From the standpoint of developing a transformative service to create improvements in collective wellbeing (Anderson & Ostrom, 2015), evidence of a sport–resilience relationship is gradually accumulating in the literature (Kim et al., 2022). Sport management and social science scholars are making considerable efforts to understand how sport entities with transformative services can contribute to consumer resilience—an intervention through a sport consumption experience that affects people’s abilities to cope with adversity (Inoue et al., 2022; MacIntosh et al., 2020). However, little is known about the sport industry and spatial consumer behavior in terms of consumer resilience. Although previous researchers have identified a macro-level association between sport industry and community resilience from a bird's eye view (Kim et al., 2021), it could not determine how and where sport industry at a macro level can be related to individual-level resilience through metaphors of Consumer Desire. Specifically, the spatial patterns of sport consumption (i.e., consumer spatial behavior) can be a result of sport consumer behavior affected by spatial context upon heterogeneous features of sport industry across regions (Kim et al., 2021) in the environment–behavior paradigm (Olsson & Gale, 1968). The macrolevel clustering of the sport industry in a region (environment) can be a community resource to provide individuals with the opportunity for sport consumption (behavior), which promotes the micro-level psychosocial factors for sport consumer resilience (Inoue et al., 2022). Furthermore, recent work illustrates heterogeneous spatial interaction at the regional level of the sport industry and individual-level sport consumption (Kim et al., 2022), suggesting the elaboration of cross-level spatial interaction models (Kim et al., 2021). Accordingly, in this study we aim to not only (a) determine spatially heterogeneous interactions in the association between sport industry and consumer spatial behavior in affecting consumer resilience, but also (b) identify what effect spatial interaction has on cross-level relationships. Using data focused on a multiscale-based nested geographic structure (e.g., individual-level consumption by zip code, county, state, and nation) that could elucidate the sport consumer spatial behavior, We collected multiple types of data from Florida, including the location quotient of the main seven sport industries (e.g., sport facilities) and socioeconomic factors (e.g., social vulnerability) at the county level from secondary sources. In addition, we acquired individual-level data from Qualtrics panels (1,107 Florida residents) to measure sport consumer spatial behavior (e.g., location-based sport consumption experience) and consumer resilience using the Connor-Davidson Resilience Scale. To address spatial interaction and heterogeneity, we used a comprehensive analytical model for global and local spatial analysis, including a spatial multilevel mediation (SMM) model and multiscale geographically weighted regression (MGWR) model. As a result of the SMM model, the county-level cluster of sport facilities affected individual-level participatory sport consumption, which enhanced consumer resilience (cross-level interaction effect). However, considerable spatial non-stationarity appeared in the spatial interaction, indicating interregional interactions in the cross-level effects within a county. The results of MGWR indicated significant spatially heterogeneous patterns in the association between the cluster of sport facilities and participatory sport consumption. That is, it was clarified that the spatial heterogeneous effects of the clustering of sport facilities on sport consumer spatial behavior are associated with consumer resilience. This empirical interdisciplinary work, including sport management, geography, and consumer psychology, advances knowledge of consumer spatial behavior and resilience by demonstrating heterogeneous spatial interactions. Practically, the current study calls for spatial management planning and strategy in sport industry for enhancing consumer resilience through spatial sport consumption, considering spatially varying patterns.

As interactive marketing devices that serve as proximity-marketing tools, AI-powered voice assistants (VA) provide consumers with highly innovative convenience, which in turn fosters consumer–brand relationships (Wang, 2021). This research aims to explore the role of AI-powered VAs as a positive technology that offers consumers a sense of positive experiences, thus contributing to building a consumer-brand relationship. Based on the positive technology paradigm and transformation of flow strategy, this research conducted a 2 (locus of agency: high, machine-centric vs. low, human-centric) by 2 (brand image and voice congruency effect: incongruent vs. congruent) between-subjects experimental design. Then, ANOVA and structural equation modeling (SEM) analysis were conducted to explain how perceived control, flow, and happiness induced by the interaction with brands’ AI-powered VAs lead to the formation of brand loyalty under the moderating influences of brand image and VA’s voice congruency. A total of 316 participants were recruited via Prolific. The ANOVA analysis highlights the importance of user-centric agency, as people tend to desire to control their environment (White, 1959). Further, the results suggest that the congruency between brand image and VAs also leads people to positive reactions, as it improves their comfort and control (Rodero, Larrea, & Vázquez, 2013). SEM analysis results found that perceived control was a crucial factor that led participants to flow experience (Ghani et al., 1991). Further, this study found that perceived control could lead to a much broader aspect, such as an increase in happiness. Therefore, the overall study findings support the potential of AI-powered VAs as a positive technology. This research contributes to human-machine interaction, positive technology paradigm, and VA literature. In addition, this study provides beneficial insights for marketers and app developers.

