ABSTRACT. The global rise in obesity presents serious public health challenges, demanding innovative strategies for prevention and treatment. Emerging technologies—wearable devices, mobile apps, artificial intelligence, and virtual reality—offer new ways to tackle obesity by increasing engagement, providing real-time feedback, and offering personalized support. However, research on these technologies often remains split between clinical and consumer perspectives, limiting a comprehensive understanding of their effects on obesity-related behaviours. This review combines insights from medical and marketing fields to propose an interdisciplinary framework for obesity management. It explores these technologies' effectiveness across various demographic groups, considers user experiences, and addresses barriers like access and data privacy, underscoring the need for ethical, inclusive practices. Findings suggest that younger users adapt more quickly to technology, while affordability challenges can restrict access for lower-income groups, potentially widening health disparities. This work offers critical contributions by identifying gaps in current research, establishing a foundation for more equitable health interventions, and guiding the responsible use of technology to create impactful, accessible obesity solutions for diverse populations.

ABSTRACT. Appetitive stimuli can activate a desire to seek rewards or temptations in domains unrelated to the stimuli. For example, viewing pictures of desserts can increase the desire for immediate monetary rewards. Previous research showed that various cross-domain effects exist, especially in the domains of food, drinks, money, mating and information. Previous research proposed various underlying mechanisms to explain why appetitive stimuli in one domain evoke the desire for rewards in another domain. I identify four important mechanisms - a general reward system, shift in time perception, arousal, and the readiness of cognitive mindsets. To date, it is still unclear what the underlying mechanisms are and when these cross-domain effects occur. This literature review is the first to present a comprehensive overview of cross-domain effects. It disentangles the proposed mechanisms by considering motivational and cognitively driven behavior, explains when cross-domain effects do (not) occur, and provides promising opportunities for future research.

ABSTRACT. Sales organizations are increasingly relying on data and analytics to conduct marketing and sales strategies. However, an important question arises: to what extent should this data leverage be entrusted to human intelligence (HI) or artificial intelligence (AI)? This research investigates how integrating HI and AI can enhance both hard and soft skills of salespeople, leading to improved performance in B2B sales. The deployment of salespeople's efforts through HI and AI is assessed in terms of work efficiency and effectiveness, with a focus on determining the right actions to achieve desired outcomes. While salespeople require both hard and soft skills to perform effectively, AI supports HI by addressing operational challenges and enhancing performance, despite the cognitive limitations of HI. Building on Moncrief et al.’s (2006) taxonomy of sales positions, McClure et al.'s (2024) insights on AI in the sales process, and Antonio and Glenn-Anderson's (2018) framework for B2B salespeople's responsibilities, we enhance their approach by incorporating the effects of AI and HI on the hard and soft skills that influence sales performance. Our contribution includes a novel and comprehensive classification of B2B sales work, encompassing AI-assisted efficiency and augmented effectiveness across salespeople’s foundational activities, intrinsic tasks, peripheral activities, and the necessary skills. Through this analysis, we conclude how AI can significantly enhance HI and sales performance, benefiting both salespeople and organizations.

ABSTRACT. This study examines the impact of supplier Environmental, Social, and Governance (ESG) performance on sales force productivity, with a focus on how value appropriation actions moderate this relationship. Integrating service ecosystem perspectives with a customer equity framework, we investigate the "crossing points" that facilitate efficient resource exchanges within service-for-service interactions. Using a random-effects panel regression model with data from 433 firm-year observations across publicly traded companies, results indicate a positive relationship between ESG performance and sales force productivity. This relationship is tempered by suppliers' investments in relationship equity, specifically receivables, which lessen ESG's influence on sales force efficiency. Conversely, higher advertising investment strengthens the ESG-sales productivity link by enhancing brand equity. Our findings advance sales theory by linking ESG to firm-level sales productivity and highlighting how shared institutional arrangements around ESG create "thin" crossing points that support smoother sales interactions. The moderation results also offer practical insights, suggesting that strategic value appropriation actions can optimize the benefits of ESG on sales outcomes. This work contributes a novel empirical perspective on ESG in sales, extending prior micro-level research to the firm level and advancing the service ecosystem perspective as a foundation for understanding sales in the context of CSR and ESG initiatives.

ABSTRACT. As a response to farmers' remuneration difficulties, agri-food brands promise to pay farmers a fair price, whether by showcasing an information on an outcome (what is the price paid to the farmer) or a process (how the price was set). Although the literature has shown that consumers can evaluate the justice of a price for themselves according to a distributive logic (focus on the outcome) and/or a procedural logic (focus on the process), we don't know according to which logic consumers evaluate the fairness of a price for the farmer. We are seeking to answer this question through an exploratory qualitative study (19 individual interviews with consumers). Consumers faced distributive and procedural claims and had to assess which one guarantees a fair price for the farmer. Our results show that consumers value more procedural information because they are more able to understand them (compared to distributive information) and because they are more farmer-oriented (farmers' voices are taken into account). However, the lack of price information (how much money goes to the farmer) increases perceived risk which can be in favor of distributive information. This research extends the literature on price fairness and provides managerial implications for agri-food brands that want to communicate on price fairness for the farmer.

ABSTRACT. Virtual reality games are increasingly used as a marketing channel to raise awareness around socio-environmental issues (e.g., climate change). Yet, their potential to influence long-term behavioral changes is unclear. We adopt a multi-method approach to investigate whether VR gaming (vs. passive VR experiences) can influence sustainable behaviors.

ABSTRACT. This research investigates the role of nostalgia in virtual reality (VR) experiences of heritage brands, focusing on the "Eternelle Notre Dame" VR experience. The study examines how VR can evoke nostalgic emotions and enhance the connection between individuals and cultural heritage. Nostalgia, a powerful emotion rooted in longing for the past, is often associated with heritage brands. VR, with its immersive capabilities, offers a unique opportunity to relive historical moments and evoke nostalgic feelings. The Notre Dame Cathedral, a prominent cultural heritage brand, provides a compelling case study to explore the intersection of VR and nostalgia. By analyzing interviews with the creators and visitors of the "Eternelle Notre Dame" VR experience, the study aims to understand the mechanisms through which VR triggers nostalgia and the impact of this emotion on the overall user experience. The research will contribute to a deeper understanding of the psychological and emotional effects of VR experiences and its potential to engage audiences with cultural heritage.

ABSTRACT. In an era where Artificial Intelligence (AI) reshapes marketing dynamics, this study investigates AI's transformative impact on customer behavior and organizational efficiency, emphasizing the critical role of transparency. By analyzing how transparency in AI usage influences customer trust and purchasing decisions, the research highlights that clearer communication can significantly enhance customer evaluations and reduce cognitive barriers, potentially increasing purchase decisions. The study also explores AI's integration into firm-level processes, predicting that strategic AI application in resource management and customer relationship management (CRM) systems could substantially improve operational efficiency and customer satisfaction/retention. Theoretical foundations such as cognitive load theory and the resource-based view support the hypothesis that proper AI deployment can decrease cognitive overload among sales staff, thereby enhancing productivity and job satisfaction. Furthermore, the nuanced interaction between customer familiarity with AI and their trust response are examined, suggesting that transparency's effectiveness varies based on customer tech-savviness. This comprehensive approach aims to merge insights from individual customer reactions with macro-level business outcomes to offer a holistic view of AI's potential in modern marketing practices. By providing empirical evidence on the benefits of integrating AI into business strategies and communication protocols, this research aspires to influence future marketing strategies and improve managerial practices in the rapidly evolving digital landscape.

ABSTRACT. This research explores the impact of AI-generated serendipity on creative professionals, focusing on how unexpected, novel, and useful AI outputs influence enjoyment and intrinsic motivation. Drawing on Amabile’s Componential Theory of Creativity and Weiner’s Attribution Theory, we investigate the conditions under which AI-generated suggestions enhance or hinder creative experiences. We propose that while novel and unexpected AI outputs can increase enjoyment and intrinsic motivation, this effect depends on their perceived usefulness and the creator’s attribution of success. Specifically, internal attribution (crediting oneself) strengthens the positive effect of serendipity on motivation, while external attribution (crediting the AI) may weaken it. Our mixed-methods approach includes surveys and controlled experiments to manipulate and measure AI-induced serendipity and its psychological outcomes. By situating AI-generated serendipity within a broader framework of motivation and attribution, this research aims to provide theoretical insights into the interplay between AI assistance and psychological mechanisms, as well as practical implications for optimizing AI tools to support rather than disrupt creative engagement.

ABSTRACT. As part of an ongoing doctoral research project, the purpose of this paper is to examine, from a marketing perspective, the notion of digital eco-design applied to websites. After clarifying the concept of digital eco-design as applied to websites, we describe the methodology we intend to use to explore this concept in greater depth, studying its various facets and the perceptions of the various stakeholders involved in website eco-design (i.e. companies, communications agencies, website designers, the state, public authorities and web users). A series of semi-structured interviews and a content analysis of websites are envisaged to understand the relationships and perceptions between digital eco-design stakeholders.

ABSTRACT. Investigating the approaches to address climate change and foster consumer sustainability has been a longstanding issue. The emergence of social media platforms has provided individuals with the means to connect with climate initiatives. However, the literature on the role of various framing strategies on consumer engagement with climate change on these platforms is inconclusive. This study examines how different framing strategies affect consumer climate engagement (CCE) on social media. Using a 2x2 experimental design, we manipulated two common frames (environmental vs. combined) and numerical information (with vs. without numbers) in communicating climate initiatives. Results indicate that combined framing, which highlights both social and environmental benefits, is more effective than environmental framing alone in promoting CCE. Psychological distance and ascribed responsibility mediate this effect. Additionally, numerical information enhances engagement by providing concrete evidence of benefits, only in the environmental condition. Organizations promoting climate initiatives on social media should employ combined framing and incorporate numerical data to maximize consumer engagement. This study offers insights into how framing and numerical information influence consumer engagement with climate initiatives on social media.

ABSTRACT. Brands are increasingly showcasing their sustainability efforts in environmental claims. These messages often contain numerical information alongside other elements that can be expressed in different ways. In an online experiment (n = 200), we explore the influence of temporal (day vs. year) and address (individual vs. collective) framing on perceived eco-friendliness and purchase intentions. Main effects are non-significant, but there is a crossover interaction between the two factors such that a more granular temporal format (daily) increases purchase intentions when consumers are addressed collectively (using first-person plural) in a pro-environmental call-to-action, while more aggregate framing (yearly) is more effective for green brand messages that use wordings directed at consumers individually (using second-person singular). We also consider three consumer characteristics as potential boundary conditions and find that environmental knowledge does not play any role, green skepticism does not act as a moderator but instead directly reduces purchase intentions of ethically-branded products, and environmental concern is part of a three-way interaction with temporal and address framing in determining product eco-friendliness perceptions. In other words, the interplay of both types of framing is not uniform, but varies depending on how environmentally concerned consumers they are. These results yield important theoretical and managerial implications.

ABSTRACT. Money illusion is the tendency of people to think of money in nominal values instead of real values, neglecting the effect of inflation. Across eight pre-registered studies, we found that consumers were more susceptible to money illusion than they think others are. Specifically, we found that consumers were less willing to buy and equally willing to sell as others when the nominal value of products increased, but the real value remained unchanged due to changes in inflation. Interestingly, although consumers perceived themselves to place more importance on the real value of money than nominal, and specifically more importance than they perceived others would, they consistently deviated from using the real value changes while making economic decisions. Furthermore, our research showed that individuals comprehend and compare salary changes with others using nominal accounting. We discuss the theoretical and practical implications of self-other differences in the perceived effect of money illusion.

ABSTRACT. Four experiments demonstrate how certain frequently used ratio formats can bias consumer perceptions when averaging. Equally interesting, analytical processing or higher cognitive capacity can reduce judgment accuracy when consumers attempt to compute the means of multiple data points in certain ratio formats. The bias can be corrected if the data are presented in alternative formats that are conducive to linear mathematical processing.

ABSTRACT. Interactions between consumers in online brand communities have become increasingly aggressive, and cause considerable psychological damage to community members, and commercial damage to the brand. Yet, at present, knowledge on what exactly drives consumer brand-cyberbullying (CBC) remains limited. Drawing on research from information studies, psychology and marketing, and based on an online survey (n=1156), we show that a key explanation for why consumers who identify with brands bully others lies in their materialistic aspirations. Moreover, the extent of this depends on their online community participation, prior cyber-bullying experiences, and brand involvement. Our findings contribute theoretically by linking brands to cyberbullying, and we raise practitioners’ awareness on a growing and novel social sustainability issue.

ABSTRACT. This study explores consumer perceptions of digital pollution and its environmental, societal, and personal health implications. Using a mixed-methods approach with a sample of 1,103 UK consumers, we identify key themes consumers associate with digital pollution, including resource footprint, data overload, cyber risks, and cognitive overload. Cluster analysis reveals four distinct consumer segments—Aware but Unconcerned, Unfamiliar but Apprehensive, Moderately Aware and Willing, and Highly Aware and Proactive—each differing in awareness, perceived threat, and responsibility attribution. Notably, perceptions of digital activities’ contributions to pollution vary, with social media and streaming perceived as major contributors, while emerging technologies like AI and cryptocurrencies are seen as impactful by highly aware consumers. This research provides insights to guide business strategies and policy interventions that align with consumer motivations, promoting sustainable digital practices and reducing environmental impacts.

ABSTRACT. This study investigates the consumer role behaviors in response to consumer-to-consumer (C2C) cyberbullying within online brand communities (OBCs) on social media. Drawing from psychology and marketing literature, this study introduces “consumer role behavior” as an umbrella term for actions taken by consumers who notice cyberbullying incidents. Using an observational design, the study analyzes C2C cyberbullying incidents in 12 Facebook OBCs through structured, natural observations and archival data. A hybrid thematic analysis, based on Salmivalli’s (1996) participant roles framework, was employed to identify consumer role behaviors. The findings reveal eight types of consumer role behaviors: Defender, Assistant, Reinforcer, Distracter, Peacemaker, Brand Seeker, Problem Solver, and Bully-Victim. By identifying these novel consumer role behaviors, our study addresses previous calls for research on consumer misconduct and interactions in online communities, particularly in the context of cyberbullying. This contributes to the digital consumer behavior literature by providing new insights into how consumers engage with each other during such incidents. We further present managerial perspectives and recommendations for effectively addressing and mitigating cyberbullying within online communities.

ABSTRACT. This study investigates the underlying factors driving Online Impulse Buying (OIB) in quick commerce apps within the Indian market. Quick commerce has rapidly transformed consumer purchase behaviors by offering ultra-fast delivery, fostering impulsive buying tendencies. To explore these drivers, we conducted in-depth interviews with 25 regular quick commerce users and identified 15 relevant constructs using qualitative data analysis via ATLAS.ti. A subsequent quantitative survey with 750 respondents facilitated measurement scale validation for these constructs. Bayesian Network Analysis was employed to develop a Directed Acyclic Graph (DAG), visualizing relationships among factors. Structural Equation Modeling (PLS-SEM) further validated the model fit, confirming the interdependencies of constructs influencing OIB. This research contributes to both theory and practice by clarifying factors that marketers and app developers could leverage to enhance engagement and conversion rates in quick commerce environments.

ABSTRACT. When brands formulate communication messages, they can choose to make them abstract or concrete. This research will examine how the construal level of communication message about the brand’s inclusivity of sustainable practices impacts brand engagement using the Construal Level Theory. Our experimental investigation, across three studies, reveals that when influencers post a message about the brand’s inclusivity of sustainable practices using concrete appeal, brand engagement will increase. Experiment 1 has shown that when concrete messages are used for communicating the brand’s inclusivity of sustainable practices, brand engagement increases, wherein brand authenticity is the underlying psychological mechanism. Additionally, Experiment 2 shows that in the effort-oriented message condition, abstract messages are more effective. Experiment 3 further demonstrated that Concrete messages increase brand engagement in the brand-focused message condition, whereas there was no discernible difference in brand engagement in the sustainability-focused message condition. These findings contribute to the literature related to brand sustainability practices and offer key insights into the influencer marketing practice. This research contributes to a better understanding of the use of message abstraction, framing, and focus in influencer advertisements for communicating the brand’s inclusivity of sustainable practices.

ABSTRACT. Which sustainable-related content (e.g., social media advertisements and user-generated videos) is more viral than others? This research takes a psychological approach to understanding the diffusion of content on sustainable consumption on social media platforms. We employed an AI-based deep learning approach to analyze sustainable-related content with a focus on social media data relating to the fashion industry obtained from TikTok across different countries between January 1st, 2023 and December 31st, 2023. Specifically, we examined how different content characteristics (e.g., valence and emotions) and creator-related factors (e.g., gender, popularity, and number of people involved in the video) shape the virality of the content. These findings shed light on why people share sustainable-related content and how to design more effective viral marketing campaigns for sustainable products.

ABSTRACT. This study explores how National Geographic leverages Instagram Reels to foster audience engagement and promote sustainability, examining content posted from January to March 2024. The research assesses which content features—such as visual style, sound, text overlays, types of content (e.g., human, nature), and displayed emotions—impact engagement rates. Through hierarchical regression analysis, the study identifies that writing presence in Reels significantly negatively affects engagement (Beta = -0.421, p < 0.001), indicating that excessive text can disrupt viewer experience and decrease interaction. Content type also plays a critical role, with human-centric and complex content combinations influencing engagement outcomes (Beta = -0.213, p = 0.021). Elements such as color style and sound did not show significant direct effects, suggesting their impact might be contextual or synergistic with other features. Collinearity and residual diagnostics were used to ensure model validity, revealing moderate multicollinearity among certain variables and highlighting outliers with unexpectedly high engagement rates. These findings suggest unique content characteristics or external factors might drive viewer interaction beyond typical patterns. The study emphasizes the importance of balancing visual storytelling and textual elements for optimal engagement in digital marketing, contributing to marketing theory by showcasing how content features collectively influence engagement in sustainability-focused media. Practically, brands are advised to create visually compelling, minimal-text narratives to maintain viewer interest. National Geographic’s success provides a model for leveraging digital content strategies to build brand legitimacy and encourage sustainability, offering actionable insights for marketers aiming to align innovation with responsible business practices.

ABSTRACT. As social media becomes a key channel for green advertising, the role of platform characteristics, particularly platform intimacy, remains underexplored in shaping consumer responses. Grounded in Social Identity Theory, this research examines how platform intimacy shapes consumer attitudes toward green ads on social media, highlighting the mediating role of social identity. Through a series of studies that include an analysis of real-market data from Instagram and Twitter and three controlled experiments, we find that platform intimacy positively affects consumer attitudes toward green ads by enhancing self-presentation, which fully mediates this effect. Moreover, contextual factor like public visibility plays distinct moderating roles at different stages of the mediating pathway, thereby altering the overall effect of platform intimacy on green advertising. These findings extend Self Presentation Theory into the realm of green advertising on social media and provides actionable guidance for marketers on leveraging platform-specific dynamics to enhance the effectiveness of green marketing strategies.

