There are growing discussions of social media influencers and their effectiveness in endorsing products. Further, recent policy regulations requiring to disclose sponsored content when using a form native advertising. This research examined the effect macro-influencers (high likes) micro-influencers (low disclosure advertising sponsorship on consumer evaluations Results from 2 × experiment first show that consumers exposed micro-influencer condition report higher levels product knowledge,...

Purpose This research set out to examine how financial advice provided by a human advisor (vs robo-advisor) influences investment intentions in retail banking context. Design/methodology/approach In two experiments, between-subjects experimental designs were employed test the primary hypothesis and identify underlying causal mechanisms that influence consumer decisions. Findings The results from experiments indicate consumers have more belief robo-advisor), when level of involvement is high....

Abstract Purpose This paper aims to examine the service experience in an online support community of consumers understand nature social and how it is experienced enacted by vulnerable consumers. Design/methodology/approach A netnographic study was conducted consumers' participation group for weight management. The Linguistic Inquiry Word Count (LIWC) program used, additionally data were coded using open coding. hybrid approach analysis undertaken inductive deductive methods. Findings...

This paper contributes new knowledge regarding consumers' preparedness for smart home technology adoption. research bridges together three important frameworks – the readiness index (TRI) 2.0, consumer engagement, and perceived risk trust to understand intentions adopt technology. We examine both direct indirect effects, with results demonstrating model explains 77% variance of imagined engagement 74% adopt; hence, our has greater predictive power than others proposed in literature....

Deepfakes, digital content created via machine learning, a form of artificial intelligence technology, are generating interest among marketers and the general population alike often portrayed as “phantom menace” in media. Despite relevance to marketing theory practice, deepfakes—and opportunities for benefit or deviance they provide—are little understood discussed. This article introduces deepfakes literature proposes typology, conceptual framework, associated research agenda, underpinned by...

Purpose The purpose of this paper is twofold: first, to extend transformative service and social marketing practitioners’ academics’ understanding how gamification serious m-games are designed, second, model the effects game design elements on key outcomes, satisfaction, knowledge, behavioural intentions. Design/methodology/approach research adopted a two-study, mixed-method design, encompassing focus groups ( n =21) online surveys =497), using four current marketplace m-games. Study 1 was...

Purpose This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health well-being behaviors. The purpose this paper is value can be created by gamified apps role involvement plays between desired outcomes. Design/methodology/approach Four apps/serious were examined in study, with data collected from N = 497 participants. analyzed using structural equation modeling. Findings results revealed create three dimensions – knowledge,...

Abstract This study adopts PERMA as the theoretical lens to analyze influence of neophobia (reluctance try new food) and enduring involvement on travelers' perceptions contribution authentic food experiences their well‐being. Based a survey international visitors Iran, results show that are strongly associated with positive emotions meaningfulness trip. Higher lower stronger contribute Furthermore, this demonstrates applicability model for understanding multiple dimensions well‐being...

Purpose Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. also explore sustainability. This paper aims provide contributions build on both literatures. Design/methodology/approach research tests principles a large field study real consumers that includes data pre-post surveys, gamified app analytics household energy meters. The are analyzed...

Purpose The purpose of this paper is to provide a state-of-the-art review research on consumers experiencing vulnerability describe the current situation literature and develop an up-to-date synthesised definition vulnerability. Design/methodology/approach This systematic review, guided by PRISMA framework, takes multi-disciplinary approach identify 310 articles published between 2010 2019 examining Descriptive analysis data undertaken in combination with thematic text mining using...

Abstract Despite investigating digital gaming for commercial purposes, less scholarly attention exists on societal purposes such as sustainability (“serious games”). The current study investigates whether a serious game can enhance marketing outcomes, including knowledge, value‐in‐behavior, and behavioral intentions longitudinally (pre‐gameplay to post‐gameplay). Further, the seeks understand influence of reward‐based meaningful mechanics these outcomes. We recruited 387 participants...

Purpose This paper aims to explore how service employees, who often integrate the organization they work for into their identity, can be affected by macro-level risks and resulting financial vulnerability of organization. In addition, it investigates whether innovativeness, a characteristic organization, alleviate these adverse effects, particularly on firm performance mental well-being. Design/methodology/approach research develops conceptual model underpinned protection motivation theory...

ABSTRACT Despite the increasing use of technology, there is little research in marketing literature that examines how games can encourage households to achieve socially responsible behaviors such as energy efficiency. Social a subdiscipline applies technology serious pursuit behaviors. We investigate this study mobile game (m‐game) (Reduce Your Juice) perform energy‐efficient by conducting group interviews with six ( n = 17) Brisbane, Australia. The findings reveal gained knowledge and were...

Purpose The purpose of this paper is twofold: first, to test a hierarchical model with interrelationships between social support, value and brand equity examine the effect transformative gamification service on users’ well-being behaviors; second, demonstrate usefulness measure behavior brands encouraged via services. Design/methodology/approach Data were collected ( n =351) users delivered mobile in Iran. Structural equation modeling was used model. Findings results revealed that had...

Unintended consequences of service are important yet infrequently examined in transformative research. This research examines an online community that transformed into third place, with consumers socializing and forming lasting relationships. Using practice-informed theory-building abductive reasoning approach, findings presented from both manual automated coding three qualitative data sets form the basis a case study examining weight management forum. Extending beyond current...

Purpose This paper aims, first, to examine artificial intelligence (AI) vs human delivery of financial advice; second, the serial mediating roles emotion and trust between AI use in service industry their impact upon marketing outcomes including word mouth (WOM) brand attitude; third, how political ideology moderates' consumers' reactions delivery. Design/methodology/approach A review extant literature is conducted, yielding seven hypotheses underpinned by affect-as-information theory. The...

Purpose This study aims to clarify and synthesise the fragmented, multidisciplinary digital transformation (DT) literature, addressing three gaps, namely role of cognitive technologies, employee mindsets required paradoxical tensions firms experience as they transform their firms. Cognitive technologies like AI, IoT other autonomous systems simulate human processes, challenging prior firm practices. Design/methodology/approach A systematic literature review guided by PRISMA protocol was...