This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy. Consumers from Southern Europe aged 55+ were included in semi-structured interviews. The study reveals insights into online behaviours and proposes an online brand advocacy framework for ageing consumers, contributing to the literature and offering managerial implications.

As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

Due to the rapid development of technology, the environment is rapidly changing, and new regulations are emerging in the global society. In addition, environmental and social problems such as the pandemic and deepening social polarization have intensified, and the international community and investors have begun to regard ESG as a key factor in decision making. Regulations and systems reflecting ESG elements, such as the Carbon Neutral Act to cope with environmental problems and the Serious Disaster Act to cope with social problems, have already been enacted and implemented in major countries such as the EU and the Republic of Korea. In particular, the EU is pushing to publish ESG disclosure standards and make ESG disclosure mandatory next year. Given this trend, companies should consider ESG management as their business key strategy, as well as consumer characteristics and regulation.

Artificial intelligence (AI) is transforming healthcare, yet little is known about how consumers experience and make decisions regarding follow-up care with medical AI. We take an interdisciplinary approach combining behavioral research and neuroscience to examine how anthropomorphism and personalization influence well-being and follow-up decisions. Study 1 found that consumers felt well-being after interacting with a highly personalized interaction, whether human or AI doctor. However, they preferred follow-up visits with the human doctor. Empathy mediated these effects. Study 2 used fMRI to show that the anterior cingulate cortex had greater activation when interacting with the human doctor, indicating more emotional processing and conflict resolution. These findings suggest that medical AI cannot currently replace human doctors, who remain vital for actual medical consultations and treatment. However, consumers viewed AI doctors positively and expressed a belief that AI will enhance well-being. By integrating neuroscience, this research provides biological evidence complementing behavioral findings.

In recent business activities, well-being-based management approaches have become increasingly important. Consideration of consumer well-being is one of them. In particular, social demand and interest in health are incredibly high, and the health-related services market has significantly expanded. However, since the WHO's definition of health was established, the concept of health has become multi-dimensional. There is much overlap with other concepts, such as well-being and quality of life. As a result, even for health-related services that are supposed to contribute to consumers' health, the critical term "health" is still used ambiguously by both service providers and consumers. It could increase the uncertainty of the benefits of the services and cause difficulties in the continued use of services for consumers.

In addition to humanoid and robotic designs, an increasing number of AI-powered services are being represented by non-human species (i.e., zoonotic design). Yet, little is known about the consequential effects of such zoonotic AI on consumer adoption of these services. Drawing on the concept of speciesism and Cognitive Load Theory, the current research seeks to uncover how does using zoonotic (vs. robotic) designs affects consumer adoption.

Consumers have a strong desire to share their accomplishments on social media. They post about getting a promotion, completing an online course, finishing a marathon, or donating to charity. Companies also nudge consumers to make such posts. Understanding better people's beliefs about sharing achievement-related information with others is important.

Cancel culture is a social media phenomenon that targets someone for bad behavior in a process of public shaming, or, being “cancelled”. I use qualitative analysis methods to identify elements of cancel culture’s narrative, and how cancel culture is representative of the end of a parasocial relationship.

This study examines the impact of others' reviews (reviews, product ratings) on consumer responses (helpfulness & buying intention) in an online shopping platform. We propose that review features, such as review message construal and review inconsistency between review message valence and rating, determine review credibility as product-related information, which in turn influences helpfulness of review and buying intention toward the product. Specifically, low- level construal review messages will be perceived as more credible than high-level construal review messages, which affect helpfulness and buying intention. In addition, the effect of review message construal will be moderated by review inconsistency. The effect of the review message construal will be enhanced in the condition of review consistency (positive content-high rating & negative content-low rating), but it will be disappeared or attenuated in the condition of inconsistency (positive content-low rating, negative content-high rating).

Blockchain is an immutable ledger that records transactions and tracks assets using a common communication protocol. It stores a copy of the blockchain and implements a consensus function to verify transactions. Blockchain is applied to industries beyond finance, such as retail, to maintain security and transparency. Consumers with knowledge of blockchain technology are likely to be affected when evaluating products with blockchain embedded, impacting their product evaluation. The study investigates the impact of blockchain technology on consumers' product evaluation and how knowledge of blockchain and product quality moderate its effects.

The main objective of the study is to investigate multichannel consumer choices between supermarkets and convenience stores when consumers buy products in the beverage category. The methodology involves both questionnaire surveys through fieldwork and purchase history data in Japan.

As environmental pollution and natural resource depletion are seriously threatening human beings’ well-being, consumers’ concern about environmental issues has substantially increased. Accordingly, increasing consumers consider themselves to be environmentalists and support environmental protection by consuming green products. In response, more and more firms follow the popular trend by conducting green marketing practices. As a result, green markets are demonstrating greater growth compared to conventional markets these days. On the other hand, advances in artificial intelligence (AI) and robotics are transforming the way of consumer-firm interactions in various industries including the green industry. More and more industries and firms adopt AI agents to replace or assist human employees. Deposit the pervasive and rapid nature of the transformation, however, we have limited knowledge of how the transformation of consumer-firm interaction influences green product marketing practices. Accordingly, the current research aims to investigate how the adoption of AI agents in green marketing strategies impacts consumers’ responses and further explore which mechanism underlying the process. To examine our hypotheses, we conducted a series of studies, and we collected the data through an online survey platform. Our findings demonstrated that consumers’ reaction was sufficiently different when they interact with AI agent compared to human agent in a green consumption context. Our findings contribute to enriching prior literature on green and AI by integrating each other and also provide practical implications for marketers in the related industries.