ABSTRACT. Traditional loyalty programs primarily incentivize repeat purchases through transactional rewards. However, facing declining engagement with transactional points, many programs now offer charitable donation options for accumulated points. This research addresses the significant gap in understanding how contextual factors influence these "micro-donations," which differ from traditional monetary contributions. We investigated the determinants of reward donation intentions within loyalty programs, focusing on perceived costs and resources, the moderating role of cognitive framing (construal level), and the mediating role of program loyalty in the relationship between reward donations and overall customer loyalty. A 2x2 between-subjects experimental design was implemented, involving two factors: perceived costs (high vs. low) and perceived resources (high vs. low). A total of 288 respondents participated in the study. Results showed that perceived resource scarcity significantly increased donation likelihood, particularly when costs were also low. Furthermore, a high-level construal (broader, principled perspective) significantly boosted donation intentions under conditions of perceived scarcity. Finally, the findings highlight that encouraging reward donations benefits charities while simultaneously enhancing customer engagement and brand loyalty. This understanding is crucial for designing effective loyalty programs that maximize charitable giving through reward point donations.

ABSTRACT. This study introduces the concept of green coolness, examining its potential to address social dilemmas in green consumption by enhancing consumers' perceived personal benefits. Although the environmental impact of human activities is widely recognized, eco-friendly products remain a relatively small segment of consumer purchases, largely due to the social dilemma where consumers face a conflict between prioritizing personal benefits and supporting broader welfare. Previous studies on green consumption have predominantly focused on how consumers' environmental consciousness or the social value of green products influences purchase intentions. However, little research has explored the perspective of personal benefits gained from green commodities. Given that making consumers feel cool can be especially effective in enhancing perceived personal benefits, this study proposes that green coolness could be pivotal in increasing these perceived benefits, thereby encouraging actual purchase behavior. Recognizing that higher prices are a critical barrier, this study focuses on willingness to pay as a key outcome in the research framework. Through an exploratory qualitative analysis (Study 1), this research identifies three dimensions of green coolness: eco-artistry, eco-efficiency, and eco-authenticity. In Study 2, a conceptual model is developed and tested through quantitative research to examine the effectiveness of green coolness in enhancing consumers' perceived personal benefits (i.e., creative and smart choice) and their willingness to pay for green products.

ABSTRACT. The empirical evidence on religiosity and luxury consumption is inconclusive and contradictory. A key limitation of extant literature is that it mainly focuses on religious values, but it ignores the fact that a key motivation for adherents to have religion is to have a sense of meaningfulness in their existence. Thus, our research explores whether luxury brands engaging in CSR initiatives provides religious consumers a sense of meaningfulness in their luxury consumption, leading to positive word-of-mouth (WOM). By differentiating intrinsic religiosity from extrinsic religiosity, another goal of our research is to see whether religious orientation moderates the mediating role of a sense of meaningfulness. Our three experiments jointly suggest that engaging CSR (vs. control) increases religious consumers’ sense of meaningfulness in their luxury consumption, leading to positive WOM. But this is moderated by religious orientation, more evident when intrinsic religiosity is higher.

ABSTRACT. Corporate philanthropy has increased in recent years. However, whether consumers perceive these philanthropic efforts as genuine or view them with skepticism remains uncertain. This study investigates the impact of empathic predisposition on consumer perceptions of corporate philanthropy and how these perceptions affect brand loyalty. Using a self-administered survey, we collected data from 438 Canadian consumers familiar with major philanthropic corporations. Contrary to expectations, our findings reveal that higher empathic predisposition is negatively associated with Perceived Corporate Philanthropy (PCP), suggesting that highly empathetic individuals may critically evaluate the sincerity of corporate giving. However, positive PCP significantly enhances brand loyalty, indicating that favorable perceptions of corporate philanthropy are crucial for building customer loyalty.

ABSTRACT. Human-AI companion relationships are rising given the AI companion’s role in providing empathetic conversations, emotional support, counseling and friendship to users. While existing literature on AI virtual companions focuses on the antecedents of their usage to explain human-AI relationships, a small number of studies have explored the implications of AI companions on consumers’ vulnerability and well-being. Some studies recently highlighted potential negative effects associated with their usage (e.g., addiction, dependence). Using a mixed-method approach, this research investigates how users develop close relationships with AI companions which may give rise to both negative (i.e., states of vulnerability) or positive (i.e., well-being) effects. A netnography and a theoretical model tested using structural equation modeling reveal the dynamics of users’ attachment with AI companions and highlight drivers which affect consumers’ vulnerability and well-being. This study extends knowledge on relational vulnerability developed during human-AI relationships and demonstrates that AI friendships may threaten perceptions of well-being. Findings provide social implications regarding the potential negative effects of AI friendship applications on consumers and give practitioners and policymakers specific guidance on how to mitigate those effects.

ABSTRACT. The study offers an overview of the emergent research on various aspects of AI conversational agent persuasiveness, analyzing antecedents, mechanisms, and boundary conditions of AI - customer persuasive communications and interactions. Stemming from the analysis of literature in a broad range of domains, we propose an integrative model of CA persuasiveness and offer directions for future research.

ABSTRACT. This paper investigates the role of Virtual Influencers (VIs) in digital marketing, with a focus on how human-like attributes, parasocial interactions, and psychological distance shape consumer engagement. By blending human characteristics with digital personas, VIs foster unique relational dynamics that resonate with audiences, often evoking connections similar to those with real-life influencers. Through a mixed-methods approach, including a systematic literature review and a 2x2 experimental design, this study examines how the relationship between the perceived anthropomorphism of virtual influencer and consumer engagement may be mediated by the viewer-influencer’s parasocial interactions after controlling the psychological distance. The findings provide strategic insights into optimizing the use of VIs for more impactful and relatable digital marketing.

ABSTRACT. This study analyzes femvertising—advertising that employs empowerment narratives to confront gender stereotypes and advocate for equality—as a manifestation of intersectional brand activism that encourages inclusivity. This research redefines brand authenticity as a dynamic and context-dependent characteristic that evolves in response to social influences and consumer perceptions, reflecting increasing consumer expectations for socially responsible brands. Rooted in Narrative Transportation Theory and the Elaboration Likelihood Model, this study examines the influence of perceived authenticity in femvertising on brand attitudes and purchase intentions, especially concerning consumers' feminist self-identification.

A quantitative survey was conducted with 641 participants who observed a femvertising campaign from a brand known for advocating gender equality. The primary variables assessed were brand authenticity, brand attitude, and purchase intention, alongside moderating factors including feminist self-identification and gender.

Research demonstrates that perceived authenticity in femvertising significantly enhances brand attitude and purchase intentions, with feminist self-identification serving as a strong predictor of positive responses. Furthermore, favorable perceptions of femvertising enhance the influence of authenticity on brand engagement, demonstrating that consumers react more intensely to campaigns that resonate with their social values.

This study enhances inclusivity marketing by establishing dynamic authenticity as crucial for effective femvertising, offering novel insights for brands seeking to forge meaningful, trust-based relationships with diverse and socially aware audiences.

ABSTRACT. Menvertising is a marketing strategy that represents a more inclusive and diverse image of masculinity. However, this marketing practice lacks a clear and precise definition. This article aims to conceptualize menvertising and gain a better understanding of how this strategy functions, using a Delphi method (n=10). To do so, a panel of French experts in gender, diversity, and advertising from both academia and industry was consulted over three rounds. The results demonstrate that, to date, menvertising is a marketing strategy that highlights a more inclusive image of men. This strategy also challenges norms and stereotypes associated with traditional, or hegemonic, masculinity

ABSTRACT. This study examines gender differences in reactions to LGBTQIA+ advertising representation, focusing on perceived brand integrity's role in shaping purchase intentions. As brands increasingly incorporate LGBTQIA+ aspects to reflect societal values, understanding gender-specific responses is essential. Study 1 of this ongoing research project used a causal design with 96 participants exposed to advertisements featuring homosexual couples. Results indicate that men are more likely than women to reject homosexual orientation and have lower purchase intentions for products advertised with homosexual couples. Additionally, perceived integrity mediates the relationship between gender and purchase intentions, with women perceiving higher integrity in LGBTQIA+ inclusive brands, leading to greater purchase intent. These findings highlight the importance of nuanced, gender-sensitive approaches while using diversity aspects in marketing. This study contributes to understanding gendered consumer responses in inclusive marketing and provides implications for brands aiming to authentically integrate diversity into their marketing communication.

ABSTRACT. This study investigates consumer perceptions of gender fluidity in fashion through a netnographic analysis of social media interactions. The analysis focuses on comments from over 1,500 users on post by influencer Mark Bryan, whose fashion choices challenge traditional gender norms. Bryan, a straight man known for pairing skirts and heels with traditionally masculine attire, has gained a following for his bold style that defies conventional gender boundaries. By examining audience responses, this study identifies two primary themes: admiration for Bryan’s originality and self-confidence, and mixed reactions to his transgression of gender-based norms. Positive responses often praise his elegance and individuality, reflecting an appreciation for personal authenticity and a more inclusive approach to fashion. Conversely, some responses reveal discomfort or rejection, highlighting deep-seated societal norms around gendered clothing. This polarized reception underscores ongoing cultural tensions between traditional expectations and contemporary expressions of identity fluidity.

The findings highlight the role of social media as a space where consumers engage with and react to diverse gender expressions, amplifying both progressive and resistant perspectives. This research contributes to our understanding of consumer behavior towards gender-fluid fashion, with implications for fashion brands seeking to promote inclusivity. For brands, adopting inclusive messaging that transcends traditional gender associations can resonate with a growing segment of open-minded consumers. Future research could expand on this by analyzing diverse influencers across multiple platforms to provide a broader view of consumer attitudes toward gender fluidity in fashion.

ABSTRACT. Advertising has increasingly adopted counter-stereotypical gender portrayals to promote more diverse and empowering women and men roles in society. Despite the growing use of femvertising and manvertising strategies in brand communication, the impact on brand outcomes—particularly across genders—remains unclear. This study examines the influence of counter-stereotypical gender portrayals in advertising (femvertising and manvertising) on brand outcomes. Through three experimental studies, we demonstrate that femvertising and manvertising yield positive results for brands, especially when aligned with the gender represented in the ad. Additionally, we find that these strategies foster an emotional connection between consumers and brands, with emotional brand attachment mediating the effects. Our findings offer valuable insights into the effectiveness of gender empowerment in advertising for brands aiming to build emotional connections with consumers.

ABSTRACT. The aim of this study is to understand how gender stereotypes in advertising are perceived by consumers and how it affects brand perception. Our focus in this study is on advertisements that portray the Cinderella character, which we consider to be a celebrity endorser. Following an analysis of the discursive brands choices and the represented stereotypes, we aim to understand how consumers perceive these stereotypes and the resulting reactance phenomenon. Through thematic analysis of individual interviews and associative networks, it was revealed that endorsement is challenging due to the multitude of perceptions about the tale character. The effectiveness of endorsement and perception of role stereotypes are influenced by the main salient traits that each consumer attributes to Cinderella. Our research also showed that consumers rarely notice the role stereotypes play in real-life advertising. We identified multiple factors that attenuated or eliminated consumers reactance reaction. In rare instances where reactance was observed, there was no change in brand perception or intention to change consumption behaviour. These findings provide perspective on the statements of consumers who desire more inclusive brands and communications, but don't react negatively to stereotypical advertising representations.

ABSTRACT. This study investigates brand attention during non-skippable in-stream advertisements (ads), with a focus on potential gender differences. While previous research highlights the importance of brand attention as a key outcome of advertising efforts, the duration of brand attention in this context remains underexplored. We conducted an experiment with 77 participants (41 females) in a controlled laboratory setting at a Brazilian university, measuring gaze duration across five Areas of Interest (AOIs) representing brand elements. Our findings revealed that total brand attention averaged 2.81 seconds for females and 3.09 seconds for males, primarily concentrated in the biggest AOIs. Our hypothesis positing no significant gender differences in brand attention was partially supported. Assuming a liberal approach, we can establish equivalent means across genders, suggesting similar visual behavior across both groups. With our findings, we emphasize the need for advertisers to maximize exposure to brand features throughout the advertisement. These results contribute to a deeper understanding of brand attention dynamics in streaming video and highlight practical implications for advertising strategies.

ABSTRACT. Using the S-O-R theoretical, this study examines how influencer endorsement disclosure intention and honesty act as stimuli (S) that influence follower’s opinion on influencer characteristics (O) (influencer sincerity, influencer credibility and influencer authenticity), leading to influence consumer behavioural intentions (R) (continuation of following, influencer recommendation intention and intention to follow the advice). This paper contributes novel insights into the emerging research on influencer brand management by drawing influencer endorsement disclosure intention and honesty as key antecedent dimensions to research the mechanism of influencer endorsement disclosure.

ABSTRACT. ABSTRACT

Drawing on self-determination theory and relationship marketing theory, this research investigates whether a professor's ability to satisfy students' self-determination needs contributes to the creation of the professor's brand equity via student attachment strength and engagement. Furthermore, we examine the impact of frustration of these self-determination needs on attachment strength and student engagement, which in turn affects brand equity formation. A convenience sample of 357 respondents was approached to test the hypotheses within the context of the student-professor relationship. Results show a positive effect of self-determination need satisfaction on attachment strength and student engagement in the formation of professor brand equity. Additionally, frustration of self-determination needs has a negative impact on attachment strength, student engagement in brand equity formation. Theoretically, this study adds to the literature on self-determination need satisfaction and relationship marketing theory in human brand management by illustrating the mechanisms for building and enhancing professor brand equity. From a managerial perspective, this study is relevant for human brand managers who (i) are unsure about the importance of self-determination need satisfaction in human brand management, and (ii) want to capitalize on self-determination need satisfaction to enhance brand equity via student attachment strength and engagement.

ABSTRACT. The perception of electoral forecasts in Mexico has evolved significantly, especially regarding the images of candidates and political parties. Traditionally, political parties were the primary brands under which candidates were chosen in elections. However, the landscape has shifted; candidates can often be more attractive and popular today than the party itself.

This study explores the impact of both the candidate's image and the party's image on voting intentions and the interaction between the two. Using the 2024 Mexican elections as a case study, we examine the outcomes for candidates and parties. These elections introduce unique variables compared to previous Mexican elections, as they feature two female candidates supported by coalitions of traditional political parties.

We analyze how emotions like brand love, brand hate, and brand trust play a central role in shaping the public's perception of both political parties and candidates and how these perceptions influence voting behavior. These emotional responses are considered from two angles: the candidate’s image as a public figure and the party’s image, shaped by the affection and paternalism it has built since its founding and through previous administrations.

ABSTRACT. This study examines the influence of #BookTok—TikTok videos about books—on consumers’ book purchase intentions, specifically analyzing which content characteristics and aspects of source credibility most impact this outcome. This study's research question is, “How does #BookTok affect book purchase intentions?” Data were collected from 298 TikTok users who had previously engaged with #BookTok videos created by Brazilian influencers. To analyze the findings, partial least squares structural equation modeling (PLS-SEM) was employed in SmartPLS. The results reveal that while both entertainment and informational value positively shape user attitudes, social attractiveness plays a key role in driving purchase intention. Academically, the study contributes to influencer marketing research by emphasizing social attractiveness as a pivotal factor on platforms where follower count is less relevant. From a managerial perspective, findings suggest that TikTok's marketing strategies should prioritize partnerships with influencers who produce engaging and relatable content that aligns with audience interests.

ABSTRACT. This paper examines the values underlying sustainable consumer behavior, addressing the growing importance of responsible consumption. Understanding these values is critical for brands aiming to resonate sustainability efforts, or stimulate sustainable behavior, with their audiences. The research aims to develop a structured value system that reflects consumers’ motivations toward sustainability, drawing on established frameworks.

The study employs a multi-stage methodology, beginning with a comprehensive analysis of sustainability-related values from major companies' reports, moving through expert evaluation and consumer assessment to refine these values. Principal Component Analysis (PCA) reveals three key dimensions that shape sustainable consumer behavior: ethical integrity, proactive social responsibility, and personal empowerment. Each dimension aligns with different consumer motivations, guiding brands in targeting distinct audience segments.

Results indicate that while consumers broadly support sustainable practices, there is variability in their specific value orientations. This suggests that a one-size-fits-all approach may not close the attitude-behavior gap in sustainable consumption. The study emphasizes that effective brand strategies must reflect consumers' nuanced value systems, adapting terminology to enhance public understanding and trust.

This research contributes to the field by expanding existing value models within a sustainability context, offering actionable insights for brands seeking to align their values with evolving consumer expectations in sustainability. Future research should consider cultural differences and the long-term effects of value alignment on brand trust and consumer loyalty.

ABSTRACT. To more effectively promote non-prevalent individual behaviors, this study investigated the effects of dynamic norms. Specifically, it examined dynamic norms’ influence on individuals’ unplugging-related attitudes and behavioral intentions, focusing on how the influence varies depending on individuals’ levels of consideration of future consequences (CFC) and through which mechanisms this interaction exerts its effects. A 2 (normative message: static vs. dynamic) randomized experiment with 300 Koreans was conducted and CFC was measured. The results showed that, for high CFC individuals, dynamic norm messages elicited more favorable responses than static norm messages via preconformity. This study concludes by discussing the theoretical and practical implications of these findings.

ABSTRACT. Given the significance of the circular economy and the limited focus on post-use aspects in marketing literature, this research aims to better understand donation and resale behaviors. It examines the sources of value perceived by consumers when parting with garments they no longer use. An exploratory study was conducted using 25 phenomenological interviews to capture detailed accounts from individuals giving away or reselling fashion items. Data were analyzed through manual content analysis. This research highlights the utility of combining the theoretical frameworks of perceived residual product value and perceived practice value to better understand post-use behaviors. It demonstrates how these frameworks complement each other in the value formation process and offers new insights into sources of valorization and devalorization. This work also identifies new value sources specific to gifting and reselling practices. Supporting the development of the circular economy, this work offers recommendations to public authorities, charitable organizations, and resale platformsto encourage clothing recirculation.

ABSTRACT. In the pursuit of sustainability, consumers often associate environmentally friendly behaviors with personal sacrifices, creating a barrier to sustainable consumption. This paper explores the drivers behind consumers’ willingness to make sacrifices (WTS) for sustainability, defining and conceptualizing consumer sacrifice within an environmental context. Drawing from existing research we develop a conceptual model that links perceived costs and benefits with WTS. We identify key individual and sociocultural factors, such as self-efficacy and trust, that influence WTS. This paper contributes to the literature by proposing a more holistic perspective on sustainable consumption and the perceived sacrifices involved, emphasizing the interplay between costs, benefits, and contextual factors. The proposed framework provides a foundation for future empirical research on the complexities of consumer sacrifice for a sustainable future.

ABSTRACT. Retailers use different marketing instruments to avoid food waste, with price promotions being the most common instrument. While price promotions increase sales of suboptimal food, it is not yet clear whether they also benefit retailers. Our paper examines how price promotion and justification affect customers’ attitude toward the retailer. We show that both price promotion and justification lead to more positive perceptions of retailers. Moreover, a compensatory effect between price promotion and justification exists, such that customers attach less importance to price promotions if accompanied by justification. The results help retailers decide how to use price promotions for suboptimal food.

