01
Research Article
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Conceptualizing Instagram-Driven Street Food Consumption : Development of a Multidimensional Measurement Scale
Chinky Chhabra, Bhawna Agarwal, Anubha Vashisht
· pp. 8–24
DOI: 10.17010/ijom/2026/v56/i9/176089
Purpose : Instagram served as a vital platform for influencing consumers’ food choices; yet research had largely examined its influence on street food consumption through isolated behavioral constructs. This study addressed this gap by conceptualizing Instagram-driven street food consumption as …
Keywords:
food consumption, consumption behavior, consumer purchasing decisions, social media, Instagram
02
Research Article
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Antecedents of Green Purchase Intention on Social Commerce : The Mediating Role of Attitude
Anh Chien Vu, Thi-Trang Tran
· pp. 25–41
DOI: 10.17010/ijom/2026/v56/i9/175715
Purpose : Vietnam’s e-commerce market developed rapidly and played a key role in the country’s digital economy. Social commerce emerged as a new phenomenon in the e-commerce industry and leveraged the inherent advantages of social media to create new forms …
Keywords:
economic value, emotional value, electronic word-of-mouth, green product, social commerce
03
Research Article
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Analysis of Factors Increasing Customer Engagement and Brand Trust Toward Purchase Intention
Welly Surjono, Deshinta Arrova Dewi, R. Raja Subramanian
· pp. 42–63
DOI: 10.17010/ijom/2026/v56/i9/175706
Purpose : The study analyzed the impact of short-video content creativity, influencer authenticity, and public word-of-mouth on consumers’ purchase intention in the context of TikTok Commerce. It also considered the role of customer engagement and brand trust as mediating variables. …
Keywords:
short-video content creativity, influencer authenticity, social proof, customer engagement, brand trust, purchase intention, consumer behaviors
04
Short Communication
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Social Redistribution, Not Digital Infrastructure, Drives Climate-Conscious Behavior Among Professional Uniform Wearers : Evidence from India's Hospitality and Retail Sectors
Shrina Bhalla, Neha Raghav
· pp. 64–73
DOI: 10.17010/ijom/2026/v56/i9/176090
Purpose : Professional uniforms are issued to well over 110 million workers in India across retail, hospitality, healthcare, and allied sectors, yet remain almost absent from the circular economy literature. This study identified which dimension of a Circular Textile Program …
Keywords:
circular economy, professional uniforms, workwear, climate-conscious behavior, social redistribution, PLS-SEM, India
