ABSTRACT. In light of the connected era, this article examined the phases and related touchpoints of the customer path within the framework of Bangladesh's hospitality sector. The 1458 primary data used in this study were gathered via a survey, and the structural equation modeling method was used for analysis. The study assessed the statistical validity of sixty-one touchpoints that were derived from in-depth reviews of the restaurant literature. Managers in the hospitality sector will be able to revamp consumer experiences with the aid of 28 touchpoints that have been identified for restaurants. Studies that objectively determined the crucial touchpoints for the hospitality sector in the linked era are scarce. As a result, this unique work makes a substantial literary contribution.

ABSTRACT. This research involves examining the antecedents of patient satisfaction in dental healthcare while utilizing a grounded theory approach for creating a scale for patient satisfaction. We created a model of dental care patient satisfaction and well-being and found that past experiences, expectations, desires, emotions, sensations, co-creation behaviors, relational factors, level of involvement, and level of patient engagement influences patient satisfaction, which subsequently affects patient well-being. These findings contribute a theoretical model incorporating extant research on customer and healthcare satisfaction while providing practical implications for dental service providers to implement in their practices. Future research can incorporate dental providers’ perspectives and develop a measure for dental patient satisfaction with data collection for the currently in progress as of fall 2024.

ABSTRACT. This research addresses an important gap in the literature on service environments by developing a psychometric scale for measuring service customers’ perceived air quality, an often overlooked but critical factor shaping customers’ experiences of service environments. Our literature review shows that although air quality is central to the servicescape model, empirical studies rarely focus on its impact, limiting comprehensive assessment and strategic improvement. Through a rigorous five-phase development process, a multidimensional measurement scale is developed to measure perceived air quality. Based on literature and qualitative insights, six key dimensions are identified. An initial item pool is refined through expert ratings, consumer feedback and confirmatory factor analysis. Scale validity is tested and established using several criteria, including convergent, discriminant, predictive and nomological validity. Taken together, our findings underscore the theoretical and practical importance of the scale.

ABSTRACT. This paper develops the Transportation Scale-Short Video (TS-SV) to measure narrative transportation specifically for storytelling with short-form video content. Given that marketers now often use short-form video, rather than long verbal narratives like books, there is a need for a transportation scale that is suitable for that type of content. Extant marketing research on narrative transportation primarily relies on measurement scales developed for text-based content like written stories, while responses to short-form video are fundamentally different. Elements such as visual design and music have become more important in short-form video content, while these don’t play a role in verbal narratives. What is missing from most transportation scales, is the capacity to capture this rich multisensory experience of short-form video content. We aim to address the limitations of text-based scales, by developing a new scale that captures the new factors driving transportation in short-form video content (e.g., multimodality and aesthetics). The TS-SV provides a tool for marketing practitioners to assess and improve their video-based communication efforts

ABSTRACT. With the significant innovation brought about by generative artificial intelligence and cloud computing capabilities, real-time personalization of advertising on display and social media is becoming a reality. Personalization-Privacy Paradox literature has been exploring the conflicting consumer desires for both tailored content and robust privacy safeguards. Although personalized marketing can improve customer satisfaction, retention, and purchase intentions, it often necessitates extensive data collection. Personalized ads that encroach upon one’s perceived privacy boundaries can lead to consumer discomfort and resistance when perceived as overreaching or invasive. Perceived creepiness in ads often arises when ads utilize sensitive data, such as behavioral or psychographic insights, without clear user consent or transparency. This paper aims to understand the impact of (a) platform type and (b) platform-content’s value alignment on the perceived creepiness of online advertising through two experimental studies. On types of platforms where users create and share content, the expectation of data privacy may be such that personalized advertising feels native to the platform and therefore within acceptable boundaries or just simply less “creepy.” Additionally, an ad that is perceived to be congruous with the platform-content values may be less irritating or creepy to the user. An ad for a product that fits the target market of a platform, and likely to be aligned on values of the platform that connect that audience, may not be perceived as personalized, even when it is.

ABSTRACT. As AI models continue to evolve, their ability to generate emotionally nuanced and socially engaging content becomes crucial in mimicking human-like interactions (Hernández-Orallo, 2020). By analyzing the social and emotional dimensions of AI-generated marketing communications, we gain insights into how AI can influence consumer behavior, particularly in terms of emotional engagement and trust-building in marketing contexts. This paper explores the intersection of affective computing and social presence in AI-generated content, providing a comprehensive analysis of how different AI models handle the emotional and social aspects of communication. Our findings suggest that AI models vary in their ability to produce human-like responses, with Claude outperforming other models such as ChatGPT in terms of emotional depth and social engagement. The significant pairwise differences between these models demonstrate that some AI systems are more adept at passing an advanced form of the Turing Test, as they are better at integrating both affect recognition and generation capabilities.

ABSTRACT. This research explores the effect of background music on short form videos through a novel field experiment partnering with two food influencers and content creators on TikTok. Both creators had promoted food products through brand deals in previous videos. The creators appeared together in a video they created promoting a frozen cookies brand. The same video was posted by each of them on their respective TikTok on the same day at the same time and left “live” for 30 days. The key difference was that in one video a happy upbeat song was used for the background sound and in the other, a sad song was used for the background sound. The results were that the video with the happy background music performed higher on all engagement metrics: the happy song video generated more views, received more likes and shares, and had a higher engagement rate than the video with the sad background music manipulation. Even adjusted for differences in view counts, the happy song showed a higher engagement rate (engagement rate was calculated by dividing the likes, comments, and shares on each video by the total number of views) than the sad song video.

ABSTRACT. JGM proposes a special session to kindle thought leadership in marketing scholars and create an academic discourse that addresses global and international marketing strategies and challenges that firms, industries, and government agencies encounter worldwide. We intend to foster collaboration among scholars from diverse backgrounds, generate innovative ideas for global marketing strategies, and emphasize the importance of emerging markets in the global economy.

In the JGM special session at AMS WMC, we will discuss new age paradigms, global trends, and ideas and dwell on writing excellent research papers focusing on the Journal of Global Marketing's aims and scope. JGM’s four Associate Editors (AEs) will each give a 6-7-minute presentation (followed by 2-3-minute open discussion) on the following topics aligned with the four tracks in the Congress, namely, International Marketing (three Track Co-chairs), Cross-Cultural, Diverse, and Inclusive Marketing (two Track Co-chairs), Marketing in Emerging Markets (two Track Co-chairs), and Marketing Strategy: B2C, B2B, and B2G Markets (three Track Co-chairs.)

The JGM AEs and panel members will attend the presentations in each of the above four tracks, review the papers presented, and consult with the ten Track Co-chairs and four Program Co-chairs to select the best paper for the AMS/WMC+JGM Best Paper Award from the papers included in these four tracks.

We welcome submissions from developed markets and embrace research from emerging markets. By fostering a collaborative and inclusive environment, JGM aims to advance the field of global marketing by continually pushing the boundaries of knowledge in this dynamic discipline. (https://www.tandfonline.com/journals/wglo20/about-this-journal#aims-and-scope)

ABSTRACT. This study examines how consumer attitudes towards checkout charity (COC) campaigns affect perceptions of fundraiser legitimacy and donation likelihood by exploring the unique dynamics and legitimacy concerns associated with retailer versus nonprofit charity requests. As COC campaigns become widespread, they raise ethical concerns and contribute to “donor fatigue,” or resistance to frequent donation requests. This research applies two frameworks to examine this phenomenon: Charity Triad Theory, which contextualizes charitable actions involving a retailer, a nonprofit, and consumers; and A-B-C Theory, which considers attitudes, behavior, and contextual influences on anti-consumption decision-making. Using these frameworks, we analyze how consumer attitudes towards checkout charity influence perceived legitimacy of fundraisers and ultimately affect donation likelihood. The study includes two empirical methods: a social media analysis (706 tweets) capturing reactions to donation requests and an experiment with 561 participants testing attitudes toward retailer versus nonprofit requests. Findings suggest that consumers attitude towards checkout charity is a predictor of fundraiser perceived legitimacy and that it interacts with donation request context (donation made by a retailer versus a nonprofit). By applying anti-consumption theories to philanthropy, this study introduces a novel perspective on charitable giving in retail contexts. Findings underscore the importance of balancing commercial and philanthropic interests in retail-initiated fundraising to sustain consumer goodwill and highlight implications for both researchers and practitioners. This work advances understanding of checkout charity, providing actionable insights into managing consumer engagement and fostering sustainable donor relationships in commercial environments.