ABSTRACT. Adding to the research on product return management, we examine the effectiveness of different keep rewards, specifically discounts and donations, on customers’ product return intention. Building on an experimental study, we reveal that keep discounts as opposed to keep donations present a promising means to reduce customers’ product return intention. Two psychological mechanisms help explain these differential effects: intrinsic attributions and manipulative intent. Moreover, we show that the effectiveness of keep rewards, particularly keep donations, depends on the companies’ sustainability. These results could help online retailers in reducing product returns and moving closer to sustainable e-commerce.

ABSTRACT. Retailers frequently use price promotions to drive sales, but the optimal framing strategy for different customer segments remains unclear. This interdisciplinary study investigates the impact of different price promotion framings—percentage vs. absolute discounts and discount-based vs. volume-based offers—on consumer purchase decisions, while accounting for interindividual differences in mathematical ability.

In a choice-based experiment, participants evaluated prices in two product categories: chocolate and margarine. Results revealed a strong preference for discount-based over volume-based promotions, even when volume offers provided greater savings. This bias, likely driven by the simplicity of discount framing, resulted in faster decision-making and persisted even when the discount option was more expensive. Additionally, consumers favored percentage discounts over absolute discounts, despite their higher cognitive complexity. This finding aligns with the whole number bias, where larger numerical values in percentage formats create the perception of greater savings.

Mathematical ability further influenced decision accuracy, with individuals possessing stronger math skills making more optimal choices. However, preferences for specific price framings were consistent across consumer groups, indicating no significant disadvantage for less numerically skilled consumers.

These findings provide actionable insights for retailers in optimizing promotion strategies. Emphasizing discount-based and percentage-framed promotions may better align with consumer heuristics and decision-making tendencies, while volume-based offers could be reserved for specific contexts. By tailoring price promotion strategies to cognitive and behavioral patterns, retailers can enhance promotional effectiveness.

ABSTRACT. Recent advancements in Artificial Intelligence (AI) have significantly transformed consumer behavior and interactions. AI tools, such as conversational agents and smart devices, can enhance consumer motivation and performance by providing tailored feedback and recommendations, supporting consumers in achieving their personal goals (Huang & Rust, 2018). Conversely, while AI technologies offer convenience and enhance human capabilities, they raise concerns about their potential to limit human experiences (Valenzuela et al., 2024). Despite their benefits, AI can inadvertently constrain consumer autonomy, influence self-identity, and intensify social comparison (Davenport et al., 2020; Vorobeva et al., 2022). This special session will explore these contrasting effects, offering a platform to discuss both the opportunities and challenges posed by AI's dual role in consumer contexts. A roundtable will discuss AI’s dual impact on consumer behavior by addressing key research questions such as: how does artificial intelligence improve or constrain human experience? How does AI enhance consumers' decision-making processes? How can AI personalization balance consumer autonomy and self-identity? What are the ethical and marketing implications of AI’s duality? By exploring both the motivational benefits and constraints of AI, the session will provide valuable insights into ethical and marketing challenges regarding AI and consumer-tech interactions. It also aims to open discussions for future research opportunities on AI’s duality to ensure that such advancements contribute positively to consumer-tech experiences.

ABSTRACT. A healthy diet is essential for good health and nutrition. According to Health Halo Effect (Her and Seo 2017), people often associate visually appealing foods with healthiness, freshness, and higher quality. Previous research has proved that consumers tend to perceive foods in prettier display as healthier as they possess classical aesthetical features that make them look more natural (Hagen 2021). Yet, when choosing natural fresh foods, consumers tend to prioritize freshness over prettiness in their rational decision making (Bizerba 2024). However, this rational primacy of freshness can be swayed by superficial judgments based on fresh foods’ appearance. This research explores the intricate interplay of food freshness and prettiness of food display in shaping consumer choices for natural fresh foods. While judgments based on appearance are often intuitive and driven by visual cues, evaluating freshness involves a more deliberate, cognitive process encompassing factors like taste, texture, and nutritional value. Findings from a series of studies consistently reveal that consumers prioritize freshness over prettiness, a preference heightened by increased health consciousness, emphasis on freshness, or various decision modes. This study underscores the importance of effective product positioning and perceived food freshness in shaping consumer perceptions of natural fresh foods. Moreover, it emphasizes the distinct processing pathways that consumers engage with when evaluating food prettiness and freshness.

ABSTRACT. For more than half a century, human activity has continued to degrade the environment and raising awareness of current climate issues is now a major social and environmental challenge. To this end, this doctoral research suggests that virtual reality awareness raising experiences, because of their immersive aspects and particularly via (tele)presence, could be effective tools for encouraging individuals to adopt pro-environmental behaviour. We propose that the emotions and perceived risk generated by (tele)presence of the experiences could play a mediating role and explore the possible moderating role of psychological distance in this relationship. To address our hypotheses, we propose a longitudinal quantitative experimental study manipulating (tele)presence (2D vs. VR) and framing of the experience (near vs. far).

ABSTRACT. The ecological transition calls for marketing strategies that are both cohesive and transformative, capable of reshaping perceptions and redefining sustainable consumption. In this context, the connection to nature emerges as a powerful lever, influencing emotions and behaviors to encourage pro-environment actions while enhancing well-being. This connection can drive green demarketing, which promotes moderation and sobriety. It also addresses rising challenges like climate skepticism—a growing phenomenon that often hinders progress toward sustainability. By leveraging the emotional impact of eco-anger, green demarketing can transform this mobilizing force into protective behaviors when effectively managed. The synergy between a stronger connection to nature and green demarketing offers a compelling framework to inspire responsibility. It redefines marketing as a tool for ethical and collective action, guiding society toward a sustainable future.

ABSTRACT. The apparel industry is responsible for critical environmental problems. This calls for the understanding of pro-environmental behavior, particularly in the context of sustainable fashion. Previous research primarily focuses on the consumption of eco-friendly products in general. However, studies specifically related to the consumption of eco-friendly clothing products remain limited. Hence, the objective of this study is to examine private pro-environmental behavior from the perspective of the apparel industry. We investigated the role of consumer’s emotions in influencing their pro-environmental decision-making, including a) consumption of eco-friendly clothing, b) recycling of clothes, and c) reuse of clothes for different purposes. Based on the online survey of consumers in India (n=123), a simple regression analysis is performed. The findings of this study reveal that positive emotions have a significant and positive influence on pro-environmental intentions, which in turn leads to private pro-environmental behavior. In other words, consumers’ involvement in pro-environmental activities like the purchase of eco-friendly clothes, recycling, and reuse of clothes is determined by the feeling of pride or satisfaction associated with these actions. The present study contributes to the knowledge advancement of private pro-environmental behavior within an eco-friendly apparel consumption context. Additionally, these insights would assist marketers and recycling companies aiming to promote sustainable fashion.

ABSTRACT. Gift-giving is a universal behavior across societies. How to present the gift is also a concern for gift-givers. Due to the aesthetic premium effect, gift givers tend to choose excessively packaged gifts to impress gift recipients. However, the excessive materials for gift packaging have load burdens on the environment. Therefore, this study aims to examine who is more likely to purchase excessively packaged gifts and how to encourage them to wrap gifts in a simple way to reduce environmental impact. Specifically, this study focuses on how the self-esteem of the gift giver and the power perception between the gift giver and recipient would interact with and influence the choice of gift packaging. In addition, this study discusses whether a green appeal on the package will increase gift givers’ likelihood of choosing simple packaged gifts. Accordingly, a series of hypotheses are developed. A series of experiments in different gift-giving contexts are conducted to test these hypotheses.

ABSTRACT. Green consumption refers to consumer behaviors and choices that prioritize environmentally sustainable products and services, such as those products that minimize resource use, reduce carbon footprints, and promote recycling or ethical production processes. As consumers increasingly demand eco-friendly products, businesses are incentivized to integrate environmental considerations into their operations and product offerings. By understanding what influences the consumer's green consumption attitude and behavior, the marketer can devise better marketing messages for green products. The delivery of green marketing messages not only helps companies directly address the 'environmental' component of ESG but indirectly influences social and governance aspects. Against this backdrop, this paper develops a conceptual framework based on the theory of planned behavior (TPB) and social contagion theory. The aim is to investigate whether social cognition influences the development of consumer attitudes, subjective norms, and perceived behavioral control related to green consumption. This study also aims to examine whether cognitive contagion is as important as emotional contagion in social contagion. A survey is designed to test the framework. Theoretically, the results are expected to provide evidence that social contagion can be a marketing tool for influencing the TPB process and that both cognitive and emotional contagion play a role in influencing this process. In practice, the results can provide marketing managers with ideas for designing green marketing messages and planning ESG-related marketing activities.

ABSTRACT. This research explores the impact of gender attributes on pro-environmental perceptions across diverse stimuli (i.e., brands, countries, political parties, and individuals). Findings from eight studies reveal a consistent trend: entities with female gender attributes are perceived as more environmentally friendly. This effect can be explained through higher perceptions of warmth.

ABSTRACT. AI service robots have a myriad of positive implications on consumers, including companionship, assisting with daily household tasks, and doing automated online grocery shopping. However, little is known about the unintended consumer implications of household AI service robots in households. This study investigates the impact of a robot’s autonomous ability to make suggestions and decisions (i.e., actuation) on consumers’ tendency to avoid using the robot. We further examine the contingent roles of robot’s awareness (ability to capture a wide variety of information) and consumer characteristics (previous experiences with similar technologies). Empirical results from two experiments reveal that a robot’s actuation negatively influences consumers’ self-determined psychological needs, leading to avoidance of continued robot use. By elucidating how these needs are threatened by AI service robots and result in consumer avoidance, this research provides insight into negative consumer implications of AI service robots in households. Examining the different conditions under which consumers avoid robots in households enriches understanding of the interplay between robot attributes and consumer characteristics. As such, our study is among the firsts to promote a nuanced theoretical development on the negative implications of key intelligence attributes of AI service robots for consumers with different characteristics.

ABSTRACT. In-Vehicle Infotainment (IVI) system is a digital innovation in intelligent cars typically powered by Internet of Things and artificial intelligence. However, the existing literature has limited understanding on the determinants of users’ intention to use the IVI system. To fill this gap, this study draws on Behavioral Reasoning Theory, leveraging values that reflect openness to change, to construct a theoretical framework encompassing five variables: value, reasons for and against IVI, attitudes towards IVI, and intentions to use IVI. Through an online survey in China, 267 valid responses were garnered with an 89% effective response rate. Structural equation modeling analysis finds that openness to change value significantly influences both reasons for and against IVI, as well as the attitude towards IVI. Further, reasons for IVI positively influence the attitude and intentions to use IVI. In contrast, reasons against IVI have a significant and negative impact on attitude towards IVI, but do not affect the intention to use IVI. Guided by the BRT model, this study broadens the scope of existing research by integrating both supportive and opposing reasons for understanding consumer’s adoption of digital innovations. Moreover, by considering openness to change value as the antecedent, it unveils the psychological mechanism that leads to the attitude and behavioral intention for using IVI system. Furthermore, this study provides practical implications for IVI stakeholders, such as governments, information service providers, and automotive manufacturers.

ABSTRACT. Health services are undergoing profound transformation with the rise of digital technologies that redefine the relationship between patients and professionals, which increases patient’s ability to control their lives. By combining the Service Dominant Logic (SDL) theory and Transformative Service Research (TSR), this work in progress study investigates the effectiveness of innovative technologies in value co-creation behavior. More specifically, we aim to analyze the impact of value co-creation through innovative technologies on patient, as well as on empowerment well-being level. A quantitative survey is currently being conducted. The research adopts a PLS-SEM approach involving 600 French patients in various hospitals. This study expands the literature by combining SDL and TSR perspectives. The managerial implications address an urgent need to implement strategic value co-creation practices to facilitate the adoption of digital health tools and thereby enhance patient well-being. The results aim to provide valuable insights and recommendations for healthcare organizations, governments, and marketing professionals seeking to improve patient experience in a rapidly evolving digital healthcare environment.

ABSTRACT. The relentless demands of influencer marketing are leading to increasing burnout among influencers. Unlike general social media users, influencers face unique challenges in taking breaks, creating a distinct context for digital disconnection. Influencers rely on consistent content production (Lou & Yuan 2019) and build reach and impact through close, trust-based relationships with followers (Hudders, Jans, & Veirman 2021). Research shows that low activity from influencers can negatively impact marketing effectiveness (Leung, Gu, & Fung 2022). Additionally, qualitative interviews reveal that influencers often feel uncertain about how to take a break without risking disengagement from their follower base—a real challenge that inspires our research.

Recognizing that influencers operate within a unique social media environment, this paper explores digital disconnection as an emerging practice with significant implications for both influencer well-being and follower engagement. Through an in-field study and a series of online experiments, we examine how emotional attachment between the influencer and follower shapes follower responses to influencer breaks. Furthermore, using attribution theory, we investigate how influencers can manage follower expectations by controlling the narrative around their break announcements.

ABSTRACT. The aim of current study is to seek the relative impact of social media influencers and celebrities on brand attitude and purchase intentions. Also, we determined the moderating role of pre-purchase dissonance and brand familiarity/unfamiliarity. Using multi-study approach (Study 1: survey-based study - 390 respondents, Study 2: experimental study using 2x2 approach - 220 respondents), we found that SMIs have stronger impact on purchase intentions whereas brand familiarity has positive moderation between SMI-brand attitude relationship.

ABSTRACT. As digital influencers become increasingly pivotal in shaping consumer behaviour, their potential for promoting social goods and prosocial behaviours has become a focal point for research. This study explores how social media influencers can influence opinions and behaviours through their post, focusing on the role of language used in promoting social goods. Drawing upon the Construal Level Theory, we examine the implications of psychological distance and its congruence with communication effectiveness. Our findings suggest that simply promoting social goods and prosocial behaviours does not ensure favourable audience responses. Instead, it is the alignment of language with the audience's psychological perspective that determines the effectiveness of the message. This research extends the literature on influencer impact beyond commercial effects, highlights the importance of language in influencer marketing, and opens new avenues for influencers as agents of social change.

ABSTRACT. A corporate scandal can severely damage a company’s reputation. However, as many businesses today operate within complex value creation networks, it is often difficult for consumers to determine who is responsible for a wrongdoing. Despite this, research has largely overlooked the role of ambiguous brand responsibility, i.e., a situation in which it is unclear to what extent a brand is accountable for a transgression. So far, the focus has been on ambiguity with regard to whether or not a transgression has occurred. Building on the theory of moral licensing, two experiments reveal that in cases of ambiguous brand responsibility, prior corporate social responsibility (CSR) can mitigate the negative impact of misbehavior. A strong (vs. a weak) CSR engagement influences the way consumers construe responsibility, leading them to attribute blame to external parties (moral credentials) and, as a result, to forgive a brand. Thus, the research contributes to the understanding of moral licensing in the context of ambiguous brand responsibility and highlights the crucial role of CSR in mitigating the harm of misconduct. The findings suggest that strong CSR initiatives can alter construal of responsibility for transgressions in complex supply chains, which has practical implications for companies managing their brand’s reputation.

ABSTRACT. This abstract advances a research agenda to assess mindful consumption antecedents, interventions, and outcomes. Three main research proposals are advanced to understand mindful consumption better, regarding (1) assessing a number of antecedents influencing mindful consumption, such as routines, habits, and social influence, (2) assessing the effectiveness of mindfulness interventions that may ‘nudge’ consumers towards more mindful consumption behavior, and (3) as mindful consumption includes the consumer virtue of temperance, from an ethical standpoint we propose to assess consumer orientation towards utilitarianism vs virtue.

ABSTRACT. In today’s environment, sustainability remains an important stream of research. Despite previous research examining sustainability through various contexts, one unexamined area is the sustainability of the marketing academics themselves. While our field’s research mainly focuses on exploring the underlying mechanisms of consumers’ and businesses’ behaviors, beliefs, and consumption habits, we argue it is vital to understand how our health and well-being, particularly mental health, affect the sustainability of one of our greatest resources in marketing - the marketing scholar. Unfortunately, doctoral students are seldom prepared for what lies ahead before entering a program and as a result, their mental health takes a toll. Sadly, the issues stemming from doctoral programs may not be resolved post-graduation and, instead, be compounded by the additional pressures of being a new faculty member, such as producing high-quality research, participating and significantly contributing to multiple entities through service, and providing excellent instruction. These pressures can lead faculty members to hide their issues so as not to appear weak and incompetent. Compromised or unaddressed mental health issues work directly against sustainability by negatively impacting an individual’s (or, in our case, the marketing scholar’s) personal well-being as well as organizational outcomes. We believe that through the systematic exploration of this topic, we will develop a deeper understanding of this phenomenon and uncover innovative insights that will contribute to the well-being of academics, the body of knowledge within the marketing discipline, and promote innovation in mental health support for doctoral programs and academic departments.

ABSTRACT. This study explores customer perceptions of brands that implement Sustainable Development Goals (SDGs), examining the impact of SDGs on brand perception, purchase intention, brand reputation, brand attitude, and brand preference.

The study employed a quantitative method. Primary data were collected through an online survey, and correlation analysis was used to determine the relationship between variables.

The study found that customers with knowledge of a brand’s SDG initiatives exhibited positive perceptions of that brand. Implementing SDGs contributed to perceived benefits such as enhanced quality of life, improved work environments, education, environmentally friendly practices, and climate change mitigation efforts. Brands that actively promote SDGs gain greater brand trust and increased purchase intention as customers experience personal satisfaction from supporting causes they value. Research Limitations/Implications Limitations of this study include the restricted scope of SDG applications and a reliance on self-reported data. Future research should examine the longitudinal effects of SDG implementation on consumer behavior across diverse demographics.

Brands adopting SDGs can strengthen brand trust and customer loyalty by aligning with customers' values on social and environmental issues. SDGs can effectively serve as marketing tools that drive consumer preference and differentiate brands in competitive markets.

This study contributes to limited research on the effects of SDG implementation on consumer perceptions, offering insights into how SDGs influence brand perception, trust, and purchase intentions, thereby positioning SDGs as a significant factor in sustainable marketing strategies.

ABSTRACT. Artificial Intelligence (AI) has made remarkable progress in recent years, but its application to complex real-world business problems still needs to be improved. Hybrid intelligence, which combines human and artificial intelligence, offers a promising approach to address this challenge. This study aims to analyze the current state of AI tools used for risk and uncertainty analysis in marketing analytics, focusing on AI-based hybrid methods, to understand how these approaches can be leveraged to manage uncertainties in human-AI interaction frameworks. The concept of hybrid intelligence aims to achieve superior outcomes by integrating human and artificial intelligence and continuously improving them through mutual learning. In marketing, hybrid intelligence offers significant benefits, especially with advances in generative AI, by improving customer experience, personalization, campaign management, and analytics. However, AI adoption and acceptance challenges have emerged, particularly when users need to understand or challenge AI decisions. The literature suggests that the relative strengths of AI and human intelligence (HI) and their optimal mix can be studied at the macro, meso, and micro levels to provide insights into how AI and HI can effectively complement each other. This study contributes to the growing body of research on hybrid intelligence in marketing by analyzing the current state of AI tools and identifying opportunities for leveraging AI-based hybrid methods to manage uncertainties in human-AI interaction frameworks.

