This study examines the relationships between social media marketing, e-service quality, payment security, and purchasing decisions among Indonesian SMEs. A quantitative approach was employed, utilizing structured online questionnaires distributed through purposive sampling to 459 executives and senior managers of SMEs in Indonesia. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The measurement model evaluation confirmed strong reliability and validity across all constructs, with Cronbach's Alpha and Composite Reliability values exceeding 0.70 and Average Variance Extracted (AVE) above 0.50. The findings demonstrate that social media marketing has a positive and significant influence on purchasing decisions (β = 0.279, t = 2.101, p = 0.016), enabling businesses to reach wider audiences, build trust, and foster engagement. E-service quality exhibits a positive and significant influence on purchasing decisions (β = 0.766, t = 2.777, p = 0.000), indicating that superior online service quality increases consumer purchase likelihood. Payment security also positively influences purchasing decisions (β = 0.289, t = 2.681, p = 0.010), as consumers demonstrate greater confidence and willingness to transact when they perceive adequate security measures. The R² value of 0.654 indicates substantial explanatory power of the model, while Q² values above zero confirm satisfactory predictive relevance. These findings suggest that trust in transaction security can significantly enhance consumers' probability of making purchases in the digital era. The phenomenon of payment security carries significant implications for Small and Medium Enterprises (SMEs), where guaranteed security can increase revenue and customer trust, while security risks may lead to financial losses and data breaches.

This study investigates the growing importance of new energy vehicles (NEVs) in relation to the broader agenda of sustainable development and emphasizes the impact of social media marketing (SMM) activities on consumers' purchasing decisions. The impact of SMM on consumer responses has been the subject of existing literature. However, the joint mediating roles of green consumption values and green trust within sustainable consumption contexts have received limited empirical attention. This research aims to address this lacuna by examining the mechanisms by which SMM influences the purchase decisions of NEVs among consumers in Guangdong Province, China. Data were collected from 450 valid respondents using a quantitative approach. The investigation concentrates on five dimensions of SMM activities: interactivity, informativeness, personalization, trendiness, and electronic word of mouth (eWOM). The outcome variable is the purchase decision, while green trust and green consumption values are treated as mediating variables. The hypothesized relationships were investigated using descriptive statistics and structural equation modeling. The findings enhance the implementation of the Stimulus Organism Response theory (SOR) in the areas of SMM and NEV consumption. In particular, the results indicate that consumers' internal psychological states can be influenced by digital marketing stimuli, which in turn affect their purchase decisions. Consequently, SMM should not be regarded solely as a promotional or communication tool. Rather, it can serve as a strategic approach to reinforce consumers' environmental values, enhance their trust in green products, and establish more robust relationships between consumers and green products. NEV firms are encouraged to improve their SMM practices by utilizing interactivity, information quality, personalized communication, trend-related content, and eWOM. From a managerial perspective, these measures may have beneficial implications for the optimization of NEV marketing strategies in Guangdong Province, China. The proposed model may be further validated in future research by incorporating larger samples, cross-regional data, longitudinal methods, or real-world application scenarios.

This study was, therefore, set to achieve the following objective: to explore the impact of social media on consumers’ buying decisions. The current research was conducted on online consumers through luxury perfume brands' websites. The phenomenon of online sales has recently spread in Saudi Arabia, where the authorized number of those stores reached 1,800 sites at the end of 2021. The target population was online purchasing consumers from luxury perfume sellers. The appropriate sample size in unlimited populations is 385 responses. The research hypotheses were tested using the SEM (Structural Equation Modeling) method, which allows for the evaluation of the degree of dependence of consumers buying decisions on social media marketing. The results of the study demonstrated that social media marketing influences the consumer purchasing decision process. The outcome can be credited to the effectiveness of marketing efforts in the chosen retail via social media.

The purpose of this study is to investigate the impact of social media marketing on value co-creation for tourism customers through the mediation effect of customer engagement capability. A quantitative research design was employed to conduct a survey-based study from employees working in tourism companies in Saudi Arabia. A convenience sampling technique was used to collect data from 297 employees from tourism companies in Saudi Arabia. Data analysis was performed with structural equation modeling. The study findings indicate that social media marketing significantly influences customer engagement capability and value co-creation for tourism customers. Additionally, customer engagement capability plays a significant mediating role between social media marketing and value co-creation for tourism customers. This indicates that customer engagement plays a vital role in transforming digital marketing activities into valuable customer outcomes. Moreover, the value of social media platforms is recognizable in terms of interaction and collaboration with valued customers. Hence, tourism companies in Saudi Arabia can take part in digital transformation while managing tourism activities in line with the priorities of Vision 2030. The study provides a better understanding of how digital engagement initiatives can add value to co-creation in the tourism sector.

Most of the organizations today look forward to streamlining their business with the rapid needs of the society. However, they do not consider the holistic view of various digital driving factors. The paper aimed to develop a structural framework using the enablers of Digital Transformation (DT) by applying qualitative and rational approaches to develop a conceptual model of DT adoption for various industries. The assimilated approach of Delphi and Interpretive Structural Modelling demonstrated the qualitative data-driven theoretical structure by identifying fourteen enablers of DT and developed a logical model in nine levels. The driving and dependency powers of each enabler were portrayed in MIC MAC analysis. The government regulation and market pressure found as key drivers with strong driving and low dependency powers occupying the lowest level which influences customer demand, behavior and expectations and process, performance improvement of the business. The model demonstrates a deep understanding of global firms to leverage various dimensions while taking transformation decisions in their business process and gain a competitive edge. Further, any organization that looks for adopting digital transformation can consider these factors or models in deciding the implementation process. It recommends researchers to validate the model or may prioritize the factors and sub-factors for multi-criterion based decision making process for unique findings.

