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The purpose of this study is to explore the acculturation caused by the Korean wave among Indonesian Muslim consumers, especially in the food and cosmetic sectors, based on religious grounds.

Data were collected through focus group interviews with 20 Muslim respondents in Indonesia.

The findings specifically highlighted that Muslim consumers’ acceptance of Korean products varied. Muslim consumers’ acceptance was influenced by similarities and differences in values between Islamic and Korean cultures. Consumers categorised into each acculturation mode (assimilation, separation, integration and marginalisation) showed different behavioural patterns in Korean product acceptance. This study proposes that global products can be optimised through specific and targeted marketing campaigns for different types of Muslim consumers with products that comply with their religious values.

Few studies have explored the importance of religious values (e.g. righteousness, compassion and respect for others) with respect to the acceptance of foreign products in the acculturation context. Additionally, how values from other cultures reconcile with the Indonesian Muslims’ affinity for Korean culture has been limitedly studied. This study aims to fill these gaps by identifying the role of religious factors in the acceptance of global products by taking the example of Indonesian Muslim consumers and Korean products.

This paper first aims to examine associations between factors involved in business-to-business complaints management and results (satisfaction and loyalty) and analyses three types of distributors based on their cultural profile (domestic, low context and high context). Second, the paper investigates whether the identified associations remain stable over time.

Data from a sample of distributors for a manufacturing company were gathered during two periods of time. A factorial analysis of correspondences and a cluster analysis were carried out to visually represent the associations among clients, complaints and results in the associations among clients, complaints and results. The stability over time of these relationships was also analysed by calculating the correlations between the Euclidean distances on the two maps (one per year) and their mobility ratio.

The authors found significant evidence that clients from different cultures are associated with varying profiles of complaint and different result types and that certain associations remain stable over time.

While many studies have analysed complaint behaviour in business-to-consumer contexts, there is a lack of research from an international business-business relations point of view, leaving questions virtually unexplored. Second, the last phases of supply chain management, specifically complaints management, have been undeveloped, limiting the cultural factor to the general scope of negotiation. In this vein, this paper compares different complaint profiles and results, comparing culturally different customers/distributors. Third, research has mostly referred to a single period, while this paper investigates two different periods of time for the same company (and their distributors) to analyse the relevance of the stability (or not) over time of the associations identified.

This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities.

Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation.

This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers).

Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market.

The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.

The paper aims to examine the moderating role of both the perceived value and perceived trust in the relationship between the ease of use, perceived risk, perceived usefulness and quality of website and the Palestinian millennials’ behavioral intention toward online shopping.

A survey questionnaire was carried out targeting 357 Palestinian millennials. In total, 311 valid responses were processed and analyzed using PLS-SEM model fitting approach.

The findings demonstrate that the impact of ease of use, perceived usefulness and website quality on online shopping behavioral intention are reinforced by perceived value and perceived trust, while the effect of perceived risk is weakened. This implies that improving convenience and lowering non-monetary costs such as time and effort will enhance the customers’ perceived value and, as a result, their shopping behavioral intention. In addition, one of the most significant barriers to online shopping is a lack of trust. Therefore, once trust is established, shopping willingness rises, and vice versa.

As this study focused on consumers from a developing country, it neglected the cross-cultural issue; thus, future studies may have to make a comparison of other samples from various nations to gain a deeper understanding. Furthermore, this research focused on the ease of use, perceived risk, perceived usefulness and perceived quality of the website to predict the customer’s behavioral intention toward online shopping, which shows significant results, indicating that more research is needed to look at these independent variables as predictors of customers purchasing decision.

Online shopping is a critical topic that has significant impact on the business world. Investigating the moderating role of perceived trust and perceived value on Palestinian millennials’ online shopping behavioral intention during COVID-19 might give useful information for organizations developing policies and strategies to create direct sales using social media platforms. Furthermore, the findings might also be valuable for management studies and academics to better understand consumers’ intentions when it comes to commercial internet buying.

