Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn't considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health...

The aim of this research was to examine the impact of social media marketing activities on brand trust and brand loyalty in the banking sector. Based on an online survey of 252 users who follow banking services suppliers on social media located in Saudi Arabia, data were gleaned and analyzed via...

The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of various factors related to the perception of value,...

The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This...

This paper brings to light emotional intelligence’s impact on consumer decision-making styles during purchases. We show how brand trust (BT) and brand loyalty (BL) act as mediators between emotional intelligence (EI) and decision-making styles. We further indicate how consumers rely on...