ABSTRACT. Private monetary donations are crucial for charities. Recent research indicates that donors are increasingly mindful of vulnerable entities. To boost donations, charity managers must grasp how varying moral values influence donor behavior. This study investigates how moral expansiveness—how much moral regard individuals have for different entities—affects different donation outcomes. It also examines potential moderators and identifies a key mediator. Through two studies, we find that donors allocate their funds across multiple charities, driven primarily by moral expansiveness. Additionally, age and education level moderate the relationship between moral expansiveness and the donation outcomes. This research enhances understanding of moral expansiveness theory and offers insights for charities seeking to broaden their funding sources.

ABSTRACT. Charities benefit the society by helping it to address challenges in difficult times. This study examines whether temperature can prompt people to help others in various kinds of difficulties (e.g., lack of education). Specifically, this study examines the effect of temperature on charitable donations, and the conditions under which this effect is observed by focusing on the regulatory focus of donation appeals. Previous research on the link between temperature and prosocial behaviour has reported mixed results. The current research suggests that the regulatory focus of donation appeals moderate the effect and can partly address the mixed findings. Analyses of mass transactions data from an online donation platform and findings from controlled experiments provide support for our proposal that colder (vs. warmer) temperatures lead to more donations when the donation appeals are prevention-focused but not when they are promotion-focused.

ABSTRACT. The paper examines the promise of neuromarketing tools to improve the impact of fundraising campaigns in the nonprofit sector within the context of a letter campaign by a German NGO for child rights. By combining neuromarketing techniques (eye-tracking, facial coding, and Implicit Reaction Time (IRT) tests), this study examines the role of visual attention, emotional engagement, and message valence in donating intention across various frames to donate (WTD). Findings from a mixed-method study with 217 German older adults (sample composition targeted based on previous donation history) indicate that emotionally powerful pictures, particularly those depicting beneficiaries, lead to higher levels of attention and empathy, as well as a greater likelihood of donating. However, the results reveal a lack of clarity about the relationship between the message framing of the problem and solution and perceived notions of meaning, which is detrimental to good cause appeal as ambiguity over the connection to donations in addressing specific issues is a given deterrent to donations. In addition, former contributors held stronger positive implicit associations with the NGO brand, which implies that trust in a brand reinforces donor engagement. The study contributes to our understanding of the theory and practice of nonprofit fundraising by demonstrating how neuromarketing can inform message design that is emotional, clear, and trust-building to maximize donor response.

ABSTRACT. Representing diversity in advertising challenges even the most experienced advertising professional, yet it becomes more complex by adding artificial intelligence (AI) to advertising. Although AI has many benefits, our findings from 21 advertising professional interviews reveal that diversity is a complicated subject beyond AI’s current capabilities to interpret. Importantly, relying on AI to represent diversity can misalign with the audience’s societal norms and may perpetuate existing stereotypical biases in society. We propose a diversity management framework that highlights three important aspects of advertisement production––acquire, apply, assess––for norm congruency. We close by providing guidance for advertising managers and researchers.

ABSTRACT. As Artificial Intelligence (AI) plays an increasingly significant role in shaping consumer experiences, it is essential for businesses to understand how customers respond to AI versus human-generated recommendations. This research explores consumer preferences for AI and human recommendations, with a focus on the influence of confidence levels and recommendation accuracy. Across two preregistered studies, one involving 887 participants (Study 1) and another analyzing the responses of 11,629 viewers of Facebook and Instagram ads (Study 2), we investigated whether consumers show a preference for AI or human advisors, and how variations in recommendation confidence and precision affect their decisions. Study 2 used a real-world A/B test on Meta’s social platforms, conducted in partnership with a company that specializes in selling tools. The findings reveal that consumers generally favor human recommendations, but when recommendations—whether from AI or humans—are delivered with high confidence, consumer willingness to follow them increases. Contrary to expectations, recommendation precision did not significantly influence preferences for AI. These insights highlight that businesses should focus more on communicating recommendations with confidence rather than relying solely on AI’s precision to foster trust and drive AI adoption. The research also discusses practical implications and limitations for integrating AI in consumer-facing services.

ABSTRACT. This study examines the impact of familiarity with AI-driven personalized recommendations and self-congruence on intentions to follow these recommendations within online travel platforms, using the Theory of Planned Behaviour (TPB) as the theoretical framework. A structured survey was conducted via the research platform Prolific, collecting data from (n=252) adult participants who use online travel platforms. Data analysis using partial least squares structural equation modelling (PLS-SEM) reveals that familiarity significantly enhances positive attitudes, perceived control, and subjective norms, each contributing to behavioural intentions. This study further investigates self-congruence as a moderating factor, demonstrating that the relationship between recommendations and a user's self-congruence enhances the effects of familiarity on attitudes and perceived control, which later shapes their behavioural intentions. These findings emphasize the strategic importance of aligning AI-driven recommendations with users' self-congruence to encourage well-informed and rational decision-making. Theoretical and managerial implications are discussed, underscoring how personalization strategies can enhance consumer engagement within AI-driven recommendation ecosystems.

ABSTRACT. This study examines the impact of violated expectations on consumer satisfaction and engagement within AI-driven interactions, focusing on conversational agents (CAs) such as chatbots. With CAs playing a growing role in customer service, understanding consumer responses to unmet or exceeded expectations is increasingly important. Using Expectation-Confirmation Theory (ECT) as a framework, this research explores how managing expectations can shape consumer satisfaction and engagement. An experimental design will test interactions with brands, manipulating expectation violations (unmet and exceeded) to observe effects on satisfaction and consumer engagement across emotional, cognitive, and behavioral dimensions. Findings are expected to show that unmet expectations decrease satisfaction and constructive engagement, while exceeded expectations may enhance them. This study contributes to engagement theory and offers practical insights for CA developers on managing expectations to foster positive interactions, satisfaction, and brand loyalty in AI-based services.

ABSTRACT. A critical managerial challenge lies in discerning consumer responses to digitally crafted entities on social media that advocate for a brand. This is a significant area of study as it raises the question: will such interactions foster homophily or engender dissatisfaction with virtual influencers? Study 1 brings the qualitative perspective of experts from industry and academia. To quantify the findings obtained, we present four studies that test the efficacy of brand promotion by virtual influencers across various settings involving form realism (high vs. low) (study 2), social presence communication (high vs. low) (study 3), and parasocial interactions (study 4). Our findings show consumers are more willing to connect with high-form realism virtual influencers than low-form realism virtual influencers because they generate more user engagement with their appearance and conversation mechanism. We further identify the theoretically derived moderating impact of social presence communication of virtual influencers. Finally, we show that perceived homophily is critical in establishing affinity towards a brand promoted by virtual influencers on social media. It contributes to VI literature by unearthing the underlying theoretical mechanism for establishing an emotional bond between the consumer and the VI. It also extends the social presence and CASA theory in the context of VIs, while negating the core premise of the uncanny valley effect conceptualization, by unravelling the positive impact of almost human VIs on para social interaction and brand affinity. Our research elucidates the critical prerequisites for designing efficacious VIs for marketers and VI designers, seeking to maximize brand-consumer connections.

ABSTRACT. With the rapid advancement of technology, firms are increasingly adopting artificial intelligence (AI) within augmented reality (AR) to enhance personalized shopping experiences. Despite the promising synergy between AR and AI, few retailers have successfully implemented these technologies, leaving a significant gap in both practical application and academic research. This study investigates the effects of AI’s role in AR experiences, focusing on the underlying mechanisms that influence consumer brand responses. We examine how the integration of AI in AR shapes individuals’ perceptions in decision-making processes through confidence, differentiating between the hedonic and utilitarian aspects of choices. By revealing these psychological processes, this research aims to enhance our understanding of consumer interactions in AI-empowered AR settings. Theoretically, we integrate literature on AI and AR to unpack how these combined technologies influence decision-making and document a novel process explaining these synergistic effects. Furthermore, we offer practical recommendations for retailers looking to leverage AI to expand their AR deployments, with the aim of fostering more engaging shopping experiences.

ABSTRACT. This research presents an innovative framework for AI-driven product co-creation, emphasizing the role of emotionally sensitive AI platforms in enhancing users’ emotional attachment during brand-consumer interactions. Grounded in value co-creation theory and insights from emotional AI research, the study adopts a mixed-method approach across four comprehensive investigations to address gaps in understanding how emotion-sensitive AI influences user psychology. Study 1 examines the comparative impact of emotion-sensitive versus non-emotion-sensitive AI platforms on emotional attachment in the co-creation process. Study 2 prioritizes key emotional dimensions, evaluating their significance and effects, while Study 3 develops and tests a conceptual model by assessing interrelationships among these factors. Study 4 applies artificial neural network analysis to validate the predictive accuracy of these dimensions in fostering emotional attachment. This framework provides actionable insights for integrating emotionally intelligent AI into value co-creation, offering brands a pathway to deeper consumer engagement and loyalty.

