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Article
Publication date: 20 March 2024

Mark Yi-Cheon Yim, Eunice (Eun-Sil) Kim and Hongmin Ahn

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current…

Abstract

Purpose

In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

Design/methodology/approach

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

Findings

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

Originality/value

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Research limitations/implications

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Practical implications

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 18 March 2024

Natividad Araque-Hontangas

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When…

Abstract

Purpose

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

Design/methodology/approach

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

Findings

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

Originality/value

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

Details

Journal of Historical Research in Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-750X

Keywords

Open Access
Article
Publication date: 23 February 2024

Teresa Fernandes and Rodrigo Oliveira

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This…

Abstract

Purpose

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Design/methodology/approach

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Findings

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

Originality/value

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 25 March 2024

Fei Hao, Adil Masud Aman and Chen Zhang

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect…

Abstract

Purpose

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

Design/methodology/approach

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Findings

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

Research limitations/implications

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

Practical implications

The findings provide actionable insights for managers, tech developers and health advocates.

Originality/value

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 19 January 2024

Padma Angmo and Rachna Mahajan

Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs…

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Abstract

Purpose

Virtual influencers (VIs), who are fictional characters, have gained popularity in recent years, particularly among Generation Z and millennials. With the hype surrounding VIs, more research is required. Thus, this study aims to examine how Gen Z members and millennials react to VIs used for marketing purposes.

Design/methodology/approach

This study follows an exploratory approach. The data were collected from 29 participants (14 male and 15 female) through two focus groups and semi-structured interviews.

Findings

The authors found that opinions about VIs were mixed, and two main themes emerged from the study: (1) challenges and potential and (2) decision-making and psychological aspects.

Originality/value

This study broadens the paradigm for analysing the efficacy of VIs. This emerging topic is of relevance for the marketing sector as well as for transdisciplinary research and practice.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 18 March 2024

Pascale Marceau and Frank Pons

This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the…

Abstract

Purpose

This study aims to identify the determining factors of perceived altruism and attitude toward an inclusive sponsorship activation, as well as the impact of these variables on the attitude toward the sponsor.

Design/methodology/approach

Online survey data were obtained from 1,228 respondents from France, the UK and South Africa. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings

The results show that the cause-brand fit has a strong positive impact on the perceived altruism toward the motivations underlying inclusive activation, while skepticism toward advertising has a very weak negative impact. In return, perceived altruism positively influences the attitude toward inclusive activation and sponsor attitude. Furthermore, this attitude toward inclusive activation is positively influenced by involvement in women’s soccer and France men’s national football team identification. The attitude toward inclusive activation also positively influences the attitude toward sponsor attitude. However, contrary to what had been advanced, identification with the France women’s national football team and the nationality of the respondents (French, British or South African) had no impact on the attitude toward inclusive activation, while the perceived importance of the cause had very weak impact on attitudes toward inclusive activation.

Originality/value

This study highlights the potential benefits of investing in inclusive sponsorship activations, particularly with respect to their positive impact on consumer attitude toward sponsor attitude. It also highlights the importance of establishing, in advance, a strong association between the brand image and the cause supported, so that the motivations underlying the inclusive activations are perceived as more altruistic.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 28 November 2023

Hasnan Baber, Kiran Nair, Ruchi Gupta and Kuldeep Gurjar

This paper aims to present a systematic literature review and bibliometric analysis of research papers published on chat generative pre-trained transformer (ChatGPT), an…

Abstract

Purpose

This paper aims to present a systematic literature review and bibliometric analysis of research papers published on chat generative pre-trained transformer (ChatGPT), an OpenAI-developed large-scale generative language model. The study’s objective is to provide a comprehensive assessment of the present status of research on ChatGPT and identify current trends and themes in the literature.

Design/methodology/approach

A total of 328 research article data was extracted from Scopus for bibliometric analysis, to investigate publishing trends, productive countries and keyword analysis around the topic and 34 relevant research publications were selected for an in-depth systematic literature review.

Findings

The findings indicate that ChatGPT research is still in its early stages, with the current emphasis on applications such as natural language processing and understanding, dialogue systems, speech processing and recognition, learning systems, chatbots and response generation. The USA is at the forefront of publishing on this topic and new keywords, e.g. “patient care”, “medical”, “higher education” and so on are emerging themes around the topic.

Research limitations/implications

These findings underscore the importance of ongoing research and development to address these limitations and ensure that ChatGPT is used responsibly and ethically. While systematic review research on ChatGPT heralds exciting opportunities, it also demands a careful understanding of its nuances to harness its potential effectively.

Originality/value

Overall, this study provides a valuable resource for researchers and practitioners interested in ChatGPT at this early stage and helps to identify the grey areas around this topic.

