Consumer brand engagement (CBE) signals propensity for brand purchase. A scale proposes three dimensions of CBE (i.e., cognitive, affective and activation dimensions) but the dimensions prominent and driving brand purchase intentions in an Instagram cosmetic purchase context need examination. In this context, this study tests Hollebeek, Glynn and Brodie’s (2014) 10-items/3 dimensions scale and examines an outcome of cosmetics brand purchase intention on Instagram. Data was quantitatively collected from 203 consumers who were students and non-students using convenience and snowballing non- probability sampling method. Confirmatory factor analysis and structural equation modelling were used to analyse the data. The results revealed that although the three CBE dimensions were identified in a Cosmetic Instagram purchase context, it was the affective and activation dimensions that positively predicted consumers’ intentions to purchase cosmetic brands after engaging with the brand on Instagram. Theoretical and practical implications are provided.

This study reviews two decades of literature on three (i.e., resource, investment and integrative) phases of marketing, identifies the marketing capability gaps from the phases and applies the insights to an emerging market context. The study found that there are unique marketing capability gaps at each of the three marketing phases. While marketing managers try to close the gaps, the fast changing socio-demographic, economic, technological environments, and even the growing power of emerging markets created more gaps. The gaps are wider in emerging markets alongside opportunities these markets provide. The findings and suggested solutions are summarized in a conceptual model.

This study derived elements from the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) to assess factors influencing attitude and intention to use drones for medications delivery among Generation Y consumers. Data was collected from 300 respondents. The results revealed that attitudes towards the use of drones for medicine delivery were influenced by perceived service quality, usefulness, and service value. Subjective norms, usefulness, service value and attitudes impacted behavioural intention. This study contributes in distribution strategy literature. It also enriches information on the drone delivery capabilities as well as the accessibility of medications through drones.

The demand for cosmetic products is generally declining globally, but growing among female Generation Y (Gen Y). Gen Y (18-34 years) are large in size and disposable income and are high users of various social media platforms. Thus, cosmetic companies are competing to capture this market segment. However, the type of social media platforms, which can best attract and induce cosmetic products interest among this fickle and notoriously disloyal market segment is unknown. This study therefore employed the AIDA model to examine the effectiveness of YouTube, Instagram and Facebook in igniting female Gen Y South Africans‟ interest in cosmetic products. Data was collected from 220 respondents. Structural equation modeling results revealed that the cosmetic products interest is ignited by YouTube and Instagram ads and not Facebook ads. Implications are provided.

This study was conducted to investigate Generation Y (Gen Y) South Africans’ beliefs about generic medicines. The results indicate that Gen Y believe in the important attributes of generic medicines. Younger, black and ungraduated Gen Y have less belief in the efficacy of generic medicine than older, non-blacks and postgraduates.