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Brands often make references to competitors in their public communications. Yet not all competitors are equal—over time, certain pairs of brands may develop special rivalry relationships. This research examines whether these relationships can alter the effects of interbrand communications. Drawing on rivalry theory, the authors distinguish between brand rivalry, a special competitive relationship between brands based on a shared history, and competition, a situation where brands merely have currently opposing goals. A series of studies using complementary methods (two archival studies using large-scale Twitter data and three preregistered experiments) provide evidence for the "rivalry reference effect" across multiple brands and product categories. That is, referencing a rival (vs. a nonrival) competitor in a public brand message increases consumer engagement. The effect is mediated by increased story embeddedness, defined as the perception that the reference is embedded within an ongoing story. The authors also show positive downstream effects on purchase intentions and test two moderators: brand preference (loyal vs. neutral consumers) and message valence (negative vs. positive). This research highlights the potential appeal of brand rivalry to consumers, illustrating how and under what conditions brands can use their rivalries to their advantage. [ABSTRACT FROM AUTHOR]

Given the increasing importance of using social media to maintain consumer engagement, brands design posts using different characteristics that interact with each other to generate combination, which jointly influence consumer engagement. A methodological innovation is presented in which rough set theory is employed to analyse single and combined effects of brand post characteristics on consumer engagement on the Sina Weibo platform. Diverse characteristic combinations are shown to affect consumer engagement at varying intensities. The method is complementary in confirming single and combined effects of post characteristics. The research strengthens the understanding of consumer engagement based on characteristic combination perspective and helps to provide more effective reference to formulate social media marketing strategies owing to being closer to the real-world situation faced by brands. [ABSTRACT FROM AUTHOR]

Value co-creation for service innovation is a rapidly developing concept in the current competitive market. Prior studies emphasize the conceptual aspects of the value co-creation, with limited research focusing on the interactive effects between firms and their customers created in the process of value co-creation. We propose a framework for synthesizing the interactive concepts associated with service innovation based on the service-dominant logic. We recruited participants (N = 448) from 11 sports clubs in Iran. Results indicated that openness and consumer engagement facilitate value co-creation, which in turn leads to perceived service innovation. Furthermore, perceived brand interactivity moderated the mediating role of value co-creation in the relationship between consumer engagement and perceived service innovation. Results from this research suggest openness and consumer engagement are key antecedents of value co-creation and highlight the significance of perceived brand interactivity and value co-creation in promoting service innovation at sports clubs. [ABSTRACT FROM AUTHOR]

Despite firms' continued interest in using influencers to reach their target consumers, academic and practical insights are limited on what levers an influencer can use to enhance audience engagement using their posts. We demonstrate that posting stories with or about people whom they share close ties with—such as family, friends, and romantic partners—can be one effective lever. Content that incorporates close social ties can be effective for several reasons: it may increase perceptions of authenticity, enhance perceived similarity, increase the perception that the influencer possesses more warmth, and could satisfy viewers' interpersonal curiosity. We analyze texts and photographs of 55,631 posts of 763 influencers on Instagram, and after controlling for several variables, we find robust support that consumers "like" posts that reference close social ties. Furthermore, this effect enhances when first-person pronouns are used to describe special moments with these close ties. We supplement the Instagram data with an experimental approach and confirm the relationship between close ties and consumer engagement. Managerially, this is a useful insight as we also show that sponsored posts tend to be perceived negatively compared to non-sponsored posts; yet, embedding social ties on the sponsored posts can mitigate consumers' negative responses. [ABSTRACT FROM AUTHOR]

Global car, fashion, and media brands invite enthusiasts to participate in corporate values through brand museums, visitor centers, and factory tours. Those guided tours offer a means to engage their fanbase with the product/service in a more interactive and immersive manner. This study has in its focus the LEGO Inside Tour as a branded assembled spatial story of experiential consumption. Rather than focusing on theme parks as a historically proven place-based engagements with the industry, this study embarks on a journey into a consumer experience via architectural, material and performative inside tour created by the LEGO Group as a corporate engagement strategy filled with commodified meanings of fandom and nostalgia. Drawing from ethnographic fieldwork as a participant observer during the 3-day LEGO Inside Tour in Denmark, the author will discuss the externalization of LEGO brand values into meaningful spaces with symbols of LEGO corporate culture and nostalgia. Finally, the study offers a contextualization of a monumental experience in brand-related places and its role in the contemporary fandom. [ABSTRACT FROM AUTHOR]

While misinformation has been around for centuries, the effects of online brand-related misinformation on consumers' engagement remain tenuous. Addressing this gap, we develop the concept of online brand-related misinformation engagement, a consumer's (e.g. cognitive/emotional) resource investment in their interactions with misinformation about brands. Recognizing the persuasive nature of misinformation, we draw on Cialdini's Weapons of Persuasive Influence to develop a typology comprising three positively valenced online brand-related misinformation engagement sub-types (i.e. reciprocal, social proof-, and consistency-based misinformation engagement), and three negatively valenced online brand-related misinformation engagement sub-types (i.e. repudiating, thwarting, and oppositional misinformation engagement). We then develop a Weapons of Influence-informed model that outlines the effect of online brand-related misinformation authority and scarcity on consumers' brand-related misinformation evaluation (liking), and its subsequent effect on their positive or negative online brand-related misinformation engagement, respectively. While consumers' positive online brand-related misinformation engagement is predicted to yield online misinformation continuation or -intensification, its negative counterpart will generate online misinformation adjustment or -correction. [ABSTRACT FROM AUTHOR]

