This study investigates the role of Xiaohongshu in shaping Chinese international students’ purchase intentions (PI) toward Malaysian traditional food. Drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), the research examines the direct effects of information quality, electronic word of mouth (eWOM), perceived usefulness (PU), and perceived enjoyment (PE) on PI, as well as the mediating roles of attitude and trust and the moderating role of food neophobia. A quantitative research design was employed, and data were collected through a structured questionnaire distributed among Chinese international students studying in Malaysia. A total of 380 valid responses were obtained, with established scales adapted from prior research to measure the constructs. The data were analyzed using SPSS, including reliability testing, correlation analysis, regression analysis, and mediation and moderation tests. The results revealed that all four independent variables significantly influenced PI, with both attitude and trust mediating these relationships. Furthermore, food neophobia was found to moderate the effects of attitude and trust on PI, weakening these positive associations among students with higher levels of neophobia. These findings confirm the importance of cognitive and affective factors in food-related consumer behavior within a cross-cultural context. This study extends TAM and TPB by applying them to the context of social media–driven cross-cultural food consumption. It provides theoretical insights into the role of trust, attitude, and individual differences in shaping consumer behavior, while also offering practical recommendations for marketers and cultural promoters seeking to enhance the acceptance of Malaysian traditional food among international students.

Presently, online users usually tend to use the Internet to get some details information and forward their purchasing experience on social media platforms. This activity helps other users create their own purchasing plans simpler. However, there are not many studies on accepting and forwarding e-WOM. This paper examines the effect of EWOM elements containing tie strength, message credibility, and source credibility on acceptance of e-WOM (AEWOM). The study also investigates the effects of other EWOM elements including customers' mood on forwarding e-WOM (FEWOM). Moreover, this study examines the mediator effect of (AE-WOM) between (tie strength, message credibility, and source credibility) and FEWOM together with the moderator effect of gender differences between AEWOM and FEWOM. In the current paper a sample of 381 students is selected at the Jordanian university. The findings show positive relationships among all variables. The research also offers recommendations to marketers in order to improve the value of content which is generated by online users.

The development of Islamic tourism such as Umrah does not get much attention in the literature though there are 6 million people all around the world performing Umrah every year. Nowadays, social media has been recognized as an important tool in building and maintaining the image of tourist destination especially in the Umrah context. Thus, the purpose of this study was to examine the effect of social media experiences (interactions and sharing of contents) on attitudes and behavioral intentions towards Umrah package (booking decisions and electronic Word of Mouth) among generation X and Y. Sums of three hundred eighty-four respondents were engaged as the respondents. The population of this study was among Malaysian Muslim citizens who had social media experiences in seeking online information and knowledge about Umrah and already performed Umrah. The data then was analyzed using the Statistical Package for Social Science (SPSS) and Partial Least Squares (PLS) software. The findings of this study confirmed that sharing of contents of social media experiences has significant and positive relationship on behavioral intentions (booking decisions and electronic Word of Mouth).

The aim of the present study is to examine the influence of website quality on consumer’s e-loyalty, noting the mediating role of e-trust, e-satisfaction, and perceived enjoyment. Besides, this study examines the consequence of consumer’s e-loyalty. Survey data collected from 594 respondents aged at least 16 years and performed some online shopping through websites in Vietnam. Based on the theoretical framework, PLS-SEM using SmartPLS 3.0 software was deployed to discover links between the constructs. The results showed a positive effect of website quality on e-loyalty, which was mediated partially through consumer e-trust and e-satisfaction. Moreover, e-loyalty had a positive association with electronic word of mouth (eWOM) as well. The main findings of this research provide some empirical implications for Internet marketers and online retailers in Vietnam. E-vendors should understand the customers’ expectations and e-loyalty regarding online shopping to attract new customers as well as to retain their existing customers.

This study aims to focus on the purchase intention of the consumer specifically the millennial age group with respect to the effect of Electronic word of mouth communication and brand image. The study is performed among the students of the University of Haripur. Study reveals that the effect of Electronic word of mouth and brand image for the purchase of consumer electronics products have positively correlated and the effect is significant, which means that the Word of mouth communication can positively respond to the purchase of the said products in case when the products are branded and have certain image in the mind of consumer.

The development of internet information technology has encouraged the presence of various application platforms that can be used for multiple needs. One application that is very widely used socially is the social media application. Through social media applications, users can share information according to their needs. The use of the internet also supports the use of streaming technology that makes it easier to carry out activities to watch movies online. The availability of information technology facilities and infrastructure makes it easier for people to get films. This study aims to study the influence of electronic worth of mouth on online customer loyalty through information sharing, perceived ease of use, and intention to use. This study collected data using questionnaires as many as 378 respondents of streaming technology users obtained from the spread of 1237 questionnaires, which means a response rate of 30.55%. Data analysis uses the partial least square technique to test the study's hypothesis. The results showed that electronic word of mouth directly affects perceived ease of use, intention to use, and information sharing. Perceived ease of use is based on the intention to use, information sharing, and customer loyalty. Information sharing directly affects the intention to use and online customer loyalty. The results also showed that intention to use impacts increasing customer loyalty. In addition to direct influence, the study's results showed that electronic worth of mouth indirectly affects online customer loyalty through information sharing, perceived ease of use, and intention to use. This research enriches the field of technology acceptance model with perceived ease of use, intention to use, and information sharing. Contributions to the theory of marketing behavior are related to electronic word of mouth and online customer loyalty. A practical contribution to companies engaged in the cinema and internet technology infrastructure providers is to sustainably apply streaming technology as a form of business that society uses.

Purchasing decisions on the Traveloka application has experienced a significant decline since the Covid-19 pandemic outbreak. Ticket returns and refunds that occur due to travel restrictions have resulted in a decline in Traveloka's brand image. This study aims to analyze how brand image mediates the effect of perceived ease of use, electronic word of mouth and content marketing towards ticket purchasing decisions on the Traveloka application which was conducted on 130 respondents using the Traveloka application. The research was conducted in June 2021 with data analysis using SmartPLS 3.2.0 software. The results show that perceived ease of use had a negative impact on purchasing decisions, either directly or indirectly through brand image. Electronic word of mouth had a positive impact on purchasing decisions either directly or indirectly through brand image. Content marketing had a negative and significant impact on purchasing decisions, while indirectly through brand image had a positive and significant impact. The role of brand image was very important in increasing the effect of perceived ease of use, electronic word of mouth and content marketing towards purchasing decisions.