Details

Information and Learning Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-5348

Keywords

Article
Publication date: 17 April 2024

Suruchi Singh and Shubhomoy Banerjee

This study employs the Social Identity Theory to examine the differential effects of personal and social dimensions of fear of missing out (FOMO) on sustainable food consumption…

Abstract

Purpose

This study employs the Social Identity Theory to examine the differential effects of personal and social dimensions of fear of missing out (FOMO) on sustainable food consumption (SFC) practices.

Design/methodology/approach

An online survey-based empirical study was conducted with 395 respondents. The data were analysed using structural equation modelling and Hayes process Macro in SPSS.

Findings

SFC was found to be positively influenced by personal FOMO. Contrary to expectations, social FOMO had a negative correlation with SFC. Social influence and social identity were shown to be positively correlated, whilst the social influence-SFC relationship was favourable. This approach was aided by social identity.

Research limitations/implications

The study supports personal FOMO as an SFC-influencing factor. It evaluates the differential effects of FOMO’s personal and social dimensions on SFC. It also demonstrates that social FOMO negatively affects SFC, contrary to expectations.

Practical implications

The study advises sustainable food firms to reduce personal FOMO via advertising and messaging.

Originality/value

This research is amongst the first to segregate the differential effects of social and personal FOMO regarding SFC behaviour. Research has examined FOMO as a higher-order construct involving social and personal aspects. Second, FOMO is often associated with negative behaviours including social media addiction and substance abuse. This FOMO-related research analyses a desired behaviour.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 April 2024

Lingling He, Miaochan Lin, Shichang Liang, Lixiao Geng and Zongshu Chen

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

Abstract

Purpose

This research explores the impact of classical aesthetics (e.g. order and symmetry) and expressive aesthetics (e.g. creativity and distinctiveness) on consumer green consumption.

Design/methodology/approach

This research conducted three studies. Study 1 explored the main effect of appearance aesthetics (appearance: plain vs classical vs expressive) on green products purchase intention through a one-factor between-subjects design. Study 2 verified the mediating role of perceived naturalness through two types of appearance aesthetics (appearance: classical vs expressive) between-subjects design. Study 3 verified the moderating role of product identity-symbolic attributes through a 2 (product identity-symbolic attributes: non-identity-symbolic vs identity-symbolic attributes) × 2 (appearance: classical aesthetics vs expressive aesthetics) between-subjects design.

Findings

Consumers will be more likely to purchase a green product that has classical aesthetics appearance (vs expressive aesthetics). Perceived naturalness mediates the effect of aesthetic appearance on consumer green consumption. Product identity symbol attributes moderate this effect. Specifically, for non-identity-symbolic green products, classical aesthetics can effectively enhance consumer purchase intention. For identity-symbolic green products, expressive aesthetics can effectively enhance consumer purchase intention.

Originality/value

Existing research suggests that aesthetic appearance can increase consumers’ evaluation of electronic products, beauty products and food, but the difference between aesthetics has not yet been explored. This research compares two aesthetics, contributing to the literature on aesthetic appearance in green products and offering valuable insights for managers’ green products marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 17 April 2024

MiRan Kim, Heijin Lee, Soyeon Kim and Laee Choi

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are…

Abstract

Purpose

Although there is a growing body of literature on how celebrity involvement impacts the effectiveness of destination marketing, the underlying mechanisms of that relationship are still underexplored. Based on the affect transfer and meaning transfer theories, this study aims to examine the impact of celebrity attachment on customer delight toward K-culture and K-culture attachment, affective and cognitive images of Korea, and the intention to visit Korea.

Design/methodology/approach

Online survey data were collected from 2,614 US residents, representing various demographic characteristics. For the data analysis, the partial least squares-structural equation modeling was conducted to evaluate the structural model and test the hypotheses.

Findings

The results showed that celebrity attachment is positively related to customer delight toward K-culture and K-culture attachment, which, in turn, positively influences affective and cognitive images of Korea. Additionally, K-culture attachment positively influences cognitive and affective images of Korea, which are positively related to the intention to visit Korea.

Research limitations/implications

By using the affect transfer theory and meaning transfer theory, this study provides valuable insights into how consumer’s attachment to celebrities has spillover effects on the decision-making process. This study also adds a new concept, customer delight connected to cultural experience, in the context of destination marketing.

Practical implications

By understanding the importance and influence of people’s intimacy with media characters, practitioners can apply parasocial relationship theory, affect transfer theory and meaning transfer theory to their marketing strategies.

Originality/value

As one of the few empirical studies that examines the impact of celebrity attachment on consumers’ perceptions and behaviors, this study can make significant contributions to the destination marketing literature.

Details

Consumer Behavior in Tourism and Hospitality, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-6666

Keywords

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