Vol. 2 Issue 2 (May–Aug) – 2026
Purchase Intention toward Nike Sportswear Products on Douyin: A Social Media Marketing Mix (6P) Perspective
Abstract
Short-video social commerce has become an important setting in which sportswear consumers encounter brand information, evaluate products, and form purchase intention. This study investigates how the Social Media Marketing Mix (6P) predicts consumers’ purchase intention toward Nike sportswear products on Douyin. A quantitative cross-sectional survey was conducted among Chinese mainland consumers aged 18 or above who had used Douyin within the past three months and had encountered Nike-related content, such as short videos, live streams, advertisements, product pages, shopping links, or topic challenges. Non-probability sampling was adopted, with quota considerations used to improve respondent diversity across age, gender, and region, and snowball sampling used to expand questionnaire distribution through online social networks. The questionnaire was distributed through Wenjuanxing via WeChat, QQ, Douyin private messages, student groups, and consumer communities. A total of 612 questionnaires were returned; after excluding invalid responses, 530 valid responses were retained for analysis. SPSS was used to conduct data screening, descriptive statistics, reliability testing, KMO and Bartlett’s test, correlation analysis, multicollinearity diagnosis, and hierarchical regression analysis. The results showed that Product Strategy, Price Strategy, Promotion Strategy, People Strategy, and Process Strategy positively and significantly predicted purchase intention, whereas Place Strategy showed a positive but non-significant predictive relationship. Among the six dimensions, People Strategy had the strongest standardized coefficient, followed by Product Strategy, Process Strategy, Price Strategy, and Promotion Strategy. The findings indicate that consumers’ purchase intention toward Nike sportswear products on Douyin is shaped more strongly by credible human communication, clear product value presentation, and reliable transaction-service processes than by platform accessibility alone. This study extends the 6P marketing mix framework to Douyin-based social commerce and provides practical guidance for sportswear brands seeking to improve purchase intention through systematic social media marketing strategies.
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The New Business Ethos: AI and Sustainability in Contemporary Management
Abstract
Rapid advances in artificial intelligence are reshaping managerial practices and redefining organizational responsibilities, compelling firms to reconsider how the use of technology aligns with ethical conduct and sustainability imperatives. Hence, this paper examined the new business ethos: AI and sustainability in contemporary management. The paper sought to examine how AI adoption influences sustainability practices within contemporary organizations, to evaluate the role of managerial and ethical governance frameworks in shaping responsible AI use for sustainable outcomes, and to assess the extent to which AI-driven strategies contribute to long-term organizational performance while supporting environmental and social goals. Stakeholder Theory was adopted as the theoretical foundation because of its emphasis on accountability to diverse stakeholder groups and its relevance to ethical technology deployment. A systematic review methodology relying on secondary data was employed, drawing on recent peer-reviewed studies and authoritative reports to synthesize evidence on AI, governance, and sustainability in management contexts. The paper indicated that AI adoption enhances environmental, social, and governance performance by improving decision quality, transparency, and operational efficiency, but these benefits are significantly strengthened when organizations embed robust managerial and ethical governance structures. The paper also established that AI-driven strategies support long-term organizational performance when aligned with sustainability commitments rather than short-term efficiency objectives. The paper concluded that responsible AI use anchored in stakeholder-oriented governance reflects an emerging business ethos centered on accountability and long-term value creation. It recommended the institutionalization of AI governance mechanisms, strategic alignment of AI investments with sustainability goals, and the development of standardized regulatory frameworks for responsible AI practice.
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SOCIAL CONSEQUENCES OF RISING COST OF LIVING IN NIGERIA: A SYSTEMATIC REVIEW
Abstract
The persistent increase in the cost of living has emerged as one of the most pressing socio-economic challenges confronting Nigeria, with far-reaching implications for household welfare and social wellbeing. This paper examined the social consequences of the rising cost of living in Nigeria with the objectives of assessing its effects on household welfare, examining its influence on access to education, healthcare and family wellbeing, and identifying practical measures for mitigating its adverse social consequences. The paper was anchored on the Relative Deprivation Theory and the Family Stress Theory, which explain how declining living standards and prolonged financial hardship influence household welfare, social behaviour and family stability. A systematic literature review approach based on the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was adopted. Relevant peer-reviewed studies were retrieved from Scopus, Web of Science, ScienceDirect and Google Scholar, while thematic analysis was employed to synthesise evidence from eligible studies. The review revealed that the rising cost of living has significantly reduced household purchasing power, increased food insecurity, weakened savings, constrained access to education and healthcare, intensified financial and psychological stress and diminished family wellbeing across Nigeria. The paper further indicated that effective social protection programmes, increased domestic food production, employment creation, macroeconomic stability and greater investment in education and healthcare are critical for reducing these adverse social outcomes. The paper concluded that addressing the social consequences of the rising cost of living requires coordinated economic and social policies that strengthen household resilience while promoting inclusive and sustainable development. The paper recommended expanding targeted social protection programmes, increasing investment in productive sectors to moderate inflation and create employment, and improving access to affordable education and healthcare through sustained public investment and effective policy implementation.