Search Results (171)

This article investigates consumer distrust and outcomes through a model incorporating mediation and moderation in five-star luxury hotels. Relying on signaling theory, service-dominant logic, and institutional trust theory, this model theorizes six precursors of consumer distrust (pricing opacity, service inconsistency, AI and automation anxiety, review manipulation, data privacy concerns, and post-pandemic expectations) and four outcomes: non-return behavior, negative electronic word-of-mouth, brand avoidance, and defection intentions. Trust repair is examined as a moderator. PLS-SEM on a sample of 640 hotel guests supports the hypothesized relationships. Pricing opacity was identified as the leading driver of consumer distrust, while consumer distrust strongly influenced negative electronic word-of-mouth. Trust repair significantly moderated the relationships between consumer distrust and all four adverse behavioral outcomes, with the interaction patterns indicating that higher levels of trust repair strengthen the positive association between consumer distrust and these outcomes. These findings collectively advance a novel, theoretically integrated account of relationship erosion in luxury hospitality, offering actionable guidance for hotel managers, brand strategists, and policymakers operating in comparable emerging market destinations. Full article

In the contemporary AI-mediated digital landscape, digital literacy has emerged as a cornerstone competency for students and is closely associated with institutional perception. This study examines the relationship between students’ digital literacy—within the context of AI-integrated learning environments—on Higher Education Online Brand Equity (HEOBE), brand trust, brand affect, and electronic word of mouth (e-WOM). Utilizing a Structural Equation Modeling (SEM) framework, data were collected from university students in Taiwan (N = 645) between January and February 2024. Statistical validation and hypothesis testing were performed using SPSS and AMOS. The results demonstrate that digital literacy in the AI era exerts a significant positive association with HEOBE, indicating that technologically proficient students within AI-integrated educational environments perceive higher value in a university’s digital brand. Furthermore, the four dimensions of HEOBE—institutional reputation, brand identification, brand loyalty, and campus perception—were found to exhibit significant positive associations with both brand trust and brand affect. Intriguingly, the study uncovers a behavioral dichotomy in word-of-mouth intentions: while brand affect is positively associated with e-WOM, brand trust shows an unexpected negative structural association with e-WOM. This suggests that while emotional attachment spurs advocacy, high cognitive trust may lead to “passive loyalty” in AI-driven digital spaces. These findings provide critical theoretical insights and practical benchmarks for higher education institutions seeking to optimize AI-augmented brand management and student engagement strategies. Full article

Although Generation Z is often considered more environmentally conscious, the tight schedules, travel across multiple locations, and limited resources characteristic of special forces-style tourism may make environmentally responsible behavior (ERB) difficult to implement. Previous studies have been destination-specific or have conceptualized digital planning factors as predictors of pre-trip decisions, without investigating cross-stage applicability. This paper combines the Stimulus Organism Response framework and the Theory of Planned Behavior to investigate how destination image, social norms, and electronic word-of-mouth are related to ERB directly and indirectly through tourist engagement and perceived behavioral control where place identity is defined as a boundary condition. Survey data from 439 Chinese Generation Z tourists with prior experience of special forces-style tourism were analyzed using confirmatory factor analysis and observed-variable path analysis. Each of the three planning-stage inputs had positive direct relationships with ERB, as well as significant indirect relationships that acted via tourist engagement and perceived behavioral control. Place identity enhanced the electronic word-of-mouth–ERB and perceived behavioral control–ERB relationships. This paper makes three contributions; it develops a cross-stage conceptualization of ERB by connecting digital planning inputs to behavior in itinerary implementation, analytically disentangling psychological involvement and perceived behavioral feasibility, and recasting place identity as pathway-specific and not universal boundary condition. Full article

In this study, we examine the impact of corporate social advocacy campaigns on customer behavior, a subject which has garnered increasing interest yet remains in need of empirical evidence. We employ the Elaboration Likelihood Model (ELM) to assess the relationship between corporate social advocacy and customer citizenship behavior while considering the mediating effects of brand attachment and electronic word of mouth. Adopting a quantitative approach using Partial Least Squares–Structural Equation Modeling and a convenience sampling method, we questioned a total of 219 university-level students via a survey. University students are theoretically relevant, as they are digitally active, socially conscious, and engaged in relational rather than transactional institutional relationships, which heightens their sensitivity to advocacy initiatives and their likelihood of exhibiting extra-role behaviors. Our results show that the social advocacy of universities can directly impact the extra-role behavior of their students, which can manifest in their behaviors (i.e., helping others, providing feedback, and advocacy for the organization). These findings are beneficial for scholars as well as practitioners in academia (i.e., managers and marketing departments). Genuine, value-driven, and socially just advocacies can be enhanced with proper messaging, providing better strategic positioning for universities as socially responsible and conscious organizations, in keeping with the values of younger generations. This indicates that corporate involvement could primarily drive long-term brand success and consumer trust. Full article

