Social media and its applications are a part of daily life in Turkey and the rest of the world. In 2022, about 80.7 % of Turkey's population (69.9 million people) spent an average of 8 h daily using the Internet, providing a significant opportunity to encourage and influence tourists' purchase intentions through social media. This study aims to determine the effects of digital marketing and social media on tourist behaviours in Turkey. This study proposes a comprehensive model for the antecedents of tourists' behavioural intentions in their destination selection that can be found in the tourist destination online content (TDOC). The quality and user-friendly accessibility of the online information provides essential clues that influence tourists' behavioural intentions (intention to visit the destination and eWOM). Tourists' level of satisfaction with their first destination visits and the digital marketing interaction channels through which they share their experiences may positively affect their repeat visits/other tourists' behavioural intentions. Therefore, this study investigates the mediator effect of satisfaction and digital marketing interactions on the behavioural intentions of tourists of Eastern origin during their destination selection. Data was collected from 264 structured questionnaires and analyzed using partial least squares structural equation (PLS-SEM) modelling. Findings show that tourists' TDOC perceptions directly affect their behavioural intentions and that tourist satisfaction has a mediator role in the relationship between tourists' TDOC perceptions and behavioural intentions. Also, the results show that satisfaction and digital marketing interactions are important determinants of the intention to visit a tourist destination and eWOM intentions. Understanding tourists' perspectives on destination choice is crucial for policy makers, businesses and marketers as it will help formulate appropriate strategies to increase destination visits. In this respect, it is recommended to develop strategies to encourage tourists to share their experiences and satisfaction levels through digital marketing channels by improving the quality of products and services. Finally, the population of this study is limited to Turkey, and future research can extend this study to countries with different cultures and make new contributions to the related literature.

Purpose: There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.Design/methodology/approach: Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.Findings: Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.Originality/value: This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.

Purpose: Artificial intelligence (AI) is shaping the future of the marketing world. This study is the first to examine the effect of AI marketing efforts, brand experience (BE) and brand preference (BP) in light of the stimulus-organism-response (SOR) model. Design/methodology/approach: The data collected from 398 participants by the questionnaire method were analyzed by SEM (structural equation modeling) using Smart PLS 4.0 and IBM SPSS 26 programs. Findings: We find that four SOR elements of AI marketing efforts (information, interactivity, accessibility and personalization) positively impact bank customer BE, BP and repurchase intention (RPI). Further, we find that BE plays a mediator role in the relationship between AI marketing efforts, RPI and BP. Originality/value: The findings of the study have significant implications for the bank marketing literature and the banking industry, given the limited evidence to date regarding AI marketing efforts and bank–customer relationships. Moreover, the study makes important contributions to the AI marketing and brand literature and helps banks increase customer experience with artificial intelligence activities and create long-term relationships with customers.

Although consumers generally have a positive attitude towards recycled products, purchases of such products remain relatively low compared to the total volume of goods sold globally. This study seeks to add to the limited research literature on consumer attitudes and intentions with respect to purchasing recyclable products. In particular, we focus on Theory of Planned Behavior factors affecting recyclable product purchasing behavior of Generation Z consumers in the province of Iğdır in Türkiye. In addition, this study examines inclusion of an additional potential recyclable product purchase intentions antecedent, “receptivity to green advertising.” Data collected from the participants by questionnaire method were analyzed using Smart PLS4 and SPSS 26 programs. Our findings revealed that two theory of planned behavior antecedents (attitudes and perceived behavioral control) positively predicted Generation Z recyclable product purchase intentions, but the effect of subjective norms was not statistically significant. Moreover, “receptivity to green advertising” was positively associated with increased purchase intentions.