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The purpose of this study is to develop an empirical model by understanding the relative significance of interactive technological forces, such as chatbots, virtual try-on technology (VTO) and e-word-of-mouth (e-WOM), to improve interactive marketing experiences among consumers. This study also validates the moderating role of the perceived effectiveness of e-commerce institutional mechanism (PEEIM) as a moderator between attitude and continued intention.

Data were collected through personal visits and an online survey. The link to the survey questionnaire was shared on different social media platforms and social networking sites. A total of 362 responses obtained in the online and offline modes were considered for this study.

e-WOM emerged as the strongest predictor of attitude, followed by chatbots and VTO. The results of this study revealed that PEEIM did not moderate the relationship between attitude and continued intention.

Using the self-determination theory and behavioral reasoning theory as theoretical frameworks, this study is an initial endeavor in the online shopping context to empirically validate interactive forces like chatbots, VTO, e-WOM and PEEIM as moderators together to arrive at a holistic framework. These forces, in turn, act as significant contributors to online shopping satisfaction.

This study aims to recognize the significance of branding in the academic field to enhance students' loyalty. The research has examined the effect of e-word of mouth as a moderator on loyalty and exploring the intention to get enrollment variable as a mediator in the context of higher education institutes. In order to establish theoretical foundation of study, theory of planned behavior and expectancy-value theory have been used to hypothesize relations.

Quantitative research methodology has been used in this research while structured questionnaires have been used to collect the sample data which is comprised of 201 students. Population for this study included students of universities in Pakistan from both private and public sector.

It has been found that e-marketing has a positive relationship with student loyalty. Further, eWOM acts as a moderator between e-marketing and student loyalty. The study also found that intention to get enrollment mediates the relationship between e-marketing and student loyalty.

This study is a contribution to higher education literature and provides implications that how effectively HEIs should employ e-marketing techniques that not only attract new students to get enrolled but also help to develop long-term relations leading toward student loyalty.

The study has been unique as it has examined the increasing role of e-marketing on students' loyalty. The study is the first in nature which has explored how universities can use e-marketing to enhance students' loyalty and how this relationship can be enhanced through the use of electronic word of mouth (eWOM).

This study aims to reveal the knowledge structure of social media influencer marketing literature by performing science mapping analysis through a state-of-the-art bibliometric approach to determine the current and future trends. Social media influencer marketing is one of the most effective approaches to presenting a brand and offering value to consumers via social media.

This study evaluates the knowledge structure to uncover the emerging trends and future predictions in social media influencer marketing through bibliographic coupling and co-word analysis. In total, 917 journal publications were retrieved from the Web of Science database and analyzed using VOSviewer software.

The central theme in social media influencer marketing reflects digital engagement between influencers and followers and communication between influencers and followers. The theoretical and managerial implications are discussed.

This study unleashes the knowledge structure according to the fundamental literature of social media influencer marketing and the underlying themes related to the phenomenon.

Given the popularity of online health communities (OHCs) and medical question-and-answer (Q&A) services, it is increasingly important to understand what constitutes useful answers and user-adopted standards in healthcare domain. However, few studies provide insights into how health information characteristics, provider characteristics and recipient characteristics jointly influence user information adoption decisions. To fill this research gap, this study examines the combined effects of physicians' certainty tone as information characteristics, seniority as provider characteristics and disease severity as recipient characteristics on patients' health information adoption.

Drawing on dual-process theory and information adoption model, an extended information adoption model is established in this study to examine the effect of attitude certainty on patients' health information adoption, and the moderating effects of online seniority and offline seniority, as well as patient motivation level—disease severity. Utilizing logit regression models, the authors empirically tested the hypotheses based on 4,224 Q&A records from a popular Chinese OHC.

The results show that (1) attitude certainty has a significant positive impact on patients' health information adoption, (2) the relationship between attitude certainty and information adoption is negatively moderated by physicians' online seniority, but is positively moderated by offline seniority; (3) there is a negative three-way interaction effect of attitude certainty, online seniority and disease severity on patients' health information adoption.