ABSTRACT. This study investigates the relationship between artificial intelligence (AI) capabilities and relationship marketing outcomes, integrating insights from dynamic capabilities and relationship marketing theory. This study explains how organizations can leverage AI to respond to shifting market dynamics and evolving customer preferences, thereby strengthening their ability to establish, develop, and maintain customer relationships. Using a qualitative approach, 67 interviews were conducted with managers from a range of industries, analysed through the Gioia method. The results outline a comprehensive framework delineating AI’s impact on enhancing relationship marketing and organizational performance. Key findings reveal that AI dynamic capabilities enhance practices such as customer outreach, prospect engagement, exclusive relationship building, and customer support, resulting in higher customer satisfaction and loyalty. In addition, facilitators and challenges related to such relationship were also identified. This study advances theoretical knowledge by conceptualizing AI as an enabler of dynamic capabilities, offering practical insights for leveraging AI to transform marketing strategies in dynamic market environments. This transformation fosters stronger customer relationships and enhances organizational performance.

ABSTRACT. The rapid advancement of technology and the widespread availability of data have driven the integration of algorithms across various societal and organizational settings. However, despite the promising potential of technological progress, the adoption of algorithms remains limited due to a phenomenon known as algorithm aversion. To address the challenge of algorithm aversion, we introduce a novel concept: the use of a learning label for algorithms. Our central hypothesis suggests that labeling algorithms as "learning" can counter the common perception that they are static and unable to improve. This label helps align users' expectations with actual outcomes, effectively reducing uncertainty and increasing algorithm acceptance.

To test our hypothesis, we conducted five incentivized studies involving 1,167 participants, examining their willingness to follow algorithmic recommendations in financial and healthcare tasks. Starting with a survey in Study 1 to assess beliefs about learning capabilities, we proceeded with four more studies, where participants chose between different advice sources or made predictions based on accuracy across multiple rounds.

Our results showed a clear preference for algorithms labeled as "learning," with participants more inclined to use them compared to algorithms without such a label. Moreover, as the accuracy of the algorithms improved beyond a certain threshold, this preference grew even stronger, leading to higher adoption rates for learning-labeled algorithms. This research offers significant insights into the process of algorithm acceptance and provides practical strategies for increasing algorithm adoption.

ABSTRACT. Throughout the years, theoretical ideas around consumer culture have developed by leaps and bounds. The main theme of such consumer culture studies was drawing up a relationship between what customers buy, what makes them buy it, and what it means to them in terms of social and cultural context. One study that encapsulated theoretical ideas around consumer culture was undertaken in 2005 by Arnould and Thomson. In this study, the four domains of consumer culture provide comprehensive insight into how consumers form identities, how consumption choices define culture and how culture itself is defined by such practices, how idiosyncratic and social elements influence consumption, and finally, how consumers react to populist ideologies. However, when it comes to a community that has a colonial chapter in their history, the conventional interpretation of consumer culture might not cover all eventualities. This is because consumer behavior is culture driven, this culture is influenced by historical and socio-cultural forces, and so a colonial chapter in a community's history can significantly shape its culture and, consequently, its consumer behavior. By scrutinizing CCT domains in the context of consumption behavior and consumption practices, the study demonstrates how the interpretation of established consumer culture domains are and can be different for people with colonial past. Through this analysis, the study seeks to shed light on the significance of considering this intersectionality between coloniality and consumption when studying consumer culture of people with a colonial chapter in their history.

ABSTRACT. This study investigates how traditional cultural values, communal responsibilities, and the dichotomy of moral versus immoral behaviors manifest in both individual and collective settings through an exploration of Ayni in Peru—a centuries-old system based on reciprocal exchanges. This practice is increasingly influenced by social changes, urban migration, and rising corruption. The study addresses a critical social and ethical question: How has a tradition of reciprocal, constructive exchanges been co-opted by some urban participants to further tribal ambitions and foster corrupt organizations? Corruption often arises when traditional culture is manipulated to gain unreciprocated benefits or serve illegal purposes. Drawing on extensive interviews, content analysis of media sources, and existing literature, this study uses a structured interview guide to conduct 12 interviews in rural and 12 in urban areas of Peru. The responses were analyzed to categorize meanings related to Ayni. Additionally, a content analysis was conducted on depictions of Ayni-related practices in two national and three regional newspapers over a two-year period, along with daily broadcasts from three Peruvian TV networks accessible in the U.S. The research reveals that Ayni is practiced daily in both rural and urban contexts, though its goals diverge significantly. In rural areas, Ayni remains close to its ancestral roots, emphasizing mutual generosity and assistance. In urban settings, however, outcomes vary; while some exchanges remain positive, others have devolved into corrupt or illicit activities. The study concludes with an analysis of the social, economic, and political implications of these findings.

ABSTRACT. The marketing of cultural difference forms a prominent source of value for many brands. Across multiple domains including fashion, food, art, and music, brands incorporate objects, symbols, designs, rituals, and stories from other cultures to communicate novelty, excitement, and distinction. However, an emergent market concern about cultural appropriation is introducing new demands and risks for such brands. Drawing on an extended qualitative study of the global K-pop market, this paper discusses brand strategies for animating cultural difference as a valued market resource while navigating cultural appropriation risks. Taken together, these strategies underscore a shift toward the responsible marketing of cultural difference.

ABSTRACT. Our work emphasizes visual storytelling as a vital tool for promoting transmodern perspectives that focus on diversity, equity, and inclusion. We respond to calls for research in marketing that addresses social sustainability through cross-cultural perspectives, linking sustainability with innovation and legitimacy. Transmodernity encourages a cultural exchange model that extends beyond modernism to promote responsible business practices, integrating economic, environmental, and social concerns. In response to criticisms of postmodernism, scholars have explored alternative approaches like post-postmodernism and transmodernism, which have appeared in marketing literature. This study explores the transmodern meanings expressed in the artworks of Mexican artrepreneur Alberto Cavazos through visual storytelling. Over six months, visual and verbal data were collected using the Kelly grid, laddering probes, and the Zaltman Metaphors Elicitation Technique (ZMET). The dataset includes ten photographs of Cavazos' original paintings, with insights gathered through interviews about the artist’s thoughts and feelings on transmodernity. Our Findings section is based on visual storytelling. Through visual storytelling, transmodernity shows a causal link between modernity and postmodernity. Cavazos’s visual storytelling builds on postmodern perspectives via a transmodern approach: namely, that progress is a journey through control, transformation, connection, and resources within a container that are waiting to be unleashed. The resources presented by transmodernity comprise a positive mindset and compassion to empower all humans. The study provides insights into cross-cultural diversity and inclusion within an evolving global context.

ABSTRACT. Drawing on folk-conceptual behavior theory, source credibility theory, and triangle theory of love, this study examines how rational and emotional advertising appeals influence customers’ participation in brand resurrection movements (BRM). We further hypothesize the indirect positive effect of rational and emotional advertising appeals on customers’ participation in BRM through the mediation of consumer pastness. Additionally, we explore the moderation of celebrity type (showbiz vs athlete) and prior brand love (weak vs strong) in the relationship between rational and emotional advertising appeals on consumer pastness and consumer pastness and customers’ participation in BRM. Data were collected from 406 Pakistani millennials using a paper-and-pencil survey and the hypothesized relationships were tested through structural equation modeling and multi-group modeling in AMOS 24.0. Results indicate that emotional advertising appeals significantly enhance customers’ participation in BRM directly, and indirectly through consumer pastness. The moderation results of celebrity type suggest that the effect of emotional advertising appeals on consumer pastness is stronger when showbiz celebrity (rather than) endorsing a brand. Additionally, the findings reveal that consumer pastness has a stronger impact on customers’ participation in BRM is stronger when prior brand love is strong compared to when prior brand love is weak.

ABSTRACT. Athlete endorsements (i.e., an athlete endorses a branded product; e.g., Serena Jameka Williams endorsing Oreo cookies) appearing in advertisements are a popular business practice. However, previous research has analysed only the success of athlete endorsements of sport-related products, without focusing on an important product classification, namely non-sport-related products. This paper bridges this gap by proposing six research hypotheses. The first three posit that athlete–product similarity positively affects consumers’ attitudes towards advertisements, their attitudes towards the brand, and their purchase intention. The final three hypotheses speculate that athlete–brand consistency moderates consumers’ attitudes towards advertisements, their attitudes towards a brand, and their purchase intention. This study utilizes a 2 (athlete–product fit: good/poor) × 2 (athlete–brand consistency: consistent/inconsistent) experimental design (n = 403). We find that, compared with a poor athlete–product fit, a better fit results in an enhanced consumer attitude towards the advertisement and a stronger purchase intention. Additionally, a better athlete–product fit, together with athlete–brand consistency, can enhance consumer attitudes towards the brand. This paper bridges a critical knowledge gap in marketing by examining consumer evaluations of non-sport-related products in the athlete endorsement context. This paper also provides a normative guideline for brand managers to select a suitable athlete endorser.

ABSTRACT. The emergence of virtual influencers (VIs) has redefined digital marketing, offering new pathways for consumer engagement. These computer-generated personas, such as Brazil's Lu do Magalu, who commands over 24 million followers on platforms like Instagram, YouTube, and TikTok, exert considerable social influence, often surpassing that of human influencers. Studies indicate that virtual influencers, including Lil Miquela, exert three times the influence of their human counterparts, especially among young, predominantly female audiences. While research into social power theory in marketing has traditionally focused on human influencers’ roles in shaping consumer behavior through referent, expert, and informational power, the application of these power dynamics to virtual influencers remains underexplored. Existing marketing funnel models offer a basic framework for the consumer journey, yet the unique characteristics of VIs demand a more refined approach. This study seeks to address this research gap by investigating how the different types of social power exerted by VIs influence consumer behavior across each stage of the conversion funnel. Specifically, it examines which stages of the consumer journey are most impacted by VIs and how they drive conversions. This research aims to expand understanding of VIs’ roles in digital marketing, offering actionable insights for marketers on leveraging these influential personas to optimize marketing strategies.

ABSTRACT. The expansion of virtual platforms and gamification has recently positioned the metaverse as a powerful tool for enhancing brand-consumer relationships, particularly within the realm of conspicuous consumption brands. However, research specifically examining luxury and prestige fashion brands within the metaverse remains limited, and there is a lack of studies exploring the impact of these experiences on consumer-perceived value, happiness, personal fulfilment, and e-WOM. Accordingly, this study aims to analyze the relationship between experiences with luxury/prestige fashion brands in the metaverse and consumer perceived value and to evaluate how perceived value influences consumer happiness, personal fulfilment, and e-WOM behaviour among luxury and prestige consumers. A quantitative approach was employed to achieve these objectives, utilizing an online survey targeting luxury/prestige consumers and users of gamified platforms. The findings reveal a positive impact of experiences with luxury/prestige fashion brands in the metaverse on the three dimensions of consumer perceived value. Additionally, the study confirms that perceived hedonic value influences consumer happiness, utilitarian and social values contribute to personal fulfilment, and social value impacts the generation of e-WOM. These insights provide valuable guidance for managers and marketers looking to enhance their metaverse strategies to better meet consumer needs and strengthen brand-consumer relationships.

ABSTRACT. This study examines the impact of masstige strategies on traditional luxury consumers’ perceptions of luxury brands, utilizing the rarity principle as a framework. While masstige strategies aim to attract middle-class consumers through an accessible yet exclusive appeal, they may risk eroding the brand's perceived rarity among traditional luxury buyers. According to the rarity principle, increasing brand accessibility can diminish its allure, leading to reduced purchase intentions and heightened abandonment intentions among established luxury consumers. Further, we propose that self-brand connection moderates this effect. We posit that high self-brand connected consumers—who see the brand as part of their identity—may exhibit protective responses when brand exclusivity feels compromised, whereas low self-brand connected consumers display less resistance to brand accessibility. Across three experiments with affluent Spanish consumers, findings indicate that masstige strategies negatively affect traditional consumers’ behavioral intentions by weakening perceived brand rarity. However, a strong self-brand connection partially buffers this effect, encouraging continued purchase intentions. These results contribute to luxury brand management literature by identifying masstige strategies as a potential source of brand dilution and by illustrating the protective role of self-brand connection. Luxury brand managers are advised to carefully balance brand expansion efforts with strategies to preserve exclusivity, thereby retaining traditional luxury consumers.

ABSTRACT. Consumer awareness of sustainability has driven increased interest in brands that prioritize human rights, social justice, and environmental protection (Alsaad, 2021). With this shift, interest in the second-hand clothing market has grown significantly (Sihvonen & Turunen, 2016), posing a substantial challenge to the fast fashion industry. Projections suggest that by 2026, the second-hand clothing market will be valued at $77 billion, twice the value of fast fashion (Bottaro, 2021). Second-hand fashion offers consumers the chance to purchase previously owned items, which can contribute to a circular economy and promote sustainable practices, especially in luxury/prestige fashion (Machado et al., 2019). This study explores how purchasing second-hand luxury fashion impacts consumers’ socioemotional and psychological benefits. Additionally, the study examines how these factors influence the generation of positive word-of-mouth (WOM). The findings reveal a positive correlation between functional and social value with social identity, supporting existing literature. Economic and functional values also positively impact self-esteem, while consumer satisfaction is primarily influenced by economic and emotional value, the latter having the strongest effect. Results also demonstrated that consumer satisfaction strongly influences recommendation behaviour. These insights highlight that consumers’ emotional connection to luxury products enhances satisfaction. Findings offer luxury brand managers in the second-hand market actionable insights to develop strategies aimed at consumers’ desire for status and exclusivity.

ABSTRACT. This exploratory study sets out to examine the funwashing of luxury counterfeits brands online. Counterfeits remain a considerable problem for established brands, especially luxury ones (Liu et al., 2015; Veloutsou and Bian, 2008). Brands employ several safeguarding practices to protect their products, with however mixed results. Consumers keep purchasing them in increasing rate through largely e-commerce (Chen, 2022) despite the potential legal, financial, or health associated risks. This becomes more prominent, as consumers and influencers celebrate such purchase choices on social media. This in turn attracts online engagement and can transform an anti-social consumer behavior choice into an attractive one through funwashing. This study calls attention to this newly emerged phenomenon of funwashing and tries to understand its applicability in the case of luxury branding.

ABSTRACT. This exploratory study investigated how media portrayals affected older consumers' responses to short video messages featuring older characters. Based on the Stereotype Content Model (SCM), the study adopted a 2X2 (warmth vs coldness X competence vs incompetence) experimental design to explore how age stereotypes in media portrayals varied older consumers' attitudes toward older characters in the short videos and their attitudes toward the stories narrated in the short videos. Two studies were conducted, each recruiting 102 Chinese older consumers aged 55 to 69. The results showed significant positive effects of warmth and competence on attitudes toward characters and stories in short videos, though no interaction was found between warmth and competence. The findings highlight the independent roles of warmth and competence in shaping older consumers’ responses to media portrayals. Further implications were suggested in the manuscript.

ABSTRACT. The term ‘life event’ refers to the significant occurrences (such as childbirth, marriage, divorce) throughout life that mark transitions from one state to another and cause changed expectations, roles, and behaviors. Such life events are significant predictors of a change in consumer behavior and have become the focus of much work as one transitions through the life course. However, so far, very little research has distinguished between different life events and their differing impacts on consumer behavior. Based on earlier research, which defined four distinct clusters of life events, this study determines the cluster-wise impact of life events on consumer behavior using the well-established Life Course Model (LCM). The LCM provides a well-used conceptual framework which indicates the different processes through which life events impact consumer behavior. The data was collected through a national survey administered through a well-known consumer panel, where consumers selected the life events, they had experienced. Consumers were then asked about their perceptions of life events and other variables (peer communication, chronic stress, material and emotional support, change in consumption of leisure and necessities), measured on a Likert scale. Using the life event clusters developed in earlier research, mediation analysis using PROCESS was performed to determine the cluster-wise impact of life events. Findings suggest that the life event clusters have differing impacts on consumer behavior, and their impact is felt through differing mediational processes. Managerial and theoretical implications of the findings are discussed, and recommendations are made for future research in this area.

ABSTRACT. This research explores the influence of culinary practice transmission on the consumer-brand relationship. To investigate how brands could better leverage intergenerational transmissions in their strategies, we rely on the theoretical frameworks of intergenerational capital (Guillemot, 2018, Ladwein et al., 2009) and consumer-brand relationships (Fournier, 1998). These theoretical frameworks are especially pertinent within the context of culinary practices, where transmission is expected to fortify emotional and identity-driven bonds across generations (Certeau, 1994), providing brands with a distinctive opportunity for differentiation (Fox and Alldred, 2019). The intergenerational transmission of culinary practices thus prompts the central question of this research: to what extent can intergenerational transmissions through intergenerational capital enrich the consumer-brand relationship? To address this question, an experimental study (N=320) involving two brands (authentic, practical-economic) and three representations of intergenerational capital (sharing between two generations, product as the centerpiece of transmission, integration of life dynamics) is conducted, demonstrating that consumer-brand relationships vary according to these factors. An integrative model is then proposed and tested. Our results establish the benefits of a positioning centered on intergenerational capital. This approach provides brands an opportunity to integrate into the family dynamic, allowing them to embody shared practices (Kessous et al., 2015). Intergenerational capital, therefore, has tangible impacts on the consumer-brand relationship. Recommendations are formulated for marketing practitioners regarding the representations to adopt (brand types, consequences).

ABSTRACT. Drawing on identity theories and the self-perceived age concept (SPA), the study uses the context of high-cost, short-term credit (HCSTC) to explore how SPA and the concept of 'being an adult' can affect incongruence between the actual and ideal self of the consumers and the consequences of this incongruence on consumer behaviour and wellbeing. Based on thematic analysis of 37 qualitative interviews with users of HCSTC, the research highlights the importance of effective financial management for the transition into adulthood and the detrimental impact of indebtedness on consumer identity and wellbeing. Although our findings suggest that loans and credit can be used to support consumer efforts to meet the requirements of their ideal self, our research showcases two significant contributions to this debate. First, our research introduces the concept of temporality in the context of self-congruency, used to explain how use of HCSTC to meet short-term social or self-expectations can result in increasing the divide between actual and ideal self in the longer term, creating a debt spiral affecting consumer behaviour and wellbeing. Second, our research uncovers two distinct approaches for consumers striving to neutralise negative feelings when the actual and ideal (social) selves crash - identity concealment or identity construction. By looking at indebtedness through a SPA and adulthood identity lens, the study offers a novel and dynamic perspective on the causes and consequences of self- (in)congruence and discusses the approaches adopted by consumers to neutralise negative feelings. Therefore the study presents several theoretical, practical and societal implications.

ABSTRACT. This study examines the impact of promotions in virtual environments, focusing on how integrating offline elements within virtual experiences shapes consumer responses. Grounded in construal level theory, two studies centered on retail promotions investigate the interplay between virtual and physical realms. Results reveal that VR-connected (vs. virtual-only) promotions reduce psychological distance and enhance the vividness of promotional experiences, significantly influencing behavioral intentions. The findings also indicate a serial mediation effect, where psychological distance and vividness drive the distinct impacts of promotion types. While virtual reality (VR) is attracting considerable interest from consumers and companies alike, our results suggest that VR-based promotional strategies alone may not suffice in driving consumer engagement. Rather, embedding offline elements within virtual promotions creates more psychologically connected experiences, fostering stronger consumer engagement.

