ABSTRACT. A prominent area of social responsibility research is understanding consumers’ sustainable decision-making and behaviors. This paper explores how sustainable behavior can be achieved, even without a mandated policy. We use Greensburg, KS, as our case study. Greensburg is unique because its sustainability plan was not a policy; rather, the city structured it as a non-mandated, community-driven initiative. This study strives to provide insights for policymakers and researchers by questioning if a sustainability policy might be needed or not be needed. We used social identity theory and social learning theory as a framework to conduct 17 in-depth interviews, where four findings emerged. We found that a non-mandated sustainability plan led to participants’ sustainable behavior, but the lack of policy helped community members learn from their neighbors to reinforce their social identity as sustainable community members. Our research highlights two important and unique factors: influencing sustainable behaviors is a mix between internal and external initiatives, and when there is a mix of initiatives, mandated policy may not always be needed.

ABSTRACT. The global challenge of climate change necessitates collaborative negotiations among seasoned diplomats and young activists. However, declining youth motivation, stemming from perceived limited influence on policymakers' decisions, poses a significant concern, highlighting an urgent need to enhance youth engagement. This study delves into the dynamics of negotiation and performance in climate change debates with a specific focus on youth involvement. Based on a survey of 535 young activists worldwide, we propose a comprehensive model analysing the impact of various negotiation styles (factual, intuitive, normative, analytical), cultural intelligence, and conflict management on youth self-efficacy in climate change negotiations. Our findings underscore the critical roles played by the intuitive, normative, and analytical negotiation styles, as well as cultural intelligence, in enhancing the self-efficacy of young activists in climate change negotiations. Additionally, we posit conflict management as a fundamental mechanism to further amplify these effects. This study equips young activists with useful tools to navigate the climate debate effectively and increase their influence in decision-making processes. The results highlight the indispensable role of youth participation in climate negotiations, providing a solid foundation to advance global efforts toward a sustainable future.

ABSTRACT. The current ecological crises are driving a growing demand for greener products. However, it is important to measure consumers' ability to pay for the environmental quality of products, as this entails additional costs. To this end, we are studying the extent to which an Eco-score represents an effective environmental label to encourage consumers to pay a price premium. To answer this research question, we conducted an experiment with 277 respondents. Our conceptual model tests the mediation effects of perceived environmental practices, green image and guilt on the intention to pay a price premium. We show that the Eco-score A and B are the best scores in terms of intention to pay a price premium. An E score represents the worst label, and finally, the absence of score has similar effects than C and D scores. This paper also discusses the theoretical and managerial implications for such results.

ABSTRACT. The increasing diffusion of technology offers new possibilities to collect data from the interaction with consumers. This study aims at providing a comprehensive understanding of the retail technologies available (classified according to different approaches), and the kind of data they can extract from this interaction, with emphasis on the customer journey stages. Our results show the extent to which the huge amount of extracted data might led to a certain surveillance. Consequently, this phenomenon opens new lines of inquiry related to the benefits and pitfalls of (retail) technological surveillance both in online and offline shopping settings. In this way, our results suggest guidelines to support the development of better practices to embrace retail technology and extract consumers’ data

ABSTRACT. This study is part of the work on the design dimension of the atmosphere of websites. It looks at the impact of menu depth on user reactions. An experiment was conducted to study whether the absence or presence of a submenu has an impact on perceived familiarity, the perceived formal aesthetics of the website and purchase intention. The results show that the presence of a submenu directly influences perceived familiarity with the website and purchase intention. Perceived formal aesthetics has an indirect effect on purchase intention through serial mediation. The presence of a sub-menu influences perceived familiarity with the website, which influences aesthetics, and the latter influences purchase intention.

ABSTRACT. Trustworthiness is considered a key element for successful digital retailing initiatives. However, past digital commerce research seldom accounts for why and when trustworthiness beliefs can play a significant role in driving digital commerce behaviors. To address this gap, this study examines how trustworthiness beliefs (ability, benevolence, and integrity) shape consumers’ attitudes and intentions to use digital commerce. Using a sequential multi-study design, our findings demonstrate that attitude and intentional digital commerce use are highest for (i) prevention-focused individuals with strong beliefs in the digital retailer’s ability to fulfill its promises, (ii) promotion-focused consumers with strong beliefs that the digital retailer is benevolent, and strong for (iii) all individuals, regardless of their regulatory orientations, who believe in the digital retailer’s integrity.

ABSTRACT. Firms are increasingly relying on non-human online interactions to deliver services and manage customer relationships. In the context of changes in channel usage dynamics, this study examines the socio-relational effects of channel preferences and how they foster customer-firm relationships. Specifically, it first examines the role of sole-construal and digital expertise on channel usage and then the affect that channel experiences have on relational norm expectations and pro-firm customer behaviors. Grounding arguments in social relationship theory and using data of 245 banking customers from Saudi Arabia, results demonstrate that individuals’ self-construal affects their propensity to use offline channels, whereas their digital expertise affect their use of online channels. Interestingly, online channel usage negatively affects both communal and exchange relational norms and their online channel quality does not support any relational norm development. This indicates that by encouraging online interactions, firms are priming themselves for reduced levels of customer-firm bonds. Findings also demonstrate that it is imperative that firms invest in the quality of their offline channels which remain the strongest predictor of altruistic communal relational norms. Such norms are not only beneficial per se but tend to positively affect pro-firm behaviors such as word of mouth and reduced switching intentions.

ABSTRACT. The author/s address the impact of disruptive global macro-events such as the climate crisis, pandemic, wars, inflation, advent of Generative AI on retailers' long-term strategies and short-term actions. Retailers today face a tough challenge of negotiating and navigating such macro-events while continuing to attract and keep customers and grow. However, existing literature lacks a comprehensive framework for understanding how global macro events influence retail strategies. To bridge this gap, the authors first adapt events system theory to create a taxonomy of macro events, considering their strength, timing, spatial impact, and favorability. This approach allows categorization of events based on their novelty, disruptiveness, duration, diffusion, spatial origin, saliency and favorability. Next, through text mining of top US retailers, 10-K reports, the author/s extract how retailers perceive and respond to these macro risks through changes to their business models and overall strategy. The empirical analysis is complemented by a systematic review of 44 prior papers bearing on macro changes/disruptions and BMIs. The analysis and review together lead to the new framework and propositions for how factors like event strength, timing, space, and favorability influence retailer business models.

ABSTRACT. Retailers in emerging markets are still faced with a major challenge: building and maintaining quality relationships (RQ) with customers. Additionally, what makes omnichannel-journeys more gratifying for customers and the potential impact this has on the constituent elements of RQ (i.e., trust, commitment, satisfaction) is unknown. Moreover, the influence of underlying social and technical factors intrinsic in the purchase-process on Customer Experiences (CE) and Journey Gratification (JG), and their influence on RQ is poorly understood in omnichannel contexts. This paper adopts a socio-technical perspective to understand factors influencing CE and JG and the role these constructs play in helping to build RQ with customers. Mauritius is identified as study-setting to test our proposed conceptual model. Given its novelty, a mixed-methods approach will be adopted. The quantitative phase will be used to examine links proposed. Final testing of the model will consist of an online-survey, via purposive sampling. A sample of n=400 will be distributed to key Mauritian informants. Partial Least Square Sequential Equation Modeling will be used to test proposed links and model. The need to further understand what influences CE and JG in such contexts is crucial to enhance these experiences and help retailers build and maintain relationships of quality.