ABSTRACT. Facing the challenge of reducing single-use plastic consumption, this study proposes and tests a model which comprises different types of attitudes regarding environmental concern, sustainable consumption alternatives (eco vs. anti-consumption) and specific beliefs about plastic benefits and negative consequences, as well as social norm. The results show how single use plastic reduction is influenced by social norms, positive and negative beliefs about plastic, and anti-consumption attitudes. Both eco and anti-consumption attitudes influence positive and negative beliefs about plastic. In turn, environmental concern strongly affects the two kinds of sustainable consumption attitudes and subjective norm. These findings can be helpful to design campaigns which make consumers more willing to reduce their single use plastic consumption and support bans and regulations.

ABSTRACT. Water scarcity is a growing problem not only in countries known for droughts, but also in countries with higher rainfall, such as the United Kingdom or the Netherlands. This study addresses the critical challenge of encouraging consumers in these countries to conserve water in these countries. Drawing on social cognitive theory and engagement theory, the results of a survey of 1374 consumers in the UK and the Netherlands show that media communication about water and climate change has positive direct effects on perceived outcome expectations and environmental concerns. Perceived outcome expectations and environmental concerns have a direct impact on consumer engagement towards water conservation. The model is robust across the two countries. The study also shows the moderating effect of age on the relationship between environmental concerns and water conservation engagement. For younger consumers (aged 18-34), environmental concern does not affect their engagement towards water conservation. These findings have important implications for theory and practice. They extend the literature on engagement by showing how personal outcome expectations and concern for the environment influence water conservation engagement. The study also contributes to SCT by showing how environmental concern acts as an internal driver. The findings provide valuable recommendations for policy makers interested in water scarcity and water conservation. These should use media communications that highlight all the personal benefits that consumers can experience when they conserve water. This communication strategy is specifically recommended when targeting younger consumers.

ABSTRACT. This study investigates the complex stakeholder dynamics involved in addressing microfibre pollution (MFP) through the lens of macro-social marketing and framing theory. MFP, largely stemming from synthetic textiles, presents a significant environmental and health concern, requiring multi-stakeholder collaboration. Despite shared goals, stakeholders - including firms, NGOs, policymakers, media, consumers and researchers - facing tensions due to fragmented knowledge, inconsistent framing, and competitive solutions, which ultimately hinder collective action and reduce public trust. This research adopts a multi-level approach (micro, meso, and macro) to examine how diverse framing strategies impact stakeholder alignment, legitimacy, and collaborative efforts.

Using secondary data analysis and in-depth interviews, the findings reveal that while NGOs and researchers frame MFP with an environmental urgency, firms tend to emphasise consumer-oriented solutions. Such divergent framings contribute to misaligned priorities and perceptions of opportunism, complicating the development of cohesive solutions. The study highlights the need for legislative support and a third-party to standardise framing practices for core knowledge, bridge information gaps, and enhance trust among stakeholders.

This research contributes theoretically by investigating the role of legitimacy and framing in fostering trust and alignment among competing stakeholders, through macro-social marketing lens. Practically, it provides actionable insights for policymakers and firms to implement unified framing strategies that strengthen legitimacy, promote stakeholder collaboration, and advance effective MFP mitigation efforts.

ABSTRACT. The aviation sector is often regarded as a challenging industry to decarbonise, which has contributed to ongoing concerns about its environmental impact. Given that and in light of corporate social responsibility and public policy considerations, understanding the public's perceptions of aviation's role in global warming is crucial for shaping effective strategies and policies to mitigate this impact. Given limited research done on that using naturally occurring data; therefore, this study, grounded in the Theory of Planned Behaviour, seeks to fill an existing research gap by analysing social media narratives to identify and interpret the structure of the public's beliefs regarding aviation's often-overlooked contribution to global warming. Using thematic analysis of social media users' narratives scrapped from Reddit (N= 1136), our findings suggested that belief is a four-theme structure: 1) Aviation's Disproportionate Carbon Emissions and the Impact of Frequent Flyers; 2) Lifestyle Dependence on Air Travel Amid Growing Environmental Awareness; 3) High-Speed Rail and Ground Transportation as Alternatives to Reduce Aviation's Environmental Impact; and 4) Technological and Energy Challenges in Transitioning Aviation to Sustainable Fuels. Theoretical contributions and practical and research implications are discussed.

ABSTRACT. Conversation amongst luxury consumers of late has centred around the staggering price increases seen from luxury brands recently. While price hikes are a strategy employed by most luxury brands to maintain exclusivity and to account for inflationary increases the latest price hikes have come at quicker succession and larger increments than before and not to the joy of consumers. This study explores whether luxury consumers have a price cap for luxury goods and if the recent increases are likely to affect their purchasing behaviour.

By analysing consumers data from quantitative surveys and in-depth interviews, we extract key findings on consumer sentiments on luxury price increases and future purchasing behvaiour.

This study further provides insights to managers and owners of luxury brands on sustainable management and pricing practices as well as innovation guidelines to ensure brand growth in the shorter term and a stronger competitive position in the long term.

ABSTRACT. This study investigates the complex emotional dynamics within luxury consumption, with a particular focus on negative emotions such as anticipated regret and guilt. Through a mixed-methods approach, including focus groups and forthcoming surveys and neuromarketing analysis, the research explores how these emotions influence both purchasing decisions and brand loyalty among luxury consumers. Findings from the focus groups reveal that negative emotions significantly impact not only the decision-making process but also post-purchase satisfaction. Participants frequently experienced internal conflicts between rationality and emotion, leading to impulsive purchases and subsequent regret. Moreover, the study highlights the importance of post-purchase experiences, such as customer service and product guarantees, in mitigating these negative emotions and fostering brand loyalty. These insights contribute to the broader understanding of consumer behavior in the luxury market and offer practical implications for brands seeking to manage the emotional complexities of their consumers.

ABSTRACT. The luxury goods market is experiencing significant growth, prompting luxury brands to expand their distribution channels. This study investigates whether increased distribution affects the perception of luxury brands. Utilizing two datasets of online survey data on buying leather goods, the research examines the relationship between perceived and purchased distribution and luxury brand attributes. The findings reveal that greater distribution, whether perceived or purchased, does not diminish the luxury status of a brand. Instead, brands with higher distribution are more likely to be associated with luxury attributes. These results challenge traditional views that luxury brands should restrict distribution to maintain exclusivity. This study extends the understanding of luxury brand marketing by highlighting that increased distribution can enhance luxury perceptions, offering valuable insights for luxury brand managers.

ABSTRACT. Luxury goods are now distributed across many channels. Some channels, such as discount or online environments, are less coherent with the overall perception of luxury goods as conveyed through their official brick-and-mortar (B&M) stores. This paper draws on surveys of 817 buyers of luxury brand leather goods and compares US consumers’ perceptions of five luxury brands (Gucci, Louis Vuitton, Chanel, Salvatore Ferragamo and YSL) after buying from official brand retailers versus discount outlets in both B&M and online channels. We find that buying a luxury brand from an online official channel has no significant effect on consumer perceptions, but buying from a discount outlet, whether online or B&M did lead to lower perceptions of luxuriousness in several specific areas, particularly perceptions of class and status. This has implications about whether or how luxury brands distribute via discount outlets.

ABSTRACT. Recent empirical research suggests that there is a positive relationship between country-level advertising and consumer spending. Another stream of research on consumer spending suggests that the availability of consumer credit has a significant positive impact on consumer spending. In this paper, the authors investigate whether country-level advertising spending motivates consumers to borrow more or adjust their saving rate to fund their spending. Using a unique dataset on consumer credit for 23 countries, we test the relationship between country-level advertising, consumer credit, and savings. Furthermore, we study the moderating role of distributional, institutional, and cultural factors for the relationship between advertising and consumption as well as advertising and savings. The findings suggest that while country-level advertising increases consumer borrowing, the strength of this relationship depends on youth unemployment, income distribution, rule of law, and the degree of conservatism. The results further suggest that advertising affects savings only under certain levels of rule of law and regulatory freedom.

ABSTRACT. This paper aims to understand how culture can influence the acceptance of loyalty programs and thus provide guidance for loyalty executives on how to properly consider culture in their loyalty programs. Understanding the country’s cultural dimensions to design the schema will result in a more successful program and better financial results. This paper proposes a framework to incorporate national culture in retail loyalty programs as a tool to increase its adherence to the audience and increase its results. This is an exploratory study with a qualitative approach that includes document analysis and in-depth interviews. Document analysis includes two different types of documents: the loyalty programs Terms & Conditions, and the program’s communication pieces. In-depth interviews were conducted with loyalty executives from retail in five different countries (Brazil, Italy, Thailand, UK and US), connecting their programs characteristics with their country’s cultural dimensions, using Schwartz’s cross-cultural scores. The result is a practical framework to support managers into properly incorporating culture into their loyalty programs.

