Corporate social responsibility (CSR) is an important concept of modern economic theory. In the last few decades, it has become an increasingly popular marketing tool used by companies. Consumers too want to see more CSR activities, especially those focused on environmental protection. The petroleum industry produces both toxic and non-toxic waste at almost all stages of production. While petroleum companies satisfy market demand, they also want to meet consumers’ moral and ethical demands. In this light, CSR has become vital for the development of industry. This paper looks at CSR in the petroleum industry, and its effect on customer satisfaction and subsequently toward the customer repurchase intention in Malaysia. The starting point of this paper is the Stakeholder Theory. It then examines CSR endeavors within the oil and gas sector and its link to customer repurchase intentions. It also looks at the established hypotheses between the activities of CSR (Economic Responsibility, Legal Responsibility, Ethical Responsibility, Philanthropic Responsibility), customer satisfaction and repurchase intention. This paper aims to learn about the customer’s sense of fulfilment with the CSR activities, and what could be the reaction base on the customer’s expectation.

The rapid rise of live streaming commerce in China has transformed the retail environment, with electronic word-of-mouth (eWOM) emerging as a pivotal factor in shaping consumer behavior. As a digital evolution of traditional word-of-mouth, eWOM gains particular significance in live streaming contexts, where real-time interactions foster immediacy and engagement. This study investigates how eWOM influences consumer purchase intentions within Chinese live streaming platforms, employing the Information Adoption Model (IAM) as theoretical framework. Using a grounded theory approach, this research applies NVivo for data coding and analysis to explore the cognitive and emotional processes triggered by eWOM during live streaming. Findings indicate that argument quality, source credibility, and information quantity significantly enhance consumer trust and perceived usefulness of information, which, in turn, drives information adoption and purchase intention. Furthermore, the study reveals that social interaction between live streaming anchors and audiences amplifies the influence of consumers' internal states on information adoption. This study enhances the Information Adoption Model (IAM) by introducing social interaction as a moderator between consumers' internal states toward live streaming eWOM and their adoption of information, highlighting the value of social interaction in live streaming. It also incorporates information quantity, showing how eWOM quantity affects trust and perceived usefulness. Furthermore, the study contributes to exploring how factors like argument quality, source credibility, and information quantity shape consumer trust and perceived usefulness, offering insights into the cognitive and emotional processes of information adoption in live streaming.

Short-form content has the potential for virality and broad sharing, allowing businesses to reach large audiences in a short period of time. This type of content has transformed traditional marketing approaches, capturing the attention and curiosity of Generation Z, thereby leading to the rise of digital marketing. As Generation Z is the next generation of consumers and their purchasing power increases as they enter the workforce, marketers need to understand the factors influencing their attitudes and purchase intentions. This study aims to explore the relationship between the growing presence of short-form advertising content in corporate marketing strategies and consumer behavioral intentions. To achieve this, the sub-characteristics of short-form content were categorized into expertise, ease of use, and entertainment value, while information reliability was set as a mediating variable. Data was collected through a survey of 256 adults residing in Busan and Gyeongnam, and analyzed using SPSS 28.0. The findings of the study revealed that most sub-characteristics of short-form content advertisements positively influenced both recommendation and purchase intentions. Additionally, information reliability was identified as a significant mediating factor between short-form content and consumer behavioral intentions. These results provide important insights for corporate marketers and advertising professionals, as they offer valuable guidance on how to influence consumer purchase intentions effectively.

This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers' behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

Business organizations use job advertisements to find and attract the high-quality workforce they need. Skillfully crafted job advertisements not only provide job-related information to job seekers but also help develop a strong employer brand in the employee market. Based on signaling theory and person-environment fit theory, we propose that the content and specificity of information provided in job advertisements influence job advertisement effectiveness through various mechanisms. In a scenario-based experiment on 310 young job seekers, we probed the direct and indirect effects of job advertisement informativeness on job pursuit intentions. Using structural equations modelling and multi-group path analysis, the mediating roles of perceived job appropriateness and ad truthfulness, along with the moderating role of previous employment experience, were examined. By manipulating the information content of a hypothetical job advertisement, we demonstrated that: a) both advertisement informativeness and perceived job appropriateness had positive direct effects on application intentions, while the latter had a greater effect; b) perceived job appropriateness mediated the relationship between advertisement informativeness and job pursuit intentions; c) the indirect (mediated) effect of advertisement informativeness on application intentions was moderated by previous employment experience; d) perceived ad truthfulness did not exert any significant effect on application intentions. These findings imply that HR practitioners should provide specific information in job postings to help candidates, especially those with less work experience, evaluate how well the job suits them and increase their motivation to apply.

This research aims to test the effect that the implementation of green practices at a major sport tourism event, the Badminton World Championships in Huelva (Spain), has on the future intention of spectators to return to similar sport events. A total of 523 spectators who attended the event were randomly selected and self-administered in the presence of the interviewer. A confirmatory factor analysis of the model and a multi-group analysis were carried out. Sporting events have a great impact on the environment in which they are organised, mainly when they are linked to tourism, whether at an economic, social or environmental level. The results indicated that green practices indirectly influence spectators' future intentions through emotions and satisfaction, direct antecedents. In addition, green practices directly affect both image and trust, and indirectly affect satisfaction. In conclusion, green practices are a variable to be taken into account when planning the organisation of a sporting event that aims to consolidate itself in the tourism and sports services market.