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The objective of this paper is to compare the effects of two types of celebrities (Instagram celebrity vs. traditional celebrity) on users' willingness to look for product information (promoted products). User “likes” (user's intention to give “like” the promoted brand post) and Instagram involvement are examined as applied moderators in the proposed theoretical model of this research.

203 participants contribute to an experimental study and were randomly assigned to one of the two conditions (Instagram celebrity vs. traditional celebrity). An American-South African woman as a traditional celebrity and an American woman as an Instagram celebrity were selected for this study.

The outcomes demonstrate the power of Instagram celebrity in excess of the traditional celebrity. In addition, the findings indicate how users are more eager to “like” the post promoted by the Instagram celebrity. It also confirms that highly involved users (vs. lowly involved users) have a greater effect on the relationship between the Instagram celebrity and users' willingness to look for the product information.

Managerial implications for social media marketing and Instagram marketing campaigns are provided. From the view of marketing planning, the findings speak to the potency of campaigns using Instagram celebrity as an effective branding strategy.

This research in addition to highlighting the role of user “like” and user involved with Instagram, contributes to a better understanding of the importance of the promoted product information search in online marketing campaigns.

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on users’ willingness to use offline word of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator.

Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated pictures and texts on the Instagram frame). A two-group comparison (positive emotional brand post vs negative rational brand post) between-subjects experiment (n = 214) was conducted.

The results indicate that WOM and eWOM are more affected by a celebrity’s emotional brand post than a celebrity’s rational brand post. Furthermore, both types of WOM are more affected through high product involvement enhanced by a celebrity’s rational brand post than through high product involvement boosted by a celebrity’s emotional brand post.

Managerial implications for social media marketing and Instagram celebrity-based branding are provided. Practical implications are also provided in the form of evidence of how the impacts of two different brand posts on positive offline WOM and eWOM are affected differently through the moderation of product involvement.

The research argues for theoretical implications for the marketing literature on celebrity endorsements. The study also tests one moderating effect on the relationship between brand post content and WOM and eWOM.

El propósito de este trabajo es comparar dos posts de marcas con diferente contenido creado por una celebridad (contenido emocional vs. contenido racional) en Instagram y sus efectos en la disposición de los usuarios a utilizar WOM y eWOM. El modelo de investigación también incluye la implicación del producto como moderador.

Sobre la base de los resultados de las etapas de prueba previa, el estudio incluyó dos estímulos, y a los encuestados se les presentaron dos publicaciones de marca diferentes (es decir, dos imágenes y textos manipulados en el marco de Instagram). Se realizó un experimento entre sujetos (n = 214) de comparación de dos grupos (post de marca emocional positivo frente a post de marca racional negativo).

Los resultados indican que el WOM y el eWOM se ven más afectados por el post emocional de la marca de un famoso que por el post racional de la marca de un famoso. Además, ambos tipos de boca a boca se ven más afectados por la alta implicación del producto potenciada por el post racional de la marca de un famoso que por la alta implicación del producto potenciada por el post emocional de la marca de un famoso.

se ofrecen implicaciones de gestión para el marketing en las redes sociales y el branding basado en los famosos de Instagram. Las implicaciones prácticas también se proporcionan en forma de evidencia de cómo los impactos de dos publicaciones de marca diferentes en el WOM positivo y el eWOM se ven afectados de manera diferente a través de la moderación de la implicación con el producto.

La investigación aporta implicaciones teóricas para la literatura de marketing sobre el patrocinio de los famosos. El estudio también prueba un efecto moderador en la relación entre el contenido de los posts de marca y el WOM y el eWOM.

本文旨在比较Instagram上两个由名人创作的不同内容的品牌帖子（感性内容Vs.理性内容）, 以及其对用户使用线下口碑（WOM）和电子口碑（eWOM）意愿的影响。该研究模型还包括产品涉入作为调节变量。

研究包括两个刺激物, 受访者被呈现两个不同的品牌帖子(即Instagram框架上的两个被操纵的图片和文字)。进行了两组比较(积极感性品牌帖子vs. 消极理性品牌帖子) 的主体间实验 (n = 214) 。

结果表明, 与名人的理性品牌帖子相比, WOM和eWOM受名人感性品牌帖子的影响更大。此外, 这两种类型的口碑通过名人的理性品牌帖子所增强的高产品涉入度比通过名人的感性品牌帖子所增强的高产品涉入度受到的影响更大。

提供了对社交媒体营销和Instagram名人品牌的管理意义。研究还提供了实际意义, 证明了两种不同的品牌帖子对积极的WOM和eWOM的影响是如何通过产品涉入度的调节而不同的。

该研究论证了名人代言的营销文献的理论意义。该研究还检验了品牌帖子内容与WOM和eWOM之间关系的调节效应。

The purpose of this paper is to evaluate and analyze the influence of service convenience, service quality and customer satisfaction on the formation of word of mouth in airline industry.