ABSTRACT. This study posits that the contemporary individual can assume the role of a digital nomad, traversing the monasteries of Europe and engaging in a synthesis of professional pursuits, spiritual practice, and immersive experiences within the community. The data was analysed using an ethnographic approach, with a series of 11 semi-structured interviews conducted in four European countries with different religious traditions: France, Germany, Portugal and Italy. The common denominator of these locations is the presence of Catholic monasteries, except for the Catholic international Schoenstatt Movement. The immersion and subsequent interviews in the different places demonstrated that these spaces are conducive to both communal and solitary pursuits. Consequently, they play a pivotal role in religious tourism, providing an ideal haven for pilgrims seeking peace, equilibrium and the replenishment of their spiritual selves. The findings indicate that religious sites, including monasteries, are emerging as optimal destinations for monastic digital nomadism. In fact, monasteries are becoming increasingly popular as destinations for both pilgrims and digital nomads, offering a convergence of creative tourism, recreation and spiritual engagement.

ABSTRACT. The current research addresses the problem of young people’s lack of understanding, interest, or action regarding ecotourism by proposing the use of immersive VR technology. This technology simulates time travel scenarios, allowing participants to journey both into the past and the future. Experimental 3D VR scenarios are designed to show the environmental changes of tourism destinations when participants engaged in ecotourism in the past or will engage in it in the future. The research aims to demonstrate that, through the immersive features and environmental outcomes presented by VR, the concept of ecotourism is better understood and linked to young people’s willingness to take action.

ABSTRACT. As a transformative technology, the metaverse presents unique opportunities for integrating virtual and physical tourism marketing, engaging diverse stakeholders. While metaverse tours overcome traditional tourism’s spatial and temporal constraints, consumer adoption remains uncertain due to varied emotional and cognitive responses. To address these gaps, this study employs attitude theory, proposing three metaverse dimensions—immersiveness, interactivity, and interoperability—and examines their impact on tourists' emotions and travel intentions. Using online questionnaires via Credamo, 327 valid responses were obtained. Findings indicate that each PAD model dimension (pleasure, arousal, and dominance) significantly shapes virtual tourism experiences. At the cognitive level, “destination exploration” is identified as a key process within the metaverse. This study deepens understanding of how emotional and cognitive factors influence the shift from virtual to physical tourism, providing insights for practitioners to enhance digital experiences that foster visit intentions.

ABSTRACT. Social media has become a key platform for sharing travel experiences, driving a new wave of marketing where influencers fill central roles. Among them, virtual influencers, first popularized in the fashion industry, have recently entered the tourism sector. However, despite their innovative appeal and growing popularity, virtual influencers' potential credibility challenges in promoting destinations have remained under-investigated. Drawing on the Uncanny Valley Theory, this paper examines the role of anthropomorphism—how closely a virtual influencer resembles a human—in determining their effectiveness in tourism destination promotion. In two experimental studies, we test which type of anthropomorphism – physical or behavioral – strongly impacts virtual influencers’ credibility and destination visits. Study’s 1 findings unveil that behavioral anthropomorphism has a higher effect on credibility rather than mere appearance. Study 2 examines the possible mediating role of uncanniness in the relationship between behavioral anthropomorphism and credibility, and subsequently booking behavior. These findings provide insights into designing effective virtual influencers for the tourism industry and offer guidance on selecting the most suitable virtual influencers for brand partnerships.

ABSTRACT. Non-profit organizations (NPOs), established for societal benefit, engage with a broad range of stakeholders, including donors, volunteers, and businesses. These relationships are vital to their growth, financial stability, and overall impact (Lee, 2013; Vallaster & von Wallpach, 2018; Arnett et al., 2003). The relational framework of NPOs is distinct from that of for-profit entities, encompassing connections with donors, funders, volunteers, employees, and other NPOs. Prior research highlights the significance of these relationships and explores the outcomes and strategies NPOs use to develop and sustain them. However, limited research addresses the dynamics and emotional connections within these relationships, which are critical for NPO effectiveness and sustainability. This gap can be illuminated by brand relationship theory (BR), which examines the bond between individuals and entities (Fournier, 1998). This study explores the formation and defining features of brand relationships in NPOs, focusing specifically on direct beneficiaries (DBs), employees (EMPs), and volunteers (VOLs). By extending brand relationship theory into a non-commercial context, the findings aim to enhance our understanding of relational dynamics in the NPO sector. Additionally, this research will offer practical insights that can improve how NPOs manage their brand relationships with multiple stakeholders.

ABSTRACT. This study aims to explore the impact of home-country brands on immigrant consumers' self-concept and cultural identity. With the increase in global immigration, immigrant populations have become an essential part of many host societies, necessitating a deeper understanding of their consumption behaviours. While existing research primarily focuses on immigrants' interactions with host-country or global brands, their engagement with home brands has received limited attention. Using a qualitative approach, semi-structured interviews were conducted with 21 immigrants of Chinese, Polish, and Turkish backgrounds residing in the UK. The analysis reveals that home brands play a crucial role in strengthening immigrant consumers' self-concept, such as cultural identity, self-esteem, and the recognition and enhancement of national identity. This study contributes to the existing literature by revealing how home brands help immigrants maintain cultural ties and express their heritage, thereby reinforcing their sense of self in a foreign cultural environment. This paper provides actionable insights for brands to incorporate consumers' cultural elements into marketing strategies, enhancing segmentation, targeting, and positioning, and ultimately improving business performance and profitability.

ABSTRACT. In an era marked by the increasing frequency of brand crises, companies must navigate a complex array of challenges. This study investigates how consumer emotions shape their behaviors in response to such crises, with a focus on reputation crises and product damage. The objective of this research is to analyze the psychological mechanisms underlying consumer reactions, particularly the behaviors associated with coping strategies. To achieve this, we developed an integrative model that evaluates the impact of crisis-triggering contexts—specifically, the type of crisis and its historical background—on consumers' affective, motivational, and behavioral responses, as well as their purchase intentions. A quasi-experimental approach utilizing scenario-based methodology was employed, involving 1,028 participants. The findings reveal significant structural relationships and underscore the moderating effect of consumer perceptions of crisis response strategies on the relationship between revenge desires and purchase intentions. This research contributes to the existing literature by broadening the understanding of revenge within the context of brand crises, an area that has predominantly been examined in relation to service failures. Additionally, the managerial implications of these findings are discussed, offering actionable recommendations for enhancing crisis management practices within organizations.

ABSTRACT. Despite in-feed social ads continuing to surge in global prominence, there is a surprising lack of focus on how brands nostalgically present their advertising language and content strategy. This study aims to investigate whether and how selecting a narrative perspective (first-person vs. third-person) and nostalgic content types (personal vs. historical) drives consumer masstige brand passion in Facebook timeline ads. Five experimental studies validate that aligning first-person narration with personal nostalgia boosts consumer masstige brand passion through social belonging. Conversely, third-person narration matched with historical nostalgia drives consumer masstige brand passion by eliciting brand identification. Moreover, self-monitoring moderates these effects. This study contributes theoretical insights into how strategic ad content management on social media platforms can strengthen consumers’ masstige brand passion. Managers in the B2C luxury sector will find this research invaluable if they: (i) seek clarity on the impact of in-feed social ads on social media, (ii) aim to leverage narrative-person and nostalgic-content matches to heighten passion for masstige brands but are uncertain which combination to prioritize, and/or (iii) intend to boost consumers’ self-expression motivations, such as social belonging and brand identification.

ABSTRACT. Living in the modern world plagued with social injustice, climate crisis, wars, and political power play is not easy. Speaking minds, sharing opinions on global platforms, and fostering a feeling of community have become necessary more than ever before, not only for people but also for brands. Here is where brand activism comes into play. Assuming their duty toward society, many brands take up the role of activists to challenge the status quo and transform society for the better at both micro and macro levels. For the achievement of this purpose, brands try their best to garner support for their campaigns from the consumers. However, while doing so, brands and their activism campaigns are heavily scrutinized, sometimes even labeled as inauthentic and merely a marketing gimmick by consumers. This makes us question, what makes a brand activism campaign authentic or inauthentic in the eyes of consumers. Our study, which is divided into two parts, tries to find the answer to this question. This paper discusses the first part, i.e., the pilot study which aims to verify the existing antecedents from the literature and discover new antecedents by way of 5 one-to-one, semi-structured interviews constructed around 5 brand campaigns and come up with more empirical insights on brand activism authenticity, as perceived by the consumers and also serve as the stepping stone for the second part of our study.

