Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.

The main objective of this research is to investigate the role of social media campaigns (the type of social media platform, type of message, and message source sender) in raising public health awareness and behavioral change during (COVID-19) as a global pandemic across national selected countries (Poland and Jordan). The research utilizes a quantitative method with an exploratory and descriptive design to accumulate the initial data from a research survey given to the respondents from Jordan and Poland. A total of 1149 web questionnaires were collected from respondents in the two countries (Poland 531 and Jordan 618). In addition, multiple regression analysis was used to test the study hypotheses. The findings showed positive relationships between the components of a social media campaign, public health awareness, and behavioral change during (COVID-19) in the two countries at the same time. However, the preferred type of social media platforms, the message types and type of source sender significantly differ among the respondents due to their countries. This is the first study that examines the role of social media campaigns (the type of social media platform, type of message and message source sender) in public health awareness and behavioral change during (COVID-19) as a global pandemic in across national selected countries (Poland and Jordan).

The main aim of the study was to investigate the role and importance of perceived risk in medical tourism (MT). The research demonstrates that the country of origin and an assessment of the respondents’ own health condition significantly moderates the impact of their attitudes on behavioral intention. The research shows a strong correlation between the risk perceived by the respondents and their attitudes towards MT services. This relationship is significantly moderated by risk awareness, aversion to risk and gender. Additionally, an important factor in the model is the level of satisfaction with medical services in their own country. The survey using a fully structured questionnaire was conducted among young consumers from Jordan, Poland and Turkey. To verify the hypotheses, a multiple regression model with interactions was used.

The Theory of Planned Behaviour (TPB) assumes the possibility of predicting and explaining humans’ behaviour by identifying their intentions. The intentions are shaped by three groups of factors: attitudes towards, social norms and perceived behavioural control over the behaviour. The aim of the research is to examine the applicability of the TPB in medical tourism and to check whether there are differences in predicting the intentions of medical tourists from different countries. The study covered potential medical tourists—521 young consumers from three regionally important markets in medical tourism services: Jordan, Poland and Turkey. The study used a research survey to collect data, which were analysed using the multiple regression and analysis of variance methods. The research showed that the TPB model can be used in medical tourism. The results also show that the consumers’ country of origin is a significant factor when predicting their intention to use medical tourism services.

In this article, we examine individual attitudes towards fake news in the extreme conditions of a propaganda war, taking into account the complex regional social and historical conditions. For this purpose, within the mobile boundary zone during frozen war in Ukraine, we conducted qualitative research among representatives of generations X and Z (high school teachers and students). Being accustomed to fake news turned out to be common for our interlocutors, whereas the main generational differences regarded the perception of the primary sources of fake news and trust in the media, and, first and foremost, the ways of verifying information, where we demonstrated unique strategies of behavior, such as ignoring fake news (1) and relying on official websites (2), which were accompanied by the common for “normal” conditions checking information in other Internet sources (3) and the verification information from other users (4).

The aim of the study is to find the determinants of the decision to purchase medical services in other countries. The following hypothesis is tested: the image of the country of origin, the power of the country and the origin of the consumer influence the consumer’s intentions to purchase medical services. An international comparison has been carried out, in which 264 respondents from Poland, Germany and Lithuania have participated. The data have been collected with the use of a questionnaire form developed by the authors, and they have been analysed with a mixed regression analysis. The results show that the readiness to purchase medical services differs, depending on the country of origin of services, the power of the country and the origin of the consumer. The results of the research can be applied in business practice and in the strategies developed by institutions shaping the image of the country and positioning it in the international context.