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Live Streaming Marketing has emerged as a transformative medium, facilitating real-time product promotion and brand messaging and reshaping consumer engagement. However, knowledge of the impact of Store Atmospheric cues within live streaming contexts remains scarce. This research delves into the dynamic interplay between streamers and viewers across diverse live streaming platforms, with a focus on the impact of distinct atmospheric cues. It also seeks to explore prosocial behavior and integrate elements of social comparison theory.

We conducted semi-structured interviews with 14 streamers and 26 viewers. Participants who were active on streaming platforms and had experience of multiple live streaming sessions were purposively identified. The thematic coding approach and NVivo 12 software were employed to gain a nuanced understanding of live streaming dynamics.

Our findings highlight the significant role of emerging atmospheric cues in shaping immersive streaming experiences and fostering prosocial behavior. Additionally, we observed three formats of upward social comparisons between streamers and viewers, wherein viewers compared themselves with streamers and peers, and streamers engaged in comparisons with more experienced counterparts. This finding contributes to a sense of digital community and positive interactions because of live streaming adoptions.

By extending the application of social comparison theory, this study provides valuable insights for practitioners and scholars, enriching the understanding of both streamers’ and viewers’ psychological behavior and the dynamics of virtual retail settings.

This paper aims to quantify atmospheric corrosion by image analyses. The corrosion extent, form and distribution of corrosion product on Q235B and T91 steels exposed to a Zhoushan marine atmosphere over one year are characterized by image analysis.

Image analysis of corrosion images were achieved using the gray value, wavelet analysis and fuzzy Kolmogorov–Sinai (K–S) entropy.

As corrosion becomes extensive, the gray value of corrosion images decreases, and the energy value of nine subimages after wavelength decomposition decreases. Fuzzy K–S entropy increases as localized corrosion propagates but decreases as uniform corrosion spreads.

The methods proposed in this work open a new way for fast corrosion evaluation of metallic materials exposed to atmospheric conditions.

The existence of retail spaces lies far back in history. However, retail design as an academic field of work is relatively recent and available for development. The common points and differences between commercial spaces and retail spaces, as well as the relationship between private and public spaces, require academic attention from a retail perspective. The purpose of this paper is to contribute to the academic knowledge on retail design by interpreting retail spaces according to their relationship with their surroundings and their way of defining borders.

The focal point of the paper lies on a case study based on built examples of retail spaces in Turkey. An actual perspective, along with the historical background of retail design, provides the theoretical framework of the study, as the term “border” is being interpreted according to encountered restrictions and intentions throughout the retail design process.

The case study conducted in the scope of this paper has shown that borders are an important component in retail design and they are affected by various factors like the limitations of the surroundings and atmospheric tools such as colours, lighting, sound or scent.

Although there are existing studies on retail design from various perspectives, the interpretation of retail spaces in relationship with their borders is missing in academic literature. This paper provides a definition of borders in retail design including the elements that describe them and the knowledge of borders according to different corporate tendencies.

The purpose of this study is to examine the role of artistic elements in a shopping mall’s experiential marketing strategy and the effects of artistic elements on customer shopping value (e.g. utilitarian, hedonic and symbolic) and shopper response (e.g. satisfaction, behavioural intention).

Data were collected from 300 shoppers in a shopping mall in Bangkok, Thailand. A partial least square-structural equation model was used to examine the impact of the artistic elements along with other elements in the shopping mall on shopper response through perceived shopping value.

Empirical evidence shows that artistic elements in an artified mall have a positive effect on customer hedonic and symbolic value, which in turn leads to positive shopper response. Artistic elements perform better than other elements in predicting symbolic value.

The findings suggest that artistic elements should be considered a new source of mall differentiation and customer experience enhancement. Unique artistic elements add emotional and symbolic appeal to the mall, and mall managers should carefully choose artistic content that matches the position and target shoppers of their mall.

This paper proposed and empirically examined the effect of artistic elements as the new fourth atmospheric element. It extends the art infusion theory by applying it to the “non-luxury” shopping mall context to demonstrate the spillover effect of art on shopping value, which further influence shopper response.

Infrared simulation plays an important role in small and affordable unmanned aerial vehicles. Its key and main goal is to get the infrared image of a specific target. Infrared physical model is established through a theoretical research, thus the temperature field is available. Then infrared image of a specific target can be simulated properly while taking atmosphere state and effect of infrared imaging system into account. For recent years, some research has been done in this field. Among them, the infrared simulation for large scale is still a key problem to be solved. In this passage, a method of classification based on texture blending is proposed and this method effectively solves the problem of classification of large number of images and increase the frame rate of large infrared scene rendering. The paper aims to discuss these issues.