ABSTRACT. The primary objective of this study is to offer detailed insights into the explanatory mechanisms involved in consumers’ responses towards innovative packaging. Using signaling theory, we examine the mediating roles of brand credibility and product innovativeness and the moderating role of brand image in the relationship between packaging innovativeness and purchase intention. The conceptual model was tested using a 2 (packaging innovativeness: low vs. high) X 2 (brand image: low vs. high) between-subjects experiment in the packaged water industry. Data (N=202) were collected from a large university in Bangladesh and analyzed using Hayes PROCESS Model 5. Results suggest that if consumers encounter innovative packaging, they are likely to perceive the product as innovative. Thus, brand managers should prioritize radically innovative packaging in order to motivate consumers to purchase from the brand.

ABSTRACT. Capitalizing on social identity theory, cultivation theory, and trait theory of personality, this study examines how consumers’ extraversion moderates the effects of active and passive social media brand page engagement (SMBPE) on self-brand connection and positive electronic word-of-mouth (PeWOM). To empirically assess the proposed model, we conducted two studies—a cross-sectional survey and an experiment using a 2 x 2 between-subjects design—targeting users of the most popular social networking site (i.e., Facebook) in one of the largest developing countries in Europe (i.e., Romania). The survey data were analyzed using partial least squares structural equation modeling (PLS-SEM), while the experimental data were examined through a mixed-method approach, incorporating two-way ANOVA tests and the PROCESS tool. The study reveals a distinct impact of passive and active SMBPE on PeWOM, pointing out the mediating role of self-brand connection, and the dual role (i.e., antecedent and moderator) of extraversion. Specifically, the impact of passive SMBPE on self-brand connection and PeWOM is higher for introverts, while active SMBPE has a stronger impact in the case of extroverts. This research is the first to investigate the moderating role of extraversion, a core pillar of an individual’s personality, on the impact of SMBPE on self-brand connection and PeWOM. Consequently, it complements extant knowledge on digital marketing, having practical implications for social media marketers and social networking sites developers.

ABSTRACT. Cross-border e-commerce is growing rapidly and, is expected to reach a value of 7.9 billion US dollars in 2030 up from 785 million US dollars in 2021 for business-to-consumer goods and services alone (Statista, 2024). Marketplaces or third-party platforms (such as Amazon, jd.com, and others) play an important role in this growth. A fundamental challenge for marketplaces to establish brand credibility, which is a key antecedent of favorable consumer attitudes and behaviors (Erdem & Swait, 2004). Previous research has highlighted the effects of global and local brand positioning to enhance brand credibility in foreign markets (Mandler et al., 2021; Osmanoglu et al., 2024). However, these studies examined such effects for brands that were already familiar to consumers in foreign markets because they had been marketed there for a long time. However, when a firm is entering or has just recently entered a foreign market and faces the liability of foreignness (Zaheer, 1995), brand credibility requires building brand familiarity in addition to establishing global/local brand positioning. We address this gap by proposing a model that integrates the signaling theory (Connelly et al., 2011; Spence, 1974) with the mere exposure effect (Zajonc, 1968) to explain the effects of global/local brand positioning and brand familiarity on brand credibility and market patronage intentions. The model is assessed using data collected from Italian consumers who had been exposed to Temu advertising.

ABSTRACT. The integration of artificial intelligence (AI) into healthcare is reshaping patient interactions. This study examines the impact of voice-enabled conversational AI on patient satisfaction, focusing on empathy and patient vulnerability. Drawing from the Feeling Economy framework and algorithm aversion literature, we conducted three experimental studies to explore how empathy mediates the relationship between agent type (AI vs. human) and patient satisfaction, while testing the moderating effect of patient vulnerability. Our findings reveal that while conversational AI interactions may reduce patient satisfaction due to lower perceived empathy in low-vulnerability scenarios (e.g., physical health conditions), this effect diminishes in high-vulnerability contexts (e.g., mental health conditions), where timely access may take precedence over emotional connection. This research advances the understanding of empathy, vulnerability, and satisfaction in AI-mediated healthcare services and offers both theoretical and practical insights for strategically deploying AI to create a more accessible, efficient, and patient-centered healthcare system, combining the strengths of both AI and humans to better serve diverse patient needs.

ABSTRACT. This study investigates how healthcare providers, particularly within dental practices, navigate the challenges of responding to negative online reviews. Negative feedback in healthcare, where privacy regulations like HIPAA restrict open dialogue, can significantly impact reputation, patient perceptions, and provider morale. Through a dual-method approach, this research examines providers’ responses across cognitive, emotional, and behavioral dimensions. Using a dual-method approach, we examine healthcare providers' cognitive, emotional, and public-facing responses. Study 1, based on in-depth interviews, reveals two primary mindsets: “marketing logic,” where providers see reviews as improvement opportunities, and “medical logic,” where reviews are often dismissed as irrelevant to patient care. Study 2, an observational analysis of online responses, identifies patterns in response types, customization, and potential HIPAA violations. Results show that practices with stronger service climates engage more constructively and empathetically with online feedback, adopting proactive, patient-centered approaches that mitigate compliance risks. Conversely, weaker service climates correlate with defensive, less accommodating responses, increasing privacy risks and limiting the effectiveness of service recovery efforts. This research extends service failure and recovery literature by demonstrating how organizational culture shapes public engagement strategies within regulatory constraints, offering practical recommendations for HIPAA-compliant feedback management that foster patient satisfaction and protect provider reputation.

ABSTRACT. Social marketing services represent important pathways for service users to meet behavioural change goals. This conceptual paper draws on recent developments to introduce a concept of service safety to illustrate its relevance to social marketing services. We propose that service delivery organisations that focus on ensuring a sense of safety are better placed to alleviate vulnerability and therefore, influence behavioural goals. Furthermore, we contribute a theoretical framework using a systems perspective to illustrate micro-meso-macro key influences on users' sense of safety. This paper contributes through proposing a theoretical framework of service safety to help develop safe social marketing programs and services.

ABSTRACT. This study explores how patient support contributes to caregiver job satisfaction, emphasizing the role of patients within the healthcare service delivery process. Recognizing patients as active participants in the service experience, the research investigates how patient interactions provide social and emotional resources to caregivers. A mixed-methods approach was employed: an initial qualitative phase involved interviews with caregivers and patients to define supportive roles, followed by a quantitative study with 356 nurses to test hypotheses through structural equation modeling in JASP. The results confirm the main hypothesis that perceived patient support positively impacts caregiver job satisfaction, alongside support from colleagues and the organization. Among the roles explored, recognition, assistance, and relationship significantly influenced perceived support, while appreciation and deviance did not have a significant effect. This study contributes to service literature by redefining the patient's role as a resource in the service process, broadening social support models by positioning patients as an external support source in service contexts. It highlights that supportive patient interactions can enrich the work experience of frontline employees. From a managerial perspective, healthcare facilities may benefit from initiatives that encourage supportive patient behaviors, such as expressions of gratitude, fostering a collaborative environment that promotes caregiver satisfaction.

ABSTRACT. Marketers long ago recognized the omni-important role played by cultural differences within their target audiences. Cross-cultural research aims understand the nuances of product preferences, individual purchasing intentions, sales process, and satisfaction levels and application of this knowledge to practice. Marketers frequently deal with large groups of potential customers, trying to adjust advertising, sales processes, and post-purchase service planning to meet the expectations of target social groups. Marketing theory suggests that, because each social group has its unique subculture, it requires a nuanced approach focusing on values a target group upholds. However, the practical applications of such an approach are frequently limited by budgets, manpower, and imprecise knowledge of group cultures. Therefore, building bridges between marketing theories and on-the-ground practice represents a challenge which is exacerbated by the cultural differences between academics and practitioners. Scope of Discussion 1. Cultural diversity as a challenge and opportunity. 2. Issues in cross-cultural theory development and practical applications. 3. The Etic-Emic approach to social groups in multicultural societies. 4. The need for proper construct equivalence testing and practical outcomes. 5. Challenges in the proper interpretation of data from practice and its application to cross-cultural research. Panelists and Topics John B. Ford Old Dominion University Cross-cultural research in the dynamic international environment: issues and solutions Adilson Borges, Rennes School of Business Marketing academics and practitioners: cultural commonalities and differences Gregory Kivenzor, University of Connecticut Marketing to social groups: understanding subjective group cultures and cross-membership Paurav Shukla, University of Southampton Session moderator/contributor

ABSTRACT. Podcasts have created a unique opportunity for advertisers to tailor audio ads based on listeners' interests and digital consumption habits while also advocating for social causes. However, there is limited understanding of how podcasts should be designed to achieve their social and financial goals. This study investigates the impact of Affective Medium Musical Fit (AMMF) within social marketing initiatives on audio platforms, presenting an innovative strategy for increasing advertising effectiveness. Rooted in Schema Theory, AMMF examines how the emotional alignment between advertisement music and the podcast’s tone influences consumer reactions. Through experimental studies, this paper demonstrates that synchronizing ad music with the podcast’s emotional tone enhances brand perception and reduces potential negative responses. These insights offer brands practical recommendations for designing more powerful social campaigns that resonate with a broad range of audiences.

