The paper explores how social influence and consumer engagement affect the purchase intention of complementary and alternative medicine. The study aimed to investigate consumers of alternative medicine within Indonesia. The study provides practical insights into enhancing marketing strategies and strengthening consumer engagement with complementary and alternative medicine (CAM) by understanding these factors. A quantitative approach was used, involving a sample of 580 complementary and alternative medicine consumers in Indonesia. Participants were selected using purposive sampling criteria, which included individuals aged 17 years and older who had consumed CAM at least twice in the month. Data analysis was conducted using SmartPLS4 as the analytical tool. These insights offer a deeper understanding of how consumers behave in relation to alternative medicine, which can assist healthcare professionals in formulating more effective, targeted approaches to encourage the adoption of alternative medicinal practices.

The main objective of this study is to explore and investigate the impact of social network marketing on purchase intention of female’s consumers in fashion apparel and how it is affected by mediating role of brand engagement and consumer motivation. Deductive approach is used to determine the variables influencing purchase intention of female fashion apparel’s consumer. The study is con-ducted in Karachi, the hub of Pakistan’s economy. A total 150 questionnaires were distributed using random sampling technique among females of Karachi, out of which 127 responded. Data is analyzed using mean, frequencies and standard deviation with the help of SPSS. The study reports that social network marketing was significantly associated with consumer purchase intention. The study further reveals that brand engagement and customer motivation act as a partial mediator on how social network marketing impact on purchase intention of females’ fashion apparels.

This study aims to examine the complex dynamics of short video marketing, social sharing, and consumer engagement specifically within the tourism sector in Jordan. The study used AMOS software for analysis, gathering data from a total of 468 participants, including both internal and external tourists. The results emphasize the significant impact of short video marketing in stimulating social sharing behaviors among travelers, prompting them to share their experiences on various social platforms, thus expanding the reach of tourism-related content. Moreover, the research reveals the mutual relationship between social sharing and consumer engagement, indicating that sharing behaviors play a crucial role in increasing levels of engagement among tourists. The novelty of this research resides in its concentrated investigation of these associations within the unique context of the Jordanian tourism sector. The study's significance lies in its ability to expand comprehension of digital marketing dynamics in the tourism industry, providing practical insights for marketers seeking to improve brand visibility and engagement in digital spaces. This study enhances the current knowledge base by employing a quantitative approach, establishes a basis for future research endeavors, and offers valuable insights for marketers aiming to maximize the effectiveness of digital marketing strategies.