Social media interactivity creates consumer’s space of information seeking-sharing where its intensity could produce knowledge, creates new values and changes behavior. The aim of this study is to exploratory investigate the dual role of Generation Z’s information seeking-sharing behavior within green context through the interactive space of social media as a resource for the development of social media marketing strategy. The research employs mixed-method approach of qualitative-explorative data mining, quantitative cross-tabulation Chi-Square test, and integration. Two findings of this research are elaborated. First, consumer’s space of information-seeking leads to the process of green awareness rationalization, i.e., how environment-oriented actions can be rationalized. Second, consumer’s space of information-sharing leads to green social values, i.e., How environment-oriented actions can be socially recognized. The marketing implications of these two findings are business’ efforts to develop green-oriented strategic mindset through space of social media marketing “customer engagement” where the dual role of information seeking-sharing within green context is facilitated.

Terms and Conditions are always encountered when using social media applications to determine which data can be accessed and what cannot.  However, there are shortcomings in their implementation and communication, often causing users to be unwilling to read them. Therefore, this study aimed to analyze the effectiveness of implementing partial consent in Terms and Conditions concerning user Data Awareness and Data Security in social media. This Paper administered a questionnaire, distributed with a form, to students who use social media to understand their opinions regarding the partial consent concept. This paper analyzed the data using descriptive statistical methods. The results show a positive response from respondents towards implementing the partial consent concept, the users feel the terms and conditions are more effective in increasing user data awareness and security.

This study explores the factors affecting dentists’ willingness to use social media in their practices, examining how consumer behavior influences their adoption decisions. Despite the growing use of social media across industries, its adoption in dentistry remains relatively underexplored. As investments in digital technologies increase, understanding dentists’ intentions to integrate social media becomes crucial, especially considering the evolving consumer behavior patterns in healthcare. Using the Technology Acceptance Model (TAM) and factoring in patient pressures, this study analyzes data from 209 respondents through SPSS and Smart PLS 4.0. The results offer valuable insights for dentists, highlighting the benefits of social media integration, and justifying investments in these platforms to align with changing consumer expectations. The study also discusses its limitations and suggests future research directions to further explore social media adoption in dentistry and its potential to drive economic growth within the sector.

This study aimed to explore the indirect effects of appearance-related anxiety (ARA) on Instagram addiction (IA) through sequential mediators, namely social media activity intensity (SMAI) and Instagram feed dependency (IFD). The study also aimed to provide theoretical explanations for the observed relationships and contribute to the understanding of the complex interplay between appearance-related concerns, social media usage, and addictive behaviors in the context of IA. A sample of 306 participants was used for the analysis. The results of the sequential mediation analysis (SMA) revealed several important findings. Firstly, the mediation model demonstrated that SMAI mediated the relationship between ARA and IA. However, there was no direct relationship observed between ARA and SMAI. Secondly, the analysis showed that IFD acted as a second mediator in the relationship between ARA and IA. Both ARA and SMAI had significant direct effects on IA, indicating their individual contributions to addictive behaviors. Furthermore, the total effect model confirmed a positive relationship between ARA and IA. This finding suggests that ARA has a direct influence on the development of IA. The examination of indirect effects revealed that ARA indirectly influenced IA through the sequential mediators of SMAI, IFD, and ultimately IA itself. The completely standardized indirect effect of ARA on IA through these mediators was found to be significant. Overall, this study provides evidence for the indirect effects of ARA on IA and highlights the mediating roles of SMAI and IFD. These findings contribute to our understanding of the psychological mechanisms underlying the complex relationship between appearance-related concerns, social media usage, and the development of IA.

This study examines consumer attitudes toward cryptocurrencies in Slovakia, focusing on the perceived adequacy of their promotion and the influence of demographic factors such as education, gender, and age. The findings reveal that a significant majority of respondents view cryptocurrency promotion as insufficient, with 77.77% expressing dissatisfaction. Demographic factors were found to have minimal impact on attitudes, suggesting that universal barriers—such as trust, technological literacy, and perceived risks—play a more critical role. Social media emerged as a key platform for engaging consumers, particularly younger demographics, provided that campaigns are well-targeted and informative. These results highlight the need for innovative promotional strategies emphasizing transparency, education, and trust-building to bridge the gap between cryptocurrencies and broader consumer adoption. The study contributes to the growing literature on cryptocurrency marketing by providing actionable insights for addressing challenges in emerging markets like Slovakia.