Carbonated soft drinks (CSDs) have long been a mainstay of the beverage business but changing consumer tastes and rising health awareness have necessitated a thorough study of the variables impacting consumer choices. This study intends to explore the complex web of customer preferences, purchasing behaviour, and perceptions related to carbonated soft drinks. This research analyses how numerous variables, including gender, affect these preferences and choices via careful examination. The purpose of thepresent research is to determine the perception of consumer influencing customer choice preferences for the consumption of carbonated soft drinks, influence of gender and the role of advertisement in finalizing the choice. It would be helpful to do further research to better understand how these highlighted variables affect purchasing choices, especially gender-based variances. The important influence of gender on consumer behaviour has been acknowledged. For this study, a structured questionnaire was distributed through online social media to individuals of 12–45 years of age from the period of April–May 2023. For analysis of the data collected, SPSS 22.0 was used. The study has confirmed that consumption of Coca-Cola is higher than any other soft drink in almost the entire country. The factors like youthfulness, tradition, status symbol and level of carbonation have different influences on the buying behavior of male and female consumers.

Artificial Intelligence (AI) has become a pivotal force in transforming the retail industry, particularly in the online shopping environment. This study investigates the impact of various AI applications—such as personalized recommendations, chatbots, predictive analytics, and social media engagement—on consumer buying behaviors. Employing a quantitative research design, data was collected from 760 respondents through a structured online survey. The snowball sampling technique facilitated the recruitment of participants, focusing on diverse demographics and their interactions with AI technologies in online retail. The findings reveal that AI-driven personalization significantly enhances consumer purchase intentions and satisfaction. Multiple regression analysis shows that AI personalization (β = 0.35, p < 0.001) has the most substantial impact on purchase intention, followed by chatbot effectiveness (β = 0.25, p < 0.001), predictive analytics (β = 0.20, p < 0.001), and social media engagement (β = 0.15, p < 0.01). Similarly, AI personalization (β = 0.30, p < 0.001), predictive analytics (β = 0.25, p < 0.001), and chatbot effectiveness (β = 0.20, p < 0.001) significantly influence consumer satisfaction. The hierarchical regression analysis underscores the importance of ethical considerations, showing that ethical and transparent use of AI increases consumer trust and engagement. Model 1 explains 45% of the variance in consumer behavior (R² = 0.45, F = 154.75, p < 0.001), while Model 2, incorporating ethical concerns, explains an additional 10% (R² = 0.55, F = 98.25, p < 0.001). This study highlights the necessity for retailers to leverage AI technologies ethically and effectively to gain a competitive edge, improve customer satisfaction, and drive long-term success. Future research should explore the long-term impacts of AI on consumer behavior and the integration of emerging technologies such as augmented reality and the Internet of Things (IoT) in retail.

The rise of Internet technology has transformed consumer shopping behaviors, offering convenience and a wide range of options, making online shopping increasingly popular. In Saudi Arabia, this trend has grown significantly due to higher internet penetration, technological advancements, and shifting consumer preferences. However, building and maintaining consumer trust remains a crucial challenge. Despite the growing interest, there is limited research on the unique aspects of Saudi consumers’ online shopping behaviors. This study aims to address this gap by identifying key factors influencing these behaviors and examining their impact on purchase intentions, with a focus on the mediating role of consumer trust. This study explores factors influencing online shopping behavior and their impact on purchase intention, with a focus on consumer trust as a mediator. Using a survey of 573 respondents from Jeddah and Medina, Saudi Arabia, key factors identified through literature review include perceived usefulness, ease of use, risk perception, website quality, and social influence. The quantitative analysis revealed that customer service and return policies, information quality, perceived convenience, ease of use, usefulness, cost-saving, product variety, and social influence significantly affect consumer trust, which in turn enhances purchase intention. These findings provide valuable insights for businesses to optimize digital strategies, enhance consumer engagement, and foster long-term customer relationships, thereby boosting satisfaction and online business success.

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.

Consumers’ interest in green consumption has increased rapidly in recent years with heightening concerns for environmental, social, and health risks. However, increased concerns and interest of consumers may not translate to their behavioral outcome which may be attributed to socio-economic and consumers’ internal stimuli. Furthermore, contextual differences in the marketplace may influence how consumers form their green attitudes and behavior. The purpose of this study is to assess the role of consumers’ intrinsic traits such as consumers’ personal values, their self-motivation for sustainable consumption (i.e., perceived consumer effectiveness), green skepticism, and environmental involvement in their green attitude and behavior, and to see if the country-specific contextual condition may influence consumers’ behavior. In addition, price sensitivity and environmental protection emotions are considered moderating constructs to explain the gap between green attitude and green behavior. Findings from this study provide insights into understanding Chinese and Singaporean consumers’ green behavior which is driven by their intrinsic traits and by extrinsic conditions. This understanding can help companies to develop effective green marketing communication strategies and to enhance consumer engagement in sustainable activities and consumption.

As a key factor in the macroeconomic process, the interaction between public confidence and the commodity market, especially its impact on commodity facilitation returns and macroeconomic linkages, is worth exploring in depth. This study adopts the TVP-SV-VAR model to analyze the causal linkages, dynamic characteristics, and mechanisms of the interaction, and reveals the following core findings: (1) The economic background and information shocks contribute to the variations in the effects and orientations of the economic variables, which highlight the time-varying nature of the economic interactions. (2) Consumer and investor confidence exert heterogeneous influence on the macroeconomy, and their different responses to the negative effect of interest rates and convenience gains are particularly significant in the post-crisis recovery period. (3) In the short-term perspective, the influence of public confidence on monetary policy and inflation exceeds that in the medium and long term, highlighting the immediate sensitivity of individual economic behavior. (4) Since 2015, accommodative monetary policy has accelerated market capital flows, delaying the interaction between confidence indices and inflation, revealing policy time lag effects. (5) Convenience gains exhibit complex time-varying interactions with key economic parameters (interest rates, commodity prices, and inflation), with 2011 and 2014 displaying particular patterns, mapping differences between short- and long-term mechanisms, respectively. The study highlights the central role of consumer and investor confidence in the precise tailoring of macroeconomic policies, providing a scientific basis for policy forecasting and economic regulation, and contributing to economic stability. Meanwhile, the dynamic evolution of consumer confidence deepens market trend foresight, enhances the precision of market participants’ decision-making, and reinforces the resilience and predictability of economic operations.