This study extends the information adoption model to examine the two-way interaction between argument quality and source reliability, as well as the three-way interaction with user motivation level, especially for health information adoption in the healthcare field. These findings also provide direct practical applications for knowledge contributors and OHCs.

This study aims to examine the impact of consumer risk appetite, biases (specifically negative recency bias), and the importance of reviews in enhancing information quality. By analyzing these variables, the authors gain insights into their role in enriching the overall information spectrum available to consumers. The findings contribute to a better understanding of how risk appetite, biases and consumer reviews shape the quality of information.

The questionnaire assessed the relationship between dependent and independent variables by asking participants to rate their experiences in relevant scenarios. Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

The efficiency of reviews and ratings is greatly influenced by consumer risk appetite. Businesses should focus on clients who are willing to take risks and balance positive and negative feedback. It is essential to comprehend how customers understand reviews. Credibility is increased by taking biases into account and encouraging unbiased criticism. Promoting thorough reviews strengthens influence. Monitoring and making use of these elements improve online reputation and commercial success.

The research has limitations due to the simplicity of the attributes taken into account and the requirement for a larger sample size. Overcoming barriers to promote consistent client feedback is essential, and tailored emails can help with assessment generation. Increased customer participation in writing evaluations can be achieved by removing obstacles and highlighting the advantages of participation.

Businesses and buyers rely on this “organically” generated content as the basis of their promotional strategy and buying decisions. Most of the research is related to consumer reviews, their behavior and the importance of social validation. However, some critical aspects related to this need further investigation.

By adopting a cultural lens, this study aims to conceptualize destination-community hospitality to capture societal hospitality at the destination as an intangible asset. Destination-community hospitality comprises a set of attitudes and traits that are organically conveyed by community members and directly experienced by tourists. The paper contributes to efforts aimed at freeing hospitality from the confines of commercial lodging and food and beverage establishments.

This study proposes an affection–attention–awareness (AAA) framework by drawing on the pertinent literature and leveraging the affective–behavioral–cognitive model of attitudinal change. It focuses on the effects of cognition in conceptualizing destination-community hospitality as the core of the framework. Methodologically, the framework is illustrated with qualitative data including observational fieldwork and interviews conducted in Iran.

Illustration of the AAA framework in the context of Iran highlights how welcoming attitudes are leveraged at a destination as an ingrained community mindset even in the absence of formal initiatives or professional training. It underscores the hospitality advocacy role of local-community members irrespective of public-sector policy and capacity deficiencies.

Destinations that strive to attract tourists should tap into the significant wealth of intuitive hospitality within communities as an intangible resource. The ingenuity should be preserved to sustainably enhance the overall tourist experiences. The framework can serve as a guide to strategically facilitate destination-community hospitality.

Research on community-wide hospitality at destinations, as a major cultural asset in the context of strategic hospitality management, remains underdeveloped. With illustrative evidence, the findings elevate the critical role of community members as innate advocates of hospitality in developing destinations. The proposed framework of destination-community hospitality provides a new perspective and impetus for investigating hospitality beyond commercial domains.

Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.

The data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.

Path analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.

Theoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.

Although mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.

The purpose of this study was to empirically investigate the role of e-service quality factors in predicting e-satisfaction. The study context was spirituality and well-being over-the-top services. The e-service quality factors consisted of perceived functional completeness, perceived performance, perceived quality of interface and interaction, perceived quality of content and information and perceived quality of customer support. The study goal was to ascertain over-the-top services customers’ behavioral intention toward upgrading to premium subscription and the spread of electronic word of mouth.

This study was based upon the integrated stimulus-organism-response framework where e-service quality represented the stimulus, e-satisfaction the organism, behavioral intention and electronic word of mouth as the response. The study used a moderated-mediation approach with e-satisfaction as the mediator and the price value of a premium subscription as the moderator. To empirically test the model, the authors collected data from 312 spirituality and well-being over-the-top services users in India. Partial least squares-structured equation modeling was used to analyze the collected data.