ABSTRACT. Customer journeys take place over multiple channels and customers use different channels for different purposes (Tueanrat et al., 2021). Since many channels are available to customers nowadays and they switch between them, several problems can arise during shopping journeys that may lead to cart abandonment, lower customer engagement and switching behaviour. When these shopping problems occur, customers may not persist and switch to alternative retailers. This research investigates how retailers can encourage customer persistence during their shopping journey and identifies the consequences of customer persistence for retailers. Preliminary findings show that customers are more likely to persist when retailers offer good value for money, a unique offer and switching costs, and these relationships are strengthened when customers have a seamless shopping journey. When customers persist, they are more likely to engage and less likely to switch to alternative retailers, which draws strong managerial recommendations for retailers.

ABSTRACT. Humans follow routines that reflect in repetitive cycles (e.g., Dew et al. 2023). In grocery retailing, households adopt a certain pattern of shopping incidence and spending (e.g., Trinh et al., 2022). Previous research shows that income and liquidity constraints contribute to such patterns: low-income households are more likely to purchase early in the month when they have greater liquidity (Orhun & Palazzolo, 2019; Goldin et al., 2022). Such insights matter for retailers because low-income households’ responsiveness to promotions is directly linked to such liquidity constraints, although retailers seem not to consider such predictable cycles in their marketing mix yet (Goldin et al., 2022). The recent COVID pandemic constitutes a potential macro-environmental shock to such shopping patterns, creating uncertainty for households along several dimensions. First, there are the precautionary measures implemented by governments that may prevent households from adhering to previous shopping cycles. Second, the shock creates uncertainty about income and liquidity which may shift and change shopping cycles. Knowing about the nature of heterogeneity in existing shopping cycles, and how different precautionary health care measures as well as different levels of income uncertainty impact these cycles for different income strata, is of crucial importance for government and retailer policies.

ABSTRACT. There is an emerging tendency among businesses to actively engage with audiences by integrating widely used social media platforms such as Facebook and Instagram in their communication strategy. Most cities acknowledge the importance of sustaining a robust presence on social media platforms, including social media in their promotional strategy targeted towards current and prospective visitors. The primary objective of this study is to examine the content shared by destination businesses on social media channels, specifically focusing on Facebook. The study conducts a comparative analysis of this material concerning different modes of user participation, including metrics such as likes, comments, and shares. The Facebook data were acquired using Buzzsumo, an online artificial intelligence platform. A total of 250 posts were subjected to analysis. The data was analysed using a latent class analysis (LCA) and ANOVA. Segments 1 and 2 favor semantic and expressive emoticons in the presence of engagement. For the third group of tourists, when the content mentions emoticons that evoke emotions related to aesthetic content and are user-generated with the images, the engagement is enhanced.

ABSTRACT. This paper delves into the publications’ strategies employed by Michelin-starred chefs in the haute gastronomy luxury domain to develop their personal brands on social media. We conduct an analysis of 4,037 Instagram posts encompassing text, hashtags, and images, spanning a two-year period and shared by the top 16 Michelin-starred chefs in France. Through the utilization of a speech act grid, a hashtag grid, and an image grid, we establish a typology of Instagram publications that illuminates the strategic positioning of these chefs. Our study employs both manual coding of text, hashtags, and images, and aims to predict the number of likes and followers garnered by the personal Instagram posts of these Michelin-starred chefs. We intend to employ categorical regression models and FSQCA analysis to determine the relative significance of message type, image type, and hashtag type in influencing the number of likes received by these renowned chefs.

ABSTRACT. This study examines the contribution of self-quantification (SQ) to the sustainability of customer relationships in the context of branded mobile applications. The integrative models of Palmatier et al. (2006), as well as the reciprocity and attribution theories, were used to explain the effect of SQ’s relationship benefits on brand commitment and loyalty intention. In a one-month experiment, 324 students used two SQ based branded applications. The results show that the relational benefits provided by the branded applications using SQ trigger loyalty intentions through consumers’ gratitude and commitment. The results also show that autonomy is the highest perceived SQ benefit.

ABSTRACT. The word Self-Wise in the title refers to the phenomenon that a non-negligible segment of the population perceives their self-expertise to be equal to or higher than the perceived expertise of real professionals in a domain, such as medical professionals, and therefore are less likely to follow expert advice, such as getting a COVID-19 vaccine. Set in a medical context, this research intends to further explore this phenomenon by investigating whether (1) the Self-Wise phenomenon is human-specific, or if it also extends to expert-like advice from AI systems, and whether (2) the non-compliance of the Self-Wise depends on the valence of expert advice (i.e., benign vs. malignant). We present two experimental studies that shed further light on the Self-Wise phenomenon by demonstrating that (1) the “illusory superiority” of Self-Wise also extend to non-human entities, such as medical AI system, and that (2) the Self-Wise are particularly reluctant to comply with expert-like advice from medical AI systems in case of a malignant (vs. benign) diagnosis. The present findings may help healthcare professionals to develop effective intervention strategies to increase the compliance of the Self-Wise with expert advice.Self-Wise, Medical AI, Patients, Illusory Superiority

ABSTRACT. Lay theories play an important role in consumers’ perception of products and purchase behaviour. One example is the unhealthy = tasty intuition. Here, participants categorise unhealthy foods as significantly tastier than healthy foods. Building on this, such lay theories have been expanded to other attributes/ product categories. One factor for the emergence of lay theories might be that by providing consumers with a certain attribute, they may automatically infer a positive correlation on another attribute, thereby reinforcing own biases. This sort of Halo effect affects consumers' perception. Building thereupon, lay theories possess the ability of creating expectations/ generalisations that may extend to other characteristics. The current work-in-progress-study is aiming to assess the emerging lay theory that vegan/ vegetarian foods are having beneficial effects on environment and health by evoking associations with favorable concepts (e.g. regional, sustainable). The primary objective is to investigate how vegetarian/vegan labels influence direct and indirect perception of food products. Study 1 measures attributions directly, whereas the second study is devoted to the strength of the associations applying IAT methodology. Within this work-in-progress we examine how lay theories not only establish cognitive frameworks but also influence consumer perceptions, decision-making and purchasing behaviour.

ABSTRACT. Consumers’ health data disclosure has attracted the interest of some researchers. However, previous research has investigated the antecedents to consumers’ willingness to data disclosure separately, without considering their possible combinations. Based on the power-responsibility equilibrium theory (PRE), we used in this research, both structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) techniques to analyze the effects of four antecedents, namely privacy concerns, consumer’s empowerment, trust and perceived benefits. Results show positive effects of trust, perceived benefits and empowerment on willingness to disclosure personal health data, while the effect of privacy concerns is negative. Moreover, the findings reveal six configurational paths that explain consumers’ willingness to disclose their personal health data and three paths to the absence of disclosure. The findings suggest that trust, empowerment and benefits cannot lead alone to disclosure if consumers are still concerned about their privacy, but combinations of trust and empowerment, or trust and benefits, or empowerment and benefits lead to data disclosure whatever consumers feel concerned or not. This study provides new insight for managing consumers privacy concerns, and suggest implications for managers and policymakers.

ABSTRACT. The tourism industry is undergoing a significant transformation driven by digital innovations, particularly immersive technologies such as Virtual Reality (VR), Augmented Reality (AR), and the Metaverse. The metaverse offers unique marketing prospects for the tourism and hospitality industry. However, the existing empirical research on the metaverse is fragmented, and a comprehensive understanding of the current stage of the field is lacking. This study hopes to advance the knowledge and practical implications of the metaverse through a systematic literature review.

