Issue #2 (Volume 21 2025)

Consumer awareness of environmental issues is increasing, which impacts marketing efforts to encourage consumer buying interest. This study aims to determine the role of the image of green brands in intervening with the influence of green marketing and corporate social responsibility in increasing the purchase intention of green brands of personal care products in Indonesia. This study surveyed 200 adolescent and adult women using Google Forms. The sampling technique employed was regional sampling. The data analysis employed a structural equation model utilizing SMART-partial least square.
The study’s findings suggest that green marketing (β = 0.665, p = 0.000) and corporate social responsibility (β = 0.205, p = 0.000) are essential for establishing an image of a green brand. Additional findings indicate that green marketing (β = 0.399, p = 0.000) substantially enhances customer purchase intention, whereas corporate social responsibility (β = 0.177, p = 0.071) does not.
This study further reinforces the image of green brands as an intervening variable in the relationship between green marketing and customer purchase intention (β = 0.189, p = 0.001), while it does not serve as a mediator for corporate social responsibility (β = 0.058, p = 0.052). This research elucidates the significance of marketing managers in the effective creation of green marketing programs to enhance the image of green brands and consumer purchasing intentions.

Digital marketing has become a central driver in tourism promotion, reshaping how destinations engage with potential visitors. This study investigates the impact of digital marketing strategies ‒ social media marketing, electronic word-of-mouth (e-WOM), and online advertising ‒ on brand awareness and tourists’ intention to visit destinations in Saudi Arabia’s Asir region. The study utilized a sample size of 400 participants, with a 70% response rate, resulting in 280 completed surveys. The sample represented a diverse demographic, with 57.1% male, 42.9% female, 89.3% Saudi nationals, and 96.4% domestic tourists. Data were collected from tourists visiting key attractions such as the Al-Soudah Mountains and Abha, either in person or via digital channels. The survey assessed the effectiveness of digital marketing tools and their influence on brand awareness, intention to visit, and tourist satisfaction.
The results analyzed using descriptive statistics, correlation analysis, and multiple regression, revealed that all three digital marketing strategies significantly influenced both brand awareness and the intention to visit. Social media marketing showed the strongest impact (β = 0.31**, p < 0.01), followed by online advertising (β = 0.30**, p < 0.01) and e-WOM (β = 0.25**, p < 0.01). These findings highlight the effectiveness of digital marketing in shaping tourist behavior and decision-making, with significant implications for tourism marketing in emerging destinations like Asir.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.