This study aims to bridge the gap in inconsistent findings on the use of social media technology to enhance firm performance through business network power and market entry speed. The original premise of this study is the formulation of business network power, derived from the resource advantage theory of competition, through social media as a primary process that impacts a firm’s performance. Data were collected from a sample of 236 owner—managers of small-to-medium craft subsector enterprises in the creative industry in Bali, Indonesia. The results indicate that social media can be a primary trigger for leveraging business network power and strengthening market entry speed and performance. This study has several theoretical and managerial implications.

This study aims to investigate the direct and indirect impacts of influencer marketing on Balinese consumers' propensity to purchase eco-friendly products and services. It specifically explores the mediating roles of information credibility and positive emotions within this framework. This quantitative research design collected data from 246 Balinese consumers through questionnaire and analyzed it using SEM AMOS. A structural study methodology is adopted. To test the model and hypotheses, the authors used the analysis moment structure structural equation modeling AMOS 23. This study reveals that while influencer marketing may not directly lead consumers to purchase eco-friendly products, it wields a powerful indirect influence. The findings highlight that information credibility and positive emotions are crucial mediators in this relationship. This study offers valuable insights into influencer marketing’s impact on eco-friendly purchases in Bali, but further research is needed for broader applicability. This research guide marketers in using influencer marketing to promote sustainable consumption, higlihgting information credibility and positive emotions as key to enhancing purchase intention.

The current study aims to address the research gap regarding inconsistent findings on the effect of environmental knowledge (EK) in enhancing green purchase intention (GPI) by incorporating pro-environmental behavior (PEB) and environmental concern (EC) as factors to leverage green purchase intention. Five hypotheses were developed and tested using a sample of 300 respondents in Indonesia. Survey data from 300 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate the pivotal role of pro-environmental behavior in two ways. First, pro-environmental behavior mediates the relationship between environmental knowledge and green purchase intention. Second, while pro-environmental behavior enhances environmental concern, it is insufficient to fully strengthen green purchase intention; additional factors, such as the activation of ethical values of concern, are needed to reinforce this intention further. However, the limitations include reliance on quantitative cross-sectional data and focus on Bali, suggesting a need for longitudinal and cross-cultural studies. Practical recommendations include incorporating local communities in eco-tourism programs to ensure social acceptance and sustainability. In general, the results contribute theoretically by integrating knowledge, concern, and behavior into a cohesive model explaining green consumer intentions in tourism. This comprehensive approach supports efforts to transform individual values and behavior, which are critical alongside systemic or policy changes in advancing sustainable tourism.

The use of social media as a marketing tool to encourage the business performance of micro, small, and medium enterprises in jewelry crafts. This research is social media as a marketing tool for micro, small and medium enterprises (MSMEs) in the jewelry handicraft industry. The discussion was "To what extent can the use of social media to maximize MSME marketing increase selling power so that it can improve the performance of jewelry crafts in Gianyar Regency?" This research was conducted using descriptive qualitative methods to answer research questions. In-depth interviews with informants related to research questions that resulted in the conclusion that first, social media has not been able to directly improve the business performance of jewelry craft MSMEs in Celuk Village, Sukawati District, Gianyar Regency. Second, the use of social media in improving performance must be supported by innovation and adaptation to better information technology. Third, MSME players in the jewelry handicraft industry have made it easier for consumers, especially in Bali Province, to shop and choose jewelry handicraft products online without having to leave home. This study aims to examine the potential of jewelry craft MSME business actors in Gianyar Regency to boost their output through social media marketing.

This study aims to analyze the influence of environmental knowledge and environmental concern on the purchase intention of green personal care products, with green trust serving as a mediating variable among Generation Z in Bali. A quantitative approach was used, employing a survey of 210 respondents, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that environmental knowledge and environmental concern have a positive and significant influence on green trust. Furthermore, green trust has a strong and significant effect on the purchase intention of green personal care products. The findings also confirm that green trust serves as a mediator, strengthening the relationship between environmental knowledge, environmental concern, and purchase intention. This study provides valuable insights into the behavior of young consumers who are increasingly aware of sustainability, as well as the importance of building trust through transparency and ethical commitment in marketing strategies for eco-friendly products.