ABSTRACT. Businesses across many industries are developing digital experiences that allow consumers to navigate through immersive virtual spaces, often using digital personas to interact with other virtual users. These branded immersive environments offer brands the opportunity to observe consumers and gain deeper insights into their preferences and behaviors. However, despite the initial hype, consumers’ uptake to join immersive environments remains limited. Leveraging self-determination theory, this research examines consumers’ motivation to interact with these environments to ensure brands can effectively target their investments to the correct motivational drivers. Insights from two studies will be combined to develop a comprehensive model that maps the main motivational drivers and explains consumers’ intention to join and interact with an immersive branded environment. In doing so, this research contributes to the growing literature on immersive digital channels by offering a comprehensive empirical examination of individual motivational drivers and broader higher-order motivational factors.

ABSTRACT. Augmented reality (AR), Virtual reality (VR) and Mixed reality (MR) are transformational immersive technologies known for improving customer experience (Buhalis et al., 2023), revolutionizing how consumers and businesses interact in unprecedented ways (Flavian et al., 2021). Researchers of technology history identify broad range of opportunities and challenges onto new technologies such as XR, AR, VR and MR (Oh, J.E., 2021). Global market size for immersive technologies is set to reach $198 billion by 2025 (Statista, 2020). Metaverse coined in 1992 is a convergence of digital and physical universe enabling users to seamlessly traverse between them for virtual conversations, experiences, and transactions (Buhalis et al., 2023). An emergent stream of research examines narrative patterns surrounding immersive technologies to trace the influence of discourse upon technology adoption and development for tourism (Dwivedi et al., 2023). The current study examines how immersive technologies are discussed within practitioner literature with a specific focus on development and management of Tourism Metaverse followed by an empirical investigation of imagined and perceived affordances among different stakeholders (i.e., management consultants, marketing managers, and ultimately, end-users). The main aim is to identify the affordances of immersive technologies in Metaverse as a transcendent, disruptive, and transformative application for tourism marketing.

ABSTRACT. In the last decade, consumer brand engagement has emerged as a strategic imperative for establishing competitive advantage, and as a valuable factor for gauging corporate and brand performance (Bilro & Loureiro, 2020). Aligned with the increased practitioner interest in the engagement concept, the Marketing Science Institute (MSI) has listed the engagement as a key research priority (MSI, 2014). However, while several researchers (Gambetti & Graffigna, 2010; Brodie et al., 2011) have explicitly called for the undertaking of conceptualization and measurement in the form of engagement scale development research in the marketing field, accurately measuring the levels of consumer brand engagement relating to integrated, real-time and relevant experiences in context remains challenging. Subsequently, others (Ho & Chung, 2020; Hollebeek et al., 2019) have highlighted the need for further investigation of the impact of digital technologies. Aiming to address this research gap, this research revisits the engagement construct within a branded virtual reality context.

ABSTRACT. The purpose of this study is to analyze how followers micro-influencers engagement behaviors (consumption, contribution and creation) can be achieved, taking into account micro-influencer follower similarity, parasocial relationship and micro-influencer credibility. In addition, Instagram involvement isexamined as possible moderators in these relationships. The data were gathered from online participants. To test the research model, a study was conducted on the followers of a micro-influencer, obtaining a sample of 1012 female follower. The authors’ findings suggested that micro-influencer follower similarity exerts a significant positive influence on parasocial relationships and micro-influencer credibility. Moreover, the analysis indicate that parasocial relationships holds a substantial sway over micro-influencer credibility, and both have direct and positive impacts on followers' engagement behaviors with micro-influencers. Finally, results indicates that impact of both the parasocial relationship and influencer credibility is notably stronger among followers who exhibit higher involvement with Instagram. This research contributes to a better understanding of how micro-influencers can increase their followers engagement.

ABSTRACT. Mandatory sponsorship disclosure has reduced the value of influencer campaigns, as consumers are astutely aware of their promotional nature. At the same time, influencers are mobilising as activists for prosocial causes. Against this backdrop, we ask: Do activist statements within sponsored influencer posts increase their effectiveness? and if so ‘why’ and ‘when’? Over two experiments we reveal that activist statements in sponsored posts increase consumer purchase intentions, explained by the reduction in the activation of persuasion knowledge (i.e., consumers perceive lesser selling intent). We further show that the positive effects of combining activism with product promotion are attenuated by consumers' high level of cynicism. While intersecting two common phenomena in influencer posts (sponsorship disclosure and prosocial activism), we extend knowledge on antecedents of sponsored influencer posts' success and offer strategies for marketing to harness them.

ABSTRACT. In the digital age, social media influencers have evolved into entrepreneurs, reshaping the advertising landscape and offering authentic perspectives for consumers. This study delves into the entrepreneurial dynamics of these influencers, seeking to answer two key questions: how do average individuals transform into influential entrepreneur figures in the social media realm, and what sets their startup journeys, timelines, and strategies apart from traditional entrepreneurs? This research aims to provide insights for both academia and those venturing into digital entrepreneurship. Through in-depth case studies, the study reveals that influencer entrepreneurs are not merely after fame; they strategically harness technological advancements, leveraging their celebrity status for resource acquisition and operational planning. The PSED framework is used to uncover the distinctive challenges and advantages these entrepreneurs encounter. Their motivations extend beyond the pursuit of fame, as they strategically utilize technology and social media monetization to boost personal brand awareness, change perceptions, and acquire resources. These influencers emphasize the importance of social capital, eventually transitioning to self-employment and underlining that their fame serves as a tool for business growth. This research provides a comprehensive understanding of the evolving role of social media influencers as entrepreneurial figures, reshaping the business landscape in the digital age.

ABSTRACT. Traditionally, social media influencers are known for their ability to shape positive consumer responses toward products and services. However, as influencer landscape is continuously evolving, many influencers now also engage in deinfluencing – sharing negative opinions about products and services. This research aims to examine the impacts of such negative influencer communications in the context of short video recommendations. Relying on extant influencer marketing literature as well as attribution theory, this research sheds light on the deinfluencing trend by evaluating its impacts on (1) the influencers and their perceived trustworthiness and (2) the brands that are interested in collaborating with influencers engaged in sharing deinfleuncing content. The initial results from a pretest indicate that the presence of deinfluencing videos in influencer communications significantly enhances perceptions of influencer altruistic motivations and trustworthiness. This research not only provides theoretical contributions to influencer marketing literature but also offers practical recommendations for both influencers interested in sharing deinfluencing content and brands considering collaborations with such influencers.

ABSTRACT. This study delves into an unexplored facet of Social Media Brand Communities (SMBCs) – the ‘value vestige’ – and its critical role in facilitating value formation, a concept less emphasized in existing literature. Using netnography, data was gathered from three cosmetics SMBCs on Facebook, unveiling the profound impact of these ‘value vestiges’. SMBCs, beyond fostering brand-consumer interactions, serve as reservoirs of accumulated insights accessible to both parties. These findings underscore SMBCs’ dual function: interactive platforms and value knowledge repositories. The term ‘value vestige’ emerges as pivotal, encapsulating the accrued insights and interactions within SMBCs that inform and shape value formation. This study broadens the narrative, accentuating the significance of SMBCs in the iterative process of value creation. For marketers, the insights offer strategic avenues for enhancing virtual engagement spaces and consumer interaction. Future research will employ semi-structured interviews to delve deeper into the nuanced processes of autonomous value formation influenced by ‘value vestiges’ within SMBCs. This approach is anticipated to augment academic dialogue and offer practitioners enriched perspectives for strategising in the dynamic domain of digital brand-consumer engagement. The uncovering of ‘value vestiges’ within SMBCs is anticipated to pave avenues for refined consumer interaction and enriched value formation paradigms.