Generation Z consumers are reshaping food consumption patterns in urban digital environments, particularly in restaurant contexts characterized by high choice complexity and uncertainty. In Mexico, the evolution of the restaurant industry has intensified the need to understand how digital cues shape consumer food choices. Addressing this gap, this study examines how Social Media Marketing (SMM), Social Media electronic Word of Mouth (Social Media eWOM), and Social Media Influencers (SMIs) shape food consumption intention among Generation Z in Mexico City. Grounded in the Stimulus–Organism–Response (SOR) model and integrating the attitudinal foundations of the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB), this study analyzes how these digital factors impact food consumption intention (operationalized as restaurant purchase intention) through the mediating psychological mechanism of Consumer Brand Engagement (CBE). A quantitative, non-experimental design was employed using a sample of 406 respondents, and data were analyzed through Structural Equation Modeling (SEM). The results indicate that the model explains 73.6% of the variance in food consumption intention. SMM emerged as the strongest direct predictor, followed by Social Media eWOM and SMIs. Crucially, CBE mediates only the relationship between influencers and consumption intention. Conversely, both SMM and Social Media eWOM exert direct effects that bypass affective engagement. These findings highlight the role of digital ecosystems as cognitive proxies in restaurant selection, providing actionable insights for restaurant SMEs to optimize digital strategies and enhance economic resilience. They also suggest potential implications for healthier and more sustainable urban food environments. Full article

This study investigates the factors influencing customer engagement in AI-powered fitness applications and the subsequent impact on behavioral outcomes such as word of mouth and sustainable consumption. A quantitative research design was employed, with data collected through a structured survey from users of AI fitness applications, and analyzed using Structural Equation Modeling (SEM). Drawing on the Information Systems Success Model and engagement theory, the research examines the roles of service quality, system quality, information quality, health consciousness, anthropomorphism, and personal innovativeness. Findings reveal that higher perceived quality across service, system, and information dimensions, coupled with health consciousness and human-like features, significantly enhances user engagement. Engagement, in turn, drives both advocacy and sustainable behaviors, while personal innovativeness selectively amplifies the effect of system quality. The study advances theoretical understanding by adapting and extending established models to the context of AI-driven health technologies, while also providing practical insights for the development of intelligent, user-centric fitness applications that promote sustained engagement and responsible use. Full article

Green prepared dishes are an emerging food-consumption format that links convenience, food safety, and sustainable consumption. In this study, “green” denotes a sustainability-oriented product profile involving food-safety assurance, resource-conscious packaging or sourcing, and waste-reduction potential, rather than formal organic certification. However, existing studies have mainly relied on linear behavioral models and have paid limited attention to nonlinear and asymmetric consumer decision mechanisms. This study integrates the stimulus–organism–response framework with explainable machine learning to predict consumers’ sustainable purchase intention toward green prepared dishes. Based on 805 valid questionnaires collected in Jilin Province, China, predictors were organized into three dimensions: environmental and health cognition, socioeconomic and infrastructural conditions, and sustainable behavioral propensity. The sample represents a regional online consumer profile in Jilin Province rather than a national probability sample. Six classifiers were trained using SMOTE–Tomek resampling and Optuna-based hyperparameter optimization. XGBoost achieved the best predictive performance, with an F1-score of 0.894, an AUC of 0.934, and an MCC of 0.702. Unlike conventional black-box machine learning, the SHAP-based interpretation translated ensemble predictions into transparent feature-level and case-level explanations. Accordingly, the model interpretations are framed as predictive associations rather than causal mechanisms. The study reveals an asymmetric decision pattern in which core behavioral willingness functions as a non-compensatory barrier, while channel convenience, delivery efficiency, and after-sales support facilitate purchase intention among consumers who already show high behavioral readiness. The findings suggest that green prepared-dish strategies should prioritize trust-based advocacy and word-of-mouth, reliable channel design, low-risk trial experiences, and collaborative food-safety governance rather than relying only on short-term traffic acquisition. Full article

