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To bridge the knowledge gap relating to consumers' efforts to distinguish fake from authentic online reviews, this study explores the impact of different forms of address for P2P accommodation hosts (formal address vs. nickname) on consumers' perceptions of review authenticity. Through three experiments, the results revealed that using a host's nickname acted as a noteworthy social cue, notably enhancing consumers' perceptions of authenticity, confirming the mediating role of inferred relationship closeness. This study offers a fresh perspective on online review authenticity literature and reveals a new research direction for tourism and hospitality, i.e. the novel concept of "inferred relationship closeness." [ABSTRACT FROM AUTHOR]

This research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience. [ABSTRACT FROM AUTHOR]

In order to explore the impact of virtual fitting experience on consumers purchase in- tention, literature research method was used to put forward research hypotheses based on virtual fitting experience. Five dimensions of virtual fitting experience were determined, and a theoretical model among virtual fitting experience, perceived authenticity, and consumer purchase intention was established. The hypotheses were proposed, and multiple regression analysis was carried out on the valid data. The results show that the sensory experience.emotional experience, thinking ex- perience, action experience and related experience in the virtual fitting experience have a positive impact on consumers' purchase intention; perceived authenticity plays a partial mediating role in the sensory experience, emotional experience.action experience and related experience in the vir- tual fitting experience, but it plays a complete mediating role in the thinking experience. The re- search results can provide reference for merchants with virtual fitting experience to improve the virtual fitting experience mode and marketing strategy. [ABSTRACT FROM AUTHOR]

In order to explore the impact of virtual fitting experience on consumers purchase intention, literature research method was used to put forward research hypotheses based on virtual fitting experience. Five dimensions of virtual fitting experience were determined, and a theoretical model among virtual fitting experience, perceived authenticity, and consumer purchase intention was established. The hypotheses were proposed, and multiple regression analysis was carried out on the valid data. The results show that the sensory experience.emotional experience, thinking experience, action experience and related experience in the virtual fitting experience have a positive impact on consumers' purchase intention; perceived authenticity plays a partial mediating role in the sensory experience, emotional experience.action experience and related experience in the virtual fitting experience, but it plays a complete mediating role in the thinking experience. The research results can provide reference for merchants with virtual fitting experience to improve the virtual fitting experience mode and marketing strategy. [ABSTRACT FROM AUTHOR]

AbstractWhile the popularity of virtual influencers in influencer marketing is on the rise, little is known about the reasons behind their increasing popularity. Furthermore, there is also a dearth of research examining why and how virtual influencers could be more effective than human influencers in influencing consumer purchase decisions. Drawing on the concept of perceived authenticity of influencers and machine heuristic, this study investigates the effects of influencer type (virtual influencer vs. human influencer) on the perceived authenticity of consumers. In addition, we also explore if machine heuristic will moderate the perceived authenticity of consumers and whether trust in influencers and purchase intentions will be subsequently associated with the perceived authenticity of the influencer. Results from an online between-subjects designed experiment (N = 130) indicated that virtual influencers were unexpectedly perceived as more authentic than human influencers. Additionally, the perceived authenticity of virtual influencers significantly increased among those with a strong belief in the machine heuristic. Subsequently, we found a positive association between the perceived authenticity of influencers and the extent of consumers’ trust in them. Additionally, trust in influencers was positively associated with consumers’ intention to purchase the products they promoted by the influencers. These findings provide valuable insights into the use of virtual influencers for marketing purposes. Further theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

Purpose: The study aims to identify the perceived authenticity of cheeses by consumers of different sociological generations in Mexico. Design/methodology/approach: An online questionnaire was applied to 1,204 consumers. A Free Word Association (FWA) tool was used to determine the perceived authenticity of cheeses creating categories and dimensions. The sample was segmented into sociological generations. A chi-square test and a correspondence analysis were used to identify differences in the perception between generations. The information was complemented with word clouds of the cheeses mentioned and consumer testimonials about cheese consumption. Findings: A total of 29 categories and ten dimensions revealed consumers' perception of cheese authenticity, most important of which were hedonic, rurality and new consumption. Authenticity is a mix of the pleasure of consuming the product, the link to rural life and new consumer values. Perceived authenticity is different in each sociological generation according to the dimensions of raw material, identity, market, new consumption and distrust, since it is related to the experiences of each generation. The results made it possible to contextualise another vision of the reality of the cheeses in the search for a quality seal. Practical implications: The information contributes to the typification and promotion of cheeses in the process of patrimonialisation, by creating differentiated marketing tools that allow their valorisation. Originality/value: This work contributes to the knowledge of the perceived authenticity of cheeses in the sociological generations, due to their differentiation by age, sociocultural, ethical, political and consumer aspects. It enables the knowledge of the consumer's perspective on these products. [ABSTRACT FROM AUTHOR]

Companies often use influencers to promote their products, and many celebrities have expanded their activities on social media as influencers. In this work, we classified influencers into celebrity and noncelebrity groups and analyzed how they affect consumers' purchase intention. We also analyzed how psychological variables, such as regulatory focus and perceived authenticity affect this process. We conducted three studies with consumers in China, South Korea, and the United States who participated in each between‐subjects experiment. The results showed that people have higher purchase intention for products recommended by noncelebrity influencers than those recommended by celebrity influencers. We also found that regulatory focus moderates the relationship between the influencer type and consumers' purchase intention. Purchase intention for products recommended by noncelebrity influencers were stronger among prevention‐focused consumers. However, no significant difference in the effect of influencer type was found among promotion‐focused consumers. We found that perceived authenticity mediated this moderating effect. The results of this study provide effective marketing strategies and implications for companies when they use influencers as a tool for marketing activities. [ABSTRACT FROM AUTHOR]

This study examines how shop managers' attitudes toward customers are transferred to sales employees, and thus affect customer performance. We surveyed shop managers, sales employees, and customers in five department stores in Seoul, South Korea, in June 2021 to determine the relationships among service orientation, customer orientation, customers' perceptions of sales employees' authenticity, and customer performance. We found that sales managers' service orientation positively influences sales employees' service and customer orientation. Furthermore, this orientation positively correlates with customers' perceptions of sales employees' authenticity, thereby improving service performance and customer loyalty. Few studies have examined how institutional-level capacity and attitudes influence employees within organizations and how this, in turn, affects service performance. Thus, this study theoretically and empirically explores how sales managers' attitudes and sales behaviors are transferred to sales employees and how this affects customer performance. The research findings fill a gap in the current understanding of customer performance in the service industry. [ABSTRACT FROM AUTHOR]

We used philanthropy–product fit, philanthropy–consumer lifestyle fit, and authenticity to empirically examine the determinants of consumers' perceptions of food service firms' philanthropy. We recruited 458 participants who had purchased from 1 of 3 food service brands and had perceived that the firm had implemented philanthropy. The results indicate that perceived authenticity had the greatest influence on perceived philanthropy, followed by philanthropy–consumer lifestyle fit and then philanthropy–product fit. Further, perceived philanthropy positively influenced consumer loyalty. Thus, we have affirmed the importance of the fit between perceived authenticity and consumer lifestyle to enhance consumers' perception of firms' philanthropy. [ABSTRACT FROM AUTHOR]