Mosart Atmospheric Tool (MAT) is used first to calculate data of sun radiance, skyshine radiance, path radiance, temperatures of different material which is an offline process. Then, shader in OGRE does final calculation to get simulation result and keeps a high frame rate. Considering this, the authors convert data in MAT file into textures which can be easily handled by shader. In shader responding, radiance can be indexed by information of material, vertex normal, eye and sun. Adding the effect of infrared imaging system, the final radiance distribution is obtained. At last, the authors get infrared scene by converting radiance to grayscale.

In the fragment shader, fake infrared textures are used to look up temperature which can calculate radiance of itself and related radiance.

The radiance is transferred into grayscale image while considering effect of infrared imaging system.

Simulation results show that a high frame rate can be reached while guaranteeing the fidelity.

1. Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

2. The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

3. DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

4. Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

5. Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

Innovative technologies, such as DS, can engage different human senses and play an important role in enhancing the store atmosphere.

The majority of DS networks feature content that is generic and is rarely tailored to the audience passing by the screens. As a result, digital displays are often ignored.

DS coupled with sensors and Artificial Intelligence allow for more relevant and personalized experiences.

Relevance through personalization can help retailers overcome display blindness, but challenges in terms of legal restrictions and ethical concerns exist to unlock its potential.

Nontouch interaction technologies, such as voice assistants, gesture controls, facial recognition, and augmented reality, present new ways of interacting with digital screens.

The purpose of this paper is to investigate the effects of web site atmospherics such as music and product presentation on consumers' emotional, cognitive, and conative responses in online shopping.

A convenience sample of 272 female college students participated in a web experiment employing a 2 (Product presentation: flat vs model)×2 (Music: present vs absent) between‐subjects factorial design.

The findings of this study showed that: product presentation (model vs flat) had a significant effect on consumers' emotional responses; and there were positive relationships among consumers' emotional, cognitive, and conative responses. Unexpectedly, music had no effect on consumers' emotional responses.

Generalizing the results of this study is limited by the use of a convenience sample of college women.

Online retailers need to pay more attention on developing effective online atmospherics that evoke positive shopping outcomes. Based on the findings, product presentation using a model as compared to flat is recommended for online apparel retailers.

The current study confirmed the stimulus‐organism‐response relationship by showing that product presentation (online stimuli) affected emotion and attitude towards the site (emotional/cognitive states) and consequently influences purchase intent (response). Thus, this study provides practical, useful information to web site designers and online retailers by indicating that how web site atmospherics lead to positive consumer shopping outcomes.

The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place.

Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and control), an experiment was conducted in a multi-service and hospitality space welcoming both local consumers and tourists (N = 303).

The findings show that when the scent is perceived as congruent with the brand image, reactions in the store are more favourable. It is not enough to use a scent that “smells good” or that is congruent with other factors (e.g. sensory environment); the scent must be perceived by consumers as consistent with the brand image. Findings also reveal that the diffusion of a scent congruent with the brand image improves guest satisfaction, intention to revisit and perceptions of the product and service.

The limitations are both the emphasis on direct links and the focus on a French brand (café/co-working space franchise). It would be appropriate to extend the research to other contexts.

The findings show how important it is for hospitality organisations to use scents to generate a positive impact on their guests. Hotel, restaurant and café managers wishing to enhance customer reactions through the creation of an olfactory atmosphere should take scent congruence with the brand image into consideration.

The study of the effects of the atmosphere on consumer behaviour as a function of olfactory congruence with the brand image uses in-situ experimentation (café/co-working and food and beverage area).

Measurement scales for sensory experience in retailing exist for sight, touch and sound. In the present study, the authors aim to develop the olfactory experience (OEX) scale in the context of retailing.

Based on literature review and six studies that follow standard scale development protocols (combined n = 1,203), the authors develop and validate a three-dimensional OEX scale. The scale is further validated in the final study in a different market set-up than the first five.

The authors found the three dimensions of OEX as (scent) company, congeniality and congruity. The OEX scale is found to be generalizable and valid across different cultural and market set-ups. In addition, the OEX (i.e. the scale) was found to effect psychological and behavioral outcomes of the consumer in a significant manner.

The present study contributes to the domain of sensory experience in retailing with the OEX scale and provides three new dimensions of OEX for the academicians to further explore.

The OEX scale provides a ready to use tool for the retailer to gauge the level of OEX in the store and to predict consumer attitudes and behavior.

The study is the first to develop a scale for OEX in retailing or for that matter in consumer behavior.

• To identify the social elements that emerge from interactions with the virtual fitting room in e-retailing applications

• To debate the influence of the socialisation of the virtual fitting room (SVFR) in brand experience

• To discuss the implications of the SVFR for retailers, consumers and managers

• To envision the future of e-retailing brand experience through the SVFR

To identify the social elements that emerge from interactions with the virtual fitting room in e-retailing applications

To debate the influence of the socialisation of the virtual fitting room (SVFR) in brand experience

To discuss the implications of the SVFR for retailers, consumers and managers

To envision the future of e-retailing brand experience through the SVFR