ABSTRACT. Voice assistants (VAs) like Amazon Alexa, enabled by artificial intelligence, offer the possibility to purchase goods through voice (e.g., products, taxis, or food). To conceptualize a model of voice purchase intentions, we build on extant work on VAs, voice purchasing and signaling. We designed a longitudinal study in a natural usage setting over the duration of four weeks with 45 participants. To account for the hierarchical concerns, we adopt a multilevel modelling approach using repeated and individual measures. We find that diminished VA artificiality and enhanced intelligence have a positive effect on voice purchase intentions over time, intensified or constrained through flow signals (i.e., patterns of VA artificiality and intelligence signals over time). Moreover, we show that consumers hold AI assistants to a higher standard specifically pronounced for consumers perceiving VAs to be relatively more of a servant. Thus, building on Guha et al. (2022), we show that AI is not static, and that there likely are changes within the consumer as well as the technology that make consumers more/less receptive to artificiality and intelligence signals over time.

ABSTRACT. Social networks have become focal points for businesses due to their vast consumer bases. The term "homophily in social networks" highlights the homogeneity in individuals' personal networks, which led to the rise of niche social networking sites (NSNS). This study aims to define and categorize NSNS for future research in international marketing and better understanding of their business and social roles. Building on previous findings, we propose that NSNS are online platforms that enable users to create profiles, interact with other users who share specific demographic or geographic characteristics, careers, lifestyles, circumstances, or interests, and exchange multimedia content such as text, images, videos, and audio. The research compiled a comprehensive directory of NSNS using multiple sources and a systematic approach. Content analysis categorized 318 active NSNS, revealing that most are text- and picture-centered, and the great majority are computer-based. The study concludes that NSNS vary by purpose and content type but does not find sufficient evidence that they differ by the facilitating medium. The research highlights a need to distinguish between social networks, virtual worlds, mobile apps, and messaging tools. As for NSNS classifications, patterns emerge based on shared demographic, geographic, social, professional, and interest attributes among users.

ABSTRACT. By 2030, Africa will represent 25% of the world's population under the age of 25, with this demographic group constituting 60% of the continent's total population. Africa's workforce is anticipated to grow more than the rest of the world combined, presenting a significant challenge for educating the next generation of business leaders. Ranked #1 among the African nations for World Competitiveness, Mauritius is recognized for pioneering initiatives in the internationalization of tertiary education and establishing itself as a knowledge hub within Sub-Saharan Africa. Its dynamic network of 'live, learn, and work' smart cities cultivates innovation and collaboration, positioning the nation as a pivotal driver of growth and competitiveness across the continent. The panel discussion, with representatives from leading African universities and organizations headquartered in Mauritius, will discuss the challenges posed by Africa's growth from business reskilling, human resources, and talent management perspectives. It will also offer insights into preparing future marketing professors and business leaders to address these evolving dynamics and opportunities in research, education, and business leadership within the African landscape.

ABSTRACT. Universities play a crucial role in advancing SDGs by providing high-quality sustainability education and equipping students for future challenges. This paper presents a case study of an inter- and trans-disciplinary study tour designed to offer students a transformative learning experience in sustainable development, aligning with the growing need for innovative, practice-based pedagogies in sustainability education. The study tour took place in Bergen and Oslo, Norway and included sixteen students from a large Australia University representing several academic disciplines. During this two-week tour, students were exposed to sustainability solutions, policies and practices of companies operating in diverse industries, that were either transitioning to or advanced in sustainability practices. This tour extended beyond carbon neutrality and environmental impacts, taking a stakeholder perspective, and including industry, government, university and community stakeholders. Taking a transformative education approach, this paper describes the study tour’s key features, emphasizing its design, implementation, and impact. In doing so, it addresses the need to explore best sustainability practices in study tours and innovative transformative learning activities that incorporate inter- and trans-disciplinary approaches. This study offers valuable insights for universities and institutions seeking to impart their students with sustainable education and nurture responsible leaders with ESG expertise.

ABSTRACT. In 2021, CSUCI hosted the first 24-hour data visualization challenge with the goal to increase awareness about data literacy as a core literacy of our era. During the first event, small groups of students were presented with a dataset, a process for data storytelling, workshops on visualization tools (i.e., Excel, Tableau, R and Python) and tutoring support throughout the day and night to submit an infographic and their reflections. During the day there were online sessions with plenary speakers and panels to introduce the students to professionals who work with data from wide ranging educational backgrounds. Winners were awarded a cash prize, and of course the bragging rights. Since then Plot-a-thon has grown to be a privately sponsored, 6-month long, data visualization festival. The design of Plot-a-thon exemplifies how sustainable and scalable activities can be designed with a constructivist approach to learning, through the utilization of techniques like gamification and scaffolding. This paper details the event, and its history; and most importantly we discuss the place of data literacy as one of the most vital literacies of our era in marketing education and the pedagogical approach Plot-a-thon exemplifies. The contributions to pedagogical theory and practice are summarized at the conclusion.

ABSTRACT. Luxury brands are increasingly collaborating with virtual influencers to promote and engage with the larger social media audience. At present, luxury brands are not only available in brand-operated stand-alone stores. But they are also available online on several e-commerce platforms that carry a separate section on luxury goods. Given this change in scenario, the size and scale of the luxury good market has significantly increased. Making the role played by virtual influencers in promoting luxury brands extremely crucial. While prior studies have discussed luxury brand personality and virtual influencer personality, there are no studies that have looked at the impact of both the luxury brand personality and virtual influencer personality on consumer propensity to purchase luxury brands. Therefore, this study aims to examine the virtual influencer personality traits and luxury brand personality congruence fit. The research article encompasses two distinct studies: Study 1, which is focused on assessing the personality of the VI, and Study 2, which concentrates on evaluating the luxury brand personality. The results reveal a well-defined factor structure for both Virtual influencer personality and luxury brand personality dimensions.

ABSTRACT. Sustainability and luxury consumption are at the crossroads of conscious consumerism. Despite scholars emphasizing the affinity of sustainability and luxury consumers, there is a paucity of consensus due to multiple conceptual and operational definitions. This research explores the influence of sustainability on luxury consumption to extricate the intricacies and strengthen the segmented knowledge about sustainability and luxury consumers. The findings aid comprehension of the consumer behavior literature on sustainability and luxury consumption. A systematic bibliometric analysis review shows that the consumer behavior literature contains five sustainability and luxury consumption themes. First, sustainability stimulates consumer choice and collaborative consumption. Second, celebrity endorsements affect sustainable consumption choices. Third, sustainability supports divergent consumption. Fourth, luxury brands utilize user-generated content to design campaigns for promoting sustainable consumption. Finally, conventional consumer practices are found to propagate unsustainable practices. This study concludes with a framework comprising the agenda for further research on the influence of sustainability practices on luxury consumption.

ABSTRACT. With over 90% of S&P 500 companies emphasizing corporate social responsibility (CSR) efforts, understanding the impact of CSR on customers’ responses toward brands is critical. This study investigates the relationship between luxury brands' self-concepts and customers' social status consciousness (SSC) on responses to CSR initiatives. Results of an experimental study demonstrate that SSC moderates the relationship between luxury brands’ self-concept and perceptions of CSR authenticity and overall brand evaluation. Notably, only individuals low in SSC seem to penalize brands with self-enhancement positioning who communicate about CSR. We argue that this group of customers seem to perceive a mismatch between self-enhancement corporate positioning and the practice of corporate responsibility.

