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Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly known as Twitter), using Kolb’s experiential learning theory to analyze the viewers’ learning process. In addition, the study investigates how the length of time a viewer follows a brand and the type of brand can influence their attitudes toward it.

This study involved three qualitative studies on X to investigate how content learning affects consumer attitudes toward two brands, namely, Nike and Subway. The study also examined the impact of the duration of following the brands, with participants following the brands for 4, 8 and 12 weeks, respectively, to assess changes in their attitudes.

The results demonstrate that content learning significantly impacts consumer attitudes. By following brands and engaging with their FGC over time, viewers can transition from being occasional or intermittent followers to becoming devoted brand enthusiasts. Through the four-stage experiential learning process, followers undergo cognitive, emotional and behavioral transformations that collectively shape their brand attitudes. The impact of content learning varies according to the brand type, and the duration of following has a positive effect on brand attitudes.

The study’s findings have significant marketing implications for social media marketers, suggesting that they should restructure their social media platforms as learning platforms to effectively engage followers. Companies should adjust their content marketing strategies from a learner’s perspective, providing followers with content that resonates with them, enhances their learning outcomes and helps shift their beliefs and brand attitudes, ultimately converting them into loyal consumers.

To the best of the author’s knowledge, this qualitative research is the first of its kind to apply experiential learning theories to investigate how users learn from FGC by following brands on social media and how this learning ultimately changes their brand attitude. The study provides a unique perspective on social media marketing, enriching the understanding of content marketing and consumer experiences on social media platforms.

Cryptocurrencies are becoming increasingly attractive as alternatives to traditional currencies. Although many retailers accept cryptocurrencies as a means of payment in online shopping, consumers’ cryptocurrency adoption intention in online shopping (CCAI) is still low. This study aims to investigate the influence of attitudes, subjective norms, consumer trust, financial literacy and fear of missing out (FOMO) on CCAI.

A quantitative research approach was followed using a consumer survey. Hypothesized relationships were tested through regression and mediation analyses.

The results revealed that consumers could accept cryptocurrencies as a means of payment in online shopping. Attitudes, subjective norms, consumer trust and financial literacy directly and positively influence CCAI, while they indirectly affect CCAI through the mediating impact of FOMO.

Marketing managers should improve consumers’ knowledge about cryptocurrencies and trust in online shopping to increase CCAI. Social media marketing can be appropriate, while the advertising content can address keeping up with others and staying connected.

This study addresses a critical gap in the literature by empirically examining the antecedents of CCAI within an original conceptual model based on the theoretical framework provided by the theory of planned behavior. Attitudes, subjective norms, trust and financial literacy influence CCAI, where FOMO plays a significant role as a mediator.

This research investigates the factors influencing consumers' intention to purchase e-deals from group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

Three studies (n = 539) were conducted using data collected from an online consumer panel and tested via structural equation modelling and PROCESS macro in SPSS.

The findings suggest that subjective norms, perceived behavioural control and attitudes positively influence consumers' e-deal purchase intention. Additionally, price consciousness amplifies the relationship between consumers' e-deal proneness and purchase intention, and price-conscious respondents are more likely to have the intention to buy e-deals when faced with some form of anticipatory regret.

Based on the research findings, practitioners are advised to prioritise social norms and entertainment value when promoting the attractiveness of e-deals, using strategies such as social media and influencer marketing. Brands should also emphasise the value of e-deals by showcasing comparative price savings and discounts to motivate consumers to buy.

This paper addresses an interesting and practical issue related to the effects of group buying websites, focussing on e-deal proneness, price consciousness and anticipatory regret.

The primary aim of this study is to identify and analyze the key factors that impact the intentions of Jordanian tourists to visit and revisit destinations using the Jannah Jo app.

A self-administered questionnaires via Google Forms was employed comprising a sample of 401 Jordanian tourists who have the Jannah Jo app. Partial least squares-structural equation modeling approach was applied for hypotheses testing.