The sample included 400 passengers who had experienced THAI’S international flights. To test the study hypotheses, a research model was examined applying structural equation modeling.

The findings submit that, in addition to effects of service convenience, service quality and customer satisfaction on word of mouth, decision convenience has the most positive significant influence on word of mouth compared to service quality dimensions and customer satisfaction.

The present research focuses on assessing the word of mouth level only for THAI; therefore, its findings may not be generalized for the other airlines. In addition, the target market of this study is the customers of THAI. Future researchers can select the markets of other airlines customers.

In airline companies, service convenience plays a central role on customer word of mouth. Therefore, airlines should concentrate on travelers’ convenience in the service procedure. They should plan the service to support the best convenience for travelers.

This investigation would help airlines to understand what makes customers more satisfied before, during and after using an airline service and to understand how this is related to the word of mouth.

The purpose of this paper is to compare the effects of the fit between two types of opinion leaders (influencer vs celebrity) and the products promoted in a fashion marketing campaign on user engagement (willingness to like and share the fit posts). Instagram involvement is examined as an applied moderator in the proposed theoretical model of this research.

To test the hypotheses of the research, an experimental study was conducted. The sample was formed by female participants who were randomly assigned to one of the two conditions (fit of influencer–product vs fit of celebrity–product).

The results showed the superiority of the fit of influencer–product over the fit of celebrity–product on users’ engagement. It also indicates that highly involved Instagram users (vs lowly involved Instagram users) moderate the more prominent effect of the fit of influencer–product post on users‘ engagement.

The research helps brands to increase their knowledge of marketing campaigns formed through the fit of the opinion leaders with the products promoted.

This research in addition to highlighting the role of users involved with Instagram contributes to a better understanding of the importance of promotional post fitting.

The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the consumers' loyalty after a service failure. The proposed theoretical model also appraises the mediating role of two emotional responses (consumer forgiveness, consumer anger) and consumer self-esteem and the moderating role of self-oriented perfectionism.

Two studies (i.e. an experimental design and a field study) are considered for this investigation to assess the effectiveness of gratitude expression versus empathetic apology on post-recovery loyalty and test the effects of mediators and the moderator applied between the verbal recovery strategies and post-recovery loyalty.

The results of Study 1 revealed the supremacy of gratitude to empathetic apology in maintaining consumers' loyalty after service failure recovery. The better impact of gratitude expressed in increasing post-recovery loyalty is mediated through the elevation of consumers' forgiveness, the reduction of consumers' anger and consumers' self-esteem. The findings of Study 2 indicated that gratitude increases more post-recovery loyalty through individuals with a high level of self-oriented perfectionism.

Future research could examine other service failure situations, different types of service recovery, mediators or moderators, which contribute to the service marketing literature.

After a service failure, using gratitude expressions to consumers often makes them feel better and more valuable.

This work increases service providers' knowledge in using proper expressions after a service failure to help elevate consumers' positive reactions resulting in maintaining their loyalty.

This study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception. The research model is also assessed across the two brand types (hedonic brands and utilitarian brands).

Overall, 426 valid questionnaires were collected through an online survey. To test the proposed hypotheses, structural equation modeling was used.

The results mainly support the model by confirming that brand reputation is positively related to emotional attachment. The brand reputation also has an indirect effect on brand advocacy through emotional attachment. The findings of the study reveal a positive relationship between emotional attachment and brand advocacy. Both moderators applied were found to reinforce the relationships. The results also show the different outcomes for the two brand types.

This research contributes to the literature by introducing and assessing a research model that displays the path in which a brand reputation significantly affects advocacy for a brand through emotional attachment. Two moderators are involved in this path. Corresponding to the research model, an assessment of hedonic and utilitarian brands is also performed.