ABSTRACT. It is necessary to have in place a corporate strategy for reacquiring lost customers so as to sustain corporate survival and profitability in a competitive marketplace. The research objective is to frame digitalized customer reacquisition strategies in B2B markets from a sales perspective, and the relevance of CRM and social media within a reacquisition strategy. The data collection is based on a series of in-depth interviews with sellers in B2B markets. This study complements existing theory and outlines two principal dimensions to be kept in mind when reacting and acting to the loss of a customer, namely: (i) whether the purchase potential of a lost customer for the seller is relatively high or low; and (ii) whether the “gravity of the reason” for losing a customer for the seller is relatively high or low. The typology outlines a toolkit for framing a digitalized customer-reacquisition strategy in B2B markets. Specifically, it outlines four decision scenarios for a company and its sales managers to determine what reactions and actions may be undertaken to manage a lost customer situation. The results lay a foundation for further research that enhances our understanding, and existing theory on digitalized customer reacquisition strategies.

ABSTRACT. New technologies are changing the nature of interaction and management at the workplace. Artificial intelligence (AI) is a significant part of this transformation. Considering the current integration of AI in work processes, the nature of managerial competence is likely to be transformed. Given the centrality of interpersonal communication competence (ICC) in the processes of management, this study investigates team communication and middle managers’ ICC needs when they lead teams engaged in AI-integrated work in the financial sector. In this case study, 26 middle managers leading AI-integrated service teams were interviewed. The data were analyzed via theory-driven thematic analysis. The results reveal that the type of AI system (mechanical AI, thinking AI, feeling AI) affects service team communication differently. main components related to middle managers’ ICC in the context of leading AI-integrated service teams were found: (1) traditional ICC (motivation to communicate, knowledge on communication and leadership, communication skills), (2) contextual AI factors, and (3) contextual ethical reflectivity. Traditional ICC is needed to adapt to increasingly changing work environments, that is, adapt behaviors from one context to another, one employee to another, one situation to another, one communication/technological application to another. Theoretical and managerial implications of the study are introduced.

ABSTRACT. Intelligent autonomous systems refer to self-contained information systems empowered by artificial intelligence (AI). Use of AI technologies raises concerns for transparency about their foundations and motivations. We uncover the knowledge structure of transparency in the intelligent autonomous systems literature, using a bibliometric analysis technique (co-citation analysis) to provide insights into the domain. Based on a data set extracted from the Web of Science, consisting of 227 primary articles with 15,856 secondary cited studies, our analysis reveals eight clusters of cited publications representing the intellectual structure of transparency in intelligent autonomous systems. Our findings shed light on businesses’ ethical obligations around transparency, and expose a lack of conceptual knowledge and empirical explorations of transparent intelligent systems in business.

ABSTRACT. Given the different motives of consumers to engage in digital environments and the attractive functionalities of the virtual stores of today, this study tests the effect of time spent in a 360-virtual store on customer experience across browsers and searchers. The study finds that time spent better explains customer experience for those who search for specific information in the digital environment in contrast to those who merely browse. We further argue that the relationship between time spent and customer experience is likely to be curved instead of linear. We show that for those who search for a specific product in the virtual store, the initially negative slope turns positive after about 12 minutes of visiting the store. To enhance customer experience, we suggest management to design in-store stimuli in order to attract consumers to stay longer at their virtual stores. Finally, we encourage researchers to test for curvilinear effects, as testing only linear effects may lead to misleading and incomplete results.

ABSTRACT. The purpose of this research is two-fold, firstly, we aim to understand the role of VR in influencing tourism consumers’ attitudes towards an unfamiliar tourist destination and secondly, understand the influence of different levels of sensory information presented through VR on the development of mental imagery, attitudes towards the unfamiliar destination and visit intention. We define an unfamiliar tourist destination as one that consumers have limited knowledge, insights or experience of the destination. Accordingly, the unfamiliar destination is one where travellers try to explore a specific destination with lack of enough information. We tackle this through a multi-study experimental approach. The empirical results are expected to find that the immersive VR is capable of positively influencing customer attitudes towards an unfamiliar destination and develop a positive attitude toward the destination while also influencing future visit intentions. Furthermore, to support and accordingly advance our understanding of VR in shaping consumer behaviour, in turn offering practitioners an influential channel for tourism dissemination.

ABSTRACT. Amidst worsening ecological crisis that some experts attribute in part to human disconnection from the natural world, zoos, aquariums, and wildlife parks often seek to raise visitors’ awareness and action for wildlife conservation. Virtual reality (VR) has significant potential to promote charitable giving and conservation education, and can even replace in-person experiences. Relatedly, it is important to investigate which features of VR content can generate most positive outcomes in terms of consumers’ action. In two experiments and one qualitative study, this research explores the interplay between visual proximity and fear to explain why and how VR content might impact donations for wildlife conservation.

ABSTRACT. An enduring theme of the global marketing literature is that marketing relationships and alliances provide a solution to the dynamic challenges to global marketing operations. In recent years, we have witnessed an exponential growth in firms’ use of international strategic alliances as a vehicle for acquiring and leveraging technological capabilities across borders and utilizing emmerging business models as a way to compete effectively in domestic and global markets. We have also seen the internationalization and opening up of business activities with firms engaging in collaborations with external partners and exchanging knowledge with partners, competitors, and customers. This Special Session aims to provide new and timely insights on global strategic alliances, collaborative and coopetitive relationships, and business models by uncovering recent research developments that can help firms maintain and upgrade their competitive advantages in the global marketplace.

ABSTRACT. Lack of trust may deter an alliance partner’s willingness to take risks and adapt its operations and strategies to changes in circumstances. Still, despite persistent scholarly attention, we do not fully understand the role of trust in shaping alliance work. Furthermore, the assumption made is that distrust is at the opposite pole of a continuum to trust and, thus, the effects of high trust on relationships management should be the same of the effects of low distrust. This assumption is highly contestable. Scant research has been conducted with specific regard to the role that distrust plays as a separate construct from trust. We intend to fill this gap in the alliance literature. Using a longitudinal sample of 199 global strategic alliances, we test our proposed model wherein trust and distrust both impact on performance through the way in which alliance tasks are executed. Specifically, we show that the performance impact of trust and distrust is mediated by two unique risk-taking strategies in decision-making tasks; namely, task approach and task avoidance. Important implications for alliance management stem from the study findings.

ABSTRACT. An increasing number of firms are looking at coopetition, which involves the simultaneous pursuit of collaboration and competition, as a viable and attractive strategic approach to enhance their competitiveness and overall performance. Since competitors face similar challenges, they may possess diverse resources and capabilities that may benefit each other. While it holds a strategic significance for firms, some argue that coopetition could undermine a firm's financial sustainability due to challenges like misunderstandings, opportunistic behavior, and concerns about appropriation. The study tests a model of the drivers, boundary conditions and performance outcomes of coopetition capability. Using data from small and medium sized firms in Zambia, a sub-Saharan African economy, dindings show that coopetition capability comprises five distinct but related dimensions that collectively have a positive effect on a firm’s financial performance. Second, while institutional support is negatively associated with coopetition capability, managerial support and firm resources are positively related to coopetition capability. Third, while coopetition capability is positively associated with financial performance, this relationship becomes weaker when managers exhibit high ties with key local contacts in the market. The research delves into the theoretical, managerial, and policy implications of the results, offering valuable directions for future research.