The findings of the study supported the association between e-service quality factors and e-satisfaction while using spirituality and well-being over-the-top service. The results furthermore indicated that satisfied spirituality and well-being over-the-top customers were willing to upgrade to the premium subscription and spread favorable electronic word of mouth. The moderated-mediation study results revealed that the price value of premium subscriptions moderated the relationship between e-service quality and e-satisfaction but did not moderate the relationship between e-satisfaction and behavioral intention, and e-satisfaction and electronic word of mouth.

This study offered a comprehensive stimulus-organism-response theoretical model by using the five e-service quality measurement factors as “stimuli” for motivating the internal state of spirituality and well-being over-the-top subscribers. This was toward sustained usage in over-the-top services subsequent to the end of the freemium period. Furthermore, in this study, both e-service quality theory and user satisfaction theory were integrated into the stimulus-organism-response model. This helped to better comprehend the impact of e-service quality factors in driving e-satisfaction among spirituality and well-being over-the-top service users.

This study revealed the significance of differentiating premium over-the-top subscriptions based on price value. To ensure a high level of e-satisfaction from a premium subscription, a greater emphasis on the e-service quality dimensions was required. This study provided insights to managers regarding the role of favorable electronic word of mouth in fostering effective customer acquisition.

This was one of the first studies which concurrently integrated perceived value of the premium subscription and e-satisfaction with customers’ behavioral intention and electronic word of mouth through the theoretical lens of stimulus-organism-response.

Social commerce (SC) is a new genre in electronic commerce (e-commerce) that has great potential. This study proposes a new research framework to address deficiencies in existing social commerce research frameworks (e.g. the information model).

In the era of Industrial Revolution 4.0 technologies and new social commerce (s-commerce) models, the authors believe that there is an immediate need for a new research framework. The authors analysed the progress of the s-commerce paradigm between 2003 and 2023 by applying longitudinal science mapping. The authors then developed a research framework based on the themes in the strategic diagrams and evolution map.

From 2003 to 2010, studies on s-commerce mainly focused on social networking sites, virtual communities, social shopping and analytic approaches. From 2011 to 2015, it shifted to s-commerce, consumer behaviour, Web 2.0, artificial intelligence, social technologies, online shopping, user studies, data gathering methods, applications, service-based social commerce constructs, e-commerce and cognitive factors. Social commerce remained the primary research paradigm from 2017 to 2023.

The SC framework may be analogous to popular research frameworks such as technology-organisation-environment (T-O-E) and stimulus-organism-response (S-O-R). Based on this SC framework, researchers may gain a better understanding by determining the factors of the social, commercial, technological and behavioural dimensions.

The authors redefined s-commerce and developed an SC framework. Practical guidelines for the SC framework and an exemplary research model are presented. Overall, this study offers a new research agenda for the extant understanding of s-commerce, with the SC framework as the next frontier of the theoretical advancements and applications of s-commerce.

This paper aims to conduct a systematic literature review on the fintech services and financial inclusion of the developing nations that particularly focuses on lower middle-income group nations (LMIGN) and upper middle-income group nations (UMIGN) to highlight the research areas that have not received attention and present opportunities for future research.

This paper adopts a systematic approach to examine 65 research articles published from 2016 to 2021, adhering to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines.

The study identifies research gaps in two key themes: backward and outward linkages. In backward linkages, the literature on UMIGN should pay attention to the behavioural patterns associated with lending, investment and market provision-related fintech services. Further research is needed to understand the relationship between fintech services on the usage and quality dimension of financial inclusion in both LMIGN and UMIGN. For outward linkages, future research work should explore the role of fintech and financial inclusion in the development of LMIGN. This study provides valuable insights and guides future research directions by comprehensively mapping the existing studies.

This study does not use quantitative tools, such as meta and bibliometric analysis, to validate the findings.

This research paper offers new perspectives that introduce a novel framework for analysing literature on fintech, financial inclusion and its impact on the overall development of UMIGN and LMIGN.