ABSTRACT. Virtuous colors, such as green, are often used in retail environments to evoke freshness, health, and sustainability, aligning with wellness-focused brand values. However, this study investigates an unintended outcome of such color schemes: their potential to sway consumers toward less wholesome choices. Across two experiments, we show that virtuous-colored store environments influenced consumers' perceptions of health goal progress, subsequently affecting food preferences. Study 1, participants exposed to green colored shelving were more likely to choose less wholesome baskets of food compared to those in the grey-colored shelving condition. Study 2 tested two competing theories—licensing theory and contrast effects. Results supported the contrast effect, revealing that virtuous color cues, rather than reinforcing health goals, triggered a perception of unmet health standards. This diminished consumer perception of progress toward health goals, leading to choices that were less healthful. These findings deepen our understanding of color as a powerful atmospheric cue in retail, showing that virtuous colors associated with health can unintentionally reduce consumers' likelihood of making healthier choices. For health-focused brands and retailers, this suggests that neutral colors such as grey may better encourage wholesome choices, helping avoid the potential negative impacts of using virtuous colors. Our results provide new insights into retail atmospherics and consumer psychology, highlighting the need to carefully design retail environments that genuinely support consumer health and well-being.

ABSTRACT. Retail is one of the sectors that have undergone colossal changes in recent years, particularly with the advent of new technologies. As a result, implementing technologies in-store is becoming increasingly important to improve the customer experience (Alexander and Kent, 2020). The interactive kiosk is one of the technologies that has seen significant success in the aftermath of the health crisis. The interactive screen market is expected to exceed $20 billion in sales over the next five years (Global Market Insights, 2019). Moreover, it is also one of the most popular in-store tools for consumers. This technology becomes a new in-store player to the traditional relationship between customer and salesperson, and the roles of the latter are changing. The consumer becomes more autonomous, and the salesperson becomes a facilitator, helping both the consumer and the technology to perform their tasks (Fuentes et al. 2017; Larivière et al. 2017). The question of the role of digital in-store has attracted the interest of several researchers recently, and has been the subject of many works (Alexander and Kent, 2020). To our knowledge little is known about the consumer’s favorite interaction scenario in a phygital store. Our research contributes to filling this gap and tries to provide some answers to the question: What is the consumer’s favorite interaction scenario in a phygital store? And what factors influence the choice of this scenario?

ABSTRACT. While the topic of faculty mental health is one that has been and continues to be discussed in popular press and academic research, there is a lack of conversations within our marketing field. In line with this year’s theme of sustainability, we feel it is vital to discuss how we, as academics, can sustain ourselves in light of mental health issues. In this special session, our goal is to serve as a starting point for discussion by creating a safe, judgment-free space and openly acknowledging the challenges marketing faculty face concerning their mental health. Using an unstructured format, our diverse panel will share their mental health journey and invite participants, using an anonymous Q&A platform, to ask questions. Additional resources will be provided to the participants. Through this special session, the panelists hope to show that mental health issues do not define any individual’s capability or potential and remind our colleagues that they are not alone in any struggle they may face.

ABSTRACT. Uplift modeling was developed to improve marketing efficiency by identifying which customers are likely to respond to targeted interventions with more profits, optimizing resource allocation and enhancing return on investment. Traditional uplift approaches prioritize customers with high conversion probability, assuming they will also yield the greatest revenue uplift. However, recent findings suggest that this correlation between conversion likelihood and consumer expenditure can vary, with lower-conversion segments sometimes driving high profitability. Motivated by this insight, our study systematically re-evaluates uplift modeling approaches by benchmarking different methods across varying correlations between conversion probability and expenditure. Combining simulations and empirical tests, we aim to offer marketers a framework for selecting the most effective uplift model for diverse contexts, advancing the adaptability and profitability of targeted marketing strategies.

ABSTRACT. Marinating brand consistency across international markets is a complex challenge for brands that are expanding overseas. Prior studies reveal that typographic choices significantly influence consumer perceptions of brands. Furthermore, certain research demonstrates a link between typography and perceived brand longevity, showing that vintage typefaces can evoke nostalgia, emotional connections, and feelings of safety. However, most of this research has focused on Latin writing systems from a Eurocentric perspective, with limited investigation into how Latin typographies can be effectively adapted to non-Latin scripts to preserve brand consistency. Based on the concept of semiosis, this paper seeks to bridge this gap by presenting theoretical frameworks that explore how brand typography shapes brand impressions across different writing systems and cultural contexts. Two research projects inform this study: the first uses four experimental studies to assess when bilingual typography can successfully maintain brand impressions across scripts; the second investigates how specific typographic design dimensions influence perceived brand longevity.

ABSTRACT. Previous studies have compared the effects of photo types (2D vs. 360-degree rotating) on the cognitive and intentional effects of web users. However, there is still disagreement about the quantity and quality of information provided by these visuals. Indeed, while some argue that dynamic visuals lead to information saturation and thus reduce the user's mental stimulation, others argue the opposite. Our study therefore focuses on the effects of these two types of visuals on the smartphone. Like most studies on elements of the web atmosphere (Dailey, 2004), this research proposes to use the S-O-R theoretical framework (Mehrabian and Russell, 1974) to study different stimuli. To answer this question, we conducted a qualitative study with 15 experts. The main results were divergent regarding the number and type of visuals to be provided on a website. Indeed, the usefulness of rotating visuals for providing information was disputed, with the emphasis on enhancing the perceived brand image. On the other hand, a 2D contextualized photo will have a stronger impact on the user. Others, on the other hand, argue that a rotating image on a neutral background will provide more detail and thus dampen the imagination.

ABSTRACT. Beyond their commercial role, some brands can be perceived as elements of cultural heritage, arousing emotional attachment and social recognition. This research explores the concept of perceived heritage, which can be defined as the set of symbolic and emotional values that a brand embodies in the eyes of consumers. Perceived heritage is based on dimensions such as historicity, authenticity, nostalgia and significance, contributing to a form of cultural legitimacy (Aaker, 1996; Holt, 2004; Heinich, 2014). These elements reinforce their ability to be passed on as a generational legacy. Understanding these perceptions offers strategic challenges for marketing, in particular to strengthen loyalty, differentiate brands in saturated markets and create lasting emotional bonds. This research explores how consumers adjust the value they place on the various dimensions of perceived heritage and proposes the basis for a rigorous assessment that will make it possible to link these perceptions to the issues of brand heritage legitimacy.

ABSTRACT. The global market for smart cars (electric vehicles) is projected to reach US$786.2 billion in 2024, and the market is expected to grow to US$1,084.0 billion by 2029 (representing an increase of 6.63%, CAGR, 2024–2029; Statista, 2024). This trend highlights the importance of exploring consumer behavior regarding smart cars. This study aimed to use the stimulus–organism–response (SOR) framework to investigate whether the perceived coolness of smart cars (i.e., stimulus) influenced the AWE experience of consumers (i.e., organism), which subsequently affected word of mouth (i.e., response). A questionnaire survey was distributed to Taiwanese consumers, resulting in 200 valid responses. The results of structural equation modeling revealed that the perceived coolness of smart cars (i.e., functionality, attractiveness, subcultural appeal, and originality) positively influenced consumers’ positive-valence emotional state associated with feelings of wonder and amazement (i.e., AWE experience) and positively impacted their willingness to share their experiences and opinions about smart cars with others (i.e., word of mouth).

ABSTRACT. Research Objective: This study aims to explore the relevance of a consumer compensation strategy in exchange for personal data. It employs a complementary dual-method approach. First, a qualitative study investigates the acceptability of different compensation solutions in exchange for the collection and use of personal data, identifying key conditions necessary for maximizing benefits. Thematic analysis from this phase contributed to the development of a conceptual model, which is subsequently tested through a two-stage experimental design.

First Experimental Study: This phase assesses the effectiveness of various compensation modes for consumer data collection (no compensation, monetary compensation, and in-kind compensation) with a sample of 364 respondents. Findings indicate that perceived offer value is higher with presence of a compensation, regardless of its form. However, monetary compensation results in higher perceived value and a greater willingness to share personal data compared to in-kind compensation. Nevertheless, in all cases, compensating consumers for their personal data is not perceived as an ethical practice.

Second Experimental Study: The second phase focuses exclusively on monetary compensation in exchange for personal data sharing, examining the impact of communicating data collection purpose within our research model (control vs. opacity vs. transparency) with a sample of 184 retail consumers. Key findings reveal that providing detailed information on data collection purpose enhances the perceived value of the offer and the perceived ethics of the practice

ABSTRACT. The increasing use of smart technologies has contributed to the development of many areas. Smart furniture, a part of smart cities, is the trend of the future furniture industry. However, consumers' adoption and purchase intentions towards smart products are still uncertain. This study explores consumers' purchase intentions of smart furniture by applying an extension model of the theory of planned behavior (TPB). The original TPB model is extended by adding two factors: technology readiness and willingness to pay for smart furniture. We collect 299 usable surveys in Turkey. We applied PLS-SEM to demonstrate the stability of the proposed model and the results of hypotheses testing. The empirical findings show that technology readiness positively affects attitude, subjective norm, perceived behavioral control as well as willingness to pay, and then attitude, perceived behavioral control and willingness to pay positively influence consumer’s intention to purchase smart furniture. However, subjective norm is not significantly related to purchase intention of smart furniture. Furthermore, willingness to pay has the largest influence on consumer’s purchasing intention, followed by perceived behavioral control and attitude. Additionally, compared with the original TPB model, the extension model of TPB can improve the explained variance. Thus the integrated model can fully reflect the spirit of TPB and take advantage of technology readiness.

ABSTRACT. In the dynamic modern mediascape, consumers engage with various entities, gradually forming parasocial relationship (PSR). PSR is a one-way, long-term relationship perceived by individuals despite the lack of reciprocal interaction, such as that between a consumer and an influencer. Studies show that this phenomenon is widespread and significantly influences behaviors. Prior research often conflates PSR with parasocial interactions, limits it to narrow contexts, disregards its evolution due to the shift to online platforms, and treats it as a unidimensional construct, overlooking its dynamic nature. Additionally, PSR measurement—relevant to both academics and practitioners—suffers from inconsistencies. Original PSR research, conceived in the pre-Internet era, relies on measurement tools ill-suited for online media, while recent measures lack validation or purpose-fit. In response, this paper seeks to reconceptualize PSR for the dynamic marketplace and develop and validate a PSR measurement suited for online contexts. Through five studies, including Study 1 systematic literature review, Study 2 semi-structured interviews, Study 3 expert survey, Study 4 consumer survey, and Study 5 consumer survey, this research proposes a new PSR conceptualization and develops an eight-item PSR scale with three dimensions: intimacy, maintenance, and real-life relationship intention. This new PSR conceptualization and measurement scale offer valuable insights for both academics and practitioners.

ABSTRACT. This research examines young consumers' digital banking engagement through an integrated theoretical framework combining the ABC (Affect, Behaviour, Cognition) model with a two-factor classification of engagement drivers. The study investigates the relative influence of social-utilitarian versus personal-psychological factors on digital banking engagement, while exploring how engagement affects perceived behavioural control and brand attitude. Through a cross-sectional survey of 518 young consumers (205 males, 313 females), the study challenges traditional assumptions about personality-based approaches to digital banking adoption. The findings reveal that personal-psychological factors had no significant influence on engagement, contradicting traditional technology adoption models. In contrast, social-utilitarian factors demonstrated significant positive impacts, with social connection showing the strongest effect (β=0.36, p<0.001), followed by sense of privacy (β=0.25, p<0.001) and perceived benefits (β=0.16, p<0.01). Furthermore, engagement positively influenced perceived behavioural control (β=0.53, p<0.001), which in turn enhanced brand attitude (β=0.66, p<0.001). These results suggest that financial institutions should shift their focus from personality-based segmentation to service feature-oriented approaches that better align with young consumers' preferences and behaviours.

ABSTRACT. This study examines how digital transformation is revolutionizing football fan engagement and reshaping traditional fan practices. Through a 12-month digital ethnographic study across major social media platforms and online fan forums, the research investigates the intersection of digital transformation and football fandom through the lens of Henry Jenkins' participatory culture framework. The findings reveal three key dimensions of transformation: digital content creation and value co-creation, community building and knowledge sharing, and fan-club relationship evolution. The study identifies how fans have transitioned from passive spectators to active content creators and community builders in digital spaces, while also highlighting challenges including the digital divide, platform governance issues, and tensions between commercial interests and authentic fan practices. The research introduces the concept of "digital fandom capital" to explain how fans accumulate and leverage digital resources in online communities. This study contributes to both theoretical understanding and practical implications for sports organizations, suggesting strategies for developing integrated digital engagement approaches while preserving traditional fan culture elements. The findings provide valuable insights for football clubs, governing bodies, and stakeholders in managing the ongoing digital transformation of football fandom.

ABSTRACT. Herding as a form of informational social influence leads to imitation behavior and is presumably relatively strong in online contexts. Social Networking Sites (SNS) have been criticized for displaying Like numbers and thus potentially inducing herding effects and social pressure. Instagram – an SNS with high engagement rates – responded by first testing and now offering feed versions with hidden Like numbers. Using a 2(Likes: displayed vs. hidden) x 2(Involvement: high vs. low) mixed factorial design, we analyze the effects of Like-number-display for high- vs. low-Involvement product post in an eye-tracking study (N=95). Results partially support the hypotheses based on social influence and information theory. Social influence seems to differ in its effect e.g., on eye-movement between involvement groups: For low-involvement products, participants looked longer at the post – and particularly the Like-area – when the number of Likes was displayed than when not. When Like numbers were not displayed, the post, particularly the Like-area, was viewed longer for high- than for low-involvement products. Mixed-ANOVA-results further show marginally significant interaction effects on purchase and eWoM-sharing intention. Implications address differences in eWoM marketing for high- vs. low-involvement products on social media.

ABSTRACT. Marketers’ use of AI influencers is growing. Although AI influencers on social media can achieve outcomes such as word of mouth (WOM), recent studies also suggest that AI influence may be in part due to novelty. Using a 2 (influencer type: AI vs. human) x 2 (message type: agitator vs. synthesiser) between-subjects experimental design, this study of 294 US Instagram users explores whether AI versus human influencers’ posts on Instagram, have different influence on customer engagement, WOM and source credibility. We also explore whether the communication style (agitating/synthesising) motivates these outcomes differently. Furthermore, as AI influencers may be eerie or unsettling for consumers, we consider whether self-congruence with the influencer (AI/human) mediates these relationships. We show that human influencers have a higher credibility and are perceived as more self-congruent with the actual-self. However, AI influencers are as effective as human influencers in driving outcomes such as engagement and WOM, and regardless of their post’s communication style. We also reveal a mediation effect of actual self-congruence between the type of influencer and these outcomes. Results provide support for the use of AI influencers, and we suggest ways for marketers to enhance the effectiveness of AI influencers, through appealing to actual self-congruence.

ABSTRACT. The endorsement of social media influencers has become an important part of firms’ marketing communication strategy. Although the industry of online influencers is relatively new, its entry barriers are not high and competition is fierce. This research project examines the effect of influencer type and cause type on the persuasiveness of social media influencers. Their direct and interaction effects of the various type of influencer and social cause on consumers’ perceptions toward the influencer and evaluations toward brands were investigated. An online experiment was conducted to explore research hypotheses. The empirical results support the effects of influencer and cause type on influencer authenticity, which positively influences brand authenticity. Human social media influencers result in a greater influence on the authenticity perception relative to AI influencers. This direct effect is mediated through perceived uniqueness and similarity. In other words, the loss of the influential power of AI influencers on the perception of authenticity could be attenuated through increased uniqueness. Primary cause also shows a greater influence on influencer authenticity. However, the interaction effect of influencer and cause type is not significant. Theoretical and managerial implications were discussed.

ABSTRACT. Marketers progressively embrace innovations, notably artificial intelligence, to sustain audience engagement. Virtual influencers, one such innovation, is currently sweeping the social media world. Virtual influencers are computer-generated social media influencers programmed by humans through artificial intelligence (AI) algorithms with personalities portrayed by first-person viewpoints. While traditional influencers are real people with large followings who endorse products to their followers, virtual influencers are digital creations and have gained significant popularity recently, with companies employing them to promote products and services. Thus, this research explores the growing phenomenon of virtual influencers—AI-powered digital personas through a qualitative lens. By conducting in-depth interviews with social media users, the study aims to understand how consumers perceive and engage with virtual influencers in contrast to human influencers. This research contributes to the evolving marketing theory and practice landscape by examining virtual influencers as a cutting-edge innovative tool in social media marketing.

ABSTRACT. Influencers are stepping into the metaverse with the advent of virtual influencers. As these digital entities gain popularity, selecting the right influencer has become increasingly challenging. Drawing on the Elaboration Likelihood Model (ELM), this paper examines user perceptions of virtual influencers through Instagram comments, exploring how message credibility and persuasion affect consumer attitudes. Using attribute extraction from user comments, themes are identified and analyzed through sentiment analysis. Virtual influencers' reputations are then assessed and ranked using the Technique for Order of Preference by Similarity to the Ideal Solution (TOPSIS) method based on sentiment scores. Beyond ranking, this study evaluates virtual influencers’ authenticity by detecting fake comments and assessing engagement quality. The findings highlight the reputation and impact of virtual influencers, offering businesses insights for more informed influencer selection. By integrating sentiment analysis with reputation assessment, this research provides marketers with a comprehensive understanding of virtual influencers' effectiveness in audience engagement.

ABSTRACT. As public expectations for social and environmental responsibility rise, businesses are now expected not only to generate economic growth but also to contribute meaningfully to societal well-being through corporate social responsibility (CSR), leading people to a better future. While CSR communication has been shown to enhance consumer attitudes, brand image, and firm reputation, its potential to drive brand evangelism—an intense, proactive form of brand support—remains underexplored. Hedonic well-being, associated with joy and satisfaction, motivates proactive behaviors that support companies positively impacting society. Among various leadership styles, inspirational leadership is regarded as essential for fostering happiness and well-being among followers. Accordingly, this study extends the concept of inspirational leadership and applies social exchange theory to examine how inspirational CSR communication, specifically through charismatic communication and intellectual stimulation, can enhance consumers’ hedonic well-being and, in turn, foster brand evangelism. Based on data from 342 valid samples analyzed using structural equation modeling (SEM), results confirm that both charismatic communication and intellectual stimulation elevate consumers' hedonic well-being, subsequently promoting brand evangelism.

ABSTRACT. This systematic literature review examines sustainability campaigns and market responses using the TCCM framework (Theory, Context, Characteristics, and Methodology). Based on 94 studies from Scopus and Web of Science, the review highlights the most commonly applied theories in this field, such as the Theory of Planned Behavior (TPB) and Corporate Social Responsibility (CSR), as well as the dominant role of countries like China and the United States in this research domain. The study identifies several key types of sustainability campaigns, including corporate-led environmental protection initiatives, CSR efforts, green advertising, and sustainable supply chain management, with each type showing varied impacts across regions. Environmental concern and price sensitivity are the most frequently discussed antecedents of green consumption, while gaps in research on post-purchase behaviors like brand loyalty are noted. Methodologically, quantitative surveys dominate, though mixed methods and advanced techniques such as machine learning are underutilized. Future research should address these gaps, focusing on integrating diverse theories, expanding into underexplored regions, and standardizing terminology to improve cross-study comparability.