ABSTRACT. Customer-centricity is often touted at generating value to organisations and customers, however, its formulation and implementation remains fluid, unreal, and challenging in most sectors and for most organisations. In contributing to the extant literature, this study seeks to empirically conceptualise the processes through which firms formulate and implement customer-centricity in a complex B2B setting. Through a qualitative multiple case studies and abductive analysis, 30 respondents from three complex B2B organisations were interviewed. The data revealed four key drivers of change leading to a shift towards customer-centric organisation: technology and innovation, competition, sustainability, and end consumer expectations. Further, the formulation of the customer-centric strategy considers the following: organisational cultural change (both organisational and individual levels), process integration, segmentation of the market for complex B2B markets, defining value network models, and adoption of disruptive technologies. The study outlines an implementation strategy that enjoins firms to develop a comprehensive customer journey touchpoints and customer experience design to capture and address all challenges during the implementation phase. In this logic of shifting to a customer-centric approach, this study presents significant implications for theory and practice.

ABSTRACT. Over the past two decades, B2B manufacturers have increasingly shifted their focus towards customer-centricity to gain a competitive edge. While many B2B manufacturers have been product-focused in the past, currently Customer centricity refers to a marketing paradigm that places customers, not the product, at the center of interest. It involves understanding individual customer needs and leveraging the firm's resources to develop solutions that meet those needs. Though customer-centricity has long been discussed in the marketing literature, there has been a notable lack of widespread adoption. Recently, scholars pointed out the importance of innovative technologies, such as AI, service robots, and virtual/augmented reality, in enhancing customer centricity. Our study addresses this issue by exploring how these technologies can bolster customer-centric processes in a B2B context. Building on customer centricity literature and research on emerging technologies at the manufacturer-customer interface, we develop a new conceptual framework to support the implementation of technology by B2B manufacturers.

ABSTRACT. The business to business (B2B) sales management literature is clear concerning the importance of salespeople in boosting corporate performance, as competent salespeople create value for firms in such markets. The aim of this paper is to verify the sequential logic between the dualities of salespeople’s objective and subjective sales performance, and their economic and non-economic job satisfaction of service firms. Using a sample of 732 firms of various sizes in Norway which belong to a wide range of service-oriented business industries, it can be confirmed that economic job satisfaction of the seller relates positively to his/her non-economic satisfaction. However, the objective sales performance of the salesperson is not related to his/her economic or non-economic job satisfaction, although salespeople’s subjective performance forms a bridge to their economic job satisfaction. This research offers guidance for sales managers, enabling them to improve their understanding of the link between the performance and satisfaction of salespeople in B2B services firms. It emerges that there is a sequential cause-and-effect logic amongst the dualities of sales performance and job satisfaction.

ABSTRACT. The aim of this research is to compare consumer perceptions of the ethical, intrusive and manipulative nature of four types of nudges that retailers could mobilize on product banners. The results of a scenario-based experiment with 727 respondents show that affect-based nudges are perceived as being neither more intrusive and manipulative, nor less ethical than conventional communication techniques such as promotion. On the other hand, nudges based on behavior, cognition and norms are perceived as more manipulative than the more conventional communication techniques found in supermarkets.

ABSTRACT. Marketing communication tools typically do not allow for providing sensory inputs like the taste or smell of the advertised product. As a matter of fact, e-commerce interfaces, posters, or many other communication formats are typically limited to the visual dimension. This may be considered a major limitation for many product categories involving taste or smell (e.g. food products, perfumes, cosmetics). A way to partially overcome this sensory limitation may be provided by the cross-modal correspondences phenomenon (i.e. systematic mapping between different sensory modalities). Based on an experimental approach in laboratory, this research examines whether a sensory feature (i.e. taste or smell complexity) of a product presented on an interface can be conveyed through the design (i.e. visual complexity) of the product and of its background. It shows that higher (vs. lower) visual complexity of the product is associated with greater inference of sensory complexity, therefore supporting the cross-modal correspondence framework. Furthermore, the effect of product complexity is found to be greater when associated with a more complex background, specifically when viewers are highly inclined to process visual objects as a whole. These findings provide useful insights for professionals in charge of products involving sensory attributes such as taste or smell.

ABSTRACT. Chinese characters utilize a logographic writing system in which visual properties play a significant role. Building on the psychogeometric theory (Biederman, 1987), Kao (2000) identified four visual-spatial properties including linearity, parallelism, symmetry, and closure, which are important to Chinese character recognition. Chan (2023) found that Chinese brand names possessing the visual properties of symmetry and closure were more likely to trigger specific aesthetic associations. This study extends the investigation to the effect of the congruency between these aesthetic associations and the attributes highlighted in advertising copy on brand memory. Two pretests and two experimental studies were conducted. It was found that matching the aesthetic associations triggered by visual properties of Chinese brand names with the attributes highlighting in the advertising copy led to higher processing fluency and brand recognition. The findings could guide advertisers and communication practitioners to develop more effective advertising copy. In particular, it suggests that brand owners should leverage the aesthetic associations triggered by the visual properties of Chinese brand names and create advertising copy that highlights these corresponding aesthetic associations.

ABSTRACT. Video games have become a prevalent advertising medium, with numerous brands developing their own branded games – advergames – to serve their advertising purposes. Past research has identified the importance of brand-game congruence in advergames effectiveness, but results are not unanimous. Our study examines the influence of procedural congruence and more specifically, the alignment between advergame rules and brand positioning, on advergame effectiveness. Using a 2x2 experimental design, we manipulated cooperative and competitive game rules to align with cooperative brand positioning. Results revealed that high congruence significantly increased perceived legitimacy of the advergame, leading to positive affective attitudes towards both the advergame and the brand. Moreover, these favorable attitudes significantly enhance purchase intentions. Our findings highlight the importance of carefully aligning game rules with brand positioning when designing advergames. This research not only expands the understanding of advergame congruence but also identify the role of legitimacy in influencing consumers attitudes and purchase intentions, offering valuable insights for both academics and advertising practitioners.

ABSTRACT. This study adopts a stimulus–organism–response (SOR) framework to explore how the anthropomorphism and authenticity of virtual influencers (VIs) affect the parasocial interactions and the intentions of individuals to donate to VIs. This study also compares human-like VIs (HVIs) with anime-like VIs (AVIs) to examine differences in the aforementioned paths. A market research agency is commissioned to distribute questionnaires to the Taiwanese public. In total, 240 valid questionnaires are collected (120 for HVI and 120 for AVI). Research results indicate that for the HVI, although anthropomorphism and authenticity (i.e., stimulus) significantly and positively affect intention to donate (i.e., response), they do not foster intrinsic feelings of parasocial interaction (i.e., organism). HVI designs may be undermined by the “uncanny valley.” By contrast, in the case of the AVI, anthropomorphism and authenticity of AVIs significantly and positively affect parasocial interaction and in turn lead to increase intention to donate (consistent with the SOR framework).

ABSTRACT. This paper uses the uncanny valley theory to examine how users react to different development levels of human-like avatars on social media. Three virtual avatars with different human-like appearances are compared with a human influencer from the same peer group on Instagram. The methodology is based on the evaluation of user comments on the posted content of the subjects. Text mining is used to evaluate the comments and calculate a sentiment score for each influencer. The results indicate that users react positively to the human influencer and negatively to the most human-like avatar. The study shows users follow the uncanny valley curve when dealing with virtual influencers. When users deal with virtual influencers who try to imitate humans but have low CGI quality, the results are positive. However, when virtual influencers are close to human-like appearance, there are adverse effects on their satisfaction.

