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The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.

In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.

The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.

This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

This study investigated the impacts of the interaction experiential customization (IEC) mode on consumers' information processing fluency and green customization intention (GCI) as well as the moderating effect of consumers' self-construal.

This study conducted an online field experiment, questionnaire study and between-subjects laboratory experiment to test the hypotheses.

It was found that IEC had a significant positive effect on consumers' GCI. Moreover, consumer retrieval processing fluency played a partial mediating role in the relationship between IEC and GCI. In addition, consumers' self-construal moderated the “IEC? Three dimensions of processing fluency” relationships.

The results emphasized the importance of IEC in influencing consumers' consumption intention in a green customization setting and have some practical implications, that is, companies have the opportunity to use appropriate digital choice architecture designs, which can enhance consumer processing fluency when promoting eco-friendly products in the customized consumption process, especially for independent consumers.

This study focused on the customization design on consumers' GCI and explained the mechanism of impact of IEC on improving consumers' processing fluency and GCI in a product customization setting based on the fluency theory. In addition, this study investigated the moderating effect of consumers' self-construal (independent vs interdependent) on their significant different information processing modes for low-carbon choices.

Customization, a marketing strategy through providing personalized products, might be a new solution to motivate consumer feedbacks in electronic commerce (e-commerce) websites. Taking the dual-value of customization (emotional involvement and uniqueness expression) as the theoretical basis, this study aims to investigate the impact of customization on consumer's word-of-mouth (WOM) behaviors and contents by motivating: (1) more, (2) faster, (3) positive at first and then negative, (4) longer and (5) more helpful WOMs.

A field study was conducted with multi-sourced data: customer order data from a Chinese retailer and WOM data from Amazon.com. The two datasets were matched to filter out 463 online reviews among 6,892 customers who placed customized orders. Heckman's two-stage model, logistic regression, Ordinary least squares regression, Tobit regression, analysis of covariance and Lind–Mehlum U Test were used in the data analysis.

This study has found that (1) customization level motivates WOM behaviors including WOM posting and WOM speed, (2) an inverted U-shaped relationship exists between customization level and consumer rating and (3) customization level has a significantly positive impact on WOM helpfulness but not on WOM length.

This study advances theoretical development in the area of WOM motivators by proposing a new product-centric approach, customization, to stimulate voluntary WOMs. Empirical field research that analyzes consumer's real responses to customization is in scarcity. The dual-value of customized products is proposed as the underlying mechanism to explain the impact of customization level on consumer's WOM behaviors/contents. An interesting inverted U-shaped relationship is found between customization level and customer rating. This research provides nuanced practical guidance for websites, companies and consumers.

Virtual try-on (VTO) technology with three-dimensional (3D) body scanning in a mobile application is a relatively new technique for selling custom-fit apparel. VTO involves scanning and measuring one's body and visualizing the fit of a garment on a 3D avatar. The purpose of this study is to explore consumers' experiences toward the custom-fit T-shirts and online mass customization (MC) services using the VTO technology found in online consumer reviews (OCRs).

A total of 297 OCRs were collected from the Amazon's Made for You site that uses VTO technology for the MC process. A qualitative content analysis, within a mixed method research process, was used to determine systematically the meanings within qualitative data with quantitative results. In the qualitative approach, combinations of two coding processes were employed, which were concept-driven (i.e., deductive/a priori) and data-driven (i.e., inductive/emergent) coding processes. In the quantitative approach, the prevalence of each coding in terms of its valence was calculated based on frequencies. Intercoder reliability reached 96 per cent.

In OCRs of customized apparel products and online MC services using VTO technology, consumers described expectations, perceived performance, dis/confirmation, dis/satisfaction, outcomes of dis/satisfaction and descriptive information. Those with expectations often expressed skepticism about the product and the MC process using VTO technology at the pre-consumption stage. In OCRs, they used four product dimensions and two service dimensions of perceived performance. Consumers had positive (negative) confirmation when the performance of the T-shirts and/or services worked better (worse) than their expectations. The OCRs also included dis/satisfaction with a product and/or service, its outcomes and descriptive information.

This study identified a resulting framework to identify the content in OCRs of the custom-fit T-shirts and online MC services that use VTO technology. This study extends the expectation confirmation theory by adding multiple dimensions (i.e., four product dimensions and two service dimensions) as well as more outcomes of dis/satisfaction (not limited to repurchase intentions). This study provides practical suggestions for online MC companies who are using or planning to use VTO technology on how to improve consumers' satisfaction with customized T-shirts using VTO technology.

Today's marketing is dominated by decision-making based on artificial intelligence and machine learning. This study focuses on one semi- and unsupervised machine learning technique, generative adversarial networks (GANs). GANs are a type of deep learning architecture capable of generating new data similar to the training data that were used to train it, and thus, it is designed to learn a generative model that can produce new samples. GANs have been used in multiple marketing areas, especially in creating images and video and providing customized consumer contents. Through providing a holistic picture of GANs, including its advantage, disadvantage, ethical considerations, and its current application, the study attempts to provide business some strategical orientations, including formulating strong marketing positioning, creating consumer lifetime values, and delivering desired marketing tactics in product, promotion, pricing, and distribution channel. Through using GANs, marketers will create unique experiences for consumers, build strategic focus, and gain competitive advantages. This study is an original endeavor in discussing GANs in marketing, offering fresh insights in this research topic.