The creation and delivery of healthcare services are being transformed through patient-engaging digital services. However, their effects on hospital performance are unclear. We build on the theoretical foundations of resource dependency and environmental munificence to identify two characteristics of the hospital's regional environment, the population's access to digital computing resources (computing access) and health insurance coverage (service access), that condition the effects of hospitals' patient-engaging digital services on patient satisfaction and readmissions. We argue that these omitted environmental contingencies may help explain the inconclusive findings reported in prior empirical studies on digital services. Analysis of data collated from a national sample of 941 hospitals nested within 157 regions shows that computing access in the environment strengthens the effect of a hospital's digital services on readmissions and patient satisfaction. By contrast, service access dampens the moderated effect of digital services and computing access on readmissions, but the effect is not the same for patient satisfaction. Our study offers theoretical and practical implications underscoring the role of environmental heterogeneity in the value hospitals realize from patient-engaging digital services. [ABSTRACT FROM AUTHOR]

AbstractThis study investigates the impact of country of origin (COO) on consumer attitudes and brand evangelism in Ghana’s telecommunications industry. The research uses a multi-study approach, examining three telecom brands (A, B, and C) in Ghana. The data was collected online and offline, with a month delay to reduce method bias. The study found that the COO significantly influences consumers’ affective and cognitive engagements with telecom brands A and B, but does not directly impact behavioral engagement of any of the brands. The study emphasizes the importance of emotional and cognitive connections in driving brand evangelism as behavioral engagement alone may not translate into evangelism. The findings suggest that telecom brands can leverage their COO to enhance consumer engagement and foster brand evangelism by emphasizing positive associations with their origin. This research fills a gap in the literature by exploring the COO effect on telecom brands’ consumer engagement and brand evangelism. However, limitations include the focus on Ghanaian consumers and the use of PLS-SEM analysis, suggesting opportunities for further research in different cultural contexts and alternative methodologies. [ABSTRACT FROM AUTHOR]

Although preventive health technologies are commonly considered as enhancing consumer wellbeing, little is known about their unintended consequences. This paper explores the relationship between consumer engagement (CE) with preventive health technologies and wellbeing, to best understand when engagement is beneficial‐versus detrimental‐to consumer wellbeing. A thematic analysis of 30 in‐depth interviews with users of such technologies reveal that (1) consumers engage with preventive health technologies based on a variety of health goals, (2) specific engagement trajectories result from those contrasting consumer health goals, and (3) the beneficial versus detrimental role of CE with preventive health technologies in consumer wellbeing is conditioned by the type of trajectories consumers engage in. This paper proposes a nuanced perspective by demonstrating that CE with preventive health technologies can be considered a double‐edged sword for consumer wellbeing. While these technologies can support healthy routines, they can also lead to maladaptive behavior through over‐engagement. [ABSTRACT FROM AUTHOR]

Background: Depression is the most diagnosed mental health condition among people living with HIV. Collaborative care is an effective intervention for depression, typically delivered in primary care settings. The HIV Translating Initiatives for Depression into Effective Solutions (HITIDES) clinical intervention involves a depression care team housed off-site that supports depression care delivery by HIV care providers. In a randomized controlled trial, HITIDES significantly improved depression symptoms for veterans living with HIV and delivered cost savings. However, no HIV clinics in the Veterans Health Administration (VHA) have implemented HITIDES; as such, it is unclear what implementation strategies are necessary to launch and sustain this intervention. Methods: This hybrid type-3 effectiveness-implementation trial examines the implementation and effectiveness of HITIDES in 8 VHA HIV clinics randomly assigned to one of two implementation arms. Each arm uses a different implementation strategy package. Arm 1 includes an intervention operations guide; an on-site clinical champion who, with the help of a peer community of practice, will work with local clinicians and leadership to implement HITIDES at their site; and patient engagement in implementation tools. Arm 2 includes all strategies from Arm 1 with assistance from an external facilitator. The primary implementation outcomes is reach; secondary outcomes include adoption, implementation dose, depressive symptoms, and suicidal ideation. We will conduct a budget impact analysis of the implementation strategy packages. We hypothesize that Arm 2 will be associated with greater reach and adoption and that Arm 1 will be less costly. Discussion: Preliminary work identified implementation strategies acceptable to veterans living with HIV and HIV care providers; however, the effectiveness and cost of these strategies are unknown. While the depression care team can deliver services consistently with high quality, the ability of the depression care team to engage with HIV care providers at sites is unknown. Findings from this study will be used to inform selection of implementation strategies for a broad rollout to enhance depression and suicide care for people living with HIV. Trial registration: ClinicalTrials.gov ID: NCT05901272, Registered 10 May 2023, https://clinicaltrials.gov/study/NCT05901272 [ABSTRACT FROM AUTHOR]

