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Policymakers push online health services delivery, relying on consumers to independently engage with online services. Yet, a growing cluster of vulnerable patients do not engage with or disengage from these innovative services. There is a need to understand how to resolve the tension between the push of online health service provision and unengagement by a contingent of health-care consumers. Thus, this study aims to explore the issue of digital unengagement (DU) (i.e. the active or passive choice to engage or disengage) with online health services to better inform service design aligned to actual consumer need.

Adopting a survey methodology, a group of 486 health services consumers with a self-declared (acute or chronic) condition were identified. Of this group, 110 consumers were classified as digitally unengaged and invited to write open-ended narratives about their unengagement with online health services. As a robustness check, these drivers were contrasted with the drivers identified by a group of digitally engaged consumers with a self-declared condition (n = 376).

DU is conceptualized, and four levels of DU drivers are identified. These levels represent families of interrelated drivers that in combination shape DU: subjective incompatibility (misalignment of online services with need, lifestyle and alternative services); enactment vulnerability (personal vulnerabilities around control, comprehension and emotional management of online services); sharing essentiality (centrality of face-to-face co-creation opportunities plus conflicting social dependencies); and strategic scepticism (scepticism of the strategic value of online services). Identified challenges at each level are the mechanisms through which drivers impact on DU. These DU drivers are distinct from those of the digitally engaged group.

Adding to a nascent but growing literature on consumer unengagement, and complementing the engagement literature, the authors conceptualize DU, positioning it as distinct from, not simply a lack of, consumer engagement. The authors explore the drivers of DU to provide insight into how DU occurs. Encapsulating the dynamic nature of DU, these drivers map the building blocks that could help to address the issue of aligning the push of online service provision with the pull from consumers.

This paper offers insights on how to encourage consumers to engage with online health services by uncovering the drivers of DU that, typically, are hidden from service designers and providers impacting provision and uptake.

There is a concern that there will be an unintentional disenfranchisement of vulnerable segments of society with a generic policy emphasis on pushing online services. The paper sheds light on the unforeseen personal and social issues that lead to disenfranchisement by giving voice to digitally unengaged consumers with online health services.

Offering a novel view from a hard-to-reach digitally unengaged group, the conceptualization of DU, identified drivers and challenges inform policymakers and practitioners on how to facilitate online health service (re)engagement and prevent marginalization of segments of society.

The purpose of this paper is to focus on the changing nature of healthcare service encounters by studying the phenomenon of triadic engagement incorporating interactions between patients, local and virtual networks and healthcare professionals.

An 18-month longitudinal ethnographic study documents interactions in naturally occurring healthcare consultations. Professionals (n=13) and patients (n=24) within primary and secondary care units were recruited. Analysis of observations, field notes and interviews provides an integrated picture of triadic engagement.

Triadic engagement is conceptualised against a two-level framework. First, the structure of triadic consultations is identified in terms of the human voice, virtual voice and networked voice. These are related to: companions’ contributions to discussions and the virtual network impact. Second, evolving roles are mapped to three phases of transformation: enhancement; empowerment; emancipation. Triadic engagement varied across conditions.

These changing roles and structures evidence an increasing emphasis on the responsible consumer and patients/companions to utilise information/support in making health-related decisions. The nature and role of third voices requires clear delineation.

Structures of consultations should be rethought around the diversity of patient/companion behaviours and expectations as patients undertake self-service activities. Implications for policy and practice are: the parallel set of local/virtual informational and service activities; a network orientation to healthcare; tailoring of support resources/guides for professionals and third parties to inform support practices.

Contributions are made to understanding triadic engagement and forwarding the agenda on patient-centred care. Longitudinal illumination of consultations is offered through an exceptional level of access to observe consultations.

The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.

The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.

AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.

The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.

Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.

AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.

Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

The research landscape is rapidly changing and people need to evolve the way in which they think about publishing their work. The purpose of this paper is to introduce the new article type – the impact article – which is specifically designed to allow collaborators to showcase their impact work and also share learning about how impact is (or is not) achieved.

This introductory paper outlines the rationale for the impact article and explains its new structure, using examples from the very first set of five impact articles to be published in the journal.

