This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. This study also aims to explore the mediating role of destination imagery in the relationship between UGC and tourist visit intentions. The findings show that UGC has a significant positive effect on destination imagery and tourist visit intentions. Additionally, destination imagery has a significant positive effect on tourist visit intentions. The mediation analysis results revealed that destination imagery mediates the positive impact of UGC on tourist visit intentions, highlighting its crucial role in shaping tourist behavior. These findings have significant implications for marketing strategies, emphasizing UGC as a key tool for generating compelling destination narratives and increasing tourist engagement. This study contributes to the expanding body of knowledge on digital content’s function in tourist marketing and provides meaningful guidance for industry practitioners.

Purpose: This study examines the impact of social media influencers (SMIs) on online repurchase intentions through brand trust and customer engagement in the cosmetics sector.Design/methodology/approach: The study framework and hypotheses in this paper were tested using a questionnaire survey approach, with the consumer as the unit of analysis. The study’s main target was individuals who purchase cosmetics products through social media platforms. Questionnaire items were created using a measurement scale employed in an earlier study. A Likert scale of seven points, ranging from 1 to 7, was used to grade the questionnaire items. Responses ranged from strong disagreement to strong agreement.Findings: In general, this study revealed that social media influencers have a significant positive direct impact on brand trust, customer brand engagement, and online repurchase intentions. Moreover, social media influencers were the most vital determinant of online repurchase intention, followed by brand trust and customer brand engagement. Moreover, customer brand engagement had a significant positive impact on brand trust. Additionally, brand trust and customer brand engagement impacted significantly and positively on online repurchase intention. The mediation analysis results found that customer brand engagement did not mediate the positive impact of social media influencers on online repurchase intention. Furthermore, it was found that brand trust mediated the positive impact of social media influencers on online repurchase intentions. This study is among the first to offer empirical evidence to demonstrate that social media influencers act as a route to online repurchase intention through brand trust and customer brand engagement.Research limitations/implications: This study has several limitations. The first one is that it was only conducted in one country. Using samples from a single country (Jordan) may produce culture-specific findings that are difficult to generalise across other settings. The second limitation of this study is related to the target population. In this study, researchers surveyed individuals who purchased cosmetics products through social media platforms.Practical implications: As the use of social media rises, social media influencers have an ever-greater impact on customers' online purchase and repurchase intentions, as customers deem influencers to be ideal role models they aim to imitate.Originality/value: The study is highly valuable for marketing strategies, as social media influencers have a powerful impact on effective marketing strategies.

The number of social media users and users accessing different social media platforms is increasing daily. For this reason, social media influencers and content marketing are increasingly important in businesses' marketing strategies. More studies on social media influencers and content marketing still need to be done since they are relatively new concepts. The research goal is to find out the impact of social media influencers and content marketing on online repurchase intention through brand trust and customer brand engagement in online shopping stores. These research findings generally found a significant positive direct impact of social media influencers and content marketing on brand trust, customer brand engagement, and online repurchase intention. The results found that content marketing was the most vital determinant of brand trust and customer brand engagement, followed by social media influencers. Additionally, brand trust is significantly influenced by customer brand engagement. Additionally, brand trust and customer brand engagement significantly and positively impacted online repurchase intention. Furthermore, social media influencers are identified as the most significant determinant of online repurchase intentions, followed by content marketing, brand trust, and customer brand engagement. The mediation analysis results revealed that customer brand engagement did not mediate the positive impact of social media influencers and content marketing on online repurchase intention. Additionally, it was found that brand trust mediates the positive impact of social media influencers and content marketing on online repurchase intentions. Future studies should continue to study social media influencers and content marketing since literature is scarce.

Marketers are increasingly interested in digital content marketing (DCM) strategies that have the potential to enhance consumer behaviour. However, there is a dearth of academic research that delves into the impact of DCM on brand defence. This study aims to investigate the impact of DCM on brand defence through behavioural engagement and brand attachment (in a Jordanian fashion industry case study). The results demonstrate a notable benefit of the direct effect of DCM on behavioural engagement, brand attachment, and brand defence. DCM is the strongest determinant of brand defence, followed by behavioural engagement and brand attachment. Behavioural engagement exerts a substantial beneficial impact on brand attachment. The results of this research indicate that both behavioural engagement and brand attachment significantly influence brand defence. The mediation results indicate that brand attachment fails to mediate the positive impact of DCM on brand defence. Moreover, the study determines that behavioural engagement mediates the positive impact of DCM on brand defence. This study is of high importance for marketing strategies, emphasising the pivotal importance of DCM in developing effective marketing approaches.

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.

The language used by social media influencers on social media sites plays an important role in how the audience receives the message. This study aims to explore the relationship between the credibility of social media influencers, specifically on Instagram, and consumers’ purchase intention. The study focuses on the mediating role that brand trust and brand awareness play in enhancing this effect. One of the most popular subfields of digital marketing is influencer marketing, which seems to be a good way to reach customers when used in advertising campaigns. However, there is a lack of research on this topic. This research examines the relationship between influencer credibility and purchase intention using brand awareness and brand trust. The results show that influencer credibility has a beneficial effect on purchase intention, brand awareness, and brand trust. In addition, brand awareness influences brand trust. In addition, brand awareness and trust have a beneficial effect on purchase intention. The results of the mediation research showed that brand awareness and trust act as a mediating factor between the positive effects of influencer credibility and purchase intention. Overall, the research contributed to the existing body of knowledge on influencer credibility. In addition to enriching the literature on the topic, the research addressed several management applications that can help marketers make better decisions regarding their collaborations with social media influencers.