Background: World falls guidelines recommend that hospitalised older patients receive individualised falls prevention education, yet no studies have sought older people's feedback on how best to deliver falls prevention education in hospitals. The objective of the study was to explore the perspectives of older people and their caregivers about barriers and enablers to implementation of a tailored hospital falls education program. Methods: A qualitative descriptive design was used. Three focus groups and 16 semi-structured interviews were conducted. A purposive sample of older people who had previous hospital admissions and caregivers of older people were selected to review a co-designed patient falls education program (the revised Safe Recovery program). They provided feedback on how to implement the program in hospital settings. Data were thematically analysed taking an deductive-inductive approach. Results: Participants were 37 older people [female n = 24 (64.9%), age range 64 to 89 years] and nine caregivers (female n = 8). The first theme was that the Safe Recovery Program resources were of high quality, enabling strong patient engagement and increased knowledge and awareness about falls prevention in hospitals. The second theme identified practical strategies to enable program delivery in hospital wards. The key enablers identified were: timing of delivery around wellness and the patient's mobility; tailoring messages for each older patient; key staff members being assigned to lead program delivery. Participants recommended that staff assist older patients to set appropriate behavioural goals in relation to preventing falls in hospitals. They also recommended that staff raise older patients' confidence and motivation to take action to reduce the risk of falls. Providing resources in other languages and alternative shorter versions was recommended to enable broad dissemination. Conclusions: Older people and their caregivers advised that implementing falls education in hospitals can be enabled by using high quality resources, delivering falls education in a timely manner and personalising the education and support to individual needs. [ABSTRACT FROM AUTHOR]

Copyright of International Anatolian Journal of Social Sciences / Uluslararasi Anadolu Sosyal Bilimler Dergisi is the property of Uluslararasi Anadolu Sosyal Bilimler Dergisi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: This research explores the transformative role of Artificial Intelligence (AI) and Machine Learning (ML) in brand management. It aims to understand how AI technologies can optimize brand awareness, enhance personalized communication, and improve brand equity measurement, thereby redefining brand management strategies in the digital era. Design/methodology/approach: A systematic literature review was conducted, analyzing research studies published between 2014 and 2024. The methodology focused on articles that delve into the integration of AI and ML within brand management contexts. This approach was chosen to consolidate and synthesize a broad spectrum of findings on AI’s impact on brand management practices. Findings: The review identified significant enhancements in brand management facilitated by AI, particularly in consumer engagement and customization of consumer interactions through data-driven insights. AI's capability to analyze big data has enabled more precise consumer segmentation and targeting, thereby influencing brand loyalty and overall brand equity positively. Research limitations/implications: The primary limitation of this study is its reliance on data from articles indexed only in Scopus, potentially omitting relevant studies published in other languages or databases. Future research should expand the scope to include these sources and explore empirical validations of the proposed theoretical impacts of AI on brand management. Practical implications: This research highlights the practical applications of AI in improving brand management strategies, offering insights into effective AI integration into marketing practices. Businesses are encouraged to adopt AI-driven tools for better market segmentation, consumer behavior predictions, and enhanced customer relationship management. Social implications: The findings could influence public attitudes towards brand interaction by fostering greater acceptance of AI in consumer relations. The research supports enhanced corporate social responsibility through AI's ability to provide more targeted and meaningful consumer interactions. Originality/value: This paper contributes to the academic and practical understanding of AI’s role in brand management by synthesizing existing research and identifying future research directions. It is valuable to academicians, marketing professionals, and policymakers interested in the implications of AI technology in brand strategies. [ABSTRACT FROM AUTHOR]

The exponential rise of Information and Communication Technology in recent years has brought e-payment systems to the forefront of businesses. Hence, several e-payment options have emerged for consumer and commercial transactions perspective. However, it has led to few challenges for consumer's decision making with respect to the adoption of e-payment system. Therefore, we developed and tested a model of e-payment adoption with respect to consumer empowerment theory. The study also examined the mediating role of consumer empowerment on the relationship between consumer digital awareness (CDA), consumer digital literacy (CDL), consumer digital engagement (CDE) and adoption of e-payment systems. We used a purposive sampling method to collect data from 390 techno savvy respondents from India who used digital payment services. The study found that CDA, CDL and CDE have positive effects on consumer empowerment. This result further partially mediated the relationship between its determinants and adoption intention of the e-payment systems. The findings contributed to the understanding of the dynamics of e-payment system adoption of consumers for developing countries, especially Indian consumers. The empirical results would provide a guideline for decision makers to develop suitable measures that can encourage the adoption of e-payment systems. [ABSTRACT FROM AUTHOR]

The rapid adoption of online streaming and over-the-top services has fundamentally changed at-home entertainment media consumption and given rise to new behaviors which are often characterized by a high intensity of watching (e.g., binge-watching). In this paper, we investigate how the watching intensity affects consumers' engagement with media franchises in two areas: personal and interactive engagement. The former involves consumers' adoption and consumption of franchise extensions and the latter concerns consumers' content generation related to a focal media product they watched. Using individual-level data from an online anime (Japanese cartoons) platform, we find inverse U-shaped effects of watching intensity with the largest effects around three to five hours of watching per day on personal engagement and two to four hours a day on interactive engagement. The positive effects of watching intensity are larger for sequels than other types of franchise extensions. For interactive engagement, our results show that conditional on rating submission, higher watching intensity is associated with higher valence of anime ratings, the most prevalent form of UGC on the platform. We interpret this result as evidence that watching intensity can induce liking. [ABSTRACT FROM AUTHOR]