The objective of this study is to investigate consumer motivations and purchase behaviors with respect to cookies with customized packaging and consumer interest in different types of customization in the Italian food industry.

The study was conducted by performing a quantitative analysis of 642 surveys collected via Google Forms. A repeated-measures ANOVA, univariate ANOVA, chi-squared test, correlation analysis and linear regression analysis were conducted using SPSS.

Customers buy cookies with customized packaging as personal gifts to someone they care about. The ability to insert their initials or a personalized phrase appears to increase customers’ positive attitudes toward buying cookies with customized packaging. Those interested in this type of customization are willing to pay more, regardless of the type of customization.

In the survey, only some types of customization not previously extracted from a focus group are explored, and the analysis covers only the food industry and does not take a cross-sectional approach. In addition, we specifically refer to the Italian market, which means that results cannot be generalized.

From a managerial perspective, our results highlight that food industry companies should take advantage of the opportunity to segment the demand for customized packaging with respect to consumers’ attitudes and their motivation toward food products.

From a theoretical perspective, this study analyzes consumer attitudes and behaviors toward purchasing cookies with customized packaging. From a managerial perspective, the results of the study highlight interesting courses of action for companies in the food industry that would like to use the tool of customization by intervening in terms of the packaging rather than the product itself.

This study aims to develop and test an integrative model that examines the effects of customization and perceived employee authenticity on customer delight, which in turn influences customers’ willingness to recommend (WTR) and willingness to pay a premium (WTPP) as outcomes in a hotel context. The moderating role of online review valence in this process is also examined.

This study adopts a 2 (customization: low vs high) × 2 (perceived employee authenticity: low vs high) × 2 (online review valence: negative vs positive) experimental design. A total of 409 US consumers were recruited and randomly assigned to a hotel check-in scenario. Partial least squares structural equation modeling was used to test the hypothesized relationships.

Findings confirmed the role of customer delight in mediating customization and employee authenticity on WTR and WTPP. In addition, perceived employee authenticity was a stronger driver of customer delight for consumers exposed to negative online reviews than for those exposed to positive reviews.

The findings provide useful guidance in designing efficient service strategies for generating a delightful customer experience. Hotel practitioners should provide customized services and manage employees in a way that helps them deliver authentic services that achieve customer delight. Understanding that customer expectations formed through online reviews play a significant role in service evaluations, hotel managers make an extra effort to monitor online reviews and manage customer expectations.

Although existing research suggests that customer delight plays an important role in positive consumer outcomes, there is still potential space to explore the theoretical mediational mechanisms underlying this effect and the moderating effect on this relationship between customer delight and consumer responses. This study contributes by testing the moderating impact of online review valence and the mediating impact of customer delight.

The purpose of the study is to reach an in-depth understanding of personalization and its components by developing a comprehensive definition of the concept in fashion. Moreover, it aims to clarify the open debate of the use of the terms personalization and customization.

The Delphi method was utilized for this study in order to collect the opinions of experts. This method is considered appropriate for reaching consensus among experts regarding a topic that is subject to debate.

The study provides a definition of personalization in fashion which is relevant in the current digital context, and it identifies the building components of the concept. By developing a definition of personalization, it also clarifies the meaning of customization in fashion and suggests a possible explanation for the use of the different terminologies among experts.

This study contributes to the personalization and customization debate by providing an expert perspective on the topics specific to the fashion industry and by offering insights into open debates that have limited its advancement. The definition represents an interesting theoretical contribution and offers avenues for further research. Moreover, it can be applied by fashion practitioners to guide the development of personalization strategies.

3D printing has been warmly welcomed by clothing enterprises for its customization capacity in recent years. However, such clothing enterprises have to face the digital transformation challenges brought by 3D printing. Since the business model is a competitive weapon for modern enterprises, there is a research gap between business model innovation and digital transformation challenges for 3D-printing garment enterprises. The aim of the paper is to innovate a new business model for 3D-printing garment enterprises in digital transformation.

A business model innovation canvas (BMIC), a new method for business model innovation, is used to innovate a new 3D-printing clothing enterprises business model in the context of digital transformation. The business model canvas (BMC) method is adopted to illustrate the new business model. The business model ecosystem is used to design the operating architecture and mechanism of the new business model.

First, 3D-printing clothing enterprises are facing digital transformation, and they urgently need to innovate new business models. Second, mass customization and distributed manufacturing are important ways of solving the business model problems faced by 3D-printing clothing enterprises in the process of digital transformation. Third, BMIC has proven to be an effective tool for business model innovation.

The new mass deep customization-distributed manufacturing (MDC-DM) business model is universal. As such, it can provide an important theoretical reference for other scholars to study similar problems. The digital transformation background is taken into account in the process of business model innovation. Therefore, this is the first hybrid research that has been focused on 3D printing, garment enterprises, digital transformation and business model innovation. On the other hand, business model innovation is a type of exploratory research, which means that the MDC-DM business model’s application effect cannot be immediately observed and requires further verification in the future.

The new business model MDC-DM is not only applicable to 3D-printing garment enterprises but also to some other enterprises that are either using or will use 3D printing to enhance their core competitiveness.

A new business model, MDC-DM, is created through BMIC, which allows 3D-printing garment enterprises to meet the challenges of digital transformation. In addition, the original canvas of the MDC-DM business model is designed using BMC. Moreover, the ecosystem of the MDC-DM business model is constructed, and its operation mechanisms are comprehensively designed.