This research investigates how the communication source (i.e., Generative AI versus a human marketer) affects consumers' sustainable wine choices in the Lebanese context. Across two studies, the authors examine both cognitive and emotional mechanisms driving sustainable decision-making. Study 1 (N = 312) employed an online experiment manipulating the source of a sustainability message (AI vs. human) and message framing (emotional vs. factual). Results revealed that AI communicators significantly enhanced perceived message credibility and sustainability intentions when framed factually (M_AI = 5.72 vs. M_Human = 4.89, p < .01). Study 2 (N = 198) utilized a simulated AI–consumer chatbot interaction in a wine purchase scenario. Findings showed that AI communication heightened perceived efficiency but reduced warmth, which indirectly decreased emotional engagement with sustainability narratives (β = −.24, p < .05).

This study aims to examine the impact of digital literacy (independent variable) and its dimensions (digital mindset, digital processes, data, and tools) on enhancing entrepreneurial performance (dependent variable) with its dimensions (proactive planning, risk-taking, and creativity) among leaders of civil society organizations in Anbar Governorate. The research highlights the importance of digital literacy in the face of increasing organizational challenges and the rapid pace of technological advancement, making it a crucial factor for organizational success. The research problem lies in the significant challenges faced by the leaders of civil society organizations, which have become more complex due to environmental, political, and economic factors. This necessitates the adoption of digital literacy as an innovative solution to address these challenges and achieve effective entrepreneurial performance. To clarify the relationship between the main and sub-variables of the study, two main hypotheses were formulated, from which sub-hypotheses were derived. A questionnaire was used as the primary data collection tool and distributed to a sample of 135 leaders of civil society organizations in Anbar. Data were analyzed using a set of statistical tools, including normality tests, confirmatory and exploratory factor analysis, as well as correlation and regression coefficients, to diagnose the relationship between digital literacy and entrepreneurial performance using a descriptive-analytical approach. The study found a statistically significant correlation and impact between digital literacy and entrepreneurial performance, confirming the active role of digital literacy dimensions in enhancing the entrepreneurial performance of civil society organizations.

This study investigates how influencer type (virtual vs. human) and message appeal (hedonic vs. authenticity-focused) jointly shape consumer engagement, trust, and purchase intention in Lebanon's wine market. Across two experiments grounded in Source Credibility Theory and the Match-Up Hypothesis, the authors show that virtual influencers generate stronger engagement and purchase intention under hedonic appeals, while human influencers are more persuasive when authenticity is emphasised. A second study using a simulated Instagram feed replicates these effects and reveals that trust mediates the impact of influencer type on purchase intention, moderated by consumer innovativeness: highly innovative consumers respond more favourably to virtual influencers, whereas less innovative consumers prefer human influencers under authenticity cues. The findings demonstrate dual persuasive pathways—aspirational (VI–hedonic) and relational (HI–authentic)—and provide actionable insights for designing effective influencer campaigns in credence-rich, culturally embedded markets.