Purpose – The study specifically seeks to comprehend the impact of online corporate social responsibility (CSR) initiatives on consumer behaviour, with a focus on Generation Y consumers. It also aims to examine how, particularly within Ghanaian manufacturing firms, the views of Generation Y consumers regarding digital social responsibility (DSR), and how it moderates the relationship between brand loyalty and purchase intention. Design/methodology/approach – This study takes a quantitative approach, using information gathered via a survey questionnaire from 611 Generation Y consumers in Ghana. Examining the connections between DSR, customer engagement, brand loyalty and purchase intention is the main goal of the investigation. Structural equation modelling (SEM) methods are used in the study to examine the data gathered and verify the proposed linkages. Findings – The study reveals a strong positive relationship between corporate social responsibility (DSR) and purchase intention, mediated by consumer engagement and brand loyalty. However, it does not suggest Generation Y's attitudes towards DSR moderating this relationship. The study underscores the importance of DSR for Ghanaian manufacturing businesses. Originality/value – By studying the relatively unexplored idea of DSR and its effects on consumer behaviour in developing nations – especially in the context of Ghanaian manufacturing enterprises – this study adds to the body of current work. This study sheds light on the ways in which DSR affects Generation Y customers' intentions to buy by examining the mediating roles of brand loyalty and consumer engagement.

The primary aim of this research is to investigate the effects of Advertisement Presentation of Contents (APC) and Advertisement Visual Types (AVT) on the eWOM of Sharia hotels. A quantitative approach was utilized, analyzing 202 Instagram posts from five Indonesian Sharia hotels between June and November 2023. The methodology involved the Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis using Smart PLS software. The results revealed that visual content types, such as photos, videos, and reels, significantly enhance consumer attraction, with a path coefficient of 0.372 and a p-value of 0.000, indicating a strong positive influence. In contrast, hashtags and links showed no significant effect, with a path coefficient of -0.838 and a p-value of 0.000. The R-squared adjusted value of 0.208 indicates that the independent variables explain 20% of the variance in the dependent variable. The AVT’s influence on eWOM is at a high level (f-squared = 0.042). These findings suggest that Sharia hotels should prioritize creating high-quality visual content to enhance their social media marketing strategies. The study concludes that effective visual content on Instagram can enhance eWOM and improve consumer perceptions of Sharia hotels, enabling them to compete with conventional hotels. These findings provide valuable insights for Sharia hotel marketers to optimize their social media strategies, emphasizing the importance of visual content over textual elements like hashtags and links.

Abstract Background The United States (U.S.) faces a significant mental health crisis, with around 52.9 million adults experiencing mental health disorders, with young adults (18–25 years old), such as college students, having the highest prevalence and lowest service utilization rates. While efforts to expand mental health services through “push” strategies are in place (e.g., training therapists in evidence-based therapies), limited initial engagement suggests a need for “pull strategies” and targeted marketing that make services attractive to college students and increase demand. This mixed-methods study identifies U.S. university mental health clinic websites and website characteristics that are attractive and engaging to college students interested in seeking mental health services (i.e., students were considering or actively looking for mental health support). Methods Eleven U.S. university websites were chosen (10 randomly and one from the university where students were attending) from a pool of 44 Psychological Clinical Science Accreditation System training clinics websites. Fifty-seven college students (M age = 20.95, SD = 2.97; 81% female; 68% racial/ethnic minority) were videorecorded engaging with two U.S. university mental health clinic websites, completed self-report engagement measures, and gave detailed feedback about websites through semi-structured interviews. Results Likert scale scores revealed moderate engagement with all websites (e.g., they were interesting and helpful). Qualitative results indicated that websites that provided important and easily understood information about key features of services (e.g., types, evidence-base, and cost), therapist backgrounds, psychoeducation, used lay language, and had an appealing website layout (e.g., color, font, images, organization, and interactive components) generated greater consumer interest and trust in their mental health services. Conclusions This study emphasizes the importance of using marketing strategies to enhance college students’ engagement through mental health service websites. Salient features, psychoeducation, and effective promotional strategies (e.g., how information is presented) were identified as crucial for website engagement and subsequent mental health service uptake. Using marketing strategies, such as tailoring language to consumer literacy levels, describing the evidence-base of services, and improving website design may address college students’ needs and enhance initial mental health service engagement.

Abstract Background World falls guidelines recommend that hospitalised older patients receive individualised falls prevention education, yet no studies have sought older people’s feedback on how best to deliver falls prevention education in hospitals. The objective of the study was to explore the perspectives of older people and their caregivers about barriers and enablers to implementation of a tailored hospital falls education program. Methods A qualitative descriptive design was used. Three focus groups and 16 semi-structured interviews were conducted. A purposive sample of older people who had previous hospital admissions and caregivers of older people were selected to review a co-designed patient falls education program (the revised Safe Recovery program). They provided feedback on how to implement the program in hospital settings. Data were thematically analysed taking an deductive-inductive approach. Results Participants were 37 older people [female n = 24 (64.9%), age range 64 to 89 years] and nine caregivers (female n = 8). The first theme was that the Safe Recovery Program resources were of high quality, enabling strong patient engagement and increased knowledge and awareness about falls prevention in hospitals. The second theme identified practical strategies to enable program delivery in hospital wards. The key enablers identified were: timing of delivery around wellness and the patient’s mobility; tailoring messages for each older patient; key staff members being assigned to lead program delivery. Participants recommended that staff assist older patients to set appropriate behavioural goals in relation to preventing falls in hospitals. They also recommended that staff raise older patients’ confidence and motivation to take action to reduce the risk of falls. Providing resources in other languages and alternative shorter versions was recommended to enable broad dissemination. Conclusions Older people and their caregivers advised that implementing falls education in hospitals can be enabled by using high quality resources, delivering falls education in a timely manner and personalising the education and support to individual needs.

Firms can leverage social media brand communities (SMBCs) to manage consumer relationships. This study investigated firm engagement tactics using a mixed-methods approach with qualitative (Study one) and quantitative (Study two) analyses. Building on uses and gratifications theory and the qualitative results, we identify brand-specific consumer education, reputation enhancement, incentives provision, interaction support, and entertainment support as firm engagement tactics. Next, we explore the moderating effect of firm engagement tactics on the SMBC identification/SMBC engagement and SMBC engagement/brand loyalty relationships using the partial least squares method. The results confirm that consumer engagement mediates the link between SMBC identification and brand loyalty. In addition, firm engagement tactics positively moderate the aforementioned relationships. The theoretical and practical implications are discussed. [ABSTRACT FROM AUTHOR]

The quest to understand the formation and management of relationships between a firm and consumers in online contexts represents a priority for both researchers and practitioners. Consumer engagement is central to furthering such understanding and encouraging satisfaction, commitment, and trust, as popular enabling variables. Recent calls to broaden and deepen consumer engagement nomological networks motivate the current study, which aims to include place identity (PI) as a promising feature. Because it is integral to individual self-identity, PI could provide a stable, enduring complement to attitudinal constructs. Amos 25 was used to analyze survey data from 250 online travel consumers in Taiwan, and the results reveal that PI fully mediates the effects of engagement, commitment, and satisfaction on loyalty intentions; in particular, it explains an additional 24% of the variance in this outcome. The effects of consumer engagement and PI on satisfaction and loyalty, respectively, also grow significantly stronger at low levels of consumer trust. Taken together, these findings establish the important, unique role of PI for facilitating loyalty intentions in online travel contexts. [ABSTRACT FROM AUTHOR]

Brands and consumers alike have become creators and distributors of digital words, thus generating increasing interest in insights to be gained from text-based content. This work develops an algorithm to identify textual paralanguage, defined as nonverbal parts of speech expressed in online communication. The authors develop and validate a paralanguage classifier (called PARA) using social media data from Twitter, YouTube, and Instagram (N = 1,241,489 posts). Using auditory, tactile, and visual properties of text, PARA detects nonverbal communication cues, aspects of text often neglected by other word-based sentiment lexica. This work is the first to reveal the importance of textual paralanguage as a critical indicator of sentiment valence and intensity. The authors further demonstrate that automatically detected textual paralanguage can predict consumer engagement above and beyond existing text analytics tools. The algorithm is designed for researchers, scholars, and practitioners seeking to optimize marketing communications and offers a methodological advancement to quantify the importance of not only what is said verbally but how it is said nonverbally. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study was to prioritize the factors affecting consumer-buying behavior in online social media marketing.Method: The analysis and validation of indicators were conducted using the mixed method of structural equation modeling and partial least squares. Additionally, the IPMA matrix was utilized to determine the importance and type of performance of each factor. The research data were influenced by consumer information, predominantly consisting of women with a master's degree aged between 36 and 50 years. The study employed a non-probability sampling method common for online surveys, and 466 individuals were examined using Cohen's effect size formula.Findings: The research findings indicated that consumer engagement was the most important factor, and ease of use exhibited the highest level of performance in the overall social media model. Furthermore, consumer engagement was identified as the most important factor, while electronic word-of-mouth (EWOM) demonstrated the highest performance level on Instagram. Conversely, EWOM was deemed the most important factor, with consumer engagement displaying the highest performance level on Telegram. These results can be utilized by marketers to influence consumer purchasing behavior and craft online marketing strategies accordingly.Conclusion: Companies utilizing online social media platforms are advised to enhance consumer engagement and performance by implementing short-term techniques and effective strategies, such as incorporating online chat functionalities in the user environment. Instagram, being the most widely used social media platform and an online shopping hub for consumers, showcased acceptable performance in terms of consumer engagement. Hence, companies need to take measures to elevate performance levels to match their importance. In the case of Telegram, EWOM emerged as the most crucial factor among others, with a commendable performance rating. Businesses can bolster their Customer Relationship Management (CRM) units and enhance WOM initiatives to the fullest extent possible.

Currently, there is a growing call for a co-governance approach that includes consumers in food safety governance. To address this, corporations have implemented decentralised digital food traceability systems based on blockchain. Many argue that this technology will lead to enhanced consumer trust in food safety governance through greater consumer engagement. In this regard, this paper examines factors that influence consumer engagement and trust in food safety governance, mobilising interdisciplinary literature from the social sciences, economics and food safety governance. By doing so, it explores the implications of the implementation of blockchain as a means of enhancing consumer trust. The paper raises critical questions on a global scale and offers a social science and wider empirical perspective that has received less attention. To further investigate the effects of blockchain on consumer trust in the food supply chain, it proposes a research agenda that includes theoretical and empirical research.

