The raising usage of social media lead to an increase in the importance of platform engagement by Gen Z through personalized content provided by these platforms. However, the aim of this study is to understand the role of both personalization and interactivity in supporting the experience of Gen Z through investigating the mediating role of perceived relevance on platform engagement. This study utilized a sample of 412 from Gen Z to explore the proposed hypotheses. The data was collected using a survey containing 17 items to measure the proposed constructs and the collected data analyzed using SEM-PLS. The findings revealed that all the proposed hypotheses are supported. Specififically, the study found that content personalization and content interactivity lead to support the perception of relevance. Moreover, the findings also revealed that perception of relevance could be enhance the platform engagement through their mediating role in the relationship between content personalization and platform engagement, and between content interactivity and platform engagement. Such findings contribute to implementing content strategies by marketers to support the engagement of Gen Z in social media.

This research aims to investigate the direct and formal effect of visual aesthetics on customers’ willingness to participate in an online marketing campaign, given that visual aesthetics is considered a salient design characteristic that customers tend to refer to when expressing their experience with the online retailer environment. This research study incorporates the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) to propose and estimate this direct effect through structural aesthetics TAM model. In order to validate the proposed model, an online survey with interactive experience was constructed utilizing an open-source platform and was primarily sent to scholars specializing in HCI, informatics, user experience, and digital marketing research in the United Kingdom. The data were obtained from 360 participants, and Partial Least Squares (PLS) path modeling using SmartPLS 4 was employed to evaluate the proposed model. The empirical evaluation demonstrated and confirmed the authenticity and novelty of significant direct and formal effects of customers’ perceived visual aesthetics on their willingness to participate in an online marketing campaign (β = 0.462, t = 10.847, p < 0.001), and their usage attitude (β = 0.789, t = 39.622, p < 0.001). These findings highlight the importance of visual aesthetics in online marketing campaign design, suggesting that concise, well-organized, and visually appealing user interfaces is more likely to engage customers than a complex, cluttered one.

Many public health organizations worldwide have used E-auctions to monitor, curtail, and improve the transmission of new coronavirus illnesses. However, user population size and acceptance of these technologies significantly impact their effectiveness. The current study’s goal was to determine what factors influence customers’ intent to use COVID-19 E-auctions by employing the Technology Acceptance Model (TAM) to the Jordanian setting. This study empirically assessed 310 Jordanian respondents using a quantitative approach known as Structural Equation Modeling (SEM). The research findings supported the majority of the proposed hypotheses, showing that behavioral intentions to use electronic bidding are highly influenced by perceived usability, perceived usefulness, trust in the government, social influence, and awareness. This research paper eventually contributes to the field of technology acceptance by developing a context-driven approach to the key pandemic components and features that influence different practices of technology acceptance.