The study investigated the live selling of apparel on Facebook as a form of entertainment that blends digital marketing with e-commerce. It examined how satisfaction mediates the effect of the factors associated with apparel live selling on Facebook on Gen Z’s repurchase intention. A descriptive-casual method utilizing the Partial Least Square – Structural Equation Modelling (PLS-SEM) analyzed the results and tested the hypotheses from the data gathered from 371 respondents. Results showed that satisfaction partially moderates the causal relationship between the exogenous variables and repurchase intention. Researchers found that live sellers can create more value for customers and better serve them by focusing on important factors like product range, delivery speed, and customer service. The indirect effect of the factors influencing live selling on repurchase intention through customer satisfaction was significant. This means that part of the causal relationship between the factors of Live Selling and Gen Z's repurchase intention towards Facebook Live Selling was mediated by Satisfaction. The major contribution of this study is the identification of the six key factors that influence Gen Z customers' likelihood to repurchase an apparel brand found on Facebook through live selling. By highlighting the mediating role of customer satisfaction, this study reveals how retailers can increase loyalty and repeat purchases by focusing on providing customers with a positive shopping experience. Moreover, the study provides valuable insights into what makes Gen Z different and how marketers can tailor their products to appeal specifically to this important consumer group.

The quick-service restaurant (QSR) industry has grown significantly over the last 10 years, accounting for nearly one-third of all restaurant revenues, making it a fiercely competitive sector. In order to remain competitive in the marketplace and subsequently expand, businesses need to recognize the importance of service quality and customer satisfaction. Using the SERVQUAL model as the base framework, this research aims to determine the factors that influence customer satisfaction. Using the quantitative descriptive correlational method, the study examined the data from 300 Millennial customers of QSR. A mediation analysis was conducted using Partial Least Square – Structural Equation Modelling (PLS-SEM) to test the mediating effect of corporate image and customer trust. The results found that service quality, customer trust, and corporate image influence customer satisfaction. Moreover, corporate image and customer trust mediate the relationship between service quality and customer satisfaction. Furthermore, customer trust is a mediator between corporate image and customer satisfaction. The findings suggest that Millennial customers are no longer dependent on service quality but are also putting a premium on corporate image and trust. With these findings, QSR owners, business strategists, marketing practitioners, and store personnel must offer the highest level of quality service, must ensure that the image as seen by customers is not tarnished, and must exhibit authenticity, honesty, and transparency.