The present investigation has revealed that the constructs of perceived ease of use (PEU), perceived usefulness (PU) and perceived value (PV) exerted a significant and positive impact on electronic word of mouth (e-WOM). Additionally, e-WOM was observed to wield a positive and significant influence on the attitudes of consumers' decision-making, thereby ultimately affecting the intentions of Jordanian tourists with regard to their decisions to visit and revisit destinations. Nevertheless, it is noteworthy that the results indicated that neither augmented reality nor content quality exhibited any statistically significant positive relationship with e-WOM.

Tourism agencies striving to encourage the adoption of smart applications must grasp the relevance of e-WOM within the contemporary digital milieu. Additionally, they should acknowledge the significance of tourists' intentions concerning both revisiting and initial visits. This research contends that such agencies ought to take into account the substantial influence exerted by PEU, PU and PV in shaping the favorable e-WOM discourse.

By integrating the technology acceptance model in conjunction with other relevant variables, this research strives to develop a comprehensive model that advances the comprehension of the intricate determinants affecting tourists' engagements with mobile applications. Furthermore, it is noteworthy that this study represents the initial investigation conducted in the Middle East, specifically in Jordan, on this subject matter.

Understanding how attributes, consequences and values (A-C-V) influence the predisposition to purchase and buying intention of organic food consumers (OFC) is crucial for its stakeholders. This study aims to (1) investigate whether OFC perceptions of the A-C-V impact their predisposition to purchase and buying intention; (2) examine the mediating effect of predisposition to purchase on the relationship between OFC personal values and their buying intentions and (3) verify whether consumers with distinct levels of organic food-buying intention perceive differently of the A-C-V, predisposition to purchase and consumption frequency.

This quantitative study comprised 307 consumers who filled out a form about their perceptions of organic foods’ A-C-V and their consumption frequency, purchasing predisposition and buying intention. Partial least squares strutural equation modelling (PLS-SEM) tested the hypothetical model that resorted to the means-end chain (MEC) theory (Gutman, 1982). Cluster analysis based on OFC’s buying intentions compared their perceptions of the A-C-V, purchasing predisposition and consumption frequency.

The OFC’s perception of the attributes of these foods impacts the consequences of their consumption and values. Such values positively influence their purchase predisposition and buying intention. Predisposition to purchase measured the relationship between OFC values and purchase intention. Three OFC clusters were identified according to their buying intentions. Such groups perceive the A-C-V singularly and have different purchasing predispositions and consumption frequencies.

OFC values directly influence buying intentions. However, the predisposition to purchase strongly mediates the relationship between values and buying intentions, producing an indirect impact more notable than a direct one. It brings academic and managerial contributions to organic food stakeholders.

Drawing on the cognitive–affective–conative framework, this study aims to develop a model of service robot acceptance in the hospitality sector by incorporating both cognitive evaluations and affective responses.

A mixed-method approach combining qualitative and quantitative methods was used to develop measurement and test research hypotheses.

The results show that five cognitive evaluations (i.e. cuteness, coolness, courtesy, utility and autonomy) significantly influence consumers’ positive affect, leading to customer acceptance intention. Four cognitive evaluations (cuteness, interactivity, courtesy and utility) significantly influence consumers’ negative affect, which in turn positively affects consumer acceptance intention.

This study provides significant implications for the design and implementation of service robots in the hospitality and tourism sector.

Different from traditional technology acceptance models, this study proposed a model based on the hierarchical relationships of cognition, affect and conation to enhance knowledge about human–robot interactions.

Following behavioral finance and monetary wisdom, the authors theorize: Decision-makers (investors) adopt deep-rooted personal values (the love-of-money attitudes/avaricious financial aspirations) as a lens to frame critical concerns (short-term and long-term investment decisions) in the immediate-proximal (current income) and distal-omnibus (future inheritance) contexts to maximize expected utility and ultimate serenity across context, people and time.