The purpose of this paper is to prioritize lean production (LP) and agile production (AP) factors based on costs of quality (COQ).

After literature review, two separated houses of quality (HoQ) have been developed. By the first HoQ, LP and AP factors can be proritized based on prevention and appraisal costs and by the second HoQ, LP and AP factors can be prioritized based on failure costs. The proposed approach has been examined by analyzing data collected from 36 home appliance producers of Isfahan as an industrial province of Iran.

The first HoQ indicates that the highest and the lowest priorities are related to over-production (lean factor) and speed (agility factor), respectively. The second HoQ implies that the highest and the lowest priorities are related to responsiveness (agility factor) and inventory (lean factor), respectively. Quadrant analysis also indicates that defectives and over-processing are the two factors that have the highest priorities based on both failure costs and appraisal and prevention costs. As a major finding, LP factors have strong relationship with prevention and appraisal costs; and AP factors have strong relationship with failure costs.

The proposed approach helps organizations in reducing their costs. By clarifying the relationship of the LP and AP factors and the COQ, managers can determine appropriate strategies with the lowest cost.

The integrated approach of this study has not been applied and studied in the literature. The subject of the relationship of LP and AP and COQ is relatively new, which integrates the two areas of production management and quality management.

This paper aims to propose a new approach for determining a decoupling point in leagile chain, based on Lean and agile criteria regarding market and customer demands and internal capabilities of the chain with the ultimate goal of fulfilling customer needs and increasing chain profit.

In the new approach, Lean and agile criteria have been defined for assessing the effectiveness and efficiency of supply chain. The efficiency and effectiveness ratios have been calculated for Lean and agile processes using input- and output-oriented Banker, Charnes and Cooper (BCC) methods, respectively. Based on the results, inefficient and ineffective units have been addressed and the decoupling point has been determined.

Findings indicate that the decoupling point can be regarded as a borderline between two strategies of Lean and agile production, and fuzzy decoupling point and lean–agile distance can provide the basis for distinguishing the two strategies.

Determining the decoupling point has an important role in dynamic performance of a supply chain. By the proposed approach, managers can estimate the most probable area for the decoupling point. Moreover, by appropriate determination of decoupling point, an organization can increase its public responsibility by appropriate usage of its resources and responding faster to customers’ requirements.

In this study, in addition to determining a decoupling point in a supply chain with the aim of increasing productivity, the subject of leagile strategy of supply chains has been developed.

Water/Al₂O₃ nanofluid with volume fractions of 0, 0.3 and 0.06 was investigated inside a rectangular microchannel. Jet injection of nanofluid was used to enhance the heat transfer under a homogeneous magnetic field with the strengths of Ha = 0, 20 and 40. Both slip velocity and no-slip boundary conditions were used.

The laminar flow was studied using Reynolds numbers of 1, 10 and 50. The results showed that in creep motion state, the constricted cross section caused by fluid jet is not observable and the rise of axial velocity level is only because of the presence of additional size of the microchannel. By increasing the strength of the magnetic field and because of the rise of the Lorentz force, the motion of fluid layers on each other becomes limited.

Because of the limitation of sudden changes of fluid in jet injection areas, the magnetic force compresses the fluid to the bottom wall, and this behavior limits the vertical velocity gradients. In the absence of a magnetic field and under the influence of the velocity boundary layer, the fluid motion has more variations. In creeping velocities of fluid, the presence or absence of the magnetic field does not have an essential effect on Nusselt number enhancement.

In lower velocities of fluid, the effect of the jet is not significant, and the thermal boundary layer affects the entire temperature field. In this case, for Hartmann numbers of 40 and 0, changing the Nusselt number on the heated wall is similar.

The purpose of this paper is to improve the lattice Boltzmann method’s ability to simulate a microflow under constant heat flux.

Develop the thermal lattice Boltzmann method based on double population of hydrodynamic and thermal distribution functions.

The buoyancy forces, caused by gravity, can change the hydrodynamic properties of the flow. As a result, the gravity term was included in the Boltzmann equation as an external force, and the equations were rewritten under new conditions.

To the best of the authors’ knowledge, the current study is the first attempt to investigate mixed-convection heat transfer in an inclined microchannel in a slip flow regime.