The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects
Bibliographic Data
| ID | 16913645 |
|---|---|
| Authors | Majid Mapkhot Goaill (Thamar University), Mohammed A Al-Hakimi (0000-0001-9923-1439, Thamar University, corresponding author), Hamood Mohammed Al-Hattami (0000-0001-6290-1697, Hodeidah University), Mohsen Ali Murshid (0000-0003-1279-8593, Thamar University), Amal Al-Mogahed, Amal M Al-Mogahed (Thamar University), Sharf Obad (Thamar University) |
| Year | 2023 |
| Volume | 13 |
| Issue | 4 |
| Publication date | 2023-10-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440231221353 |
| OpenAlex | W4390202719 |
| Language | EN |
| Citations received | 1 |
| References cited | 79 |
Awareness among consumers in determining purchase intention (PI) and repurchase intention (RI) for energy drinks plays an important role. However, it has been overlooked in previous studies. In order to bridge this knowledge gap, we investigate the role of awareness of the potential negative effects of energy drinks (PAEEDs) as a moderating variable in the relationship of promotional activities with PI and RI among different young people. The data were collected from 415 students from Yemeni universities and analyzed using structural equations modeling via SmartPLS software. The results revealed that promotional activities affect PI among students with low awareness of the PAEEDs more than students with high awareness. In contrast, promotional activities affect RI among students with high or low awareness of the PAEEDs. This study provides additional evidence about the effects of energy drinks (EDs) promotional activities on PI and RI among young people in light of the awareness of these products and, thus, the urgent need for regulation and restrictions on youth consumption of EDs. Implications for theory and practice are discussed
Advertising · Business · Sociology · Structural equation modeling · Environmental Sustainability in Business · Innovation and Socioeconomic Development · Innovation Diffusion and Forecasting · Medicine · Psychology · Marketing
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| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |