image. Furthermore, a key outcome of this research is the conceptualization of “Country of Purchase”. Implications are provided for local clothing brands on ways to improve their image in the eyes of Jordanian consumers – particularly women. Recommendations regarding local brands’ pricing, store atmosphere and image, and symbolic value are highlighted and discussed. Previous research is extended by exploring different reasons for foreign brand preference in developing countries and introduces an inductive and interpretive approach to obtain descriptive and rich data providing understanding of the phenomena of country of origin and country of purchase in the fashion industry.

Women academics confront obstacles in their professional lives. This paper explores the challenges that these women face in Jordanian higher education. The study adopts a social constructivist approach that integrates auto-ethnography and co-constructed storytelling techniques. This is primarily conducted to provide an insider's view into the academic experiences of Jordanian women. Such methods allow for the development of social insights that may be traditionally hindered when using positivistic methodologies. The findings generated from the stories narrated by three academic women indicate challenges allied to their experiences, expectations, and gender. The findings show that the identified challenges are culturally bound and are attributed to Jordan's Arabic patriarchal mindset. Women academics in this study are considered 'determined', as they successfully overcome significant impediments.