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Corporate social responsibility (CSR) ISO standards have been noted as an essential marketing strategy by which firms can achieve consumer trust while improving environmental, social, and quality factors. This study discloses the contextual relationship between CSR ISO standards and sustainable impulse buying behavior. This study also looks to uncover the CSR ISO driving and linkage factors that motivate consumers to make sustainable impulsive purchases.

Three distinct research methods were employed in this research. First, a consumer expert opinion-based Interpretive Structural Modeling (ISM) approach was adopted to reveal the contextual relationship between CSR ISO factors and sustainable impulse buying behavior. Secondly, Matrice Impacts Croises Multiplication Appliques Classement (MICMAC) was used to examine these factors' driving and dependent power. In addition, Minitab package software was also used to check the statistical validation of ISM-MICMAC results.

The results indicate that although environmentally responsible CSR ISO 14001, socially responsible CSR ISO 26000, and consumer perception of product quality CSR ISO 9001 standards contain strong driving power, their dependent power was weak. All these CSR ISO factors (14,001, 26,000, and 9001) strongly impact each other and sustainable impulse buying. Therefore, these three CSR ISO factors have been placed at the bottom of the ISM model. The CSR ISO 14020 standard (labeling of the product), knowledge of CSR ISO standards, consumer trust, and advertising about CSR ISO standards have been placed in the middle. The mentioned factors have intense driving and dependent power and are classified as linkage factors for sustainable impulse buying. Impulse buying behavior has weak driving and strong dependent power, yet this factor strongly depends on other CSR ISO factors. Hence, this factor is placed at the top of the ISM model. In addition, the Minitab package software results indicate that ISM-MICMAC results are statistically valid.

To the best of our knowledge, this research is unique and examines the influence of CSR ISO factors on sustainable impulse buying in the context of Pakistani consumers. Secondly, our study has thoroughly investigated several CSR ISO factors and allied these factors in the context of consumer buying behavior. Third, several CSR ISO factors and impulse buying behavior were examined using a mix of ISM-MICAC and Minitab methods. Thus, including these steps in our study has led to the development of a novel technique.

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.

The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.

The data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.

The results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.

The findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.

Until now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

The purpose of the chapter was to examine the impact of customer care chatbots on customer satisfaction levels in the mobile telephony industry in Zimbabwe, with a special focus on the company Econet Wireless. This chapter shows the conceptual framework used. An online questionnaire was administered to a sample of 100 Econet Wireless subscribers who were selected using probability stratified random sampling from Zimbabwe’s 10 provinces. The research data were collected and analysed for correlation, and a multiple regression analysis was carried out to identify the relationship between customer satisfaction and the three customer service improvements brought in by the introduction of customer service chatbots. The study discovered that there is a positive relationship between customer satisfaction levels and each of the three customer service improvements brought in by customer service chatbots, namely customer service convenience, speed of response, and omnichannel strategies. This study thereby proves that the introduction of customer service chatbots in the mobile telephony industry in Zimbabwe can lead to an improvement in customer satisfaction levels. However, addressing service quality only as a determinant of customer satisfaction in isolation is not sufficient to fully improve customer satisfaction levels. Therefore, organisations that seek to improve their customer satisfaction should consider strategies that address all determinants of customer satisfaction, namely price, product quality, service quality, situational factors, and personal factors. This study contributes to the body of knowledge, particularly regarding the use of artificial intelligence (AI) for customer service in developing economies.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal Palace.

Drawing upon the emerging critical scholarship on cryptocurrency and the political economy of professional football, this study uses digital ethnography in an attempt to understand the major themes emanating from the online forum discussions amongst fans in response to the issuance of fan tokens by the aforementioned three clubs, among other types of partnerships with crypto companies.

The supporters’ critical deliberations revolved around the contradictions of fan tokens (as a means for supposed “fan engagement” or for financial speculation) and the utility of cryptocurrency for the public. These reactions in turn showcase a larger tension underlying the financially unstable professional football industry: the contest between the owners and the fan bases over the exchange value (for profit) and use value (for community) of the clubs.

This paper is one of the first studies to adopt a critical framework to examine the emerging partnerships between sports and cryptocurrency companies during the COVID-19 pandemic. It also provides one of the first in-depth analyses of the critical receptions of sport NFTs amongst sport fans. While contributing to the literature on fan activism/protest in the context of the commercialization and commodification of sport, the paper also raises new questions on the responsible use of cryptocurrency/NFT in sport.

This paper aims to understand the religio-spiritual insights of the consumers and investigate their relationship with the consumers’ attitude towards advertising and its antecedents. Religious festivals, such as Ramadan, are celebrated with high religio-spiritual contemplations, which are often targeted by intensive marketing campaigns. During these religious festivals, consumers’ attitude toward advertising is influenced when television commercials contain “unnecessary” entertainment, “inappropriate casting” of celebrities with less credibility, “cluttered” information, “phony claims” related to good for economy and “annoying content” increasing consumers’ irritation.

This study developed a higher-order construct of religio-spiritual insights and used “Theory of Reasoned Action” for measuring the effect of religio-spiritual insights on consumers’ attitude toward advertising. Exploratory sequential mixed methods research design was used to develop and validate the instrument. A total of 30 semi-structured interviews were conducted during i-depth analysis phase to generate themes and questionnaire. During instrument validation phase, 839 Muslim consumers were surveyed by using the questionnaire, and instrument was validated by using the co-variance-based structural equation modeling approach.

This study develops and validates the instrument of religio-spiritual insights and identifies its significant direct and mediating effects between the consumer’s attitude toward advertising and its determinants.

The newly developed instrument of religio-spiritual insights is based on six dimensions, namely, “beliefs and practices,” “association with higher power,” “interconnectedness,” “self-actualization,” “heart and mind involvement,” “knowledge and meanings.” This instrument of religio-spiritual insights was validated and then tested by using a conceptual framework based on the several variables, such as attitude toward advertising, irritation, good for economy, entertainment, credibility and information.

Online advertising becomes an essential tool to reach the target audience. One of the most widely used strategies is re-targeting. Firstly, this study explores the impact of ethics, privacy and ads' perceived benefits (ad effectiveness and ad relevance) on consumers' attitudes toward online advertising. Secondly, the study investigates the mediating effect of attitudes toward re-targeting online advertising on consumers' purchase intentions. Finally, the study investigates the moderating effect of the perceived ethicality of re-targeting online advertising on consumers' purchase intentions.

Participants (n = 307) were recruited through an online survey platform (MTurk) in the USA. The sample consisted of 65% male and 35% female respondents. The majority are aged 25–34 years, followed by 35–44 years (20%), 45–54 years (14%), 18–24 years (8%) and 55 years and older (6%).

The results show that ad effectiveness and ad relevance influenced consumers' attitudes toward re-targeting. This study shows that consumers are willing to trade their privacy for better search quality. Moreover, perceptions toward the ethicality of re-targeting ads moderated the relationship between consumers' attitudes and purchase intentions.

This study will make several contributions. First, the study will extend the consequential theory in the context of online advertising. Second, the study will assist companies in using re-targeting strategies. The results will reveal which factor is the most important factor impacting consumers' attitudes toward re-targeting strategies.

This is one of the first few papers investigating consumers' perceptions of the ethicality of re-targeting online advertising.

The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.