Chronic kidney disease (CKD) is a rising public health concern in low- and middle-income countries (LMICs), with urban populations disproportionately affected. In Bangladesh, particularly in Dhaka, dialysis services have become essential for CKD management. This study investigates the determinants of revisit intention among adult attendants of dialysis patients in Dhaka, using partial least squares structural equation modeling. A cross-sectional survey was conducted across four major dialysis centers totaling 399 valid responses. A purposive sampling technique was employed to ensure the inclusion of respondents with relevant experience and engagement in dialysis service utilization. Among respondents, over half were male, 43% had primary to higher secondary education, and one-third reported household incomes between BDT 40,001 and 60,000. The largest age group was 45–49 years (32.3%), and nearly 60% selected the facility due to nearness. Reliability and validity metrics met recommended thresholds, and multivariate normality was not assumed (Mardia’s test, p < 0.05). The structural model revealed significant direct effects of cost (β = 0.167, p = 0.003), Perceived trust in healthcare providers (β = 0.252, p < 0.001), and Perceived patient satisfaction (β = 0.422, p < 0.001) on Perceived revisit intention. Dialysis Delivery Service and word of mouth influenced revisit behavior indirectly through Perceived patient satisfaction. All mediation paths were statistically significant and classified as complementary. To improve patient retention, the policymaker should prioritize affordability, perceived trust in healthcare providers, and overall service quality, which together enhance perceived patients’ satisfaction and revisit intention. Full article

Sustainable agritourism has been raised as a vital ally for rural development, green preservation, and experiential tourism enrichment. However, guests’ behavioral intentions in the agritourism context are regularly shaped not only by sustainability concerns but also by nostalgic ties to rural life and traditional farming practices. This study explored how pro-environmental behavior (PEB) and intrinsic motivation can influence visitors’ revisit and recommendation intentions in agritourism settings, while testing the moderating effects of personal nostalgia. Based on Self-Determination Theory (SDT) and the PEB literature, this study assumes that visitors who are internally driven by learning, enjoyment, and personal achievement, as well as those who exhibit environmentally accountable orientations, are more likely to develop favorable revisit intentions toward agritourism places. Data was collected from 420 visitors to agritourism sites using a self-administered questionnaire and tested using PLS-SEM. The results revealed that both intrinsic motivation and PEB have significant positive impacts on revisit and recommendation intentions. Furthermore, personal nostalgia can intensify these relationships. The study can contribute to the sustainable tourism and agritourism literature by emphasizing the joint roles of internal motivation, PEB, and emotional bond in reshaping visitors’ revisit intention and positive word of mouth. Full article

In interactive digital commerce environments, negative electronic word-of-mouth (NeWOM)—particularly negative online reviews—profoundly shapes consumer perceptions and brand relationships. Yet, the underlying mechanisms through which NeWOM influences consumer conformity behavior remain underexplored from a qualitative, process-oriented perspective. This study adopts a grounded theory approach to analyze 1405 authentic negative smartphone reviews from a leading Chinese e-commerce platform. Through systematic open, axial, and selective coding, we develop a processual model that reveals how NeWOM triggers two interconnected yet distinct psychological mechanisms: the formation of generalized negative brand schema, driven by service/product failures and the internalization of psychological expectations, driven by unmet brand expectations and poor service attitudes. These mechanisms jointly shape consumer conformity behavior—the tendency to align one’s judgments and actions with perceived peer consensus reflected in negative reviews. Importantly, enterprises’ responsive improvements based on negative feedback operate as a feedback loop that can sustain or restore consumer–brand congruence. By reconceptualizing NeWOM as a dynamic, dialogic trigger within interactive marketing systems, this study extends electronic commerce theory and provides context-sensitive insight into how consumer conformity emerges and evolves in digital marketplaces. Full article

This study explores how internal and external brand management synergistically construct employee brand equity in contemporary organizations. Drawing on social identity theory, brand equity theory, and relationship quality theory, we conducted a systematic literature review of research published from 2019 to 2024 to analyze the cognitive, emotional, and behavioral mechanisms underlying this process. Our findings reveal that internal brand management activities (brand-oriented HR practices, brand communication) and external initiatives (CSR, marketing strategies) jointly shape employees’ brand cognition, while brand relationship quality mediates emotional connections through brand commitment, trust, and advocacy. These elements ultimately manifest in behavioral expressions including brand citizenship behavior, loyalty, retention intention, and positive word-of-mouth. This research provides organizations with an integrated framework for strategically aligning internal and external brand activities to enhance employee brand support, thereby strengthening competitive advantage through consistent brand delivery across all stakeholder touchpoints. Full article