ABSTRACT. The adoption of green innovations, such as electric vehicles, is critical in addressing environmental challenges like climate change and pollution. Despite the benefits of these sustainable technologies and rising environmental awareness, adoption rates remain low. To address this gap, our study examines the roles of distinct consumer profiles—Lead Users (LUs), Innovative Users (IUs), and Average Users (AUs)—in promoting green innovation adoption intention, focusing on the electric vehicle market. By using Diffusion of Innovation theory and Lead User theory, this study examines how different user profiles shape adoption intention for green innovations. To further understand consumer motivations, we incorporate deontological evaluation as a mediating factor based on the General Theory of Marketing Ethics, highlighting the ethical considerations driving users' choices. Additionally, we explore perceived trade-offs as a moderating factor to assess how consumers balance sustainability with other product benefits. To do so, we collected the data from 205 UK electric vehicle users through Prolific, which was analyzed through Confirmatory Factor Analysis, ANOVA, and moderated mediation analysis. Findings reveal that Lead and Innovative Users demonstrate significantly higher intentions to adopt green innovations, especially at a threshold of 2.5% of the user base when compared to Average users. Additionally, deontological evaluation positively and significantly mediates the relationship between the user profiles and the green innovation adoption intention. Lastly, perceived trade-off positively moderates the relationship between deontological evaluation and green adoption intention. These insights support targeted marketing strategies for green innovations, emphasizing ethical considerations and tailored outreach to influential consumer profiles.

ABSTRACT. By taking up the research avenues of Cruz et al. (2017) and Labrecque et al. (2020), we propose to study the differentiated effects of singular (versus plural) informal second-person pronoun use depending on the nature of the content of the message of the brand post on online engagement. We describe our theoretical framework based on the concept of self-referencing and present a mixed methodology for coding and processing data with the use of automatic language processing tools and the use of automated methods by artificial intelligence. Finally, we present promising initial results from our analyses (still in progress) carried out on this real dataset and suggest avenues for research about the effective use of the informal second-person pronoun in brand posts.

ABSTRACT. Host self-presentation strategy is key on digital platforms of the sharing economy and many hosts use their personal photo to shape their online impressions. Despite their importance, less is known for their influence on consumer decisions. This research fills the gap by examining in a big data study how three emotional strategies (happiness, sadness and neutral) used by hosts in their profile picture influences the peer booking decision. Drawing on the impression management theory and a state-of-the-art deep learning model, this research reveals that hosts tend to display rather positive (happy face) and neutral emotions in their profile picture. However, the link between emotions and bookings is more complex than valence alone. Results indicate that there is a sadness penalty for female hosts and a happiness premium for male hosts, suggesting that gender is an important moderator of the emotional strategy. These findings offer guidance to manage its online self-presentation.

ABSTRACT. Cancel culture has grown in popularity over the past few years and can significantly impact the careers of both brands and celebrities. The literature on cancel culture is still emerging, with limited research on its consequences. This paper aims to study cancel culture by focusing on its impacts on both brands and celebrities, examining not only the consequences but also the factors that lead to cancellation attempts and the varied (negative and positive) outcomes. This study analyzed two cases of celebrities—rapper Kanye West and author J.K. Rowling—and two cases of brands—H&M and Goya—to investigate the effects of these cancellations through an analysis of tweets about these entities for up to six months following the transgression. The dataset includes 378,328 tweets: 263,374 related to Kanye West, 54,832 to J.K. Rowling, 25,465 to H&M, and 34,657 to Goya. The content from X (formerly Twitter) was analyzed using automated text analysis with Leximancer. The results indicate that negative impacts on reputation are longer-lasting for celebrities than for brands, and brands experience fewer negative outcomes than celebrities. Additionally, cancellation attempts can sometimes lead to positive outcomes, such as increased sales driven by heightened brand awareness.

ABSTRACT. Demographic ageing has become a prominent social phenomenon in many developed nations, yet ageism, defined as prejudices and discrimination against older individuals, remains widespread. The media, particularly in Western fashion, perpetuates ageism by underrepresenting older adults or portraying them through stereotypical lenses. The 'young ideal' in fashion advertising, where visible ageing is often depicted as unattractive, reinforces negative societal attitudes toward ageing. Anti-ageing products are a prime example of how ageing is framed as something to be avoided. This research addresses the underrepresentation and stereotyping of older individuals in fashion media, focusing on its psychological impact. A three-study approach was employed to explore this issue. Study 1, a content analysis, confirmed the lack of representation of older adults in fashion media. Study 2, a qualitative study, revealed that older individuals held negative views about how older models are portrayed, but many denied the personal impact of these portrayals. However, Study 3, a quantitative analysis, showed that older consumers engaged less with fashion, had lower self-esteem and body image, particularly those who felt or appeared older. Despite recognising societal beauty pressures, many older individuals believed younger people were more affected by them, a perspective explained by Social Identity Theory. The research underscores the need for better representation of older adults in fashion media, which could promote inclusivity, enhance older consumers' self-esteem, and present new opportunities for fashion brands.

ABSTRACT. This research investigates how political ideology and model race interact in shaping consumer responses to advertising. We propose that liberals will rate ads featuring Black models displaying authentic pride more favorably than conservatives, while both groups will react similarly to Black models exhibiting hubristic pride.

We conducted two online studies to assess the impact of political ideology on ad evaluations. In the first study, liberals preferred ads with Black models showing authentic pride more than conservatives did, while neither group showed a difference in preference for ads featuring Black models with hubristic pride. In the second study, using White models instead of Black models, political ideology had no impact on preference. We attribute these findings to liberals’ heightened awareness and appreciation of positive portrayals of Black individuals due to their level of “wokeness.”

ABSTRACT. The emergence of digital platforms has revolutionized marketing through influencer endorsements, significantly shaping consumer preferences and behaviors by leveraging parasocial relationships. This study addresses a notable gap in the literature by conducting a bibliometric analysis of influencer marketing, systematically mapping existing research to identify key themes and underexplored areas. Utilizing centrality-density mapping, we categorize the literature into prominent “motor themes” and niche topics, revealing critical insights into the psychological and socio-cultural dynamics of consumer responses to influencer marketing. Our findings highlight themes such as parasocial influence, aesthetic labor, and stereotype reinforcement, while also uncovering the impacts of Black digital culture. This comprehensive analysis emphasizes the dual role of influencers in both perpetuating societal norms and presenting opportunities for more inclusive marketing strategies. By providing a structured synthesis of the field, this study serves as a foundational resource for academics and practitioners aiming to navigate the complexities of influencer marketing and foster responsible, diverse consumer engagement practices.

ABSTRACT. This research examines how recipient gender and donor culture influence charitable giving decisions across Western and Eastern societies. Through four studies conducted with US (N=903) and Chinese (N=1,952) participants, we investigate how donors choose between multiple recipients and how cultural contexts shape gender preferences in donation decisions. We hypothesized and found that Western donors show a preference for female recipients, while Eastern donors favor male recipients. In Study 1, when given a choice between a boy and a girl recipient, US participants predominantly chose to donate to the girl, while Chinese participants showed a preference for the boy. Study 2 revealed that presenting donors with different-gender options (boy vs. girl) resulted in lower opt-out rates compared to same-gender choices (two girls) in both cultures. Importantly, when donors could choose between an organization and a child, gender preferences disappeared, suggesting that gender bias emerges primarily when it serves as a decisive factor between otherwise similar options. These findings contribute to our understanding of prosocial decision-making by demonstrating how cultural norms influence gender-based donation preferences. The research has practical implications for charitable organizations, suggesting that campaign strategies should be tailored to cultural contexts while working toward more inclusive approaches. Our results highlight the complex interplay between culture, gender bias, and charitable giving, offering insights for both theoretical development and practical application in fundraising strategies.

ABSTRACT. Wine tourism is increasingly recognized as a strategic tool for wineries to diversify their revenue stream and enhance overall business performance. The shift towards sustainable tourism has introduced a new dimension to the wine tourism value proposition and sustainability is becoming a core focus in many industries, including wine sector. Wineries are not only expected to implement environmentally friendly practices, but also to communicate these efforts to their visitors. This aligns with the broader trend of consumers seeking sustainable and ethically responsible tourism experiences. The research identified several key dimensions of value creation through wine tourism. It was found to significantly enhance customer databases, often considered more valuable than direct financial gains (Szolnoki et al., 2022). Wine tourism fosters sustainable practices across environmental, social, and economic dimensions (Purvis et al., 2019). While financial returns are challenging to measure, wine estates agree that WT contributes positively to overall winery profitability (Festa et al., 2020). Wineries are leveraging WT to drive innovation, particularly through digitalization and enhanced visitor experiences. WT supports local communities by creating jobs and fostering regional networks. Th estudy shows that on the tourists’ side, visitors value personalized experiences, with customer satisfaction linked to winery staff and the quality of engagement. Major challenges revealed in the research refer to infrastructure, seasonality, and staffing issues, which vary across regions.

ABSTRACT. This study investigates the influence of human values on wine, beer, and spirits consumption across cultures, in the light of the dimensionalist approach by Schwartz (1992). Research on food and beverage choices highlights the cultural and attitudinal factors shaping preferences, but no research has explored how underlying value systems affect alcohol consumption patterns in different countries. Using data from 64 countries, representing significant portions of global alcohol consumption, and values sourced from the European Social Survey and the World Value Survey, we conduct econometric analyses of alcoholic beverages consumption patterns from 2005 to 2019. Our results reveal that values tied to self-transcendence, such as benevolence and universalism, positively impact wine consumption. This is particularly the case in cultures that prioritize well-being and altruism. In contrast, conservation values, associated with tradition and conformity, shown in countries with strong religious or conservative cultural norms, correlate negatively with alcohol consumption in general. This study contributes to understanding cultural consumption dynamics. These insights may inform industry strategies in culturally diverse markets, as well as public policies aimed at promoting responsible alcohol consumption.

ABSTRACT. This study investigates the role of complexity and self-imposed challenges in luxury consumption among ultra-high-net-worth individuals (UHNWIs), focusing specifically on the high-end wine sector. While the global luxury market has shifted from ownership to experience-driven luxury, UHNWIs with significant financial resources paradoxically embrace intricate acquisition processes, elevating their personal connection to luxury items. Through 11 in-depth interviews, this research explores how complexity in the luxury acquisition journey fosters exclusivity, attachment, and narrative value. Key findings indicate that UHNWIs actively seek out challenging paths in acquiring luxury items, such as researching vintages or navigating auctions, which adds ritualistic elements and enhances the meaning of ownership. This complexity prevents luxury from becoming mundane, preserving its aura by maintaining a level of exclusivity. Additionally, the study introduces the concept of “storied consumption,” wherein complex acquisition journeys enable UHNWIs to attach personal narratives to their purchases, further enhancing emotional and social value. The findings suggest that luxury brands can create value for UHNWIs by offering more intricate, narrative-rich purchasing pathways, such as private auctions or exclusive collector events. This approach aligns with a new luxury paradigm that prioritizes not only exclusivity but also immersive, meaningful experiences. Future research should explore how complexity and storytelling might enhance luxury experiences across other sectors, offering insights into UHNWIs' evolving motivations in luxury consumption.

ABSTRACT. In the intense “war for talent,” companies increasingly leverage employer branding. Identification is highly relevant for employer branding. Social categories of identification are the company brand and the work community. Employer branding research demonstrates that company brand identification leads to positive employee behaviors toward the company and closes the research gaps in this domain. Consequently, our study focuses on the identification with the work community. Previous research investigates the work community only as a one-dimensional construct focusing on internal communities within the company. Our qualitative study identifies both internal (team) and external (network) dimensions of identification with the work community. The team identification reflects the focus on work teams, like the colleagues in the same regular unit or in a temporary project team. Network identification often extends beyond defined industry, organization, or role distinctions, and consists of customers, cooperation partners, and suppliers of the company.

ABSTRACT. In the wake of rapid growth of service industries, practitioners and researchers have frequently emphasized the role of employee performance in the success of a service brand (Berry 2000; Brakus et al. 2009; Keller 2001). Indeed, customers’ perceptions of a service brand often depend on the behavior of frontline employees (Berry 2000; Keller 2001; Morhart et al. 2009; O’Cass and Grace 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry 2000; O’Cass and Grace 2003). Despite the increasing emphasis on the role of frontline employees in shaping brand perception and outcomes in the service context, empirical research remains to be explored. To fill this research gap, we developed a theoretical framework to explore the effects of employees’ service-delivery and brand-building behaviors on brand perceptions and outcomes. Dyadic data collected from 360 customer-employee pairs in various apparel retailers was examined through structural equation modeling (SEM).

ABSTRACT. In many countries, the rise of remote work has coincided with a growing need for skilled talent to fill critical roles for maintaining a country’s competitiveness and innovation. As a result, countries have had to devise strategies for attracting skilled talent from abroad, including the use of place branding. Most place branding frameworks recommended for attracting talent emphasize the use of appeals such as employment, quality of life and tolerance. Remote work, in this context, creates new opportunities for cities, regions and countries to brand themselves as destinations and locations for skilled talent. Remote work allows them to promote themselves as hubs for talent. It is essential to develop a clear understanding of how skilled talent uses it when working abroad. To that end, this study examines how remote work has impacted the considerations driving skilled professionals to relocate to new countries. It does so by interviewing forty recent self-initiated expatriates and digital nomads who have moved to France, California, and the United Kingdom to assess the impact remote work has had on their decisions work and live abroad. The interviews resulted in the findings that (1) remote work opportunities are important for attracting skilled talent to a country; (2) most professionals use remote work to pursue opportunities in their host countries and to maintain links to their home country and (3) that remote work does not result in relocation to third countries or home countries because physical access to employers is essential.

ABSTRACT. This empirical study with a diverse sample of 257 UK based volunteers, from 113 third sector organisations, sheds light on the volunteering journey with cause brands. It proves that internal branding, manifested through training, positively affects volunteers’ attitude towards their role, and citizenship behaviour. It finds that self-empowerment positively impacts upon volunteers’ sense of brand community, and attitude towards their role. Volunteer’s attitude towards their role positively affects their sense of brand community, and these both result in conative benefits, including citizenship behaviour and intention to remain in their role. This research contributes to the literature on internal branding, consumer-based brand communities, and offers crucial implications for brand managers. Third sector brands should be perceived by those supporting them, notably volunteers as working consumers, much more than just a business. They must ensure that volunteers not only support their roles but also maintain a positive brand attitude. The relationship between brands and working consumers is increasingly characterised by collaboration rather than transaction. Feeling like a part of the community of brand supporters is vital for motivating volunteers to continue their engagement and actively recruit others. This is central to sustaining the organisation and advancing its mission in a challenging environment.

ABSTRACT. Immigration is the main driver of population growth in most Western countries. The ensuing cultural diversity has been accompanied by a sharp rise in the number of mixed-race unions and people with mixed-race backgrounds. Compared to monoethnic consumers, mixed-race individuals face extra challenges when constructing and expressing their social (ethnic/racial) identity, and this process is further complicated by how others perceive and label them. Much research has been conducted to explain ethnic identity and to account for its impact on self-concept, cognition, emotions, and consumer behavior. However, research into how social identity is formed, shaped, and expressed by mixed-ethnic/race consumers, and how it affects these outcomes, is still in its infancy. With data gathered from mixed-race consumers living in three countries, we validate a scale for appraising the multidimensional character of mixed-ethnic/racial identity (MEI). Using structural equations modelling, we investigate how the various dimensions of MEI are informed by the minority-parent’s ethnic maintenance, and by independent and interdependent self-construals. We also examine how MEI affects collective self-esteem and life satisfaction. For additional evidence of trait validity, we link MEI to a series of pertinent beliefs and opinions. Implications for theory, practice and consumer welfare are discussed.

ABSTRACT. In light of the growing attention to recent political events and issues in the UK and around the globe, there has been an increase interest in the questions surrounding the political engagement of South Asian (im)migrants’ and their political expressions (Dowling, 2021; Alabrese et al., 2019; Ehsan, 2017). To extend previous research, the aim of this research is to advance and provide a nuance understanding of the South Asian (im)migrants’ disposition and expression of conflicting values (Cleveland & Chang, 2009) that lead to their acculturative political orientation, which is quintessentially needed for their acculturative behaviour within the British society. As a result, this research focus on South Asian (im)migrants’ involvement with Brexit debate and other relevant political and economic developments. Drawing upon a qualitative study that incorporates aspects of semi-structured interviews, online observations and photo-elicitation methods, this study makes a twofold contribution to the body of acculturation literature. Firstly, it enhances existing research by exploring the extent to which South Asians' values can influence their integration into the host society. Secondly, our work examines the political engagement and expressions of South Asian (im)migrants in the UK. Drawing from robust empirical data, we propose a typology that categorizes four types of political expression: politically embracive, politically secretive, politically sensitive, and politically separated. These typological classifications offer valuable insights into the political expressions within the South Asian ethnic community, highlighting the significance of value-driven identity.

ABSTRACT. Purpose - This study aims to ascertain what makes millennials xenocentric. This study investigates the mediating impact of consumer xenocentrism in the relationship between social factors and impulsive buying based on the stimulus organism response model. Design/methodology/approach – The quantitative approach research method that includes a survey and convenience sampling has been used. The study comprises 328 female cosmetic consumers of the millennial generation drawn from four higher education institutions in the urban area of Sindh, Pakistan. A self-administered questionnaire is used to collect information from the respondents. This study employed the partial least squares technique to examine the data. Findings - The study validates evidence that those high in xenocentrism are more prone to impulsive behavior. This study found that social comparison, materialism, and status consumption are responsible for xenocentric behavior among female cosmetic consumers of the millennial generation. Results indicate that consumer xenocentrism is a mediator between specific factors (i.e., social comparison, materialism, and status consumption) and impulsive buying. Research limitations/implications – The research is based on Islamic female youth consumers’ exposure to national and international cosmetic brands. The effect of consumer xenocentrism on different brand categories that may capture actual behavior is worth evaluating. Originality/value - Xenocentrism in the female millennial generation is an unexplored research area. This study is the first effort to expose the xenocentric behavior of females of the millennial generation, which leads to impulsive behavior.

ABSTRACT. Reverse innovation refers to innovations that are designed, developed and produced for or in emerging markets, challenging the traditional diffusion model. The fundamental premise of reverse innovation is to develop products that are technologically good at affordable prices and that can be introduced in developed markets. However, these innovations experience challenges in gaining legitimacy in developed markets primarily due to their country-of-origin. Using legitimacy theory as a theoretical foundation, this research examines the country-of-origin effect on reverse innovations launched by emerging market firms. Our study examines how consumers in developed markets perceive the value of reverse innovation from emerging markets compared to innovations from developed markets. This quantitative experimental vignette study employs a single factor between-subject design. Using four different product categories, automobile, smartphone, beverage, and superfood powder, our study compares reverse innovations from China and India (emerging markets) versus non-reverse innovations from Germany and Sweden (developed markets). The study includes 351 observations across eight different experimental conditions. The results indicate significant differences in perceived functional value for performance and quality dimension for reverse innovation compared to the innovations from developed markets. However, differences in price and value for money, social and emotional value dimensions are not statistically significant. Our findings suggest that consumers in the developed market demonstrate persistent stereotypes about the technological and manufacturing capabilities of emerging markets, impacting consumer evaluation of reverse innovation quality and performance; these biases do not consistently translate to other consumption values and do not negatively influence consumer behavior outcomes.