Sustainability is a broad concept and sustainable consumption includes using products and services that not only meet consumer needs but also minimizes the use of natural resources. Brands use social media (SM) to engage with consumers as it enables the brand to build an emotional connection, hence a great platform to provide sustainability related messaging. Thus, using consumers' online brand-related activities (COBRA) as the theoretical framework, the purpose of this study was to develop an understanding of how sustainable brands utilize SM platforms for organization sustainability communication. Instagram and Facebook were selected for their high-frequency usage and five sustainable fashion brands were evaluated. Seven hundred and twenty-seven sustainability-related posts and 66,821 comments were analyzed using a qualitative content analysis approach, an established and credible methodology. Three months of SM posts were compiled and examined. Data was coded systematically as deemed appropriate based on the qualitative content analysis approach and resulted in 20 sub-themes across eight thematic categories. The findings of this study provide implications for enhancing stakeholder engagement through (1) content strategy (e.g. video content in sustainability messaging), (2) imagery (e.g. the use of lifestyle content and influencers), and (3) messaging strategy (e.g. educational posts that provide insight into brands' sustainability initiatives). Overall, Instagram (vs. Facebook) was preferred by brands. Brands that post educational messaging, specifically information related to sustainability along with video content, led to higher consumer engagement. Educational messaging yielded high levels of engagement when lifestyle related imagery was partnered with sustainability. Sustainable brands should focus on working with influencers that align with their brand philosophy and values. Brands should post discounts and incentives to promote sustainable purchases. [ABSTRACT FROM AUTHOR]

The intersection of the Internet of Things (IoT) and the circular economy (CE) creates a revolutionary opportunity to redefine economic sustainability and resilience. This review article explores the intricate interplay between IoT technologies and CE economics, investigating how the IoT transforms supply chain management, optimises resources, and revolutionises business models. IoT applications boost efficiency, reduce waste, and prolong product lifecycles through data analytics, real-time tracking, and automation. The integration of the IoT also fosters the emergence of inventive circular business models, such as product-as-a-service and sharing economies, offering economic benefits and novel market opportunities. This amalgamation with the IoT holds substantial implications for sustainability, advancing environmental stewardship and propelling economic growth within emerging CE marketplaces. This comprehensive review unfolds a roadmap for comprehending and implementing the pivotal components propelling the IoT's transformation toward CE economics, nurturing a sustainable and resilient future. Embracing IoT technologies, the authors embark on a journey transcending mere efficiency, heralding an era where economic progress harmonises with full environmental responsibility and the CE's promise. [ABSTRACT FROM AUTHOR]

Purpose — The emergence of social media and digital technologies has reformed the competitive aspect for firms that quickly acknowledged the increasing relevance of social media platforms for business purposes social media is emerging as an important part of our lives. Luxury brands are gaining popularity as the customers are getting richer. In this paper, we did an extensive review of the research papers to understand the applications of social media for luxury brands management. We also studied the data analysis techniques used in those research papers. Methodology — The papers related to the applications of social media for luxury brand management were collected using related keywords. We searched the papers with the keywords such as "Social media marketing" and "Luxury brands", "Social media consumer engagement" and "Luxury brands", "Social media consumer response" and "Luxury brands" and "Social media communication" and "Luxury brands" in Scopus database. Findings — Marketing and customer response are the two main categories of the applications of the social media for luxury brand management. Regarding data analysis techniques, traditional data analysis models such as structural equation modelling, regression, etc. have been used more as compared to data mining, text mining, etc. process. Originality — We propose a new categorisation of different research papers related to applications of social media for luxury brand management. We also did an extensive study of the data analysis techniques to conclude that traditional data analysis models have been mostly used in this research area. The recommendations to social media marketing professionals related to luxury brands have been presented to improve the effectiveness of social media campaigns for luxury brands. We also suggest challenges and future research directions in this area. [ABSTRACT FROM AUTHOR]

The study investigates the dynamics of user interactions with food-centric social media content, focusing on how various source attributes impact consumer engagement levels and lead to specific behavioural outcomes, such as food behavioural intention and visual addiction. This study utilized diverse online platforms to administer cross-sectional surveys and collect data. The 350 valid responses were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The analysis revealed that the UGC's source attraction, source credibility, source popularity, and source usefulness significantly shape user engagement, categorised as passive, active and collaborative engagement. The different forms of consumer engagement behaviour impact the user's intention toward food-related behavioural intention and their propensity for visual addiction to food images. The study comprehensively assesses the complex links between food-related content source characteristics, user engagement patterns, food-related behaviour intentions, and visual addiction. The findings provide valuable insights to stakeholders in the food industry, highlighting the importance of prioritising visual appeal and establishing regulatory standards to optimise consumer experiences and achieve desired outcomes in food-related content creation and consumption. [ABSTRACT FROM AUTHOR]

The article examines the use of multisensory marketing by companies as a strategy to increase consumer engagement. It analyzes modern scientific approaches to defining the concept of multisensory marketing and its impact on consumer behavior. The key characteristics and principles that companies should take into account when implementing strategies in their campaigns are formed. The article contains a list of requirements for the effective use of multisensory marketing, which include the targeted use of various stimuli to attract consumers' attention, increase their emotional interaction with the brand, and create deeper and longer consumer impressions. [ABSTRACT FROM AUTHOR]

