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This study aims to investigate the relative impact of firm-created (FC) and user-generated (UG) social media marketing communication on fashionwear customers' purchase intention (CPI) in Sri Lanka. The primary objective is to identify the influence of social media marketing on the purchasing intention (PI) of customers in the fashionwear industry in Sri Lanka.

A standardized online survey was conducted, generating 312 datasets for analysis.

The empirical findings reveal that both firm-produced and UG social media fashionwear marketing communication has a significant influence on CPI. However, firm-produced social media fashionwear brands demonstrate a higher impact on CPI.

This study highlights the importance of social media marketing communication in shaping customers’ PI in the fashionwear industry in Sri Lanka. Both FC and UG content on social media platforms play a crucial role in influencing customers' intention to purchase fashionwear products. However, firm-produced social media fashionwear brands exert a stronger impact on CPI. These findings emphasize the need for marketers to incorporate effective social media strategies, including both FC and UG content, to enhance customer engagement and drive purchase decisions in the fashion-wear industry.

This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written.

A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students.

Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed.

Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude.

Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.

This study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.

The authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.

The results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.

Online brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

This research shows how social media has affected learning at present during the COVID-19 pandemic and how it has become the largest and most convenient area of communication. In the current scenario, it seems that social networking sites not only had a profound impact on our social structure and intra-social interaction, but also affected education in general and learning English language in particular. It has been proven that these various social media platforms have created a realm of digital environment in today's new-age learning. Social media platforms are social networking sites through which people interact and communicate with each other easily and conveniently. Undoubtedly and unquestionably, social networking has been proven to be a global phenomenon that has caused a vast paradigm shift in the world of Learning and education during the current pandemic. Therefore, the present study aims to reach the extent of the impact of the various social media platforms on learning English language during the COVID-19 pandemic from the students' point of view.

The study was conducted at the undergraduate level for English language learners. The sample comprised 166 undergraduate students at Najran University. A survey questionnaire was administered to find out the impact of various social media platforms and social networking sites on learning English language in the academic year of 2020 due to the COVID-19 pandemic and to highlight possible suggestions for improving future virtual language learning.

The findings of the study contributed to the area of online learning of English language during the COVID-19 pandemic. Final results confirmed that the utilization of social media has been significantly perceived to have positively impacted learning English language in terms of writing style, reading skills, listening and lexical variation, communication skills and grammar usage.

The findings of the study can serve as fundamental indicators to implement prompt pedagogical reformations, for which a number of pedagogical implications can be proposed. Another equally important pedagogical implication is to design and provide professional development and training sessions to both students and educators on the ultimate utilization of social media as instructional technologies in the context of English language teaching and learning.

This research provides insights in developing policies to assist with the integration and utilization of social media platforms as instructional technologies in the context of English language teaching and learning and how institutions can respond to the advent of advancing technology, especially during and after the COVID-19 era. A model to improve online English language learning process is recommended as a guideline for all educators offering online learning.

Building on the three-factor theory, this study aims to unravel how the role of hotel attributes such as basic, excitement and performance factors could differ in accordance with different hotel star ratings and distinct customer segments.

This study explores the asymmetric effects of hotel attributes on customer satisfaction by extracting 412,784 consumer-generated reviews from TripAdvisor across different cities in China.

By taking into account the origins of customers and hotel star ratings, the study uncovers that guests’ expectations of hotel performance differ with respect to their origins (domestic and international guests) and the star ratings of the hotels being reviewed, thereby moderating the asymmetric impact of hotel attributes on customer satisfaction.

The study compares and contrasts the determinants of customer satisfaction for domestic and international guests in the context of Chinese hotels. Care should still be exercised when generalizing the insights gleaned from this study to other contexts.

The findings from this study translate into actionable guidelines for hotel operators to make informed decisions regarding service improvement.

The study extends previous work by offering a deeper understanding of the asymmetric impact of hotel attributes on customer satisfaction. Specifically, this study provides a deep understanding of the different hotel attributes such as basic, performance and excitement factors in explaining customer satisfaction among different hotel customer segments. Findings from this study can not only inform hotel operators on the significance of various hotel attributes in determining customer satisfaction but also guide the formulation of business strategies to retain customers by inducing delight and not frustration.

The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage frequency of online consumer reviews.

The paper proposes and tests, with structural equation modelling analysis of moment structures, a research model using data from a large sample of Generation Y consumers.

The results confirm that Generation Y consumers perceive online reviews to be informative, entertaining, credible and valuable, and that they frequently consult such reviews. More specifically, the empirical analysis confirms that perceived information value, perceived entertainment value and perceived credibility significantly influenced the perceived value that Generation Y attach to online consumer reviews, which, in turn, was a significant predictor of their usage frequency of such reviews.

The results highlight the strategic importance of integrating online consumer reviews into the marketing communication mix when targeting Generation Y, together with the necessity of having filtering mechanisms to ensure that only authentic reviews are published and the need to implement tactics to ensure that such reviews are informative and entertaining and, consequently, of value.

This study contributes to marketers’ comprehension of strategically using online consumer reviews when targeting the Generation Y segment.

El objetivo de esta investigación es examinar la influencia del valor de la información, del valor del entretenimiento, la credibilidad y el valor percibido en la frecuencia de uso de las revisiones online de los consumidores por parte de los consumidores de la Generación Y.

Este documento propone y contrasta, a través de los modelos de ecuaciones estructurales (AMOS), un modelo de investigación que utiliza datos de una gran muestra de consumidores de la Generación Y.

Los resultados ponen de relieve la importancia estratégica de integrar las reseñas de consumidores en línea en la combinación de comunicaciones de comercialización al dirigirse a la Generación Y, junto con la necesidad de disponer de mecanismos de filtrado para garantizar que sólo se publiquen reseñas auténticas y la necesidad de aplicar tácticas para asegurar que dichas reseñas sean informativas y entretenidas y, por consiguiente, de valor.

Los resultados destacan la importancia estratégica de integrar las revisiones de los consumidores en línea en el mix de comunicación de marketing cuando se dirigen a la Generación Y, junto con la necesidad de contar con mecanismos de filtrado para garantizar que solo se publiquen revisiones auténticas y también se implementen tácticas para garantizar que las reseñas sean informativas y entretenidas y, en consecuencia, de gran valor.

Este trabajo ayuda a los especialistas de marketing a comprender como pueden utilizar estratégicamente las opiniones de los consumidores online para dirigirse a los consumidores de la Generación Y.