There is a clear appetite for sharing and learning more about the reality of impact. Providing a facilitating structure to enable sharing, this study identifies five core building blocks to bringing about valuable impact: problem generation and identifying the impact to be achieved; working with stakeholders; the (co-)creation and learning process; impact outcomes; and the ethics of impact.

The new impact article type encourages authors to explore the impact process from start to finish, and to share learning about the process, including dealing with the unexpected and often changing nature of impact. These important learnings will inform future impact work, especially learning about what can (and cannot) be achieved and in what timeframes.

Collaboration is key to achieving impact. The new impact article aims to give voice to all stakeholders, through co-authorship opportunities and exploring the differences in perspectives on impact between stakeholders, including differing understanding of the ethics of impact. And to encourage multi-stakeholder co-creative working by enabling the sharing of best practice models and methods of collaborative working.

This new type of article aims to celebrate and make explicit the impact of research and so complements existing types of articles that might be separately published on the research itself. The impact article is designed to facilitate knowledge exchange about impact, not underlying research conceptualization and methodologies, but the challenge of designing, developing, tracking and demonstrating impact.

Responsible management has become a business imperative in an era of growing governmental and public scrutiny of managerial practices and accountability. Top-down attempts at developing transparent codes of practice or agenda statements have been ineffective, especially given the difficulties of aligning responsibility needs with traditional performance indicators. Thus, we argue, there is a pertinent need to foster a sustainable sense of moral responsibility at the organizational frontline. We posit that stewardship offers a foundation for developing sustainable solutions based on aligning the interests of stakeholders and balancing longer-term and shorter-term benefits. Three principal stakeholders are involved at the organisational frontline; frontline management (FLM), frontline employees (FLE) and customers. Accordingly, we identify three key areas requiring development: stewardship-based control systems, climate and customers on the organizational frontline. We illustrate these areas with pertinent research and, hence, collate a research agenda across these areas to facilitate the development and embedding of responsible management based on a stewardship foundation.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

Internet forums are an important arena for information exchange between consumers. Despite healthcare being one of the most accessed information categories on the internet, knowledge of exchange between patients in online communities remains limited. Specifically, little is known about how patients negotiate knowledge in online forums to understand and manage their diseases. This paper aims to illustrate this by presenting data that demonstrate the construction of tacit knowledge within online health communities, and how consumers exercise their “voice” within complex professional services.

This paper reports an exploratory single case study of an online discussion forum for breast cancer sufferers, in which participants discuss their experience with healthcare services and related pharmaceutical products. Textual data were collected and analysed from the forum retrospectively from an 11-month period, entailing contributions from 252 participants.

The paper challenges prevalent managerial and professional perspectives that evaluate online health information in terms of its correspondence with conventional medical information. In the absence of normative assumptions that broadly guide health service encounters, forum participants negotiate their understandings in the context of their personal experience.

This novel culture offers potential for developing rich and sometimes more appropriate understandings of health than available from the medical establishment. It discusses how service providers can exploit such opportunities towards improving service provision, facilitating the consumer voice within a complex service.

Re-evaluating the value of online forums, the paper identifies the mechanisms through which health consumers co-create knowledge within online communities, and how these mechanisms can inform and complement future service provision.

Purpose – Whilst everyday consumption, such as of cosmetics, creates meanings for our being-in-the-world, these meanings appear to be easily over-looked and conceal untapped significance from the experiencing individuals. This study addresses this opportunity for exploring selves in daily transformation, studying cosmetics consumption across key developmental phases of everyday life.

Design/methodology/approach – Phenomenological interviews were employed to investigate individuals' feelings, perceptions and experiences of cosmetics consumption. An iterative process of hermeneutical interpretation was adopted to identify the constellation of past-present-future relations that have underscored the individuals' intentions, motives and purposes.

Findings – This chapter highlights the intricacies of how the self changes on a daily basis. We illustrate how consumers use cosmetic consumption, at a transformational level, to create, redefine and defend aspects of the self and, strategically, to manipulate and even attack others.

Research limitations/implications – Beyond cosmetics consumption, we provide ‘food for thought’ on this very complicated subject-how does mundane consumption potentially address issues of sense of self, and vice versa?

Originality/value – The study highlights an individual's challenges in defining the self and how cosmetics function as a coping mechanism, responding to changes occurring at varying stages of life.