Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.

Entrepreneurial failure (EF) can occur due to aspects beyond the control of an entrepreneur, even if planning and calculations have been thorough. This research proposes a framework to illustrate how entrepreneurs cope with failure, based on the psychological characteristics that lead them to become entrepreneurs. Entrepreneurial self-efficacy and internal locus of controls measure the perceived learning from failure and recovery ability that can support continued entrepreneur engagement and new opportunity recognition after a failure. This study applied Partial Least Square to calculate and evaluate data from 146 respondents to an online questionnaire survey. The analysis shows that the psychological characteristics represented by entrepreneurial self-efficacy and internal locus of control can influence the willingness of entrepreneurs to learn from failure and increase their ability to recover. This can increase the willingness to continue in entrepreneurship and help them to recognize new opportunities. However, recovery ability does not support entrepreneurial self-efficacy or new opportunity recognition because the ability to recover may vary among the entrepreneurs, depending on many factors.

In today’s competitive environment, higher education needs to find an effective way to convey its brand to prospective students. Given that the “digital native” (Gen Z) is becoming college aged, social media marketing has become an essential approach to engage with them. However, blasting out recruiting content on its social feeds just isn’t working. By developing the higher education adjusted SMMA, structural equation modeling was adopted to figure out its effects on higher education brand equity and prospective student behavioral engagement, quantitatively. 356 3rd grade high school students in Indonesia were employed to assess the structural model. According to the findings of this study, SMMA has a considerable influence on brand equity and behavioral engagement, and brand equity has a noteworthy effect on behavioral engagement. Moreover, brand equity was found as a statistically meaningful mediator in the relationship between SMMA and behavioral engagement. The outcome advised the higher education need to organize its social in fun and interactive ways by leveraging higher education’s SMMA as a pillar or benchmark on arranging social media posts and content. Yet, the content and posts should still need prioritize institution awareness and the good image of a higher education. The theoretical and managerial implication were discussed further.

The purpose of this paper is to examine how supply chain ambidexterity facilitates assistance for green supply chain management and to build on previous work by evaluating how networking capability helps to explain the impact of supply chain ambidexterity on GSCM. This study focuses on the top-level management of different manufacturing companies located in Pakistan. A total of 34 manufacturing industries were selected using a cluster sampling technique. The data collected from 125 top-level managers were analyzed using a partial least square method, while the moderation analysis was conducted by using variance analysis. First, supply chain ambidexterity positively influences green supply chain management. However, networking capabilities do not moderate the relationship between supply chain ambidexterity and green supply chain management. This research was restricted to manufacturing industries in Pakistan because the research intended to gain an understanding of the several supply chain ambidexterity practices in Pakistani businesses and wanted to determine how these practices are associated with various parts of GSCM. Further studies can be extended to examine the impact in other industrial settings and countries. The findings of this research study will allow the managers to identify the right mix of exploitation and exploration techniques required to manage the supply chain in a green and sustainable manner.

So far, limited research has analyzed the factors influencing female's decisions to purchase halal products. The purpose of this study was to determine how religiosity, product quality, price, brand, and halal knowledge affect the decision-making process of Islamic female students when purchasing halal-certified products. The study employed quantitative research methods, employing a questionnaire distributed through Google Forms for data collection. The study's population comprised all female students at Pondok Pesantren Al Munawwir Yogyakarta Indonesia. The sampling technique employed the Slovin formula, resulting in a research sample of 91 respondents. Data analysis involved classical assumption tests, multiple linear regression, partial tests (t-tests), simultaneous tests (F-tests), and the determination coefficient (R²). The findings indicated that religiosity, price, and halal knowledge negatively influenced female's purchasing decisions for halal products. Conversely, product quality and brand positively influenced these decisions. The study highlights that consumers, especially female students, prioritize brands and product quality when deciding to purchase halal products. Consequently, producers of halal products need to prioritize and enhance product quality.

Objectives: This study explores consumers' intentions to switch from traditional fuel vehicles to electric vehicles (EVs) by employing the Push-Pull-Mooring (PPM) model as an analytical framework. It seeks to gain a deep understanding of how push factors (such as financial, infrastructure, privacy, and environmental risks), pull factors (such as product innovativeness, instrumental attributes, and policy support), and mooring factors (such as inertia and switching costs) influence consumers' switching decisions. Methods/Analysis: Employing a purposive sampling method, the research targets consumers in Taiwan with EV purchase experience, acknowledging the rapid growth of the EV market in Taiwan and the unique characteristics of EV consumers. The survey was conducted using a dual approach, both online and offline, distributing questionnaires through EV community platforms, owner forums, and dealership locations to ensure the diversity and representativeness of respondents. Findings: The results indicate that push factors, including financial risk, infrastructure risk, privacy risk, and environmental risk, all have a significant negative impact on switching intentions, with environmental and financial risks being the most prominent. In contrast, pull factors such as product innovativeness, instrumental attributes, and policy support show a positive influence, with product innovativeness having the most substantial effect. Regarding mooring factors, switching costs significantly negatively affect switching intentions, while inertia does not show a significant effect. This suggests that consumers are more concerned with tangible benefits and risk considerations when adopting electric vehicles rather than being constrained by existing habits. Novelty /Improvement: The originality of this study lies in its first comprehensive application of the PPM model to the context of electric vehicle adoption, providing a multidimensional and integrated analytical framework that overcomes the limitations of previous single-theory perspectives.