This study investigates the factors affecting the brand loyalty of the customers of Auto-mobile industry in region of Pakistan with the use of ECSI model. A well-organized structured questionnaire was distributed among the customers of Auto-mobile industry. The questionnaire was based on 5 Point likert-type scale. Results show that the customer expectations have a direct positive impact on perc...

In a persuasive communication, not only the message but also the source of the message can influence the persuasibility of the audience. This paper investigates whether displaying a static image of the source can affect the perceived credibility of a message that aims to promote regular exercise. We find a clear influence of the source’s appearance on the source’s credibility and that this effe...

The likelihood of electronic word-of-mouth (e-WOM) adoption is useful for academics and practitioners to understand the persuasion. To address this issue, the attitude-intention link was often assumed in information systems (IS) literature without further examinations in the persuasion contexts. This study develops a theoretical model, grounded in the elaboration likelihood model (ELM), to asse...

User generated content (UGC) is an important source of information to consumers, yet prior research has not fully explored how certain aspects of the content, specifically the tone, perception of quality and source credibility influence attitudes and intentions to buy. This study investigates how the tone of UGC influences perceived content quality, source credibility, attitudes and consumer in...

This study aims to investigate HR leaders’ trust in AI application talent acquisition and the role of technology as a predictor attitude toward its adoption. The sample was drawn from professionals’ network Middle East using an online survey with 389 responses. results concluded that leaders have positive adoption applications function. Additionally, perceived it highly advantageous this percep...

This study aims to analyze the effect of perceived usefulness on purchase intention at shopee with customer attitude as a mediating variable. The type research used in this is explanatory research, method being an survey that emphasizes quantitative methods. sample 170 consumers who shop online Shopee city Padang. sampling technique was purposive sampling. data analysis uses Structural Equation...

Customer loyalty is a key driver of financial performance in service organizations. We investigate whether or not online customer loyalty can be increased through enhancing the perceived service quality, reducing perceived sacrifice and improving the perceived service outcome in the online service context with the possible availability of live help service technology. We also investigate the mo...