ABSTRACT. This research investigates the developing literature on webrooming, analyzing significant trends and the antecedents studied. A thorough literature analysis reveals six categories of antecedents—Channel-related variables, search benefits online, consumer-related factors, purchase benefits offline, social variables and shopping motivations —that influence webrooming behavior. Moreover, advancements in digital technology and innovations in retail, including augmented reality, robot assistants, and interactive kiosks, profoundly influence webrooming behavior, transforming conventional purchasing patterns. By evaluating the impact of these technology on the antecedents of webrooming, the article presents a conceptual framework that underscores the influence of ten different technologies in augmenting or inhibiting consumer’s webrooming behavior, providing insights for retailers to enhance omnichannel integration.

ABSTRACT. Drunk shopping online is a billion-dollar industry with a high annual spending from alcohol intoxicated consumers shopping online. Considering the implications drunk shopping can have on both consumers and businesses plus the lack of research in this particular field of inquiry, this paper draws on various literature fields (i.e., psychology, neuroscience, marketing and alcohol literatures) to provide an understanding and to spark the development of future research on this largely unexplored phenomenon in the marketing literature. Based on the analysis of the literature, the authors develop a theoretical, integrative framework of the processes of drunk shopping – linking with antecedents, mechanisms and outcomes of alcohol misuse. This paper addresses a problem of relevance to both academics and practitioners, also propose future research directions accompanied with seven propositions for future research.

ABSTRACT. Although health and fitness platforms generally aim to promote wellbeing by facilitating goal-setting, community support, and healthy lifestyle inspiration, the pressure to conform to idealized health and body standards may lead some users to fake engagement with health and fitness platforms to present a more favorable self-image. We explore the phenomenon of faked health and fitness data via an exploratory multi-method qualitative study with two stages of data collection (i.e., a netnography and in-depth interviews). We identify varying intensities of faked engagement behaviors—from selective sharing to data fabrication. These behaviors are often motivated by the cultural emphasis on health as a marker of social value and the desire for validation within online communities. Platform affordances further enable these faked behaviors, allowing users to edit or selectively present activity data. The study finds that faked engagement behaviors can lead to individual guilt, distorted health norms within communities, and negative influences on the broader health and fitness ecosystem. These findings challenge assumptions about engagement, showing that self-presentation concerns can result in disingenuous forms of engagement. The latter fosters negative engagement loops by internalizing unrealistic health standards and encouraging subsequent faked behaviors. This research stresses the need for careful reflection on the design of health and fitness engagement platforms to better align affordances with the promotion of consumer wellbeing.

ABSTRACT. Obesity, a leading global health issue, poses significant risks for chronic diseases and deteriorates quality of life, fueling demand for effective solutions, including anti-obesity medications (AOMs). Despite traditional reliance on healthcare professionals for guidance, online communities have become influential platforms where AOMs are discussed, celebrated, and scrutinized. This study explores perceptions surrounding AOMs by analyzing discussions from Reddit’s ‘r/loseit’ community using netnography, Top2Vec, and GenAI for efficient data processing. Results reveal diverse views, with users debating AOMs’ safety, efficacy, and medical versus cosmetic purposes. While success stories inspire, concerns over potential side effects and commercial motivations raise skepticism. This analysis suggests that AOMs’ portrayal as "miracle solutions" can obscure complex psychological and social facets of obesity management, underscoring the need for clear, evidence-based communication. Findings highlight the importance of accessible, responsible obesity solutions, suggesting policymakers support evidence-based consumer education to counter misinformation and promote informed decision-making.

ABSTRACT. The rise of social media, particularly Instagram, has transformed food marketing by providing unique opportunities for continuous consumer engagement and precise audience targeting. However, this pervasive marketing can normalise unhealthy eating patterns and promote excessive calorie intake. While existing research has extensively examined the visual elements of Instagram posts, there remains a significant gap in understanding how food brands leverage verbal and non-verbal textual cues in captions to drive consumer engagement. This study aims to fill this gap by analysing how food brands utilise emojis and paralanguage in their Instagram captions. Guided by the Elaboration Likelihood Model, the study explore three key research questions: the effects of verbal cues (e.g., drives, cognition, affect, and conversation), the influence of non-verbal cues (e.g., auditory, tactile, visual elements, and emojis), and the potential synergistic effects when both cue types are combined. Using data from top food brands, negative binomial regression was employ to assess the impact of these textual elements on engagement metrics such as likes and comments. Findings reveal that while verbal cues produce mixed effects, non-verbal cues consistently enhance engagement. Furthermore, specific combinations of cues can amplify engagement, suggesting that marketers should strategically utilise a mix of motivational language and sensory cues to optimise consumer interaction.

ABSTRACT. Sustainable Development Goal 3 (SDG 3), which promotes good health and well-being, underscores the pressing public health challenge posed by the alarming rise in global obesity rates. The marketing of unhealthy foods, particularly on social media platforms, is a recognized contributor to this issue. Despite increased awareness of health risks, unhealthy food brands consistently achieve greater consumer engagement on social media than healthy brands. To explore this disparity, this study seeks to investigate the role of marketer-generated content (MGC) in driving consumer engagement, with the goal of developing strategies to strengthen healthy food messaging. Using an automated machine learning (AutoML) model on Google Cloud Vertex AI, the study categorizes 21,967 social media posts to compare content types and engagement across Instagram and Twitter. Employing Gradient Boosting Models (GBMs), it further examines the impact of platform type, content type, and brand type on consumer interactions. The findings highlight significant differences in content strategies, identifying approaches that can enhance engagement for health-focused brands. The insights from this study provide valuable contributions to health food businesses, consumers, and society by encouraging nutritious choices and healthier lifestyles, thereby advancing SDG 3.

ABSTRACT. Whenever consumers interact with new technologies, they are often required to disclose personal information. This study explores the impact of information sensitivity on consumer responses in retailing and service contexts. Findings reveal that consumers associate varying levels of sensitivity with information requests, which in turn influence their willingness to disclose data and their satisfaction levels. Risk perceptions and suspicion arise as explanatory mechanisms since more sensitive information elicits negative perceptions, such as risk and ulterior motives. From a managerial perspective, companies must balance the benefits of leveraging customer information with the need to address privacy concerns. Strategies like transparency policies and offering options to share basic versus sensitive data can help mitigate consumer apprehensions.

ABSTRACT. Marketers are increasingly adopting AI chatbots as initial consumer touchpoints, facilitating human-like interactions and enhancing sales. Despite their cost-efficiency, continuous availability, and consistency, concerns about their effectiveness persist. Retailers like Casper, Pizza Hut, Instacart, and Uber utilize AI chatbots to engage consumers, with retail spending on AI-enabled websites projected to reach $72 billion by 2028. This study explores the nuanced impact of anthropomorphized AI chatbots on consumer responses, particularly focusing on personalization and privacy-related concerns. Drawing on privacy calculus theory, we argue that a U-shaped relationship exists between anthropomorphism and privacy concerns in online retailing. We also examine the moderating effects of personalization on anthropomorphism, customer intentions to use, and disclosure intentions. Given the mixed findings from prior research, this study aims to clarify the potential effects of chatbot anthropomorphism on consumer behavior in online retail contexts.

ABSTRACT. The study provides a sensemaking framework for managers and academics to understand the complex nature of artificial intelligence and its implications for managerial decision-making related to AI-based value creation and risk mitigation.The analysis is based on qualitative data from interviews with 34 AI value creators across 18 industries combined with a multidisciplinary literature review of the management disciplines journals on the topic of AI. Findings: AI is built on multi-disciplinary scientific and technological foundations and is continuously evolving. Multiple understandings and applications in different contexts comprise the amorphous nature of AI which remains difficult for non-experts to grasp. The article provides an organizing framework for the deployment of AI in terms of the division of labor and the value creation and risk mitigation impact of AI at the micro, meso, and macro levels. The article provides a quick guide to consideration factors in AI-related decision-making toward creating AI-based value while mitigating its negative effects. As a general-purpose technology, AI is expected to transform all industries and aspects of society. Thus, understanding the complexity of the nature of AI is key in managerial decision-making.The contribution of the study is the conceptualization of the AI foundations and relevant characteristics to help with managerial AI-related decision-making. The sensemaking framework is derived from the empirical experiences of AI value creators and a multi-disciplinary literature review.

