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This paper aims to focus on similarity cues that may strengthen bonds among crowd members and that serve as “glue” between individual group members in the context of collective football-viewing events.

Study 1 is a qualitative field study that focused on the subjective socio-emotional experiences of event visitors, whereas Study 2 tested the hypotheses quantitatively.

The qualitative pre-study revealed a variety of discrete emotions that consumers experienced through the course of consumption. Apart from individualistic emotions, respondents reported feeling common bonds with fellow crowd members. Respondents used a variety of emotion terms to express this experience. Moreover, we found different types of similarity cues which strengthen feelings of connectedness among crowd members in a football-watching scenario. Collaborative actions and team identification, as a sports-specific variable, foster a feeling of social connectedness, which in turn directly positively affects consumer enjoyment.

Experiencing a feeling of social connectedness may serve as a starting point for a long-term relationship with the service itself or with associated brands. Future experimental studies might isolate the antecedents of a feeling of social connectedness and, thus, enhance the understanding of consumers’ emotional states during the course of hedonic consumption.

Service providers should encourage consumers to perform collaborative actions, as consumers potentially infect others and start a ripple effect.

This paper differs from existing work on crowds, in that the authors focus on similarity cues as antecedents of feelings of connectedness among group members.

Social television (Social TV) viewing of live sports events is an emerging trend. The realm of transformative service research (TSR) envisions that every service consumption experience must lead to consumer well-being. Currently, a full appreciation of the well-being factors obtained through Social TV viewing is lacking. This study aims to gain a holistic understanding of the concept of digital sports well-being obtained through live Social TV viewing of sports events.

Focus group interviews were used to collect data from the 40 regular sports viewers, and the qualitative data obtained is analyzed thematically using NVivo 12. A post hoc verification of the identified themes is done to narrow down the most critical themes.

The exploration helped understand the concept of digital sports well-being (DSW) obtained through live Social TV sports spectating and identified five critical themes that constitute its formation. The themes that emerged were virtual connectedness, vividness, uncertainty reduction, online disinhibition and perceived autonomy. This study defines the concept and develops a conceptual model for DSW.

This study adds to the body of knowledge in TSR, transformative sport service research, digital customer engagement, value co-creation in digital platforms, self-determination theory and flow theory. The qualitative study is exploratory, with participants’ views based on a single match in one particular sport, and as such, its findings are restrained by the small sample size and the specific sport. To extend this study’s implications, empirical research involving a larger and more diversified sample involving multiple sports Social TV viewing experiences would help better understand the DSW concept.

The research provides insights to Social TV live streamers of sporting events and digital media marketers about the DSW construct and identifies the valued DSW dimensions that could provide a competitive advantage.

To the best of the authors’ knowledge, the exploration is the first attempt to describe the concept of DSW and identify associated themes.

The purpose of this study is to examine the transformation expectations and well-being of lenders as a consequence of participation in peer-to-peer (p2p) lending in India. The study tested the influence of transformation expectations on well-being, social connectedness on transformation expectations and the influence of customer participation on financial empowerment of borrowers.

A cross-sectional survey research design was adopted to collect data from 434 customers in India. Structural equation modelling procedure was performed to test the hypothesized relationships.

The findings show that relational transformation expectations leads to well-being, while social connectedness influences self and relational transformation expectations. Further, customer participation has a positive influence on financial empowerment of borrowers.

Managers may use these findings to create suitable marketing strategies for increasing customer participation in p2p lending.

Previous studies on transformative services have shown that well-being can be achieved through participation in services that are transformative by design, while this study has established that lender participation in peer-to-peer lending can result in relational transformation expectations and lead to well-being. Also, the current study has shown that social connectedness is an antecedent of transformation expectations.

This paper aims to explore how enforced forms of social isolation arising from the first COVID-19 lockdown influenced experiences of problem substance use, relapse and coping strategies for recovery in individuals engaging with harm reduction recovery services.

A qualitative semi-structured interview design was adopted for this research. Seven participants were recruited from a harm reduction recovery organisation. During their initial interview, participants volunteered information regarding their experience of the first lockdown due to emerging concerns of the COVID-19 pandemic. Participants completed a second semi-structured interview at the end of the first lockdown regarding their experience of enforced isolation during this time.

Three themes identified from the analysis were isolation resulting in hindered human capabilities; adjusting to a new normal: an individual experience; and unexpected benefits to recovery resulting from isolation. While some participants reported boredom, loneliness and relapse events, others reported that the national response to the virus did not adversely affect them as they had already adjusted to living in a state of anxiety, isolation and uncertainty. These findings illuminate negative, neutral and positive aspects of substance use recovery throughout the COVID-19 lockdown as well as highlighting the complex and individualised role that social connectedness plays in relapse occurrence.

Participants reported differences in how they were affected by the pandemic, leading to theoretical implications for the effect of social isolation on recovery. For this reason, individuals with a history of dependency should be considered potentially vulnerable to the effects of enforced isolation and should be supported accordingly.

How can social presence, participation and a sense of community be formed in an online setting without compromising on social connectedness through physical distancing? Under consideration of the goals for an Education for Sustainable Development, transformative science and the social techniques of Theory U, developed by Otto Scharmer (2016), an online Community of Inquiry of researchers, practitioners and learners was to be developed, followed and observed to discuss the question whether and how it was possible to create an awareness-based, future-oriented and socially committed online community that would enrich social transformation processes.

Methods of 1st, 2nd and 3rd person research were applied, as well as group discussions, one Mentimeter survey and one standardised questionnaire with an open question.