ABSTRACT. This study delves into VTuber visual anonymity, examining its influence on para-social relationships and purchase intentions. A pivotal aspect probed the potential moderating role of discursive anonymity in relation to visual anonymity and its effects on para-social relationships. Moreover, the research explored the mediating role of para-social relationships between visual anonymity and purchase intention. Key findings reveal that as visual anonymity decreases, para-social relationships with audiences strengthen, subsequently influencing purchase intentions. These insights offer a fresh perspective on VTuber engagement and marketing strategies.

ABSTRACT. Advertising campaigns are becoming more and more inclusive to cope with many social changes. For instance, many brands are revolutionizing the image of women in their advertising, which has long been stained by gender stereotypes. Feminism values constitute the foundation of a new communication trend -femvertising- to promote women empowerment and elicit brand engagement. In this paper, we investigate the extent to which femvertising campaigns impact differently male and female consumer. This study’s findings suggest that while Femvertising enables the challenge of clichés, its perception and effectiveness are closely linked to the consumer's gender. It could enhance awareness, shapes standards and influences attitudes. However, it’s not a significant enough driver to change consumer purchasing behavior, regardless of gender.

ABSTRACT. This paper expands knowledge of how social and physical threat appeals influence adolescent attitudes towards smoking and intentions (to smoke/quit). This research describes how mechanisms of coping response classification can regulate and estimate responses to physical and social threat appeals. A proposed conceptual model informed by the Protection Motivation Theory and Extended Parallel Processing Model integrates social factors. A new classification of physical and social emotions is proposed that include emotions previously overlooked. Perceived threat of smoking makes attitudes to smoking more negative only for social threats, while perceived efficacy reduces both attitudes and intentions in the case of both threats. Both physical and social threats differ between non-smoking and smoking adolescents. Smokers had a significantly lower critical coping response values than non-smokers for all threats showing signs of a maladaptive coping response. Physical emotions evoked impact smoking attitudes and future intentions to quit smoking only for physical threats. Social emotions impact future intentions to quit smoking only for social threats. Social factors play a significant role on attitudes to smoking and add a challenge in behavioural change campaigns. Positive beliefs on smoking in families of smokers and peer pressure means initial smoking attitudes may be more resistant to change.

ABSTRACT. The discourse surrounding menstruation is evolving from a culture of shame to one of empowerment, creating an opportunity for advertisers to employ innovative messaging styles in their marketing materials. Our research contributes to the existing body of literature on menstrual product advertising and consumer research by examining two distinct message styles (informational and transformational) and their impact on purchase intention, mediated by perceived emotional value. Using a between-subjects experimental design, we conducted scenario-based experiments with a sample of UK-based consumers, to further investigate the moderating effects of perceived authenticity and consumer construal levels. Our results indicate that perceived emotional value fully mediates the relationship between message style and purchase intention. Moreover, we found that a transformational message style is more effective in eliciting perceived emotional value than an informational message style. By exploring previously unexamined relationships among these constructs, this study provides significant theoretical insights and offers practical recommendations that are valuable for marketing managers.

ABSTRACT. In the evolving landscape of business-to-business (B2B) marketing, a paradigm shift is observed from traditional marketing practices to a more integrated and holistic approach in relational marketing. This transition encompasses not merely the interactions between the seller and the buyer, but also extends to the entirety of the customer experience. Consequently, B2B sales professionals responsible for managing key accounts are required to adjust to new expectations, cultivating a positive customer experience for their accounts. This research, underpinned by a pilot study, alongside a qualitative analysis of comprehensive interviews with B2B salespeople, elucidates that the customer experience of key accounts is predominantly cognitive and affective in nature. It is further demonstrated that this experience is conducted by B2B sales professionals who engage a variety of internal and external actors in the process.

ABSTRACT. This study investigates stereotypes that customers hold about salespeople in terms of their perceived warmth, competence, and morality, and sheds light on whether these stereotypes translate into behavioral outcomes. Drawing on the Stereotype Content Model (SCM) and an online survey (n=527), we find that perceived warmth directly enhances positive word of mouth (pWOM), while the impact of perceived competence on the latter outcome variable is mediated by customer orientation. Morality has neither a direct nor an indirect effect on pWOM. Moreover, the interaction-oriented customer type plays a double role. It strengthens the relationship between customer orientation and pWOM but attenuates the direct effect of warmth on pWOM. To our best knowledge, this is the first study to investigate salespeople stereotypes by applying the SCM and by extending its content (i.e., warmth and competence) with the dimension of morality.

ABSTRACT. Luxury brands are sold by retail stores that may also carry their own branded products. These multi-brand retailers not only invest towards building their store brands with traditional brand-building activities, but also invest heavily in training their sales employees. How does sales training provided in this environment help or hurt luxury brands? Using data from a set of trained salespeople from multi-brand stores, we investigate the effect of training inputs on salespeople by adopting a brand-centric lens. Specifically, this paper investigates the effect of training inputs on the extent of identification felt by the salespeople towards the brand providing the training, and the consequences thereof on the motivations towards selling luxury brands. Our results show that salespeople derive two types of perceived value from the training inputs. The results also show that between the two types of perceived value, cognitive value of training inputs leads to building brand identification. Furthermore, identification with the store brand has negative consequences for effort allocation towards luxury brands. The study provides guidance in how store brand managers can leverage their training programs to create and/or strengthen store brand identification among their salespeople, and presents a cautionary tale for performance implications for luxury brands.

ABSTRACT. In this work the authors will highlight the importance of viewing salesperson outcomes in this more holistic way. We will share the results of a literature review highlighting the one-sidedness of the field’s efforts to understand important salesperson outcomes. More importantly, using datasets from multiple firms and across various projects, we will highlight examples from our own work where variables exert countervailing effects across these two dependent variables with an eye towards discussing how only looking at one of these outcomes problematically taints any resulting advice that could be given to managers. By doing so, we hope to (1) draw attention to this important issue, (2) cast doubt onto the conversational conclusions drawn from the current body of results on desirable salesperson traits, behaviors, etc., and (3) inspire researchers to jointly considers these two critical outcomes as the develop future projects.

ABSTRACT. Pets are prevalent in people’s lives and business communications (Jia et al. 2022). Their ability to significantly impact consumers is of particular interest to retailers for marketing (Jia et al. 2022) and service recovery purposes. For example, the Internet has seen the rise of “fail pets” (i.e., pets used in brands’ online error messages), including Twitter’s humorous cat images, or the now famous “dogs of Amazon”, tenderly apologizing on behalf of the company for their various types of failures. While these new furry agents seem to make service failures easy to forgive and forget (Lekach 2017), and although some of the major retailers have already decided to use pets in their recovery strategies, research has yet to investigate pets as potential service recovery tools. Can the presence of a pet in a digital corporate apology soften the blow of a service failure? What mechanism explains this effect? The findings of one experiment and one field study provide the earliest empirical support for the positive effect pet images in corporate apologies have on customer responses, and guidance for practitioners. Future studies will examine the behavioral process behind the effect, exploring a mediator and potential boundary conditions.

