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Environmental challenges have led to a shift toward more sustainable consumption and production patterns. Understanding the factors that influence consumers' choices toward green products is crucial for achieving sustainable development. This study investigates the adoption process of a low‐involvement eco‐innovation, examining the influence of the level of green consumerism, the perception of its technological and symbolic dimensions, social pressure, and social conspicuousness. A sample of 268 observations was examined using the PLS‐SEM methodology. The results highlightthe indirect effect of the level of green consumption on low‐involvement eco‐innovation adoption through the perception of its technological and symbolic dimensions, as well as social pressure and social conspicuousness. These findings have important practical implications for the design of marketing strategies aimed at promoting low‐involvement eco‐innovations. By emphasizing the social benefits and the influence of others on adopting green behaviors, marketers can effectively target consumers and facilitate the transition toward more sustainable consumption patterns. [ABSTRACT FROM AUTHOR]

Purpose: Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer-brand relationships. In this context, SNSs can be considered as a learning tool because of the brand knowledge that customers develop from these relationships. Because of the fact that knowledge in organisations is embodied in the concept of the learning organisation, customers may create brand knowledge as a consequence of two learning facilitators: informational and instrumental value. Then, the purpose of this paper is to identify the role played by brand knowledge in the process of creating customer capital, in the context of SNSs. Design/methodology/approach: A total of 259 users of SNSs, who were followers or fans of brand pages, participated in this study. Data were collected through an online survey and they were analysed using structural equation modelling. Findings: The results of the study show that brand pages at SNS can perform brand knowledge by providing purposive gratifications to its customers. Moreover, they can also develop an indirect effect on customer capital, through the direct effect that brand knowledge has on it. Therefore, the results of the study will help managers design their learning strategies in relation to SNS and confirm the need of using SNS as a learning tool. Originality/value: Few, if any, studies have analysed whether gratifications, usually related to media, work as learning facilitators in the context of brand pages at SNS.

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In the last decade, hospitality companies have broadly adopted new technologies and social media tools for marketing purposes. One important application is the engagement with customers through a relationship approach. In this article, we focus on understanding how hotels employ these tools to boost their loyalty programs. First, we analyzed how the main Spanish hotel chains make use of social media in their marketing activities. In this stage, we employed information from the website and social media sites of hotel chains and their corresponding brands. Secondly, we tested for the influence of customers' experience on declared satisfaction with loyalty programs. By relying on questionnaire data, we tested for three main working hypotheses analyzing the interactions among benefits of hotel loyalty programs, customers' expertise with the hotel industry, and degree of satisfaction with those programs. The main results show that the degree of expertise of hotel customers clearly determines their level of satisfaction with loyalty programs. Managerial implications from the research remark on the effectiveness of social networks and the necessity of customizing the message according to the profile of the client to get higher impact of the campaigns. [ABSTRACT FROM AUTHOR]

Purpose -- Social networking sites (SNS) enable users to create their own public profiles within a web site. In recent years, there has been an increase in the number of people spreading misleading information or rumours (i.e. counter-knowledge) about friends and other people thanks to social media platforms. The purpose of this paper is to identify the role played by social networks in the process of creating counter-knowledge, focusing on the counter-knowledge that users develop in the context of SNS and its effect on utilitarian benefits. Design/methodology/approach -- This study analyses these effects through an empirical investigation of 236 users of SNSs. The methodology involves the construction and analysis of a structural equation model from a review of relevant literature. Findings -- The results confirm that, although the context of SNSs is a variable that will lead to positive effects on counter-knowledge, the relationship between counter-knowledge and utilitarian benefits becomes statistically insignificant. The results also showed that the content on social networks may lead to higher levels of utilitarian benefits. This either amplifies or helps to encourage cooperation among users and providers of rumours, beliefs and assumptions about what they think is the truth. Originality/value -- From a user perspective, few, if any, studies of SNS have considered the relationship between the information collected and generated by SNS and counter-knowledge. Therefore, the results of this study lead the authors to advise managers of SNSs considering that most but not all the content on SNSs is associated with the spread of rumours, misinformation and unverified claims. [ABSTRACT FROM AUTHOR]