While the adoption of e-ticketing has been studied in various disciplines, few studies have examined tourists’ intention to adopt e-ticketing for visiting small island and valley tourism sites. This study extends the Technology Acceptance Model and the Theory of Planned Behavior by incorporating security and privacy concerns, price fairness, electronic word-of-mouth, destination management effectiveness, government incentives, and environmental concern to examine the antecedents of tourists’ behavioral intention to adopt e-ticketing. Data were collected from 375 purposively sampled on-street respondents in Sajek Valley and Saint Martin’s Island, Bangladesh. The data were analyzed using partial least squares structural equation modeling. The findings show that perceived usefulness, price fairness, subjective norms, perceived ease of use, environmental concern, and destination management effectiveness affect tourists’ attitudes toward e-ticketing adoption. However, security and privacy concerns have a negative but statistically insignificant influence on attitudes. Attitude is a significant determinant of behavioral intention, and government incentives moderate the relationship between attitude and behavioral intention. The study offers implications for policymakers, online marketers, and destination managers. Full article

The integration of digital technologies into cultural heritage tourism has created new opportunities for enhancing visitor experience while supporting sustainable heritage interpretation. Among these innovations, Spatial Augmented Reality (SAR) enables non-invasive and site-sensitive storytelling. Drawing on experiential psychology, this study examines how scene interactivity in SAR-based heritage exhibitions influences tourists’ word-of-mouth (WOM) intentions, with a focus on the mediating roles of sense of presence and mental simulation. Data were collected through a survey of visitors to a multimedia Han culture exhibition at the Mawangdui heritage site between 1 March and 16 May 2025, yielding 870 valid responses, and were analyzed using structural equation modeling (SEM). The results indicate that scene interactivity significantly enhances both sense of presence and mental simulation, which in turn positively affect WOM intention. Furthermore, processing fluency positively moderates the relationships between scene interactivity and the two experiential mediators, while perceived cultural authenticity strengthens the effects of scene interactivity and presence on WOM intention. This study contributes to the understanding of technology-mediated heritage experiences by identifying the psychological mechanisms through which interactive SAR environments influence tourist behavioral intentions. The findings also provide practical insights for heritage managers seeking to design engaging and culturally authentic digital experiences that support sustainable tourism development. Full article

Electronic word of mouth (eWOM) and traditional word of mouth (WOM-T) are key information channels in consumer decisions, but there are still gaps in integrative models that analyze both channels simultaneously in emerging contexts. This exploratory, theory-informed study proposes a conceptual model that articulates five antecedents—satisfaction, trust, emotional bond, openness to novelty, and perceived social influence—two mediators—consumer engagement and recommendation intention—and two outcome behaviors—eWOM and traditional WOM—to examine how these variables are associated with the generation of recommendations among young/internet-connected consumers of SME services in the Lambayeque Region, Peru. Using PLS-SEM with 380 participants, 25 structural hypotheses were evaluated, including direct effects and simple and sequential mediations. In this non-probability sample, the hypothesized associations were statistically supported: antecedents were positively associated with engagement, which was positively associated with recommendation intention, which in turn predicted both online and offline WOM behaviors. Emotional bond and trust showed particularly strong effects. The model explained between 49% and 64% of the variance in endogenous variables. The findings contribute to understanding word-of-mouth dynamics in emerging markets for the studied segment of digitally connected consumers, with implications for relational marketing strategies and SDGs 8 and 12. Importantly, the contribution to SDG 12 is conditional: word-of-mouth can also amplify unsustainable consumption when recommendations are not linked to responsible practices; this caveat should be considered when interpreting the sustainability implications of these findings. Full article

As social media campaigns become increasingly important in grocery and supermarket retail communication strategies, there is little research on how consumers view campaign performance throughout their decision-making process, rather than isolated behavioral outcomes. This study examines how the five-stage decision-making process is influenced by consumer-perceived social media performance effectiveness (CP-SMPE), grounded in consumer decision-making theory and social media performance literature. The study uses a mixed-methods research design, combining qualitative interviews with the consumers and a quantitative survey of 300 grocery shoppers in Greece. Perceived return on investment, revenue contribution, lead generation, engagement, reach, cost efficiency, and quality of electronic word-of-mouth are components of social media performance conceptualized as a multidimensional construct. Exploratory factor analysis and PLS-SEM were employed to analyze quantitative data. The findings show that high perceived social media campaign performance influences all stages of the consumer decision-making process, both directly and indirectly, through sequential intermediate stages. It ultimately enhances purchase decisions and post-purchase outcomes. By adopting a consumer-centric, process-based perspective, this study contributes to research on digitally mediated retail decision-making by demonstrating how effective social media communication can support more informed, structured consumer choices. The findings suggest that social media communication can lead to more informed and potentially responsible consumption choices by improving information environments and decision support, even though sustainability outcomes are not directly measured. Full article