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Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention.

A between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses.

Overall, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is essential for a macro-influencer.

The results of this study imply that CW should be an essential component of influencer marketing strategy. Marketing managers should hire credible and kind influencers who can produce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required.

This is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers.

藉著擴展詳儘可能性模型, 本研究擬探討網絡紅人對消費者福祉的影響, 以及消費者福祉對購買意圖的影響。

研究人員進行被試間實驗 (中網紅對大型網紅) , 以對提出的假設進行評價。190名消費者參與實驗, 研究人員使用SmartPLS 3.3 進行多群組分析。

總的來說, 論點品質、來源可信度和網紅的仁慈體貼, 均能積極預測消費者福祉, 而消費者福祉亦可預測購買意圖。研究人員亦發現, 若資訊是來自大型網紅的話, 來源可信度則更形重要, 而對中網紅來說, 仁慈體貼則是不可或缺的。

研究結果暗示, 消費者福祉應是網紅市場營銷戰略的基本要素。市場經理應僱用可靠、仁慈體貼、並能提出優質論點的網紅。而且, 網絡紅人 (中網紅對大型網紅) 的挑選, 必須與營銷目標和說服的種類互相協調。

本研究為早期的嘗試, 利用引進網絡紅人的仁慈體貼作為周邊線索, 來擴展詳儘可能性模型。另外, 本研究探討網絡紅人的特徵 (論點品質、來源可信度和仁慈體貼) 會如何影響消費者福祉; 研究人員亦跨中網紅和大型網紅, 對這些影響進行比較, 就此而言, 本研究提供了創新的研究意念。

The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to understand the impact of digital platforms on wine firms' internationalisation in China by adopting the service ecosystems approach.

The authors carried out a case study of Italian premium wine firms from the Valpolicella area by collecting 27 semi-structured interviews with key informants that operate at the micro-, meso- and macro-levels of the internationalisation ecosystem. Italian wine firms were selected as the focus of the analysis, given the recent sales growth of their products in the Chinese market.

Results show that digital platforms hold a key role in the wine firms' internationalisation in China, intervening with resource integration mechanisms, alignment to the cultural context and mediating firms' digital presence in the market. The platformisation dynamics also reveal the existence of enablers and constraints in the firm internationalisation through digital platforms.

The authors aim to contribute to the marketing literature by analysing how digital platforms influence the wine firms' internationalisation in China through an original perspective, i.e. the service ecosystems lens.

The study adopts the service ecosystems approach to understand the internationalisation of wine firms in the Chinese market through digital platforms.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

At the beginning of the 21st century, a new class of information workers, the “information have-less” has risen. This class of workers alleviates the influence of information and communication technologies (ICTs) revolution on poverty and unemployment. The purpose of this study is to investigate the presence of this class of workers in Egypt and assess the size and potential growth of this category of workers.

The study clarifies the conceptual framework of the new division of labor, in the information age. The Central Agency for Public Mobilization and Statistics, American Chamber of Commerce in Egypt, Ministry of Communications and Information Technology and Information and Decision Support Center websites provided secondary data for this study. These data are used to assess the size of “the information have less” in Egypt.

The division of work and class, in the 21st century, depends on the level of skills possessed to work with ICTs. So, class and labor nowadays could be divided into self-programmable labor (Innovators). Information have-less labor class, adding value to the economy by learning skills and presenting repetitive work. Generic labor class, who cannot work with ICTs, and work in jobs, that do not need computers or other ICTs. The study has shown that the “information have-less” labor class is present in Egypt since the beginning of the 21st century, in all its categories; entrepreneurism, the service sector and the manufacturing sector. There are approximately 50% of this labor class in the service sector and only 13% of the information have-less works in manufacturing sector despite the great opportunities that Egypt has to expand manufacturing to absorb more employment. The inclusion of information technology (IT), in all domains, has not decreased employment in Western countries but has reallocated information have-less employment toward the service sector, and there would probably be the same effect in Egypt.

The study highlights the need for Egyptian policymakers to encourage the manufacturing and service sectors to provide huge working opportunities. The Egyptian government has to change the educational policies, at all stages, to include digital learning skills so IT can be incorporated in a wide range of economic activities. Further research includes: conducting a survey to measure the contribution of the entrepreneurial part of the information have-less employment in Egypt. In addition, a model may be developed, by the researcher to examine the reallocation of employees in Egypt.

