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The study aims to examine the customers' revisit intention toward the green restaurants after service failure based upon service failure attributions. The study further intends to investigate the moderating effect of green self-identity on customers' post-service failure behavioral intentions.

A self-administered questionnaire was distributed to 327 participants who had experienced service failure while dining in green restaurants. The study draws upon the prevailing literature to examine the relationship among the constructs using structural equation modeling (SEM).

The findings of the study have confirmed that service failure has an adverse effect on customers' revisit intention toward the green restaurants. However, customers with green self-identity appear less anxious about service failure as findings indicate customers revisit green restaurant even after service failure.

The study provides a clear indication to the managers of the green restaurants that a better understanding of service failure attributions may facilitate in preventing service failure in a prompt and reasonable manner. It will not only contribute to building the brand reputation, but also ensure that customers stay with the brand for a longer duration.

The study is unique in a way that it is the first of its type to establish a relationship between service failure attributions and customer satisfaction in the emerging South Asian market, such as India in the context of green restaurants. Besides, this is the only study to use green self-identity as a moderator between the relationships of customer satisfaction and revisit intention.

The study investigates the relationship between social presence dimensions and customer brand engagement (CBE) as well as the relation between customer brand engagement and purchase intention (PI) in the fashion retail metaverse with self-efficacy moderating between CBE and PI.

The data were gathered by conducting an online survey (n = 476) from young adults exposed to fashion retail metaverse platforms. The collected data were analyzed using structural equation modeling.

The findings discovered that social presence dimensions positively impact CBE, which substantially impacts the PI of young consumers in the fashion retail metaverse. The findings demonstrate that self-efficacy moderates the relationship between CBE and PI.

This study uses cross-sectional data in the fashion retail metaverse for young consumers. Future studies can use longitudinal data in the context of other industries and demographic profiles to assess changing customer behavior.

This study implies that customer experiences can be enriched through social presence dimensions, helping brands adapt their offers to create more engaging and rewarding customer interactions. It offers insights for brand managers aiming to augment the relationship between CBE and PI.

The study uniquely explores the relationship between social presence dimensions and CBE within the fashion retail metaverse. It examines self-efficacy as a moderator between CBE and PI, providing fresh insights into consumer behavior in the fashion retail metaverse.

The current study has drawn attention to investigating the impact of social media influencers’ (SMIs) authenticity on followers buying behavior by using followers who have an ongoing relationship with an influencer and are knowledgeable about the influencer. The study further intends to reveal the mediating effect of parasocial interaction on the relationship between SMI's authenticity and followers' purchase behavior.

The study has analyzed data from an online survey of 458 participants (Instagram followers) using structured equation modeling (CB-SEM) to investigate the relationship among authenticity attributes, parasocial interaction and followers' purchase behavior.

CB-SEM results reveal that authenticity attributes positively influence followers' buying behavior. The findings from mediation analysis specify that parasocial interaction mediates the relationship between authenticity attributes (sincerity, truthful endorsement and visibility) and buying behavior excluding expertise, uniqueness attributes.

The findings of the study reinforce the need to use authentic influencers by the marketers for the brand endorsements. Further, the findings of the study can benefit marketers in implementing strategic practice of social media influencer marketing.

The study overcomes the limitations of preceding studies by using Instagram followers who are well-informed about SMIs and have an ongoing relationship with them. This study has uniquely combined the behavioral data from real influencer campaigns with followers' assessment of an influencer's authenticity.

Banking industry has no option but to remain observant and redraft the contagion playbook as per the situation evolves owing to COVID-19. Therefore, this study aims to develop a model to examine empirically how effectively complaints are handled to control customer retaliation and negative e-word of mouth (eWOM) in such a pandemic situation, where banking institutions are using social media as a key platform.

A self-administered questionnaire was distributed among 309 participants who had encountered service failure and experienced complaint handling on Facebook. This study draws upon prevailing literature to test a series of hypotheses through structural equation modeling.

The findings show that effective complaint handling has a negative influence on customer retaliation in the social media environment. As a result, customer retaliation was found to have a positive association with negative eWOM. Therefore, this study has revealed that effective complaint handling will lead to decrease in customer retaliation and negative eWOM.

This study carries an understanding of effective complaint handling efforts by leading banks in the social media environment during the COVID-19 pandemic. This study recommends that customized and effective efforts by the banks can influence customer retaliation and negative e-WOM.

The study is conducted during COVID-19 pandemic considering the impact of COVID-19 on banking sector, which is a new phenomenon. This study has highlighted how banks have modified their working methodology during pandemic situation by using Facebook as a prominent platform to redress customers’ issues and complaints.

This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers.

The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers).

The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness.

The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse.

The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. The study uniquely extends the potential of SCT in the context of non-human VIs.

The current study aims to investigate the various consumption motives (hedonic, gain and normative) responsible for strengthening consumers' intentions toward purchase behavior for electric vehicle (EV).

A total of 411 valid survey responses were collected using a structured questionnaire. Data were analyzed using confirmatory factor analysis and structural equation modeling to investigate the empirical fit of the hypothesized framework.