The authors collected data from 277 active equity traders (professional money managers and individual investors) in Pakistan’s two most robust investment hubs—Karachi and Lahore. The authors measured their love-of-money attitude (avaricious monetary aspirations), short-term and long-term investment decisions and demographic variables and collected data during Pakistan's bear markets (Pakistan Stock Exchange, PSX-100).

Investors’ love of money relates to short-term and long-term decisions. However, these relationships are significant for money managers but non-significant for individual investors. Further, investors’ current income moderates this relationship for short-term investment decisions but not long-term decisions. The intensity of the aspirations-to-short-term investment relationship is much higher for investors with low-income levels than those with average and high-income levels. Future inheritance moderates the relationships between aspirations and short-term and long-term decisions. Regardless of their love-of-money orientations, investors with future inheritance have higher magnitudes of short-term and long-term investments than those without future inheritance. The intensity of the aspirations-to-investments relationship is more potent for investors without future inheritance than those with inheritance. Investors with low avaricious monetary aspirations and without inheritance expectations show the lowest short-term and long-term investment decisions. Investors' current income and future inheritance moderate the relationships between their love of money attitude and short-term and long-term decisions differently in Pakistan's bear markets.

The authors help investors make financial decisions and help financial institutions, asset management companies, brokerage houses and investment banks identify marketing strategies and investor segmentation and provide individualized services.

Professional money managers have a stronger short-term orientation than individual investors. Lack of wealth (current income and future inheritance) motivates greedy investors to take more risks and become more vulnerable than non-greedy ones—investors’ financial resources and wealth matter. The Matthew Effect in investment decisions exists in Pakistan’s emerging economy.

The adverse environmental impacts of menstrual products are a significant concern because of their widespread use and non-biodegradability. With various global and regional initiatives on sustainability, there is now greater public awareness about environmental protection. This heightened awareness has resulted in the exploration of alternative methods to reduce waste, such as the development and use of sustainable menstrual products. This study aims to examine the factors that influence Indian women’s purchasing intention in relation to sustainable menstrual products. The study uses the Stimulus–Organism–Behavior–Consequence (SOBC) theory as the appropriate grounded theory to explain these determinants.

Cross-sectional data were collected from 720 women who have been using sustainable menstrual products. For analysing the model, the study performed structural equation modelling using AMOS.

The study’s results indicated that health consciousness, sustainability knowledge and environmental responsibility are positively associated with self-identity and mindfulness. Additionally, the study found that organism states have a positive impact on the purchase intention of sustainable menstrual products. Furthermore, there was a significant relationship observed between purchase intention and mindful consumption. The study also discovered significant positive relationships between satisfaction and key associations.

This study may be considered pioneering, as it establishes a connection between the usage of sustainable menstrual products and concepts such as mindfulness and mindful consumption.

This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by looking into the significance of mediating factors, namely, brand image (BI) and brand loyalty (BL), within the context of an emerging economy.

The authors conduct an extensive literature study on the subjects of CSR, BI and BL to assess their influence on the sustainable performance of SMEs in an emerging market. The study adopts a quantitative methodology. A total of 438 answers were obtained from a sample size of 513. The data of the SMEs in Vietnam was analyzed using the smart partial least squares structural equation modeling software, specifically version 3.3.2.

The results of the authors demonstrate notable and favorable correlations between CSR and CSP, CSR and BI and CSR and BL. Importantly, the findings contribute to existing knowledge by looking into the mediating influence of BI and BL in the relationship between CSR and CSP.

According to the authors’ understanding, a number of research have investigated the correlation between CSR and CSP within the realm of SMEs. Nevertheless, there is a scarcity of scholarly research examining the mediating function of BI and BL in this association. The study’s findings have important implications for entrepreneurs and senior management in effectively guiding their enterprises and improving their business strategies with an emphasis on sustainability in emerging markets. The outcome of this study has the potential to significantly contribute to SMEs in Vietnam as well as other emerging countries.

The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.

This study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).

The study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.

This study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.

IP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.