Studying employment, in Egypt, using the conceptual framework of the information age is rarely being done.

This paper delves into cross-border E-business, unraveling its intricate dynamics and forecasting its future trajectory.

This paper projects the prospective market size of cross-border E-business in China for the year 2023 using the GM (1,1) gray forecasting model. Furthermore, to enhance the analysis, the paper attempts to simulate and forecast the size of China’s cross-border E-business sector using the GM (1,3) gray model. This extended model considers not only the historical trends of cross-border E-business but also the growth patterns of GDP and the digital economy.

The forecast indicates a market size of 18,760 to 18,934 billion RMB in 2023, aligning with the consistent growth observed in previous years. This suggests a sustained positive trajectory for cross-border E-business.

Cross-border e-commerce critically shapes China’s global integration and traditional industry development. The research in this paper provides insights beyond statistical trends, contributing to a nuanced understanding of the pivotal role played by cross-border e-commerce in shaping China’s economic future.

This study aims to assess the technological capability of Chinese internet platforms (BAT: Baidu, Alibaba, Tencent) compared to US ones (GAFA: Google, Amazon, Facebook, Apple). More specifically, this study explores Baidu’s technological catching-up process with Google by analyzing their patent textual information.

The authors retrieved 26,383 Google patents and 6,695 Baidu patents from PATSTAT 2019 Spring version. The collected patent documents were vectorized using the Word2Vec model first, and then K-means clustering was applied to visualize the technological space of two firms. Finally, novel indicators were proposed to capture the technological catching-up process between Baidu and Google.

The results show that Baidu follows a trend of US rather than Chinese technology which suggests Baidu is aggressively seeking to catch up with US players in the process of its technological development. At the same time, the impact index of Baidu patents increases over time, reflecting its upgrading of technological competitiveness.

This study proposed a new method to analyze technology mapping and evolution based on patent text information. As both US and China are crucial players in the internet industry, it is vital for policymakers in third countries to understand the technological capacity and competitiveness of both countries to develop strategic partnerships effectively.

The tourist industry has to adopt a big data-driven foresight approach to enhance decision-making in a post-COVID international landscape still marked by significant uncertainty and in which some megatrends have the potential to reshape society in the next decades. This paper, considering the opportunity offered by the application of the quantitative analysis on internet new data sources, proposes a prediction method using Google Trends data based on an estimated transfer function model.

The paper uses the time-series methods to model and predict Google Trends data. A transfer function model is used to transform the prediction of Google Trends data into predictions of tourist arrivals. It predicts the United States tourism demand in Italy.

The results highlight the potential expressed by the use of big data-driven foresight approach. Applying a transfer function model on internet search data, timely forecasts of tourism flows are obtained. The two scenarios emerged can be used in tourism stakeholders’ decision-making process. In a future perspective, the methodological path could be applied to other tourism origin markets, to other internet search engine or other socioeconomic and environmental contexts.

The study raises awareness of foresight literacy in the tourism sector. Secondly, it complements the research on tourism demand forecasting by evaluating the performance of quantitative forecasting techniques on new data sources. Thirdly, it is the first paper that makes the United States arrival predictions in Italy. Finally, the findings provide immediate valuable information to tourism stakeholders that could be used to make decisions.

This study explores the mediating role of marketing management in the relationship between online presence and product innovation among Small and Medium Enterprises (SMEs).

The sample comprises 205 Costa Rican SMEs collected by the Global Competitiveness Project during the first half of 2019. The data were analyzed using a two-stage modeling strategy for ordinary regression models to analyze mediation effects.

Marketing management as a strategic resource or capability accounts for the relationship between online presence and product innovation performance in SMEs, meaning that online presence resources require complementary organizational capabilities in marketing management to enhance product innovation.

This study, grounded in the resource-based view theory, contributes to the innovation field by identifying marketing management capabilities as an intermediate strategic interaction between online presence and product innovation performance in SMEs. Thus, managers should recognize the advantages of integrating marketing management principles and tactics into online presence tools to realize the value of their products by tailoring them to their client’s needs.

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.