The results of structural equation modeling revealed that all three motives were positively correlated with purchase intentions for EV. Hedonic motives were found to have the strongest influence on purchase intentions. In addition, gain and normative motives were also found to be significant predictors of EV buying behavior. Further analysis revealed a positive correlation between gain, normative and hedonic motives. Moreover, personal moral standards seem to have a significant and positive impact on the positive emotions associated with buying EV.

The results of current research can be useful for marketers while designing promotional strategies for all the high-involvement green products. Marketing professionals and policymakers can use these results to build effective marketing strategies for EVs and reduce greenhouse gas emissions resulting from personal vehicle use.

To the best of the authors' knowledge, this is the first study in the South Asian region that explores consumers' motives for EV purchase behavior. Further, this is among a few studies, which have attempted to investigate the impact of hedonic, gain and normative motives on green purchase behavior in the context of high involvement green products.

The purpose of this study is to conceptualize and analyze a framework that provides greater understanding toward the impact of service recovery antecedents such as role clarity, customer service orientation, employee empowerment and employee relational behavior on customer satisfaction and customer delight in the context of quick-service restaurants (QSRs).

A self-administered questionnaire was distributed to 408 participants who had experienced service recovery efforts by leading QSRs on social media. The current paper draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.

The findings of the study have confirmed that antecedents of service recovery are good to describe customer satisfaction and customer delight in the setting of QSRs. Besides, the study provides an understanding on how monetary compensation moderates the relationship between customer delight and customer satisfaction.

This study carries an understanding on how frontline employees must operate in a non-conventional and innovative way to resolve customers' issues and show commitment with truthfulness to provide excellent services to make customers feel delightful.

This is a unique study to understand the role of service recovery antecedents to describe customer satisfaction and customer delight in the social media environment. In addition, the results support the possibilities of implementing prompt service recovery efforts using social media.

This study aims at analyzing the impact of green restaurants' sustainable practices (food safety, food sustainability practices, food quality, and environmental sensitivity) on consumer satisfaction and revisit intention.

A self-administered questionnaire was used to collect data from 417 participants who had recently experienced the services of leading green restaurants. The study draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.

The findings of the study have confirmed that sustainable practices such as food safety, food sustainability practices, environmental sensitivity, and food quality significantly influence consumers' satisfaction and revisit intentions. The willingness to pay has been found as a sensitive issue as it moderates the relationship between consumer satisfaction and revisit intention.

This study provides important insights for the businesses operating in foodservice industry. The study suggests important strategies to the restaurant business owners for improving their consumers' satisfaction and revisit intentions. These strategies may help foodservice businesses in building strong brand reputation and a competitive edge over others.

This study contributes to the food service literature by examining the restaurants' environmental legitimacy (food safety, food sustainability practices, food quality, and environmental sensitivity) from consumers' perspective. Moreover, the current study also fills the gap in literature by expanding the knowledge of consumers' pro-environmental behavior in the context of developing nations. Besides, to the best of the authors' knowledge, this is among very few studies, which have emphasized on analyzing consumer satisfaction and revisit intention based on their experience in a green restaurant on particular sustainable parameters.

The current study investigates the role of consumer ethnocentrism (CE) in the context of locally produced organic food. This research work further extends the extended theory of planned behavior (TPB) model by examining the mediating effect of extended TPB variables (ATT, SN, PBC, PV) between CE and PI for locally produced organic food.

Data were obtained from the visitors of two shopping malls situated in a large, heavily populated city of India using survey method. Further, two-step approach was applied to analyze the hypothesized model.

Findings indicate that CE is a substantial determinant of PI for locally produced organic food. Moreover, extended TPB mediates the relation between CE and PI for locally produced organic food.

Post Covid-19, market size of organic food is rapidly growing in India. In this regard, this study presents useful implications for the marketers of organic food for gaining better consumer insights to further develop appropriate marketing strategies.

CE has been found to be a useful predictor of their food attitudes. However, studies, investigating the role of CE in the context of sustainable food consumption, are scant. Moreover, studies exploring the mediating effect of extended TPB variables are also very limited.

In the present study, we examined how effectively online travel agencies (OTAs) handle negative e-word-of-mouth on social media platforms like Facebook, Twitter, and Instagram. We collected data from 497 participants using survey method. To test the hypotheses formulated from the existing literature, structural equation modeling was adopted in this study. The results from structural equation modeling indicate effective handling of the negative e-word of mouth (e-WOM) on social media websites significantly affects customer satisfaction and repurchase intention. The current research work provides insight into social media recovery efforts and service fairness when handling negative e-WOM. The study recommends that customers can distinguish the differences between general efforts and adaptive complaint-handling efforts, and dissimilarities may influence satisfaction, repurchase intentions, etc. Although empathy, apology, responsiveness, and paraphrasing are considered pioneer strategies in complaint handling, customers' negative e-WOM, and firms' recovery management, but the current study is among a few to categorize OTAs' handling of negative e-WOM and complaint handling efforts in the social media environment.