Hawazen Alamoudi

The main aim of this study is to examine the antecedents and consequences of consumer engagement in the Saudi airline industry. In total, 403 usable responses were collected using an electronic survey. The study respondents include airline travelers who are living in Saudi Arabia. The survey data were examined using structural equation modeling (SEM) to verify the theoretical model. The major study findings suggest that a positive correlation is found between online brand experience, brand love, and customer engagement. Moreover, customer engagement is positively associated with repatronage intention. In addition, the moderating results show that service quality has a moderating influence on the relationship between customer engagement and repatronage intention. As a consequence, the findings indicate the existence of service quality and its role in determining customer behavior intentions. This study also offers a great understanding of the interaction between the important factors. Thus, they may be utilized as a guideline for managing air traveling and improving airline sales in the country.

Type of the article: Research Article

Abstract
This study investigates how social media marketing influences the engagement and purchase intentions of Generation Z (Gen Z) consumers in the beauty industry. As digital technologies and social commerce continue to reshape consumer behavior, understanding the mechanisms through which social media activities translate into purchasing decisions has become increasingly important. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study examines the effects of Value of Brand Page (VBP), Self-Brand Connection (SBC), and Social Media Marketing Efforts (SMME) on Viral Behavioral Intention (VBI) and, subsequently, Purchase Intention (PI). Using Partial Least Squares Structural Equation Modelling (PLS-SEM), data were collected from 341 Saudi female Generation Z consumers during the second half of 2025. The results indicate that VBP, SBC, and SMME each have a significant positive effect on VBI, while VBI, in turn, positively influences purchase intention. Among the examined predictors, social media marketing efforts exert the strongest influence on viral behavioral intention within the proposed structural model. The findings suggest that effective and engaging social media activities, together with consumers’ perceived value of brand pages and psychological connection with brands, encourage content sharing and enhance purchase intentions. This study contributes to the literature by providing empirical evidence of the mechanisms linking social media marketing and consumer behavior in the Saudi beauty sector and offers practical implications for marketers seeking to strengthen brand engagement and stimulate purchasing through digital platforms.