The impact of promotion on purchase intentions in Jordan: Video game industry

This study is done to identify the impact of promotion on the purchase intentions of video games in Jordan. The independent variables used to test promotion were trailers, discounts, influencers/streamers, and social media. The data were collected by using a survey designed on google forms sent or using a Quick Response (QR) code to random gamers in Jordan. 129 people responded to the survey. The data were coded on SPSS and reliability, validity, and correlation among variables were confirmed, then the hypotheses were tested by multiple regressions. The researcher found a statistically significant impact of promotional tools on purchase intentions of the video gaming industry in Jordan, where trailers have the highest significant positive effect on purchase intentions, followed by social media, then influencers/streamers, while discounts do not significantly affect purchase intentions of video games in Jordan. Some limitations and recommendations for future research have been provided at the end of the research

Factors affecting consumers’ behavioral intentions to use and adopt digital wallets

The current research paper aims to pinpoint the determinants that impact consumers' perceived ease and perceived usefulness of digital wallet usage in Jordan. To accomplish this, the Technology Acceptance Model (TAM) has been used, which encompasses additional dimensions like the perceived risk of COVID-19, social influence, government support, promotional benefits, perceived value, and personal innovativeness. A quantitative research approach was employed in this paper; an online survey was applied to gather data from a total of 401 participants. The gathered data underwent analysis using a two-step PLS-SEM method. The study outcomes show that digital wallet users' perception of promotional benefits and perceived value significantly and positively affect the digital wallet's perceived usefulness. However, governmental support and social influence do not have a significant impact on digital wallets' perceived usefulness

The effect of Instagram on millennials consumer’s purchase intentions in the fashion industry

The purpose of the current research is to explore the impact of Instagram pages on consumers’ purchasing intentions among millennials in the fashion industry in Jordan. This study uses a quantitative, cause-effect, and cross-sectional approach. Online surveys were used to collect data from 212 respondents through different social media tools. The collected data was analyzed by SPSS software and Smart PLS to test the research hypothesis. Results show that bloggers’ recommendations significantly affect eWOM and engagement; usefulness information significantly affects eWOM and engagement; while trust insignificantly affects eWOM and engagement; brand familiarity insignificantly affects eWOM and engagement; participation and socialization insignificantly affect eWOM and engagement. Finally, useful information, eWOM, and engagement significantly affect consumers buying intention on Instagram. The study gives new information about the influence of Instagram pages on consumers' intentions. Therefore, this research expands the knowledge about factors that affect customers’ buying intentions. Since the study is a quantitative cross-sectional conducted on fashion industry Instagram users through an online survey in Jordan, which may limit its generalization to other industries and countries, therefore, the study suggests applying similar studies to online users of different ages, industries, and countries. Marketers can use Instagram to contact, promote, advertise, and sell their products by developing strong relationships with their customers through different social media tools. Using social media tools for marketing and selling reduces paperwork, printed advertisement, and transportation, which positively affects corporate social responsibility and reduces the consumption of energy and pollution

The Influence of Corporate Social Responsibility on Consumer Purchase Intention: The Mediating Role of Consumer Engagement via Social Media

Corporate Social Responsibility (CSR) has become a vital factor in how organizations run their businesses. Consumers are becoming more aware of it and are expecting it from organizations. With the rise of social media, organizations have another channel to communicate their CSR activities to their stakeholders. A good deal of research has been conducted on CSR and its relation to consumers. However, there is limited research on its influence on consumers via social media channels. Therefore, this research studied the impact of an organization’s CSR activities on consumer purchase intention with the mediating effect of consumer engagement via social media. A total of 21 questionnaire surveys were provided. A sample size of 250 responses was successfully collected via different social media platforms. Results show that ethical responsibility has a positive significant impact on customer engagement (15%) and purchase intentions (35%). Environmental responsibility has a positive significant impact on consumer engagement (11%) and purchase intentions (18%). Meanwhile, Philanthropic Responsibility and Economic Responsibility have an insignificant effect on Customer engagement. Customer engagement has a positive and significant effect on Purchase Intension (47%). Finally, the purchasing intention of consumers is mediated positively and significantly by consumer engagement with CSR activities on social media. In addition, consumer engagement with CSR activities on social media has a positive impact on purchase intention. However, contrary to other research, economic and philanthropic responsibilities have no significant impact on consumer engagement with social media activities

How Consumers’ Consciousness Moderates the Corporate Social Responsibility Effect on Apparel Industry Brand Image

This research aims to investigate the moderating role of customer consciousness in the correlation between CSR and the brand image of the Jordanian apparel industry. The study employs a cross-sectional quantitative method. To actualize this study, data was gathered from 440 participants. The collected data was coded against SPSS 25, then normality, validity, and reliability were tested, and multiple regressions were used to test hypotheses. Findings show that the Jordanian Apparel industry highly applies CSR, brand image, as well as, consciousness. Furthermore, results show that CSR, brand image, and consciousness are strongly related to each other. Results also indicate that CSR influences the brand image. Social responsibility is having the highest effect on brand image, followed by ethical and economic responsibility, respectively. Environmental responsibility was having a negative influence on brand image. When adding consciousness as a moderate, it moderates the influence of CSR on the brand image. The study recommends conducting qualitative research to understand why Jordanian customers rated environmental responsibility as having a negative effect on brand image. In addition, it recommends that the apparel industry use awareness campaigns to enhance customers’ consciousness because it moderates the relationship between CSR and brand image