Synced advertising (SA) has grown in popularity due to its ability to facilitate multitasking and personalize ads to the media content users consume. Research on the effects of SA has been limited, but it has been suggested that repetition and personalization with SA will lead to a stronger, lasting impression. However, there are concerns that SA could be perceived as intrusive and lead to privacy issues. This study seeks to explore how the consumer paradox between perceived relevance and privacy concerns may affect the outcome of the advertisements.

While machine learning has gained popularity in choice behavior modeling, most machine learning models are often complex, difficult to interpret, and even considered as black box. This study investigates machine learning methods for choice behavior modeling that provide interpretability of models’ output. We explore various approaches including (1) explicitly descriptive models such as tree-based models, (2) interpretation of predictive models through feature importance measures, and (3) recent advancements in prediction explanation methods such as LIME and SHAP (Shapley Additive exPlanations). We demonstrate the methods on consumers’ airport choice behavior in Seoul metropolitan area. Through the comparative analysis with traditional discrete choice models, we discuss advantages as well as limitations of machine learning models in consumer choice behavior modeling.

Measuring service quality and related key dimensions has been an important problem in Marketing. In this research, we would introduce a smart methodological framework to efficiently identify refined, key sentiment dimensions for measuring the service quality using both traditional survey and unstructured online reviews (natural survey). The proposed framework consists of three parts: (1) steps for preprocessing the unstructured reviews to generate attribute-level sentiments for independent variables (2) Bayesian regression to efficiently identify key groups of correlated attributes and (3) post-hoc analysis for identifying dimensions from the selected groups of correlated attributes and predicting dimension-level effects. Note, the first part of the framework (i.e., preprocessing) is not required for analyzing traditional surveys. Our framework provides two sets of complementing results such as attribute-level effects under the identified dimensions and aggregate dimension-level effects. In the first application study to traditional SERVQUAL data, we successfully validated the proposed framework by comparing the results between our framework and three commonly used existing methods of regression, lasso regression, and factor analysis. In the second empirical application study with the online reviews from a major game review website, STEAM platform, we found that our framework provided a significantly reduced number of key dimensions which were surprisingly efficient for predicting and explaining the service quality ratings, compared with the same set of compared methods in the first study plus the topic model. In particular, with reviews of 2,825 games, three key dimensions of Mechanical playability, Fun in fantasy and Money for value were identified, and we also found that the Mechanical playability could be an important driver of game popularity.

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.

As ESG (environmental, social, and governance) has become a major business trend, many firms put ESG into their business practice to fulfill market and stakeholders' demands (Wang et al., 2016). With a growing emphasis on ESG, firms must decide how to integrate ESG into their organizational strategy. Although ESG is a popular business trend, it is meaningless if ESG reduces firm value. For successful ESG implementation, ESG strategy must be integral to the business model (Duque-Grisales and Aguilera-Caracuel, 2021). With the integration of ESG into the firm's business process, sustainable activities enable firms to improve their economic and social performance by tapping into the synergies between business and societal agendas (Duque-Grisales and Aguilera-Caracuel, 2021). Core competence refers to an organization's accumulated strength compared to other organizations in the industry (Wheelen, 2019). It is the unique integration of leadership, technologies, specialized skills and knowledge, organizational culture, and the working possesses (Wheelen, 2019). Even though the literature on ESG emphasizes integrating ESG into firms’ core capabilities, there are only a few studies that developed ESG implementation and integration framework in specific dimensions (Fatima & Elbanna, 2022) and the literature shows mixed results. Since previous research presents unclear results regarding ESG implementation and firms' core competencies, this study aims to 1) investigate how ESG strategy could integrate with firms' core competencies and 2) clarify ESG embeddedness drivers. The findings provide significant implications for academics and managers by clarifying how firms can enhance their value through ESG with firms' core competencies.

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).

The market for counterfeit luxury goods is growing rapidly, with estimates suggesting that counterfeit trades are valued at around $4.5 trillion globally, with 60% to 70% of this being made up of counterfeit luxury goods. Research has shown that counterfeits dilute the perceived quality of luxury brands and reduce consumers' purchase intentions. Non-fungible tokens (NFTs) are a form of ownership record that is linked and stored on a blockchain.

This study examined the combined effects of scarcity appeals and time remaining from the travel date on attitudes toward advertising and purchase intention. The results lead to a rationale for disparate advertising strategies of scarcity appeals considering the temporal distance of a consumer's hotel booking.