ABSTRACT. Marketing communications create value for both customers and firms, as they aid consumer decision-making, motivate purchase, and improve the firm’s response to market situations (Finne and Grönroos 2017). Marketing communications are, therefore, a source of competitive advantage (Luxton et al. 2015). Yet, despite their importance, most firms need to cautiously allocate limited resources across various communication media, to ensure marketing spending effectiveness (Sharma et al. 2023). Importantly, marketing spending is now on environmental, social and governance (ESG) advocates’ radar (Freiberg et al. 2020) Although traditional advertising has wide reach, its effectiveness in influencing customers is often questioned (Berger, 2014). By contrast, word of mouth (WoM) is interpersonal but has the potential to increase consumer demand (Fay et al., 2018). Therefore, examining the effectiveness of each mode of communication individually is imperative, as is exploring their potential synergies. This meta-analysis synthesizes 157 studies to offer a unified explanation of the relative impact of these two important communication mix elements (CMEs). Our primary objective is to address the increasing calls for marketing accountability because marketing spending and its financial impact are critical to ESG considerations (Oh et al. 2021; Sharma et al. 2023). To this end, we identify two distinct metrics from research for measuring marketing performance: diagnostic (consumer outcomes) and evaluative (firm outcomes) (Lehmann and Reibstein 2006; McAlister et al. 2016). Our framework concurrently assesses the impact of advertising and WoM on diagnostic and evaluative metrics, offering strategic decision-making insights and actionable guidance to practitioners.

ABSTRACT. This study investigates the role of comparative ad format, message sidedness, Need for Cognition and familiarity with Direct Comparative Advertising (DCA) on consumer response to advertising. A 2*2*2 between-subjects experimental design was employed with ad format (direct or indirect comparative), message framing (one or two sided), and need for cognition level (low or high). Canadian respondents (n=364) were recruited online. The Elaboration Likelihood Model and mere exposure effect informed theoretical expectations. Direct and Indirect comparative ads are equally embraced by Canadian consumers. While, one-sided comparative ads attract greater purchase intent, two-sided comparative ads generate greater confidence in consumer’s attitudes, offering the potential for more resistance to future competitive attacks. Hence a cautious use of two-sided comparative ads is recommended. Theoretically, the study offers novel evidence on the mediating role of analytical processing in the relationship between Need for Cognition and attitude certainty and the mediating role of the latter in shaping the relationship between analytical processing and purchase intention. This findings support the mere exposure effect, as a positive role of familiarity with DCA on the acceptance of comparative was found. Ads which employ this format may be strategically targeted at segments with greater familiarity with direct comparisons.

ABSTRACT. How to adapt brand typography is a perpetual question for many companies seeking overseas opportunities. Previous research has demonstrated the link between typography and perceived brand longevity revealing that vintage typefaces can evoke nostalgia, emotional connections, and feelings of safety. However, such research has often focused on Latin writing systems from a Eurocentric perspective. For brands that are committed to maintaining longevity across cultures while benefiting audiences from different cultural backgrounds, making such choices in brand can be even more challenging. This study extends previous research by bringing non-Latin scripts, the Hanzi, into view, not only comparing the differences in perceived brand longevity between Latin and Hanzi writing systems, but also discussing how different typography design dimensions play a role in the relationship between the typography and perceived longevity. By investigating the perception of Serif and Sans Serif typographies by British and Chinese audiences, this study aims to fill the gap in understanding how vintage typography affect perceived brand longevity, while being moderated by different typography design dimensions.

ABSTRACT. As LGBTQ iconography becomes increasingly prevalent in cause-related marketing (CRM), this research addresses a significant gap by exploring consumer responses to CRM efforts within the LGBTQ market—an area with limited prior study. This exploratory study investigates gay consumers' skepticism toward LGBTQ-themed CRM campaigns, examining the factors that drive this skepticism. Drawing from qualitative data gathered through in-depth, semi-structured interviews with 21 participants, the study reveals key drivers of skepticism, including concerns about inappropriate imagery or messaging, doubts regarding brands' authenticity, and issues with transparency and trustworthiness. Contributing to the literature on consumer skepticism, this research deepens our understanding of advertising dynamics, specifically regarding gay consumers' reactions to CRM advertising in the LGBTQ market. The findings provide insights into the challenges brands face in establishing trust and credibility with gay consumers, offering valuable implications for future marketing strategies.

ABSTRACT. Marketing operates within a complex macro-environment shaped by forces such as demographics, economics, technology, and socio-cultural factors (Kotler, 2000). Among these, rapid technological advancements are driving significant changes in the marketing landscape (Hoffman et al., 2022; Grewal et al., 2020; Wirtz et al., 2023). Specifically, intelligent automation (Bornet et al., 2020) and artificial intelligence (AI) (Huang & Rust, 2018, 2024; Krafft, Sajtos, & Haenlein, 2020; Skiera, 2022) are creating new ways to interact with customers (Kopalle et al., 2020; Hoyer et al., 2020; Libai et al., 2020), generating personalized content (Reisenbichler et al., 2022), and enabling agile, data-driven decision-making models (Kalaignanam et al., 2020; Rangaswamy et al., 2020). While much research has focused on market-facing activities, there has been less emphasis on examining how these technologies are reshaping the work of marketing professionals, which is the central focus of this proposed session.

In particular, the proposed special session aims to discuss the purpose, accountabilities, roles, skills, processes, routines, and values of marketing professionals' work in relation to customer, brand, and channel-related tasks—collectively referred to as marketing work (MW).

The session will include short presentations followed by a discussion with attendees.

ABSTRACT. The purpose of this article is to analyze the control mechanisms of service providers in collaborative services such as Uber or Airbnb. It aims to propose a typology of control mechanisms while also examining how service providers perceive these mechanisms. This study offers original contributions for managing providers within collaborative services. The research employs an interdisciplinary literature review to propose a conceptual typology for service provider control in collaborative services. The study includes qualitative interviews with providers on various French platforms and a quantitative survey of 179 Airbnb users. The findings reveal 10 service provider control mechanisms within the sharing economy, characterized by varying degrees of formality and different control targets. Service providers' perceptions of these control mechanisms vary, with some viewing them as necessary for ensuring quality and reliability, while others perceive them as restrictive, with more providers accepting them as a necessary reality. The study highlights how these perceptions influence the effectiveness of control mechanisms and suggests strategies for managing these dynamics in the collaborative economy. The research uncovers the practical implications of these control mechanisms for service providers and offers insights into how they can be managed effectively.

ABSTRACT. In a growing e-commerce landscape, delivering sensory experiences in online environments that approximate the richness and engagement of physical store interactions is a challenge. Physical stores use direct sensory cues, such as scent, touch, and sound, to enhance customer engagement, while online platforms rely primarily on visual and auditory stimuli, which inherently limit the multisensory stimulation that more deeply engages consumers. As a result, online consumer interactions may suffer from a "sensory deficit" that impacts experience, engagement, satisfaction, and purchase behavior. Given this context, this thesis project aims to comprehensively analyze the online customer experience, focusing on the sensory dimension. It is divided into three articles. The first article presents a qualitative study examining potential sensory deficits and mechanisms used to mitigate them. The second will develop a measurement scale for online sensory richness. The third will explore the boundary effects of sensory enhancement to better understand the limits of stimulation that should not be exceeded. This project provides theoretical and managerial insights, highlighting the importance of strategies based on mental imagery and crossmodal interactions to reinforce sensory engagement in online environments.

ABSTRACT. This study seeks to advance our understanding of frontline employee sabotage, a critical yet understudied issue affecting customer relationships. Defined as intentional employee actions that harm service quality, we use a systematic literature review and manual coding of articles since 1994 to synthesize existing knowledge and develop an integrative typology of sabotage behaviors. Based on these findings, we note the absence of the customer perspective and introduce two additional criteria - intentional vs. unintentional nature and repetitive vs. punctual behavior - to better characterize and propose a new pyramidal classification of frontline employee sabotage to better delineate this concept.

ABSTRACT. The issue of this thesis focuses on the consumer -to-consumer (CtoC) consumption experience mediated by digital platforms, such as Tinder, BlaBlaCar, Vinted, and on how this CtoC experience influences consumers' perception, recommendation and loyalty. The methodology adopted qualitative approaches (semi-directed interviews, participant observations, reflexive thematic analysis with semantic and latent coding as well as analysis comments and opinions from users of the platform), following an exploratory sequential model for an in-depth analysis of user interactions. The first results reveal that the CtoC experience is divided into two main dimensions: socio-material and social, each requiring specific skills and continuous learning. Users must navigate between technical challenges and social dynamics, adapt to implicit social norms, and demonstrate collective responsibility, integrating the needs of others to create a positive and shared experience. Unlike other types of consumer experiences, the C2C experience fluctuates between personal and social spheres, is unpredictable, reinforces the seller's power relationship, imposes a social constraint and a significant commitment that requires each consumer to adapt and actively contribute to the collective success of the interaction. Finally, four typologies of C2C experiences were identified: convivial, anonymous, transformative and professionalized, each characterizing distinct forms of interactions and relationships on digital platforms.

ABSTRACT. Online shopping cart abandonment is widespread, causing major losses in potential sales revenues to e-commerce companies. This research complements academic and industry efforts to mitigate cart abandonment and increase sales revenues by investigating how the composition of items in the cart influences cart abandonment. We hypothesize that consumers are more likely to abandon carts containing higher hedonic-to-utilitarian product ratios. This cart composition effect is driven by consumer guilt: carts containing higher hedonic-to-utilitarian product ratios induce stronger feelings of guilt regarding cart purchase, thereby increasing the likelihood of cart abandonment. Analysis of two large scale field datasets and data from three controlled experiments provides converging evidence for the cart composition effect (Studies 1A-3) and for the mediating role of consumer guilt (Studies 2) and identify a boundary condition (Study 3). Drawing on these findings, we offer empirical support for a simple-to-implement adjustment to collaborative filtering designed to reduce cart abandonment—offering consumers the chance to purchase additional utilitarian items (Study 4). We conclude by discussing the practical and theoretical implications of our findings for the development of more effective marketing strategies.

ABSTRACT. Prior research on advice-taking has focused on the extent to which people rely on different kinds of advice. We extend this research by focusing on the perception of whether people believe that others are comparatively more likely to rely on advice from novice advisors and less on advice from expert advisors than themselves. Seven preregistered studies (total N = 3038, with American and British participants, using between-and within-subjects study designs) show that consumers believe that others would rely more on low-quality advice but similarly on high-quality advice. This effect is mediated by perceptions of naivete, conformity (both higher for others), and intelligence (lower for others). Theoretically, this work contributes to the literature about reliance on advice, the literature about self-other bias, and the literature about advice-giver expertise. We supply recommendations for consumer decision-making, advice-giving, and recommendation systems.

ABSTRACT. This study examines the impact of online reviews confusion on decision postponement with a mediation of consumer stress and anxiety. A professional market research agency facilitated the data collection called Think Survey (https://thinksurvey.co/), which operates in the Indian market and has a presence in nearly all cities. This study collected 450 sample respondents who recently postponed their purchase after reading reviews. Partial least squares-based structural equation modeling was used to examine the proposed hypotheses. The study explored that similarity confusion directly impacts decision postponement. Furthermore, this study 2 presents three mediating relationships. In the case of consumer anxiety, this study found a full mediation between overload confusion and decision postponement and partial mediation between similarity confusion and decision postponement. In the case of consumer stress, the two partial mediations between ambiguity confusion and decision postponement and overload confusion and decision postponement were identified. Furthermore, this study also establishes a partial mediation of consumer anxiety between consumer stress and decision postponement. The present investigation offers valuable insights for researchers and retail managers seeking to reduce the decision postponement rate.

ABSTRACT. This study explores how conspiracy theories and disinformation contribute to the rise of hate speech and offensive language on social media. Drawing on over 450 million Tweets related to the 2016 and 2020 U.S. presidential elections, we employ fine-tuned transformer models to identify hate speech and offensive content. Additionally, we apply zero-shot learning methods to detect 12 prevalent conspiracies encompassing government and political control, social and cultural manipulation, public health and safety, and elite-related beliefs. We then use a Vector Autoregressive (VAR) model to evaluate the dynamic relationships among these variables, examining how conspiracy theories and disinformation reinforce each other while fueling hateful or offensive discourse.Our findings reveal that governmental and political control conspiracies are the most powerful driver of hate and offensive speech, accounting for over 80% of observed effects. Moreover, conspiratorial narratives appear to amplify one another, forming a “hateverse” in which distrust towards key societal institutions—such as governments, healthcare, or civil rights movements—spreads rapidly. This environment nurtures radicalization and fosters increasing polarization, ultimately posing a threat to democratic values and social stability. From a policy and platform management standpoint, these insights stress the need for robust, multi-pronged strategies to mitigate harmful content. While deplatforming can temporarily stem the spread of disinformation, it also raises critical concerns about the balance between free expression and censorship. Understanding the systemic nature of conspiratorial influence can guide platform operators and regulators in effectively targeting root causes of hate speech while preserving fundamental democratic principles.

ABSTRACT. TikTok has seen exponential growth (Liao, Widowati, & Lee, 2024) and has now evolved to include a diverse array of content (Bhandari & Bimo, 2022), including informative content such as beauty tutorials, educational videos, and news. While Google remains the dominant search engine globally (Bashir, 2024), a notable shift has occurred among Generation Z users. Wineburg (2022) reports that many now prefer TikTok as a search engine, favoring its visual and engaging format over traditional search engines. Despite existing research on TikTok’s use as a search engine, there remains a gap in understanding the motivations and credibility that this platform offers to young users. This research aims to address that gap by providing deeper insights into how Generation Z engages with TikTok as an emerging search tool. Therefore, the objectives of this research are to understand the motivations driving Generation Z’s use of TikTok for information searches; to explore the criteria Generation Z uses to assess the credibility of information on TikTok; and to analyze how participants utilize the information obtained from TikTok. The findings of this research contribute to the literature on digital media consumption and illustrate the evolving nature of information-seeking behavior in social media.

ABSTRACT. The present study examines the motives of Millennial and Gen Z cohort users to share travel-related experiences on social networking sites. We explore the impact of such curated sharing on the shaping of users’ personal brands and attempts at impression management. Data was obtained via two rounds of online semi-structured in-depth interviews with 8 Millennials and 7 Gen Zs. The paper is based on two theories of Impression Management and Personal Branding. The analysis is governed by an interpretivist epistemological approach and followed the accepted flow model of qualitative data analysis. The study revealed subtle differences between the two cohorts in terms of perceived benefits and drawbacks on both, personal and professional, levels of personal branding and impression management. The study contributes to the increasing body of research on ordinary online user’s content-creation within the Canadian context and suggests practical implications for companies that are targeting these two cohorts.

ABSTRACT. In an age when traditional advertising faces skepticism, brands increasingly rely on digital influencers to drive marketing efforts. Digital influencers have become powerful forces shaping consumer behavior, particularly in social media marketing. Previous studies have explored various aspects of influencer marketing, including source credibility, parasocial interactions, and brand-influencer congruence. However, the relative importance of different influencer characteristics and their combined effect on consumer purchase intentions remains unclear. This study examined the impact of influencer attractiveness, brand congruence, engagement, trust, and credibility on purchase intentions. The results reveal that engagement is the strongest predictor of purchase intention, followed by congruence and attractiveness, whereas trust does not directly impact purchase decisions. These findings challenge previous assumptions about the primacy of trust in influencer marketing and highlight the importance of interactive and engaging content. This study contributes to the existing literature by providing a more nuanced understanding of influencer effectiveness, extending the source credibility theory to digital contexts, and emphasizing the unique characteristics of influencer marketing compared to traditional advertising. These insights can guide marketers to develop more effective influencer partnerships and strategies. As social media continues to evolve, understanding the complex dynamics of influencer-follower relationships is critical for both theoretical advancement and practical applications in digital marketing.

ABSTRACT. In an age marked by brand cultures, “realness” has become a powerful driving force on social media. Influencers, in particular, adhere to the ideal of authenticity, using it strategically to attract followers, and build communities. However, the commercial logic behind authenticity often involves sharing personal vulnerabilities, which exposes influencers to social scrutiny and critiques. While these independent contractors know how to play the visibility game to remain popular and profitable, there is still little discussion about the consequences and risks of their entrepreneurialism. The qualitative nethnographic study unveils that influencers experience imposter syndrome, creative burnout, dehumanization, identity fragmentation, and a pendulum-like relationship with other creators, from which a series of coping strategies emerge. The integration of in-depth interviews with both influencers and content creators facilitates the exploration of hitherto unseen, internal aspects of these dynamics. This research offers practical implications for influencers, brands, and platforms on how to prevent and manage the negative impacts of influencer work, helping to foster a healthier and more sustainable social media environment.

ABSTRACT. The discourse pertaining to Emotional Intelligence (EI) has long been a focal point of investigation in the social sciences, delineating EI as an inherent human trait, capability, or competency. Concurrently, the recent prominence of Artificial Intelligence (AI) has sparked considerable attention, engendering discussions ranging from whether AI has replaced human intelligence to the appropriateness of ascribing "intelligence" to its functions at all. Technological endeavors have sought to imbue artificial intelligence with human emotions, aiming to confer upon it a semblance of human interaction. Against the backdrop of AI's rapid evolution, the intersection between EI and AI within the realm of business relationships has emerged as a burgeoning area of scholarly interest. This review presents a synthesis of contemporary business-related literature addressing the challenges and complexities in the convergence of AI and EI. In a thematic survey of academic discourse over the past five years, this contribution delineates advancements and obstacles in five thematic domains. These encompass a spectrum of empirical research and conceptual frameworks in management and leadership, service sectors, technical and theoretical realms, marketing, and consumer behavior contexts, as well as ethical and cultural considerations.

ABSTRACT. This research examines the impact of human digital presence—visual representations of humans on websites—on consumer chatbot usage. As artificial intelligence and chatbots become essential tools for customer service, understanding factors that drive their adoption is critical. Through three experimental studies, we investigate how human digital presence influences consumers’ intentions to use chatbots. Results consistently show that the presence of human elements, such as images of service employees, significantly increases consumers' planned usage time and intentions to interact with chatbots. This effect is explained by an enhanced anticipated sense of social presence in chatbot usage.

Theoretically, this research integrates cue utilization and social presence theories, expanding the literature by identifying human digital presence as an influential factor in digital customer interactions. The findings suggest that environmental cues on a website can shape consumer perceptions of chatbots, thus enhancing our understanding of how to improve human-AI interactions.