ABSTRACT. As AI chatbots play an increasingly vital role in customer service by providing instant responses, guiding customers online, and offering personalized recommendations, understanding their influence on purchasing decisions has become crucial. This study investigates the impact of AI chatbot affordances on consumer purchase intentions in the context of e-commerce. It explores how factors such as utilitarian and hedonic value, as well as privacy concerns, influence users’ satisfaction and behavioral intentions in the context of online purchases. To validate the research model, quantitative data were collected through questionnaires and surveys that focused on chatbot experiences, perceptions, satisfaction, and purchase intentions. The findings reveal that chatbot affordances, such as interactivity, information retrieval, accessibility, and entertainment, significantly and positively affect both satisfaction and purchase intentions. However, privacy concerns do not significantly influence satisfaction, likely due to heightened user concerns about personal information and conversation content, which increase perceived privacy risks.

ABSTRACT. Brands have recently started engaging in marketing for stigmatized consumers to show their support and allyship in their struggles. However, such marketing efforts are sometimes perceived as woke washing, especially from the side of stigmatized customers. This research tests whether focusing on inclusive design for overlooked consumers and donations to stigmatized identity related charities (a form of brand allyship) in the marketing communication enhances attitudes of marginalized customers to the product, the brand, and the promotion message. The conducted experimental study with LGBTQIA+ customers shows that emphasizing inclusive design narratives is more instrumental in cultivating positive attitudes from stigmatized consumers, rather than focusing on brand allyship. This effect is further mediated by brand-self connection. Furthermore, this study explores the difference in attitudes of trans/non-binary consumers and cis LGBTQIA+ members.

ABSTRACT. Many companies have promised and begun to increase diversity in their advertising efforts. Yet, the scope of diversity portrayals is broad, encompassing a range of dimensions, including race/ethnicity, gender, age, sexual orientation, culture/religious affiliation, body size, and physical abilities. Thus, this research first explores which diversity types companies most frequently use. Next, consumer perceptions of individual diversity types are examined. Consumers have increasingly valued sustainability in brands, particularly within social and environmental dimensions, as indicators of a company's commitment to ethical and inclusive practices. While diversity and sustainability are often discussed independently, incorporating diverse representation in advertising may provide an opportunity for companies to signal broader sustainable values. However, little is known about how the individual components of diversity influence perceptions. Drawing on signalling theory, the current research explores how a company’s use of diversity might signal its commitment to sustainability.

ABSTRACT. This research explores barriers to the adoption of sensor-based assistive active living (AAL) technologies among older adults in Reading, UK. Despite the potential of AAL to support independent living and enhance the quality of life, concerns around privacy, autonomy, and technology comprehension hinder widespread acceptance. A qualitative study employing three focus groups with participants aged 65-85 revealed that while safety and security were motivating factors, anxieties surrounding data monitoring and potential loss of independence were prominent barriers. Participants expressed unease about data sharing with external parties and the potential for misinterpretation of their behaviours. The findings highlight the need for transparent communication emphasising data protection and user autonomy. Building trust through accessible information sessions, showcasing real-world benefits, and leveraging community figures could encourage adoption. This research contributes to social marketing theory by examining the interaction of functional, social, and psychological factors in technology acceptance among older adults. The study provides insights for policymakers and organisations to design effective interventions promoting AAL adoption and improving the quality of life for older adults.

ABSTRACT. In luxury hospitality landscape, AI is redefining the consumer experience by bringing unparalleled levels of personalization which are vital for the luxury consumers. However, its impact on consumers’ engagement, specially their visual attention, it is still not clear. This research explores the impact of AI (vs. human) on guests’ visual attention patterns and their willingness to pay by examining how engagement and status play a role in these outcomes. Across two studies, including eye-tracking evidence, this research reveals that AI-driven interactions reduce consumers’ visual attention (pilot study) and their engagement (study 1) with the service experience. This reduction in engagement leads to a decrease in perceived status, which is a crucial aspect of the luxury consumer experience, ultimately leading to a decreased willingness to pay. This study offers important theoretical and managerial implications for the luxury hospitality landscape by shedding light on the impact of the type of interaction (AI vs. human) in the luxury hospitality and its challenges to consumers’ experience.

ABSTRACT. Notable for its high standards, traditional craftsmanship, and exclusivity, the luxury industry has been increasingly targeted by environmental critiques for practices such as the disposal of unsold products and inefficient manufacturing processes. In response, some luxury brands have integrated circular production models that emphasise recycling and reuse, in the attempt to reconciliate luxury and sustainability. This study explores how such models can impact stakeholder perceptions, focusing on corporate credibility and attitude towards the firm. Through the application of two factorial scenario-based experiments with a total of 736 participants, we compare consumer reactions to such circular efforts in luxury and conventional fashion companies. Findings aim to shed light on the tensions between luxury quality standards and environmental-friendly practices, addressing a gap in research regarding the reputation effects of circular models in luxury. Results offer insights for both academic study and industry application, supporting the luxury sector’s shift towards a more sustainable production.

ABSTRACT. Experiences are offering in itself that assists brands to attain competitive advantage by creating a special image in the minds of the customers. This statement is valid in case of masstige brands which are not as exclusive as luxury brands. Therefore, the focus of the study is to examine the role of experiential value as the key construct which leads to Ewom on social media in masstige services context. The research contributes to three domain of research: Experience economy, ewom and Masstige. A conceptual model is proposed where hypothesis will be analysed using (SEM) structural equation modelling. The study is divided into two studies: Study 1 will be conducted to identify the masstige brands by collecting data from masstige brand consumers. Furthermore, study 2 examines the conceptual linkages between experiential value, brand outcomes and Ewom. The mediating role of brand affective outcomes i.e brand love and brand happiness between experience and ewom will be tested. The moderation effect of consumer personality trait will be tested to discern the variation in relationships. The research has practical implications for masstige brand marketers to create experience that leads to ewom via brand love and brand happiness.

ABSTRACT. This study examines the effectiveness of endorsements by celebrities versus influencers across different media platforms (online versus TV). Additionally, it tests the role of source credibility on ad attitudes and purchase intentions. Data (n=430) for this study was collected through online surveys in an emerging market, Türkiye. Structural equation modeling results confirm that source credibility has positive direct effects on attitude and purchase intentions. MANOVA results show that both the type of endorsers and the advertising medium, as well as the interactions between endorser type and advertising medium, significantly affect ad effectiveness. Celebrity ads were found to be more effective than influencer ads in traditional media. However, no significant differences were found between them on social media.

ABSTRACT. Due to its visual nature and appealing characteristics, Instagram is one of the most popular social media platforms both in developed countries and emerging economies. The platform allows interaction with peers based on sharing experiences, thoughts, and feelings, thus becoming an expression of the personalities of its users. Unsurprisingly, engagement with Instagram as a platform fosters a heightened propensity for self-disclosure among its users. However, there is a factor that gets underestimated in similar contexts: trust. The propensity to trust others is a key factor of Social Exchange Theory, which is a theory that grounds different kinds of social exchanges, such as various forms of relationship, economic exchanges, etc. Because personal information is considered a resource, its disclosure is perceived as an act that is aimed to generate reciprocity in others: therefore, reciprocal actions from providers can, in turn, reduce consumers’ privacy concerns and build trust, making individuals more likely to disclose personal data. This offers a basis for the argument that interaction between personality traits on one side and engagement with personal information disclosure on the other cannot accurately be analyzed without considering the impact of trust. However, the evidence regarding the effect of trust is scarce, which presents a notable research gap. To address it, we test hypotheses concerning the effects of selected personality traits on the disclosure of personal information on social media, followed with hypotheses that postulate that trust moderates the impacts of personality traits on engagement as well as on personal data disclosure.

ABSTRACT. This study explores the impact of pet influencer credibility on brand attitude and purchase intention in South Korea's growing pet product and technology sector. As digital advertising transforms marketing landscapes, companies increasingly rely on social media influencers (SMIs) to engage skeptical consumers seeking trusted recommendations. Pet influencers, leveraging their charm and relatability, offer brands unique opportunities to connect with audiences more authentically. Against this backdrop, this research examines how attributes of trustworthiness, attractiveness, and expertise among pet influencers influence consumer perceptions and behaviors.

Utilizing a survey method, the study gathered data from South Korean pet owners and Instagram users who follow pet influencers and have previously purchased endorsed products. The findings reveal that trustworthiness and expertise are significant predictors of positive brand attitudes and purchase intentions, highlighting the value consumers place on informed and credible influencers. While attractiveness also plays a role, it does not significantly mediate the relationship with purchase intentions as much as trustworthiness and expertise.

These results underscore the strategic importance for brands to engage with human creators behind pet influencers to bolster authenticity and deliver informative, educational content that resonates with consumers. Such partnerships can strengthen consumer trust and drive effective engagement, particularly within South Korea's digitally active market. Future research should expand this framework to explore additional cultural contexts and platforms, enhancing the understanding of pet influencer credibility across diverse markets. The insights gained can help brands optimize their influencer marketing strategies, ultimately improving brand outcomes in an increasingly digital world.

