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The purpose of this paper is to study the profit optimization of manufacturers who provide personalized products to customers, thus avoiding additional operational costs and response times in the production process of personalized product design.

First, the authors present an integrated model for optimizing profit where the design and production of personalized products are both considered. The authors propose the concept of personalization level and four cases of personalization level are considered including top, high, medium and low levels. Polynomial-time optimal rules are provided for each level by analyzing 17 subcases where all possible personalized products are considered. Then, the authors compare the obtained profit of personalized products with the optimal profit of standardized products.

At low and high levels of personalization, personalized manufacturing is more profitable for specific products with specific characteristics. At the top and middle level of individuation, assuming that the product has certain characteristics, whether the best choice to produce personalized products depends on the level of individuation chosen by customers.

An important decision issue for manufacturers is whether to produce personalized or standardized products. In this study, the authors consider this decision problem and analyze the operational functions of personalized products. The authors hope to provide theoretical support in the operational management of manufacturers offering personalized products.

Social media (SM) networks offer a golden opportunity for firms that particularly engage in international activities to set up sustainable customer relationships and improve competitiveness. The purpose of this study is to examine the influence of SM adoption on the export intensity (EI) of firms listed on Borsa Istanbul (BIST) for the years 2010–2020. The authors use social media index (SMI) to measure SM adoption and firm size (FSize) as a moderator on exploring the interaction of SM and EI.

Using a sample of 150 firms listed on the BIST Industrials Index, this study explores how the adoption of SM affects EI by using panel data analysis over the period of 2010–2020.

The results indicate that the SMI has a positive and significant effect on the EI. FSize positively moderates the interaction of SMI and EI, indicating that large firms benefit more from the SM in increasing export performance. The findings reflect high potential of EI improvement through adopting right SM policies in emerging markets.

The sample covers only public companies listed on the BIST Industrials Index. Future studies may extend the coverage and include multiple emerging markets to draw generalized results for the export-oriented firms. This research also analyzes solely four SM networks, i.e. Facebook, Instagram, Twitter and YouTube. However, there are many other SM networks that firms use in online marketing in foreign markets. Finally, this research did not discuss the potential factors that could influence the use of SM in emerging market firms.

This study denotes the significant role of SM adoption on the EI of firms in an emerging market setting from the perspective of resource-based view. It presents an insightful approach in understanding the mission played by SM networks in enhancing the EI of Turkish firms. Policymakers may use the findings to develop public support programs to promote the adoption and implementation of the SM among exporting firms in emerging markets.

The study provides evidence on the effects of SM adoption on the EI from the perspective of emerging countries. It also helps to gain a deeper understanding of how different SM platforms contribute to the internationalization of firms.

Using cognitive appraisal theory, this study aims to propose and test an integrated framework – comprising robotic service quality, robotic service authenticity, customer existential authenticity and customer revisit intention – on diners with experience using robotic technology in restaurants. The moderating role of robotic appearance is in the hypothesised relationship.

Data was gathered through a Web-based survey delivered to 428 diners who had experience using robotic services in restaurants in China. The hypotheses were analysed using a structural equation model and multi-group analysis was used to analyse the moderating effect.

The findings indicate that functional service quality positively influences robotic service authenticity and existential authenticity. However, technical service quality only affects existential authenticity, which leads to revisit intention. Robotic appearance moderated the relationship between functional service quality and service authenticity.

Restaurateurs should enhance robotic service authenticity, existential authenticity and revisit intention by improving robotic technical service collaborating with robot manufacturers and operators.

Focusing on cognitive appraisal theory, the findings serve as a starting point for investigating robotic service quality and authenticity in robotic service settings theoretically and empirically.