In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

This study investigates the intricate relationship between awareness advertising and buying intention among Iraqi grocery shoppers, exploring the mediating role of consumer attitude. Employing a quantitative approach, the authors surveyed 300 shoppers. Using a random sampling technique. To ensure rigor and validity, the authors rigorously analyzed the relationships using partial least squares structural equation modelling (PLS-SEM) based on 288 valid responses. The findings reveal that awareness advertising significantly impacts buying intention, mediated by consumer attitude. These insights offer valuable management implications for product marketers. Sufficient brand awareness attracts consumer attention, shapes positive attitudes, and ultimately drives purchase decisions. This study further validates the theoretical model of consumer response by empirically establishing consumer attitude as a central intermediary between awareness advertising and buying intention within the Iraqi market context.

This study systematically examines the literature of electric vehicle (EV) purchase intention and consumer behavior using a bibliometric method to unveil three main research questions: 1) identifying influential publications, authors, and journals; 2) analyzing the thematic evolution of research over time; and 3) identifying emerging research directions. The main objective is to provide a comprehensive understanding of the current state of knowledge and to guide future research in this evolving field. A comprehensive bibliometric analysis was conducted, using Scopus statistics analysis, R-Studio Biblioshiny and VOSviewer, comprising 687 publications authored by 1743 researchers representing 34 different countries with the dataset sourced from the Scopus database from 2010 to 2023. To achieve a nuanced understanding of the research landscape, a multifaceted approach was adopted, including detailed citation analysis, author co-citation analysis, keyword analysis, and thematic mapping. Through meticulous analysis, this study identifies the most influential publications, authors, and journals in the domain of EV purchase intentions and consumer behaviors. It also traces the evolution of themes over time and identifies emerging research directions, providing valuable insights into the trajectory and future avenues of inquiry within this field. The findings contribute to a deeper understanding of the dynamics shaping research in the realm of EVs. The insights gained contribute significantly to advancing knowledge in this crucial domain, offering theoretical insights and practical implications for policymakers, businesses, manufacturers, and academics.

The objective of this study is to examine the extent of awareness, intention, and behavior among university students in relation to green marketing. It is recognized that the present cohort of students, as well as future generations, will have a substantial impact on shaping the course of the world. The respondents for this study consisted of university students, and the collected data was subsequently analyzed using SPSS (Statistical Package for Social Sciences) 25 in order to test the stated hypothesis. University students exhibit a comprehensive understanding of green marketing and a conscious inclination toward embracing favorable intentions and behaviors in relation to this domain. The results of this study suggest that there exists a statistically significant and positive correlation between individuals’ level of green awareness and their intention to participate in environmentally friendly consumer practices. Furthermore, it has been observed that the intention of consumers to engage in green practices has a noteworthy influence on their subsequent behavior in terms of adopting environmentally friendly behaviors. The findings obtained from studies on green marketing are of utmost importance in offering valuable guidance and orientation toward a future characterized by heightened environmental awareness and sustainability. The novelty of this study is to provide a lucid comprehension of students’ perceptions about green marketing. Several factors can potentially impact the intention and behavior of environmentally conscious consumers, including personal values, social norms, and economic factors. Additional research is necessary in order to obtain a more thorough comprehension of the complexity of these variables, and how they interact to impact consumer behavior.

With the continuous development of network has also greatly developed, exploring the role of social network relationships and attachment emotions on consumer intention helps community managers to promote community purchases for more consumer. As another core component of social e-commerce, social media influencer also has a significant influence on consumer intention. This study systematically analyzed the effects of social network relationships and social media influencer characteristics on consumer purchase intentions. Introduced consumer attachment and perceived value as mediating variables to construct the research framework of this study. This article adopts quantitative analysis methods to test the research hypotheses proposed. This article collected 600 first-hand data in the form of a survey questionnaire and analyzed the data using AMOS and SPSS statistical software. The empirical analysis in this article confirms that social network relationships has a significant impact on consumer purchase intentions; social media influencer characteristics has a significant impact on consumer purchase intentions; consumer attachment has a significant impact on perceived value;  consumer attachment plays a mediating role in the effect of social network relationships on consumers purchase intentions; perceived value plays no mediating role in the effect of social media influencer characteristics on consumer purchase intentions; perceived value plays a mediating role in the effect of consumer attachment on consumer purchase intentions; consumer attachment and perceived value have a chain mediating role between social network relationships and consumer purchase intentions.

This research was conducted with the intention of investigating and analyzing the factors that influence the views that consumers have of advertising on social media platforms. The goal of this study is to look at the many ways that new media ads affect consumers’ purchasing behavior. An evaluation of the validity and reliability of the measures has been carried out with the assistance of confirmatory factor analysis. In addition, the quantitative research approach makes use of both simple random sampling and statistical sampling. The information was gathered via the use of a questionnaire that was issued to fans of new media. Using a Likert scale with five points, the questionnaire’s questions were evaluated to ensure that they were appropriately worded. The total sample size that is employed is 359. The purchase behavior of consumers of new media has been evaluated based on five variables, including the ability to attract attention, provide amusement, establish legitimacy, emphasize creative character qualities, and evoke emotional appeal. The objective of this study paper is to investigate the impact that advertisements broadcast via new media have on consumers’ decision-making processes regarding the acquisition of goods and services. The research’s findings show that when consumers are weighing their options for purchase, advertisements having the largest impact on their purchasing decisions in new media. With the goal of offering important insights into the new media advertising industry, the author seeks to link these results with pertinent ideas from the theoretical framework.