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.

The attitude-behavior gap and intention-behavior gap has not been research extensively. The purpose of this study is to provide a review of moderating or mediating factors on the relationship between intention or attitude and behavior of sustainable tourism. Intention was defined as the degree of a human being’s resolve to perform a certain action. The construct ‘Intention” has been used widely in some theories like the Theory of Planned Behavior. Researchers usually include the intention construct into their research framework to explain the theoretical mechanism. Sustainable or ecological tourism education has been implemented for years and empirical evidence provides us that almost all tourists are alerted to the importance of sustainability. There is a great challenge that tourists’ behavior might not concur with their intention. Policymakers and marketers really want to know the real factors affecting the association between the intention and behavior of sustainable tourism. Tourists’ purchase intention is a rational process and is affected by safety. Tourist behavior is associated with price and service environment which is a mixture of rational and emotional considerations.

Artificial Intelligence (AI) technology offers many opportunities for use in influencer marketing. There is however, no standardised ethical frameworks for use in this specific field. We offer a foundation framework to emphasise the social well-being goal and relate it to stakeholders involved.

This study examines the impact of culture and humanity on new product evaluation in a global context. That is, examining the impact of culture and humanity on the evaluation of radically new products is a key to success in this competitive and saturated market. But very little research has examined how culture and humanity affect the radically new product evaluation both from functional design and form design perspective.

Despite the importance of technology-based innovation and customer participation for both practitioners and academics, the impact of different customer participation types in new product innovation has rarely been addressed. Since consumers' positive assessment of new technologies leads to positive outcomes in the market, consumer evaluation of new technologies is important. Thus, examining the consumer perception of technology-based innovation including the different levels of customer participation is meaningful to new theoretical and practical insights.

Environmental, social, and governance (ESG) considerations have become increasingly important for firms' sustainability. Mandates for ESG information disclosure have been implemented in over 25 countries, including the EU, Australia, and China (Krueger et al., 2021). However, little attention has been paid to the drivers and mechanisms of ESG, which remain unclear. The existing literature has mainly focused on the consequences of ESG which shows mixed results and paid little attention to the drivers of ESG (Paolone et al., 2021). The majority of prior research suggests that ESG activities positively affect firms' financial performance (Nekhili et al., 2019). On the other hand, some researchers show a significant and negative relationship between ESG performance and a firm's financial performance (Duque-Grisales and Aguilera-Caracuel, 2021). To fill the research gap, this study attempts to identify 1) firms' internal and external factors that lead to ESG performance as drivers of ESG, and 2) firm performance as the consequences of ESG. The study found that environmental innovation activities, ESG committees, external audits, and ESG compensations related to environmental innovation could be drivers of ESG application and performance, leading to better firm performance. Moreover, the findings indicate that ESG performance positively affects firms' financial and non-financial performance. Understanding the adoption of ESG is crucial for firms since ESG requires a long-term perspective. This study contributes to the literature on ESG and firm sustainability and suggests new directions for managers to implement ESG in their business model. Especially, this study argues that taking a carrot-and-stick approach could lead to better ESG performance and firm performance. Therefore, managers might consider internal policies to encourage ESG that can lead to better firm performance.

The aspiration of entrepreneurs to extensively grow their firms has been found to make stronger contribution to economic growth than the entrepreneurship rate in general. Formal and informal institutions shape the business environments in which companies are operating. Thus, they affect entrepreneurs’ beliefs about firm growth. However, prior research gives little attention to the interaction effects of formal and informal institutions on entrepreneurial growth aspiration.

Social media has emerged as a prevalent tool for businesses in recent years through which brands actively engage in promotions. This development has resulted in several social media trends aimed at garnering increased consumer engagement on various social media platforms that brands utilize routinely. We investigate one such prevalent social media trend: brands sharing memes. Several popular brands, such as Netflix, regularly post memes on social media platforms. Therefore, it is important to study the brands’ use of memes and their resultant impact on consumer behavior.

The hospitality, tourism, and travel (HTT) industry has a significant environmental impact due to its water, energy, and waste production. One of the main challenges faced by the HTT industry is the reduction of the negative environmental impact of hotel businesses. Recent studies have shown that consumers are willing to pay a premium for green hotels that adopt environmentally friendly practices to minimize their impact on the environment. While interest in these practices has been increasing, not all consumers are familiar with actual benefits of green hotels. Therefore, it is necessary to employ strategies to increase consumers’ awareness and encourage positive pre-purchasing decisions when selecting a green hotel.