For practitioners, this study highlights a cost-effective strategy for promoting chatbot engagement by adding human imagery to websites. This approach is especially relevant for industries with high customer service demands, such as retail and banking. In summary, human digital presence emerges as a valuable design element to increase chatbot adoption, offering practical benefits for companies aiming to optimize digital consumer interactions.

ABSTRACT. This study investigates generational differences in the perceived effectiveness of politeness when interacting with AI, focusing on Generations Z, Y (Millennials), and X. Using ChatGPT as a case study, we explored how these cohorts view AI responses based on politeness. Grounded in the Anthropomorphic Theory of Technology, which posits that users attribute human-like qualities to machines, our research utilized a mixed-methods approach with 150 participants evenly distributed across the three generational groups. Quantitative analysis revealed that 68% of Generation Z believed politeness positively affects AI responses, compared to 28% of Millennials and 20% of Generation X. Qualitative insights suggested that Generation Z views AI interaction as relational, while older generations see it as more transactional. These findings underscore the need for generationally tailored AI design, with implications for improving user experience and satisfaction through personalized AI communication strategies.

ABSTRACT. This paper explores the practical challenges, opportunities, and dynamics of Artificial Intelligence (AI) in marketing. Through a qualitative research approach, we explore four dimensions of AI: Business and Societal Perspective, Impact and Emergence of new AI topics. Our study derives research propositions addressing challenges across four domains: Company Culture & Strategy, Ethics & Regulations, Future Developments & Potential, and New Normal. We evaluate these propositions through Technological Determinism (TD) and Social Construction of Technology (SCOT) lenses. Integrating these theories as a result reveals that the future of AI in marketing is co-constructed through a dynamic interplay between technological capabilities and social influences. This analysis fosters innovation and emphasizes the value of proactive engagement with technology. Thus, it is crucial for managers to maintain a balance between leveraging AI for business gains and considering its broader societal impacts. Our findings provide valuable insights and implications for future research and practice.

ABSTRACT. This study examines customer perceptions of small businesses’ socially responsible responses to community crises and their impacts on trust and purchase intentions. While social responsibility has often been associated with large corporations, small businesses' local embeddedness and personal connections to their communities make their involvement in crisis relief particularly impactful. The study uses an experimental survey design featuring a vignette in which participants read about a small business supporting a community affected by a natural disaster. Results indicate that customers who perceive a business as socially responsible tend to trust it more, and this trust positively correlates with their intent to make purchases from that business. Data analysis confirms that firm trust is a key driver of consumer loyalty, suggesting that socially responsive practices can enhance customer relationships and contribute to long-term profitability. These findings highlight the importance of reciprocity in small business social responsibility, where customer rewards for philanthropic behaviors reinforce a sustained cycle of trust and loyalty, critical for business success. The study supports the idea that aligning socially responsible practices with customer values fosters satisfaction, ultimately boosting purchasing behaviors and long-term loyalty. Implications for managers include adopting strategies that support local crisis relief efforts to cultivate customer trust and strengthen reciprocal relationships, offering both immediate and long-term benefits.

ABSTRACT. The emerging trends of responsibility and collaboration in new product development (NPD) are crucial for achieving sustained growth in today’s market. This study aims to propose and test a model of responsible co-creation, focusing on its antecedents and outcomes. Specifically, it investigates the behavioral factors driving the degree of co-creation, the role of corporate social responsibility (CSR) practices as a source, and the financial and creative impacts of these practices. Furthermore, the study explores how IT implementation moderates the relationship between the degree of co-creation and its outcomes. The research combines qualitative insights from twenty industry professionals with quantitative survey data from 129 pretest and 235 main study participants across various sectors. Using robust statistical analysis and structural equation modeling, the findings validate the proposed model, revealing that innovation capabilities, opportunities for co-creation, and motivational factors—alongside CSR—are key predictors of responsible co-creation. The results demonstrate that higher degrees of co-creation enhance financial performance and firm creativity. This study offers valuable contributions to organizational behavior, innovation management, and marketing strategy by integrating CSR into co-creation practices. It provides professionals with insights into the positive financial and creative outcomes associated with responsible co-creation.

ABSTRACT. Research on the linkage between sustainability and innovation has gained ground in recent years, focusing predominantly on sustainability's performance impacts and product innovation outputs, neglecting the internal mechanisms that leverage sustainability (Klein, Spieth, & Heidenreich, 2021). The present study aims to explore those mechanisms along with a focus on both the capabilities and orientations of enterprises through the development and empirical testing of a conceptual model of institutional, organizational and individual drivers of sustainable innovativeness. The relationship between sustainable innovativeness and export and financial performance is also examined. Using data collected from 213 top managers from different types of exporting firms operating in France across various industries self-declared as innovative and sustainable. The findings show that environmental commitment of top managers needs be transformed into environmental citizenship behaviours before it positively impacts sustainable innovativeness, with coercive pressures positively moderating the impact of environmental commitment on environmental citizenship behaviours. Furthermore, sustainable innovativeness has a significant positive effect on export competitiveness and performance. The study proposes a novel conceptualisation of sustainable innovativeness and uncovers an underlying tension between sustainability and entrepreneurship orientations. The theoretical and managerial implications are of these findings are explored along with directions for further research.

ABSTRACT. Disclosure of personal data online has become a routine step in many activities. The most typical instances when it is disclosed include social networking and online shopping. However, privacy and security concerns continue to undermine willingness to disclose personal data to platforms that are used less frequently and for activities in which individuals have less experience and thus have less trust in the platform. As such, financial donations that use crowd-funding platforms present a special case that includes some features present in social media and some others associated with online shopping. The answer to the question of how these crowdfunding specificities affect willingness to disclose personal data in the case of financial donation remains largely unknown, presenting a notable research gap. Reasons for donating money differ substantially from those for shopping online, willingness to disclose personal data to crowdfunding platforms are driven by additional donation-specific factors. They are either linked to the core involvement of the donation cause or are triggered by the expectation that the individual can use donation behavior to build personal social recognition. In modern communities, both involvement in donation causes and attempts to build social recognition are largely expressed with the help of social media. The study analyses how involvement in a social cause on social media together with willingness to disclose personal data on social media affects willingness to disclose personal data to a crowdfunding platform that generates donor funding.

ABSTRACT. Despite growing interest in augmented reality (AR), its widespread adoption remains limited. Building on the Technology Acceptance Model (TAM), the present study examines the role of privacy concerns and technology anxiety in the acceptance of AR in retail, investigating differ-ent AR types (app-based vs. web-based) and augmentation targets (body scan vs. environmental scan). The findings reveal that privacy concerns and technology anxiety significantly influence AR adoption. Privacy concerns have a stronger impact on environmental scan products (e.g., furniture) than on body scan products (e.g., glasses). Additionally, technology anxiety is more pronounced for web-based AR than for app-based AR, likely due to users feeling less control with web AR despite its greater accessibility. Cross-cultural differences further highlight that German users, who score higher on individualism and uncertainty avoidance, experience more privacy concerns and technology anxiety compared to Indian users, who are more open to AR adoption. This study contributes to AR marketing literature by expanding the TAM and offering practical insights for retailers and developers to tailor AR solutions based on technology type, use case, and cultural context.

ABSTRACT. The landmark sale of Beeple’s digital artwork, “Everydays—The First 5,000 Days,” for $69.3 million at Christie’s in 2021 highlighted the burgeoning appreciation for digital-only assets, enabled by non-fungible token (NFT) built on blockchain technology. This event underscored the parity now afforded to digital-only art, elevating it to a status traditionally reserved for physical art in the high-stakes world of auctions and collectibles. The influence of this disruptive NFT technology transcends the art world, influencing sectors such as fashion, real estate, and architecture. Established brands are adapting, moving beyond using NFTs as digital twins of physical objects to pioneering purely digital product offerings. This shift poses a pivotal question for firms in existing markets: How does the emergence of digital-only assets built on NFTs influence the perceived value of physical assets? This study examines the impact of NFT art on traditional art markets using transaction-level data from ArtPrice and Artnet from January 2018 to December 2022. Employing a difference-in-differences approach, we investigate perceived-value spillover effects on traditional artworks from NFT artworks. We further employ image analytics to explore the similarity of NFT and traditional artworks on color dimensions and examine the impact heterogeneity across colors with Causal Forest analysis. Our findings reveal a positive backward spillover from NFT art popularity to traditional art markets and highlight the significance of visual elements in shaping consumer preferences. This research contributes to the literature on disruptive innovations and technology spillovers, offering insights into how digital trends influence traditional markets.

ABSTRACT. This study develops a grounded theory of Data-Driven Dynamic Capabilities (DDDC) in African retail banking, addressing critical gaps in our understanding of how organizations in emerging markets leverage big data for competitive advantage. Through a qualitative multiple case study of two major African banks, we uncover the complex interplay between organizational factors, core capabilities, and contextual elements that shape data-driven strategies in this unique landscape. Our analysis reveals a comprehensive DDDC framework comprising three interconnected capabilities: Data Integration and Synthesis, Real-time Insight Generation, and Agile Marketing Execution. These capabilities are underpinned by key antecedents including data-driven culture and cross-functional integration, and are significantly influenced by contextual factors such as regulatory complexity and the digital divide. The framework explains how banks develop and deploy these capabilities to enhance customer centricity, improve marketing ROI, and accelerate time-to-market in the face of distinctive African market challenges. Theoretically, our study extends dynamic capabilities theory by reconceptualizing capability development for data-intensive, resource-constrained environments, challenging traditional assumptions about the linearity and episodic nature of dynamic capabilities. It contributes to the literature on big data analytics capabilities by contextualizing their development in emerging markets and integrating ethical considerations as a core component. Practically, it provides a guide for digital transformation in emerging market banking, emphasizing organizational restructuring, cross-functional integration, and developing hybrid capabilities to bridge digital readiness levels. This research sets the stage for future studies on organizational adaptation in data-rich, resource-constrained environments, exploring the intersection of big data, dynamic capabilities, and emerging market strategies.

ABSTRACT. This research investigates the strategic role of ethnic diversity representation on product packaging in building a brand's global image and its subsequent influence on purchase activism through consumer self-enhancement. The study employed an experimental design with 224 female participants aged 25-45, utilizing three packaging conditions: mono-ethnic (European-type endorsers), ethnic diversity (diverse endorsers), and neutral (non-human representation). The findings reveal that perceived ethnic diversity on packaging strengthens the brand's global perception, which in turn enhances consumers' sense of self-enhancement, ultimately driving activist purchasing behaviors. This double mediation effect proves significant at medium and high levels of ethnocentrism while showing a moderate impact for individuals with low ethnocentrism. These results suggest that displaying ethnic diversity on packaging can strengthen consumer self-enhancement by promoting a more inclusive brand image, encouraging greater consumer engagement and purchase activism. While previous research has primarily focused on brand origin effects, consumer preferences for local versus foreign brands, and value congruence between consumers and brands, this study examines the understudied aspect of ethnic diversity representation on the packaging. It contributes to the field by exploring how such representation impacts purchase activism and unveiling the psychological mechanisms underlying this influence.

ABSTRACT. Marketing scholars have extensively studied the health behaviors and needs of mainstream consumers. While the research is insightful, the literature has by and large overlooked a critical segment of consumers: individuals living at society’s margins. To help address this exclusion, we conduct an ethnography on individuals living in poverty and with chronic illness to understand how they navigate daily life spaces in pursuit of health. We find these disadvantaged consumers dwell in a spatial ecology of hardship disparities and nested precarities, and enact four strategies to navigate the ecology’s multi-layered, complex spaces. Distinct life factors or circumstances, such as living in constant pain or a food desert, help determine which strategies are chosen. Our paper concludes with theoretical, managerial, and policy marketing implications.

ABSTRACT. Higher education institutions have been facing unprecedented challenges, such as declining enrollment, cultural wars, and faculty burnouts. This research examines the role of sustainable innovation in the relationship between higher education services (i.e., education breadth) offered by and the magnitude of stakeholder (both student and employee) commitment to the US higher education institutions. It also contrasts how education service breadth interacts with student and faculty ethnic diversity, along with the examination of their three-way interaction, to shape sustainable innovation. Using eight secondary data sources, this research provides meaningful insights into influential factors for higher education institutions' sustainable innovation, particularly within varying ethnic diversity.

ABSTRACT. This research paper investigates the dynamics of firm-to-firm distrust in the context of sustainability initiatives, with a focus on TerraCycle, a leader in the recycling industry. Amid increasing scrutiny of plastic waste management and allegations of deceptive marketing practices, the study explores how partners perceive TerraCycle’s legitimacy and how this perception influences their behavior. Utilizing qualitative methodologies, the findings aim to elucidate the implications for sustainability practices in the circular economy.

ABSTRACT. This study investigates consumer trust and value perceptions of blockchain-enabled smart packaging (BSP) in the wine context, advancing theoretical understanding in this emerging field. Employing a sequential mixed-methods approach, this research incorporates semi-structured interviews and online surveys across Australia and France and tests the hypothesised relationships using Structural Equation Modelling. Findings reveal trust in BSP as a hierarchical multidimensional construct, encompassing trust in blockchain technology, brand, retailer, and structural assurance. Consumer expected value of BSP emerges as a higher-order construct influenced by performance expectancy, decision comfort, learning expectations, and social enhancement. While trust in BSP impacts value perceptions, it does not directly drive customer engagement behaviours. Instead, consumer value perceptions prove decisive. The study also uncovers cross-country differences, with perceived brand prestige playing a more significant role in Australia than in France. These insights further understanding for marketing managers and policymakers seeking to promote BSP adoption in the wine industry.

ABSTRACT. The digital transformation of consumer markets has reshaped promotional strategies, particularly in the wine industry, where traditional methods coalesce with modern techniques such as social media storytelling, virtual reality experiences, and AI-driven recommendations. This study investigates generational differences in the effectiveness of these promotional strategies, as Baby Boomers prioritize authenticity and product origin, while Millennials and Generation Z favor interactive and personalized content. Despite existing insights, the literature lacks a comprehensive understanding of how these preferences vary across generations, which is crucial for crafting targeted marketing strategies. Employing Analytical Hierarchical Processing (AHP), this research systematically ranks and evaluates the influence of various promotional methods on wine purchasing behavior across generational cohorts. The mixed-methods approach integrates quantitative data to uncover distinct preferences, revealing that Baby Boomers respond better to traditional promotions, while younger generations gravitate towards immersive digital experiences. Ultimately, this study contributes valuable, data-driven insights to marketing research within the wine sector, guiding the development of more effective, segmented marketing strategies.

ABSTRACT. The judges at wine competitions must answer two consecutive questions: 1) Is the wine free of major flaws? If the answer is no, the wine is discarded. Conversely it is evaluated a second time to answer the second question: 2) Is the wine good enough to be awarded a medal? Thus, some wines are rejected from wine competitions because of major flaws, while others are awarded medals. While consumers are informed about which wines have been awarded a medal, they cannot know which wines have not been deemed good enough to receive a medal, or even to be evaluated because discarded for major flaws. Only the wine producers and the competition organizers possess this information, and they do not make it public. For the purpose of this research a major wine competition shared this information with us. Thanks to this unique collaboration, we designed a lab experiment (n=125) to elicit the preferences of untrained wine consumers on two sets (white, red) of three wines (gold medal, no medal, discarded for major flaw) under blind tasting conditions. Our research reveals inconsistencies between the perceptions of wine competition judges and consumers regarding the wines in their evaluations. It is not possible to ascertain which wines have received a wine award based on the judgments of consumers alone. Practical implications of our findings include the confirmation that untrained consumers are not able to perceive or are not concerned by wine flaws as are wine experts.

ABSTRACT. Dissatisfied with the buying process or certain brands, consumers may generate various negative brand-related views and feelings, such as anger, and further develop behaviours, such as expressing regret and deriding. The advances in communication technologies allow consumers to quickly and effortlessly express opinions, share experiences, and engage with brands and other consumers, fostering more intimate and enduring relationships, and accelerating the rapid negative information, increasing consumer influence dissemination, making the online context a key negative brand engagement stage. Studies indicate that factors that make consumers unhappy can drive negative online brand engagement which may further create hedonic value. This work aims to explore how consumer characteristics and attitude factors contribute to negative online brand engagement, enhancing consumer’s overall happiness, which the existing literature largely overlooks. Based on an online consumer survey, this paper uncovers the effects of anti-consumption in general, consumer brand disidentification and unacceptable brand behaviour elements on negative online brand engagement which can further boost consumer’s overall happiness. This unique focus sheds light on and enhances our understanding of negative consumer engagement and its mediating role between consumer dissatisfaction and happiness. It also aims to enhance brand managers’ consumer understanding to enable them to identify appropriate brand recovery strategies to manage negativity.

ABSTRACT. Social media brand communities (SMBCs) are recognized as digital platforms where brands and consumers co-create value, engage in discussions, and establish both emotional and informational connections. In organizational contexts, their significance is increasingly evident as they serve as open-source knowledge repositories that enable reflection and the revisiting of past interactions and experiences. However, the concept of "value vestige"—referring to the continued relevance and impact of past online interactions—emerges as an important yet underexplored aspect of these communities, yet to be extensively studied within the context of SMBCs. This paper seeks to bridge this gap by conceptualizing value vestige as a multidimensional idea that encompasses informational, emotional, and social aspects of residual value. By examining how value vestige operates within SMBCs, this research highlights the potential for brands to leverage these communities as dynamic environments for ongoing value exchange. Moreover, this study paves the way for a deeper understanding of the evolving nature of consumer-brand relationships in the digital age, emphasizing how marketers and policymakers can harness these enduring interactions for more effective engagement over time.

ABSTRACT. As brands increasingly adopt AI-generated fashion models to enhance inclusivity, questions arise about the genuine impact of these models on consumer perception and well-being. This study investigates whether AI-generated models can foster brand inclusivity authentically, especially when representing marginalized identities, such as individuals with disabilities. While AI models offer unprecedented customization and scalability, they also risk perceptions of inauthenticity, potentially diminishing emotional connection and well-being among consumers. Through a mixed-methods approach—combining focus groups with experimental design—this research examines consumer reactions to AI versus human-disabled models, focusing on the mediating roles of moral elevation and self-congruity. Preliminary findings suggest that while AI models may enhance visual inclusivity, they often fail to evoke the depth of moral elevation associated with real, human representation. This gap indicates that consumers may experience reduced anticipated well-being, which can undermine brand authenticity and trust. By exploring these dynamics, this study contributes to branding literature on AI-human interactions, highlighting the nuanced relationship between digital inclusivity and consumer well-being. Findings offer valuable insights for marketers aiming to balance technological innovation with meaningful representation in inclusive branding.

ABSTRACT. While the topic of digital platforms has initiated a diverse array of research, the implications of platforms in building and sustaining brand equity remain unclear. The existing perspectives on brand equity need to be revisited to account for distinctive attributes of platforms that operate in a multistakeholder, technologically mediated networked environment. The study employed a detailed literature review on the topic. Subsequently a series of research propositions are formulated based on synthesizing previous findings and identifying relevant relationships among constructs. The constructs are defined and operationalized to improve the theoretical model. Overall network effects and brand interactions which are reinforced by the network size and network strength are key determinants of brand equity of platform brands. These antecedents influence brand awareness and brand meaning of platform brands.