This study examines the impact of digital payment methods on consumer spending, highlighting adoption's moderating role. A two-phase approach, involving 741 survey participants and 166,151 customer records, reveals that digital payments increase willingness to pay and total spending compared to credit cards. Adoption plays a pivotal role, with simple payment users showing significantly higher credit card usage than non-users.

Social marketing is a discipline promoting voluntary behaviour change in target audience to effect societal and individual benefits by applying commercial marketing strategies. Considering the UNFCCC mechanisms are established to foster voluntary cooperation of parties of the Paris Agreement (2015) in achieving their emission reduction targets and adaptation goals, potential for social marketing playing a critical role in contributing to the context seems endless. The Climate Technology Center and Network (CTCN), established in 2013, is an operational arm of the Technology Mechanism (TM) introduced by the Conference of the Parties (COP) under the United Nations Framework Convention on Climate Change. With the purpose of pursuing impactful mitigation and adaptation technology transfer based on global cooperation ontology, the CTCN supports technical assistance (TA) to developing countries on climate technology issues. Nevertheless, the participation rate of the domestic members in the CTCN TA project is low at 7 per cent. With this regard, little has known about what government support would benefit the Network members most, therefore, contributing to the global climate change issue. This research aims to respond to these calls. Three sequential studies outlining 4P strategy development were conducted. Study 1 conducted an online survey to identify pricing factors influencing participation of climate technology transfer business (RQ1). Study 2 tested four different types of government support program that will is most likely to encourage the Network member’s CTCN TA participation (RQ2). Study 3 pilot tested the most appropriate government support program, including a new communication strategy (RQ3). This research has taken climate technology experts’ perspectives in order to enhance the participation of 81 Korean Network members in climate technology projects. This paper contributes to applying the social marketing approach in expanding climate technology assistants globally, thereby purposefully bringing new theoretical and practical insights affecting the mitigation of carbon emissions and increasing the adaptation to climate-related disasters in developing countries.

Automation of frontline service encounters, or the replacement of frontline employees by technologies, is increasingly more common. This new service style, often called self- service, has attracted the attention of service providers who are looking to cut costs (Lin & Hsieh, 2007; Walker et al., 2002) and increase efficiency (Bitner et al., 2002; Curran et al., 2003; Dabholkar, 1996). On the other hand, a major disadvantage of self-service is that it puts the burden of service delivery on consumers (Lu et al., 2019). In other words, the introduction of self-service means a shift from consumers being served by frontline employees to their serving themselves by interacting with technologies. This means that consumers’ acceptance is key for self-service to be implemented successfully.

Recently, the luxury sector has witnessed a significant rise in luxury consumption, reaching £233 Billion in 2022 (Statista, 2022). This rise demonstrates the growing popularity of the luxury consumption phenomenon globally. However, the climate crisis may impact future trends in luxury consumption (Gardetti and Muthu, 2019). The luxury sector has endorsed a considerable growing demand for sustainability from environmental and ethical luxury consumers. In recent years, concerns have grown around the ethicality of supply chains, where consumers develop contradictory feelings and beliefs, veering between conscious and hedonistic decision-making (Kleinhaus, 2011; Helm, 2020; Wang et al. 2021). Moreover, consumers face a conflict between choosing what they believe is ethically right and indulgence (Hennigs et al. 2013). The supply chain plays an important role in achieving sustainability goals, and yet some researchers argue that the luxury supply chain can involve ethical and environmental breaches in terms of labour and raw materials, such as use of leather and fur (Klerk et al. 2018). However, some luxury brands such as Stella McCartney and Vivienne Westwood are focused on sustainability and the use of vegan raw materials (YNAP, 2021).

Robo-advisors are gaining momentum, as they aim to provide personalized and low-cost financial advice (Jung et al., 2019). However, the effectiveness of robo-advisory is bounded by the lack of trust (Jung et al. 2018). Anthropomorphism or robo-advisor resemblance to a human (i.e., avatar, name, or gender) can remedy that. Indeed, robo-humanization can establish trust and impact on behavioral intents toward the advisory technology through social presence (Go & Sundar, 2019), warmth (Cyr et al., 2009), perceived expertise of the advisor (Qui & Benbasat, 2009), including perceived integrity and persuasiveness (Tan & Liew, 2020). Gender can amplify anthropomorphic cues and, thus, increase trust (Beldad et al., 2016). Finally, trust toward the technology is directly related to its adoption intent (Bruckes et al., 2019).

Over the last decade, the COBRAs have attracted the attention of researchers in relation to their motives or outcome for the brand. However, the corpus of literature on COBRAs still is at a nascent stage and has created new opportunities pertaining to knowledge development. Undoubtedly, there is a clear need for some structure through mapping the research terrain to guide future research and further its development. Thus, a systematic review methodology was performed producing a top-quality pool of 35 papers that forge a robust understanding of this phenomenon. This research is the first study to perform a systematic review to examine the literature on COBRAs. Based on this, the findings contribute to theoretical knowledge, with extensive opportunities for generating novel theory and new forms of marketing practices.

Instagram marketing is a popular tool for communication in the tourism industry. However, research into effective execution tactics has been limited to the content, recipient characteristics, and sender types (e.g., celebrities) (i.e., Ferwerda & Tkalcic, 2018; Jin et al., 2019; Singh, 2020). The layouts of Instagram ads themselves have received little scholarly attention. Instagram ads typically convey multiple pieces of information in a single advertisement unit, raising concerns about the significance of the order in which the information is presented. Specifically, we must understand how different orders of presenting information affect a firm’s performance. Therefore, this study investigates the effect of presentation order on consumer behavioral intentions toward tour programs promoted on Instagram.

This study focuses on resale behavior in online consumer-to-consumer market platforms and examines the factors that promote and hinder the resale behavior of sellers. The evidence from the experiment suggests the negative effect of emotional attachment on resale intention and the moderating effect of resale possibilities.