This paper investigates the impact of social media marketing on brand image and brand trust toward the purchase intention of Indonesian Male’s Skincare. The study proposes a model that shows the effect of skincare marketing strategies through social media for male millennials generations. A quantitative approach is used to collect the data to support the model using online surveys. The data samples are collected from 203 male respondents using non-probability sampling techniques with convenience sampling method. The results are analysed with PLS-SEM methodologies by Smart-PLS, considered to be applied when the research is exploratory. The research result shows that social media marketing had a significant impact on brand image and brand trust. Moreover, brand trust and brand image had significant im-pacts on purchase intention. With brand image and brand trust 56.1 percent explained the purchase intention, 53.6 percent social media marketing explained the brand image, and 65.4 percent of the social media marketing explained the brand trust as well.

The ongoing wave of digitalization has transformed the competitive landscape of the banking industry. By embracing the Stimulus-Organism-Response (S-O-R) framework as a theoretical lens, this research explores how technology-driven marketing practices, i.e., mobile banking and social media marketing (SMM), shape customer satisfaction and loyalty. Data were obtained from 179 banking clients from Morocco via an online questionnaire, while PLS-SEM technique was applied to test the conceptual model. Results indicate that both digital marketing practises positively affect customer satisfaction, which is shown to be a strong predictor of loyalty. In contrast, direct impact on loyalty was found to be insignificant. The model explains 59.2% and 57.7% of the variance in satisfaction and loyalty respectively, showing considerable predictive f. Contributions to existing literature include the application of the S-O-R model. Practically, results imply that banks should invest in improvement of their mobile applications and use social media in an interactive way to increase customer satisfaction and loyalty.

This study encroaches on the interactive mechanisms of the digital marketing strategy and its overall effect on the performance of the business within the Jordanian hotel sector. The article presents a survey of 370 professionals working in the field of management and marketing in the hotel and tourism industry to identify complex interdependent relationships among the concept of Search Engine Optimization (SEO), E-Service Quality (ESQ), and efficiency of the implemented digital marketing. To establish the impact of combining the SEO practices with the increased e-service quality on the customer involvement and the business success in general, the authors established and tested three hypotheses with the assistance of the structural equation modeling (SEM): first, the impact of the e-presence optimization on the competitiveness of the business on the market is very strong and positive, which is reflected through both customer engagement and efficient customer acquisition.. E-Service Quality that plays a major role in increasing the customer trust, satisfaction and retention which in turn mediates the positive relationship between digital marketing efforts and the business performance. Furthermore, the paper has established that the digital marketing strategies are a strategic facilitator connecting the level of technological adoption to the level of operational and financial performance measurement. Based on these findings, the paper proposes a long-term commitment to the advancement of the e-service quality, customer-focused digital platforms, and SEO technologies to stabilize the marketing effectiveness and guarantee the business advancement in the Jordanian hospitality sector.

Sentiment analysis, a key component of natural language processing and data mining, plays a pivotal role in extracting subjective insights from textual data, particularly on social media platforms. In response to the growing importance of digital engagement, understanding public sentiment has become essential for formulating effective marketing strategies. This study aims to enhance the marketing strategy of energy products in subsidiaries of State-Owned Enterprises (SOEs) by employing a hybrid sentiment analysis model that integrates the Valence Aware Dictionary and Sentiment Reasoner (VADER) with Long Short-Term Memory (LSTM) neural networks. Utilizing a mixed-method approach that combines both quantitative and qualitative analyses, the study collects and processes data from multiple social media sources to identify and classify consumer sentiment. The results demonstrate that the hybrid VADER-LSTM model achieves an accuracy rate of up to 84%, enabling a more nuanced interpretation of consumer opinions. These insights inform the development of data-driven, responsive, and targeted marketing strategies. Furthermore, the study highlights the significance of fostering interactive communication between companies and consumers to enhance the impact of digital marketing efforts. Theoretical implications include a contribution to the academic discourse on information systems and digital marketing, while practical outcomes offer valuable guidance for SOEs in adopting adaptive, sentiment-informed marketing approaches within the energy sector.

This study investigates the influence of social media marketing content features on consumers' purchase decisions of ready-to-consume healthy food and beverage products. Specifically, it examines the roles of interactivity, informativeness, entertainment, and perceived relevance in shaping brand trust, which in turn affects purchase behavior. Data were collected via an online survey of 241 consumers aged 18–45 residing in Greater Jakarta who engage with related social media content. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results reveal that informativeness, entertainment, and perceived relevance significantly enhance brand trust. However, interactivity does not have a significant effect. Brand trust is shown to have a strong and positive influence on purchase decisions. These findings highlight the importance of delivering informative, relevant, and engaging content in building consumer trust and encouraging purchase behavior within the healthy food and beverage sector.