Results indicate that it is not only possible to create a feeling of community in an online setting, but also point to the terms and conditions which act as enablers and influencers, like seeing each other face-to-face, collective check-ins and check-outs as well as small group break-out sessions. Video conferencing and the practicing of rules of conduct and communication, also referred to as netiquette, enable a transcendence of the physical distance to reach a feeling of belonging and social presence in the perception of the participants.

In line with global sustainable development, the study also sets an example for how to reduce personal emissions when planning an international conference. Also, it shows how to create online spaces to connect people worldwide, which will support to take over responsibilities as world citizens.

In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content.

This research introduces two empirical studies (combined sample = 490), using student and online participant samples.

Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services).

While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects.

This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand.

Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times.

Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.

This study aims to identify facilitating factors in cultivating a linguistically and culturally diverse virtual Community of Practice (CoP) and techniques in tailoring such support for international graduate teaching assistants (ITAs) at a US university while assessing indications for ITAs' self-perceptions in four key areas: social connectedness, confidence teaching in English, pedagogical support and self-efficacy in teaching.

This mixed-methods case study qualitatively analyzes open-ended responses utilizing a Grounded Action Research approach along with follow-up interviews of ITAs. Quantitative measures of key perception areas between three “Experience Groups” were conducted to identify potential correlations with involvement in the CoP.

Calculations using the Kruskal–Wallis test of differences yielded no statistically significant results. However, qualitative analyses highlight ITAs' needs, classified into four general concepts and 16 specific core categories. Evaluation of CoP communications suggests COVID-19 and a sudden transition to online teaching represented recognizable shared problems that invigorated the CoP and overshadowed diversity-related factors.

These findings have implications for culturally and linguistically diverse CoPs and particularly for ITA training programs worldwide, allowing universities to enhance support of ITAs and bolster development of undergraduate programs especially during times of crisis and transitions to online learning.

The first study to investigate an international, multilingual ITA population in a virtual CoP regardless of academic discipline, this contributes by addressing several common CoP criticisms, including cultivation in distributed contexts and in further guiding expectations for its adoption into culturally and linguistically diverse communities.

The purpose of this paper is to examine the role of belonging to brand communities in improving consumer well-being and brand evaluations.

Two studies were conducted. Study 1 manipulates the framing of a brand to be either socially- or product-oriented and measures brand community joining intentions based on underlying levels of consumer loneliness and need to belong. Study 2 manipulates feelings of belongingness with a brand community and measures its impact on relatedness satisfaction, state loneliness and brand evaluations.

Study 1 finds that lonely consumers with a high need to belong are more likely to express intentions to join a brand community when it is socially-oriented. Study 2 finds that belonging to a brand community improves relatedness satisfaction which, in turn, reduces state loneliness and improves brand evaluations.

This research has significant implications for marketing practitioners who are looking to foster relationships among consumers in the form of brand communities, especially given the positive impact of these communities on consumer well-being. These findings suggest that marketers should create brand communities that foster a social (rather than product) focus to create a sense of belongingness with the brand and among its community members, and that doing so can improve relatedness satisfaction needs and reduce consumer loneliness.

This research contributes to the growing literature on consumer loneliness and is among the first to identify the positive psychological outcomes of socially-oriented brand communities on loneliness.

The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content).

TV ratings and Twitter data were obtained. The content of tweets was analyzed by means of a sentiment analysis. A vector auto regression model was used to understand the interrelationship between tweets of different actors and TV consumption.

First, the results showed a negative interrelationship between TV viewing and viewers’ tweeting behavior. Second, tweets by celebrities and media exhibited similar patterns and were both affected mostly by the number of tweets by viewers. Finally, the content of tweets matters. Affective tweets positively relate to TV viewing, and program-related and social content positively relates to the number of tweets by viewers.

The findings help us understand the online engagement ecosystem and provide insights into drivers of TV consumption and online engagement of different actors.

The results indicate that content producers may want to focus on stimulating affective conversations on Twitter to trigger more online and offline engagement. The results also call for rethinking the meaning of TV metrics.

While some studies have explored viewer interactions on Twitter, only a few studies have looked at the effects of such interactions on variables outside of social media, such as TV consumption. Moreover, the authors study the interrelations between Twitter interactions with TV consumption, which allows us to examine the effect of online engagement on offline behaviors and vice versa. Finally, the authors take different actors into account when studying real-life online engagement.

Given the recent growth of service robot research in hospitality and tourism management (HTM), the purpose of this study is to identify a research agenda by conducting a systematic and holistic review of service robot research published in both HTM and broader business management (BM) journals.

Adopting a service ecosystem perspective, 38 HTM articles and 13 highly cocited BM articles out of 126 BM articles were qualitatively reviewed to analyze the intellectual structures and foundations of robotics research.

The relationships between service robots and the four multilevel actors of the service ecosystem were analyzed: the consumer, employee, management and society. Twenty-eight specific research questions were proposed for the robotics-customer relationship, robotics-employee relationship, robotics-management relationship and robotics-society relationship.

This study contributes to understanding the intellectual structures and evolution of rapidly growing HTM robotics research in terms of the holistic relationships among the four service ecosystem actors of robotics. Future research needs to identify other actors and their activities to examine the service ecosystem of robotics.

This study provides a pathway for future hospitality and tourism research by helping to focus on important robotics issues and further develop the theoretical and empirical knowledge of robotics. This work informs practitioners of key issues associated with the industrial adoption of robots.