ABSTRACT. Incorporating embodied locomotory features, such as tilt, tap, and shake, into in-app video advertising creatives enables consumers to engage with the advertisement physically, thus enriching their experience. We utilize the Grounded Cognition theoretical perspective to understand the impact of mobile-specific features on consumer brand choice intention. To achieve this, we develop a new advertising content classification system that incorporates mobile features such as browse, interact, and play into the advertising content. This classification system is tested through an international field experiment involving 241 campaigns and 284,758 participants from 16 countries. The results of random effect logistic regression show that tilt action and play features in the ad have the highest impact on brand choice. We provide a new advertising content classification system that incorporates mobile features and demonstrates how this affect brand choice. The study also sheds light on the impact of product type in-app video advertising on consumer brand choice intentions. The findings of this study have practical implications for advertising professionals and brand managers. They can use the information to optimize their mobile video advertising strategies by incorporating more tilt actions than swipe and shake features and increasing the play elements in the ad.

ABSTRACT. This study examines the distinctive dynamics of motorsport online brand communities and their potential for cultivating deep fan engagement, robust brand identification, and long-term brand loyalty. Despite previous research showcasing the significance of such communities in enhancing sports brand loyalty, the influence on motorsports remains largely understudied. Addressing this gap, our research investigates brand identification, characteristics of online brand community, and the level of engagement, along with their ensuing effect on brand loyalty specific to motorsport. We hypothesize that the unique nature of motorsport, marked by close ties between fans and automotive brands, multi-platform sensory experiences, and large-scale fan engagement, fosters impactful brand-community associations both on and off the track. Therefore, our study aims to analyze how active engagement within these motorsport online brand communities promotes brand identification, in turn fostering loyalty and eliciting positive word-of-mouth outcomes. Guided by several testable hypotheses, this study’s objective is to offer insights to motorsport brands seeking to refine strategy implementations and nurture long-term brand loyalty.

ABSTRACT. This paper explores the role of humor as a resource for coping with consumer stress and enhancing consumer well-being (CWB). For this purpose, an integrative literature review approach is employed, where several literature streams (including consumer stress, stress-coping strategies, consumer resources, and coping-humor functions) are analyzed and integrated into a process-based model. The proposed model illuminates the process of consumers' constructive coping and the role of key CWB leverages, namely stress appraisals, employed coping strategies, and utilized resources (i.e. humorous functions, components, and forms.). The paper concludes with a brief discussion of theoretical contributions and practical implications. Among theoretical contributions is an expanded range of relevant factors and situations that negatively affect CWB, and a more holistic understanding of humor as an operant stress-coping resource. In terms of practical implications, several general and some strategic recommendations are provided, which suggest that contemporary humor is a useful knowledge resource and can be systematically employed to facilitate desired consumer, organizational, personnel and public (communal) goals. Effective use of humor, however, needs to consider its sensitive nature and the potentially negative effects of certain humor styles.

ABSTRACT. Healthcare services differ from other services in its high emotional charge, especially in the context of chronic disease. This study focuses specifically on fear of recurrence as an ubiquitous experience for chronically ill patients. Based on two qualitative studies among both patients and practitioners’, this study brings a broad understanding of the various resources at stake in the level of FCR at three different levels (individual, inter-individual and structural) and the role of the different stakeholders in the attempt to regain control over these resources. Findings help to improve patient care and to provide adequate support and interventions for reducing FCR and enhancing patient well-being.

ABSTRACT. The nature of marketing decision-making is varied, complex and at times conflicting, creating a fertile ground for the development of anxiety. Compounding the importance of anxiety reduction in marketing decision-makers from a health and wellbeing perspective, is the fact that anxiety can harm creativity and innovation, and therefore marketing success. Yet, there is a surprising paucity of work examining marketing decision-making and anxiety. This paper addresses this issue and proposes a reverse causal ordering between decision-making and anxiety, by means of an Integrative Conceptual Review (ICR). The ICR brings together the fields of decision theory, goal orientation, anxiety, cognitive behavior reprogramming, and neurochemistry. A theory of how hybridized decision-making (the combination of utility maximization and satisficing) and shifts in goal orientation (toward internal locus of control and approach-orientations) can help reduce anxiety is advanced. This paper contributes to theory by positing a reverse causal order between decision-making and anxiety in a population that is typically ignored in anxiety literature, but key to sustainable performance. A mental health tripartite ecosystem involving marketing educators (universities), businesses and other organizations (employers), and legislating bodies (governments) is also proposed to help pre-empt anxiety in marketing decision-makers.

ABSTRACT. In this digital era of endless content creation, audience engagement has never been more critical. This systematic review of audience engagement from 1984 to 2023 analyzes its evolution and current state and suggests a future course in the digital context. The encircling conclusion is that there is a plethora of research using audience engagement construct in context to user-generated content, i.e. social media, but shortage of research on audience engagement in context to firm-generated content (Ex: advertisements, advertorials, streaming platforms). This misalignment of research needs to traverse from failure to consider the audience engagement as a whole. Audience engagement research studies so far have failed to account for the complexity of audience engagement in the firm-generated content ecosystem that influences both audience response and management decision-making. The authors develop a comprehensive framework of audience engagement, generalizable to all formats in the digital context, as an organizing frame for the review and a perspective shift for research and practice. To spur future work, this research provides a series of research questions and, to support practice, provides managerial insights.

ABSTRACT. In the dynamic and rapidly evolving landscape of marketing, the emergence of virtual influencers as prominent opinion leaders has gained considerable attention. Despite the increasing prevalence of virtual influencers in marketing campaigns, there is a lack of scholarly research investigating the influence of virtual influencer attributes on purchase intentions. This study aims to address this research gap by examining the impact of virtual influencer attributes on purchase intentions.

Partial least square structural equation modelling (PLS-SEM) was used to test the hypothesised relationships. The findings indicate that individuals' perceptions of the physical and social attractiveness of virtual influencers do not influence trust in the virtual influencer. However, the likability of virtual influencers has been found to positively impact para-social relationships. Furthermore, the results reveal that attitude homophily exerts a greater influence on both para-social relationships and trust in virtual influencers compared to other attributes of virtual influencers. Trust in virtual influencers and para-social relationships have been found to positively impact purchase intentions. Interestingly, our findings demonstrate that para-social relationships hold a stronger influence on purchase intentions than trust in virtual influencers. These insights can inform marketing strategies and aid brands in effectively leveraging virtual influencers in their campaigns.

ABSTRACT. The growing implementation of artificial intelligence (AI) alongside the growth of e-commerce is transforming marketing practices and revolutionizing retail industry's framework. AI innovations are elevating digital customer experiences, tailoring product searches, and demanding AI-dependent approaches for crafting product descriptions. However, there is a lack of understanding of how AI affects consumer perceptions, specifically regarding trust in automated product descriptions. To address this gap, this study examines how consumers react to product descriptions labelled as AI-generated vs human-written and how this impacts purchase decisions. The study focuses on the importance of product descriptions in e-commerce. Product descriptions in e-commerce serve multiple purposes, including outlining product features, adhering to SEO-standards, and influencing purchase decisions. This study utilises a between-subjects design to assess perceptions of AI, product engagement, information quality, persuasive ability, and purchase intention. As data collection is ongoing, the results are aimed at remedying knowledge gaps and illuminating the intricate role of AI in building consumer trust and informing decision-making in the online retail industry. The second study examines additionally the impact of source credibility. By integrating both explicit and implicit measures (IAT), the research aims to unveil the underlying cognitive processes affecting consumer trust in AI-authored content.

ABSTRACT. The relevance of academic research in business, and even in a wider community, has been questioned in many circles. Is managerial relevance a priority in academic marketing research? Should it be? If so, how do we encourage our journals to reward research that is practically relevant by publishing it? Why do so few marketing managers pay any attention to academic research? How do we turn that around?