ABSTRACT. This study explores the impact of culinary experiences on tourists’ attitudes toward a destination and their intention to visit. As culinary tourism gains importance, elements such as the quality, authenticity, and enjoyment of food offerings are increasingly recognized as central to shaping tourists’ perceptions. This research examines how extraordinary quality, authenticity, and happiness derived from gastronomic experiences influence attitudes toward destinations and visiting intentions. Using a quantitative survey distributed to tourists in Portugal, attitudes and experiences were measured with established scales, and the results were analyzed using regression methods. Findings indicate that extraordinary quality and happiness positively affect tourist attitudes toward a destination, while authenticity alone does not significantly influence attitude directly. However, authenticity indirectly supports visitation intention, mediated through attitude, emphasizing its subtle but supportive role in shaping tourist perceptions. Hypotheses testing confirmed that both extraordinary quality and happiness directly and indirectly influence tourists’ intent to visit, suggesting that a high-quality, enjoyable culinary experience is pivotal in fostering positive attitudes and loyalty to destinations. Theoretically, this study enriches culinary tourism literature by identifying specific gastronomic dimensions that enhance tourist attitudes and intentions. From a practical standpoint, these results underscore the importance for destination marketers to emphasize quality and enjoyment in culinary experiences. By focusing on providing high-quality, enjoyable food offerings, managers can foster positive tourist attitudes, potentially increasing repeat visits and recommendations. The study’s insights inform strategies for enhancing the appeal of culinary tourism, offering valuable guidance for destinations aiming to strengthen their competitive edge in the tourism market.

ABSTRACT. Drawing on self-determination theory, this research analyzed the impact of customers’ autonomy, competence, and relatedness needs satisfaction on the intention to write reviews for restaurants. Additionally, we explore the indirect positive effect of A-C-R need satisfaction on the intention to write reviews for restaurants through the mediation of consumer brand passion. To achieve the research objectives, a convenience sample of 322 respondents was utilized to test the hypotheses within a restaurant context. The results indicated that relatedness need satisfaction has the most significant impact on brand passion, followed by autonomy and competence need satisfaction. Moreover, the indirect path from ACR need satisfaction to the intention to write reviews, mediated by brand passion, was found to be positive and significant. The findings of this research provide valuable implications for brand managers in the restaurant industry, suggesting that strategies leveraging ACR need satisfaction can foster brand passion and encourage customers to write reviews for the restaurant brand.

ABSTRACT. This study aims to examine the role of guest-host (non) congruence in Big Five personality traits on guests’ value co-creation behavior in peer-to-peer accommodation. Drawing from similarity attraction theory, the study also aims to investigate whether commercial friendship and interpersonal trust facilitate the relationship between personality congruence and guests’ value co-creation behavior. The study is in the data collection phase now. We are collecting data using a survey from Indian Airbnb guests and hosts with a target sample of 300 hosts and 400-600 guests. For data analysis, difference score analysis and Partial Least Squares Structural Equation Modeling will be used. Findings are expected to be consistent with the proposed relationships. The study is expected to extend the existing literature on the relationship between customer personality traits and value co-creation by adopting a dyad perspective that incorporates the service providers’ personality traits into the framework. For P2P accommodation managers, the study is anticipated to offer a strategy of pairing guests and hosts for better value outcomes.

ABSTRACT. This study examines the influence of metaverse multisensory experience on tourists’ mental imagery and sense of presence. It also examines the role of pro-environmental travel behavior in the context of metaverse tourism. Data was collected from 318 participants through structured questionnaires administered via Prolific, while the hypotheses were tested using structural equation modeling. The findings reveal that multisensory experience positively impacts tourists’ elaboration of mental imagery, mental imagery quality, and sense of presence. The findings also reveal that the elaboration and quality of mental imagery are positively associated with tourists’ sense of presence. Moreover, the results show that tourists’ sense of presence significantly influences their willingness to forego in-situ tourism and their intention to use metaverse tourism. Finally, eco-guilt is found to moderate the association of tourists’ sense of presence on the one hand, and their willingness to forego the pleasure of in-situ tourism and their intent to use metaverse tourism on the other. We conclude by outlining pertinent implications that arise from our work.

ABSTRACT. Corporate conscientious brand (CCB), distinct from the corporate social responsibility (CSR) in its born nature, refers to a brand with a social consciousness deeply rooted in a brand’s mission and genes. Although CCB seems to predict its importance in branding academics and practices, still limited literature explored and examined this phenomenon. In addition, the majority of CCB-related literature tends to explore CCB’s antecedents, but the intermediate mechanisms and outcomes in establishing a CCB is still limited. Therefore, this study responds to a recent call for the CCB research by proposing a framework drawn from the limited CCB literature. This research uses the method suggested from Urde & Greyser (2016) by firstly collecting the findings from CCB literature and then proposes a framework for further discussions. Hence, this study is deductive systematically summarizing the existing literature to portrait a temporal framework, and is inductive gathering the field data to modify the framework. This study has the following results and implications: 1). It suggests a temporal framework that includes the antecedents in establishing a CCB, i.e., brand purpose, brand legitimacy, consumer altruistic motive, the mediators, i.e., consumer collective identity, co-production, commitment, engagement, and the outcomes, i.e., brand value co-creation and stakeholder-based brand equity (SBBE). 2). It suggests an underlying theory to explain the mechanisms in establishing a CCB, e.g., social constructionist theory. 3). In the practical implication, it proposes the importance of brand purpose, brand ethicality, brand legitimacy, brand integrity and transparency, and brand DEI (diversity, equity, inclusion) in establishing a CCB.

ABSTRACT. The literature presents frameworks for interpreting or measuring place brand equity, regarding a country, a region, a city, a community, an avenue, a park, a square, or a museum, among other territorial spaces. However, the place reputation construct is forgotten to be pondered. Therefore, the objective is to describe a place brand equity model applying two constructs: place brand image (PBI) and place brand reputation (PBR). Thus, we theoretically re-defined them in detail due to the type, scope, and nature of both constructs in a little-understood context originating from the literature review and the researchers’ interviews. Furthermore, although a few interviewees touched on the influential linkage between image and reputation, it can be stated that a country's brand image is a part of the country's brand reputation. Our in-depth model conceptually demonstrates the following constructs: country brand image is a dynamic element of the reputation of a country and is founded on spontaneous understandings. In contrast, country brand reputation functions as a robust construct with a dense understanding of the country brand. In this study, we use a country as a proxy for the rationale understanding of a place and due to the authors expertise. This study's contribution postulates the brand reputation construct as an original construct along with the brand image into the place brand equity to instigate the state of the art in theoretical and managerial terms of the place branding knowledge. However, scientific validation will be required by applying quantitative methods based on brand management studies.

ABSTRACT. Brands increasingly seek innovative and novel strategies to stand out in the cluttered marketplace. “Odd Brand Collaboration” is adopted to increase brand visibility and generate buzz by capturing consumers' attention. Brand collaboration between mass and premium brands is taking a new meaning. Brands create unlikely collaborations to expand their reach, drive innovation, and engage customers. This challenges traditional marketing practices and norms to generate consumer attention. More than just sales, the unexpected pairing creates shock value, sparks a conversation, and widens the audience from both ends of the spectrum. This trend of “odd couples” of unexpected or unrelated brands is creating a lot of excitement and novelty in the minds of consumers, especially the millennials and Generation Y. Various types of brand-product collaborations that exist today offer unique and limited offerings, which often intrigue the consumers to purchase the product via pull strategy. These new offerings are either accepted or rejected depending on consumer perception factors. Owing to this uncertainty, the present study aims to comprehend consumer perception and the adoption of brand-product collaborations. Adopting exploratory research, the study will do data triangulation by applying Netnography, in-depth interviews, and ZMET for data collection.

ABSTRACT. This study explores consumers' perceptions of greenwashing in brand advertising, especially as environmental awareness grows and companies adopt "green" marketing strategies. Greenwashing is defined as presenting a misleading message about a brand's environmental practices. Despite consumers’ interest in sustainable products, a gap exists between intent and purchasing behavior, influenced by socially desirable responses, lack of control, and difficulty recognizing genuinely sustainable options. The study investigates the criteria consumers use to discern genuine green marketing from deceptive practices. To address this, over 70 diverse consumers were interviewed, examining their reactions to 20 advertisements with green cues, such as nature imagery or claims of sustainable energy use. Initial findings reveal varying perceptions of greenwashing, linked to differences in consumers' intuitive theories about market practices. This variability highlights the need for nuanced understanding in sustainable marketing. The study’s insights contribute to the persuasion knowledge model, which posits that consumers view marketing as a strategic game. Practical implications suggest that misuse of green marketing may harm brand trust, whereas genuine alignment with environmental values can strengthen loyalty. This work, contributing to the AMS World Marketing Congress 2025, offers valuable criteria for distinguishing greenwashing from authentic sustainability claims.