Companies spend their social media advertising on several platforms, including Facebook, Instagram, TikTok, and Xiaohongshu. The proliferation of technology and the increasing accessibility for individuals to establish careers on social media platforms have led to the emergence of influencer marketing as a strategy that can foster consumer engagement within these platforms and perhaps impact brand loyalty. This study examines the effect of influencers marketing approach in the Malaysian context, taking into consideration the growing prominence of this phenomenon. This study utilized descriptive analysis to offer generalizable recommendations for companies regarding the effect of adopting the influencer marketing approach as a strategic method. The findings of this study provide valuable insights for companies seeking to develop their marketing strategies and promote consumer engagement to expand their market position. [ABSTRACT FROM AUTHOR]

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This research aims to develop a framework for analysing companies' activities related to sourcing consumers' knowledge and apply this framework to the hotel, restaurants, and catering (HoReCa) sector in Poland and the UK. Data collection involves case studies within the HoReCa industry, and the research methodology considers the four key perspectives of companies' activities: (1) the business process, (2) methods of interaction, (3) incentives for knowledge sharing, and (4) ICT support. The research demonstrates that HoReCa companies actively engage consumers through diverse projects, emphasising feedback-related activities. While UK-based companies exhibit more extensive consumer involvement across various business processes, including product development, marketing, and customer service, Poland-based projects focus primarily on consumers' opinions. The study identifies significant differences in interaction methods, incentives, and ICT offerings between the two countries analysed. For academics, the study contributes to the understanding of cross-cultural variations in consumer engagement strategies within the HoReCa sector. From a practical standpoint, HoReCa businesses can tailor their consumer engagement strategies based on regional disparities highlighted in the study. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the impact of gamification on loyalty by mediating consumer engagement and brand awareness among Shopee users in Surabaya. Consumer behavior guides this research. Shopee users serve as the research subjects in this study. This study employs a quantitative methodology. The participants in this study were Shopee users who played gamification games. Purposive sampling was used, and there were 130 respondents in total. The G-Form questionnaire collects data, and the results are analyzed using SEM-PLS. The findings of this study show that gamification has a direct effect on loyalty. Gamification also influences consumer engagement and brand awareness. Brand awareness and consumer engagement both have an impact on loyalty. Gamification's impact on loyalty can be mediated by consumer engagement and brand awareness. [ABSTRACT FROM AUTHOR]

Background: Providing older patients with an opportunity to participate in individualised falls preventive education, has been shown to reduce hospital falls. However, few studies have explored older peoples' perspectives of hospital falls prevention education. This study aimed to explore older people and their caregivers' knowledge and awareness about hospital falls prevention, including their reflections on the education they received when hospitalised. Methods: A qualitative, exploratory study with focus groups and semistructured interviews was conducted. Participants were a purposively selected sample of community‐dwelling older people (65+ years) admitted to a hospital in the past 5 years and caregivers of older people. Data were thematically analysed using deductive and inductive approaches, and a capability–opportunity–motivation–behaviour model was applied to understand key determinants of implementing falls education for hospitalised older people. Results: Participants' [n = 46 (older people n = 37, age range 60–89 years), caregivers n = 9] feedback identified five themes: distress and disempowerment if the participant did have a hospital fall or nearly fell, anxiety and uncertainty about what behaviour was required while in hospital, insufficient and inconsistent falls prevention education, inadequate communication and underlying attitudes of ageism. Applying a behaviour change model suggested that older people and their caregivers did not develop falls prevention knowledge, awareness or motivation to engage in falls prevention behaviour. Older people were also provided with limited opportunities to engage in falls preventive behaviour while in hospital. Conclusion: Older people in our study received sporadic education about falls prevention during their hospital admissions which did not raise their awareness and knowledge about the risk of falls or their capability to engage in safe falls preventive behaviour. Conflicting messages may result in older people feeling confused and anxious about staying safe in hospital. [ABSTRACT FROM AUTHOR]

The growing importance of social media in the tourism domain has led to an accelerated growth of research in the past decade. Through a systematic literature review, this study offers an overview of researched contexts and topics, identifies gaps in the literature, and suggests a comprehensive agenda for future research. We also present quantitative, visualization-rich results employing bibliometric citation and content analysis of 94 articles covering social media content strategy across 43 journals published from 2012 to 2022. The cocitation analysis on cited references revealed four clusters. A detailed analysis of the most influential journals/articles in the area, theories employed, research context, variables tested (characteristics), and methods used is also provided. The study finally outlines eight directional themes for advancing research in this domain. The study's findings can help academics, practitioners, and policymakers comprehend the latest developments and significant trends influencing social media content strategy in the tourism domain. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to test the impact of avatars on consumer psychological states, engagement, and purchase intention in the online retail environment with reference to the Regulatory Engagement Theory. Design/methodology/approach: One-factor between-subject experimental design was used to test research hypotheses. Two versions of an experimental merchant website have been designed for the purpose of the study: with and without the avatar. Participants were randomly assigned to experimental conditions and responded to an online questionnaire displayed during the visit. SEM analyses with AMOS 24 and SPSS Macro Conditional Process Analysis for bootstrapping were used to test the hypotheses. Findings: The results confirm the avatar's positive impact on perceived enjoyment and immersion, both positively affect consumer engagement and purchase intention. The mediating role of psychological states in the impact of avatars on consumer engagement is also confirmed. Originality/value: This study advances the interactive marketing literature by focusing on avatars as an emerging interactive technology in the virtual retail context. Unlike previous studies on virtual agents, which primarily focused on their utilitarian role in online customer support, this study investigates how avatars influence consumers' psychological states, engagement, and purchase intention. [ABSTRACT FROM AUTHOR]

Introduction. Within primary health care policy, there is an increasing focus on enhancing involvement with secondary health care, social care services and communities. Yet, translating these expectations into tangible changes frequently encounters significant obstacles. As part of an investigation into the progress made in achieving primary health care reform in Aotearoa New Zealand, realist research was undertaken with those charged with responsibility for national and local policies. The specific analysis in this paper probes primary health care leaders' assessments of progress towards more collaboration with other health and non-health agencies, and communities. Aim. This study aimed to investigate how ideas for more integration and joinedup care have found their way into the practice of primary health care in Aotearoa New Zealand. Methods. Applying a realist logic of inquiry, data from semi-structured interviews with primary health care leaders were analysed to identify key contextual characteristics and mechanisms. Explanations were developed of what influenced leaders to invest energy in joined-up and integrated care activities. Results. Our findings highlight three explanatory mechanisms and their associated contexts: a willingness to share power, build trusting relationships and manage task complexity. These underpin leaders' accounts of the success (or otherwise) of collaborative arrangements. Discussion. Such insights have import in the context of the current health reforms for stakeholders charged with developing local approaches to the planning and delivery of health services. [ABSTRACT FROM AUTHOR]

Fashion resale has emerged as a notable strategy for the fashion industry to reduce its environmental footprint by promoting fashion circularity. Despite extensive research on consumer awareness of resale and the purchase of pre-owned items, there remains a gap in understanding the factors that influence consumers' participation in resale markets, encompassing both selling and buying practices. Drawing on social practice theory (SPT), this qualitative study examines the nuanced factors influencing consumers' online resale practices and investigates how online fashion resale practices (OFRPs) have become integrated into their daily consumption patterns. In-depth interviews were conducted with thirty experienced Chinese consumers engaged in both the selling and buying practices of secondhand fashion. Initially, the study identified eight nuanced motivations and seven challenges influencing consumers' OFRPs. Subsequently, the research uncovered two types of materials and seven core skills necessary for successful OFRP transactions, along with six associated meanings of OFRPs. Specifically, we found that participants seamlessly integrated OFRP into their daily routines through nurtured sociality, and OFRP only fostered sustainable consumption behaviors in one-third of participants, suggesting significant room for improvement. This study provides empirical insights into the existing literature and offers actionable recommendations to key stakeholders for advancing fashion circularity—a critical objective for the sustainability of the fashion industry. [ABSTRACT FROM AUTHOR]

This research looks in detail at the dynamics of pink marketing and its effect on the purchase behavior of Saudi women through mobile applications, with an emphasis on Artificial Intelligence (AI) as a moderator. Furthermore, this study assesses the effects of customized pink marketing strategies – product, price, promotion, and place – on buying intentions and behaviors. A closed-ended questionnaire was adopted to measure constructs associated with women’s mobile app purchase behavior influenced by pink marketing and AI elements. Structural Equation Modeling (SEM) was the study tool used to examine how AI affects women’s consumer behavior and how it influences pink marketing. The results suggest that each component of the pink marketing mix significantly influences buying behavior, especially price and promotion. Additionally, AI has a significant moderating effect, improving the personalization and effectiveness of marketing activities. The results of this study highlight the essential role of AI in forming consumer engagement in the digital market, providing useful input for marketers who intend to target women in Saudi Arabia. This study complements the understanding of gender marketing in the digital era and provides a vision for the possibility of AI fundamentally changing traditional approaches.

Background: Sufficient dietary fiber consumption is associated with well-established health benefits, yet such intake is currently suboptimal globally. Thus, there is interest in developing strategies to improve dietary fiber intake. One such approach is to increase the dietary fiber content of staple foods, but this needs relevant investigation. Methods: Forty-two United Kingdom (UK) based consumers (18–76 y) were recruited to take part in seven focus group sessions investigating: (i) key factors in food choice; (ii) dietary fiber-related knowledge, awareness, consumption habits, and engagement levels; (iii) willingness to consume dietary fiber-rich staple foods; and (iv) gain initial feedback on dietary fiber-rich breads. Results: Overall, key dietary fiber themes emerged such as knowledge (benefits, foods, recommendations and labeling), consumption (not measuring intake), barriers (convenience and knowledge), resources (education and public appeal), and topics (food examples and cooking). Consumers were positive per se to the idea of dietary fiber-rich staple foods but with various caveats (no changes in appearance, taste, and cost). White bread trends were centered around context (sandwich and toast), habit (comfort food), preferences (soft and fresh), and consumption is variable (daily to less often). In addition, consumers’ preferred labeling strategy for dietary fiber-rich breads was predominately focused on transparency and visibility. Overall, the newly developed breads were well received demonstrating the potential of our prototypes to fit into the white bread market; however, additional consumer insights are needed. Conclusion: Our findings recommend combining education with a personalized element of advice, coupled with a collective effort from the government and food industry, as essential to help encourage a step-change in dietary fiber consumption in the UK population.