The empirical nature of this paper gives a thorough explanation of the phenomena of online shopping from a developing country. To the best of the authors’ knowledge, this is the first empirical study that examines the moderating effect of perceived trust and perceived value on Palestinian millennials’ online shopping behavioral intention during COVID-19.

This study aims to explore how and when learning from others promotes creative performance over the contributor’s tenure in the context of open innovation communities.

The authors analyze a publicly available data set that includes 25,923 innovative items developed by 2,194 contributors from an open innovation community of an online game spanning eight years. Logistic regression model is used for analyzing the data.

The results show that multicultural experiences are negatively related to contributor’s creative performance, and this negative relationship weakens as contributor’s tenure increases. While diverse skills are positively related to contributor’s creative performance, and this positive relationship strengthens as contributor’s tenure increases.

This research highlights the importance of online team collaboration in knowledge transfer through learning from others in open innovation communities. By identifying two outcomes of learning from others through online team collaboration, the authors demonstrate the double-edged role of learning from others and advance the understanding on how the effect of learning from others varies over the contributor’s tenure. These results expand the understanding of online team collaboration and provide a new perspective for research on learning from others.

Social robots are invading our daily lives. Recently, thanks to artificial intelligence, humanoid social robots have been developed and influence individuals on social media. This paper aims to understand the perception of luxury consumers regarding human-like virtual influencers (VI) in a multicultural context.

Conducting a qualitative method, the authors interviewed 32 Chinese and French consumers of luxury products from the Gen-Z and millennial generation about their perception of human influencers and human-like VI after following them on social media specific platforms.

Using source credibility theory, this research unveils the different ways in which consumers perceive human-like VI according to their physical or content attractiveness, expertise, similarities and trustworthiness. The results suggest that the perception of human-like VI by millennials and Gen-Z is closely related to their cultural setting and their familiarity of the technology in a luxury context.

Considering Gen-Z and millennials' willing for para-social interactions and given the importance to the credibility of the source or the emotions displayed by VI, the intercultural empirical setting of this study introduces the ambivalence of the perception of social robots versus human-like influencers in a luxury digital context.

This paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.

This study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.

Utilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.

The study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.

The study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.

Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

The purpose of this paper is to examine the extent to which cultural differences and slogan meaning type affect the role of comprehension in attitude toward the ad (A_ad) and attitude toward the brand (A_brand) formation.

In an online experiment, a total of 256 adult participants from the USA (ranged in age from 19 to 26 years old) and 184 participants from France (ranged in age from 18 to 28) were randomly assigned to one of the two conditions (slogan: single meaning vs polysemous) in a between-subjects experimental design. After getting exposed to the ad, participants responded to questions related to their A_ad, A_brand, comprehension, uncertainty avoidance and demographics.

Results from this research demonstrate the moderating effect of uncertainty avoidance and slogan type (single meaning vs polysemous) on the relationship between comprehension and A_ad. The authors show that for polysemous (and not single meaning) slogans, comprehension results in more favorable A_ad for low uncertainty avoidance individuals than for high uncertainty avoidance individuals. In addition, the authors demonstrate the mediating effect of A_ad in the relationship between comprehension and A_brand.

The authors used nationality as a proxy for culture. Future research should include other cultural dimensions in the development of conceptual models and analysis of data. Another limitation is that the authors used a college student sample for this research. A more representative sample should be used in future research to examine cultural differences in interpreting adverting messages. One other limitation concerns the measurement tool the authors used to measure objective versus subjective comprehension in this research. While the theoretical foundations of the two modes of comprehension are clear and robust, improved measurement tools can enhance the validity and reliability of future research. Finally, the authors suggest that future research examine the effect of such variables as figure-ground contrast, figure attractiveness, stimulus repetition, prototypicality, symmetry and semantic or visual priming that may impact the processing of brand slogans.

This study argues that the processing of brand slogans in advertising is impacted by culture. Individuals from different cultures perceive and comprehend brand slogans differently. This study contributes to the research stream that examines the influence of cultural dimensions on the effectiveness of advertising by focusing more precisely on the impact of uncertainty avoidance (one of Hofstede’s cultural dimensions). In the case of single meaning slogans, advertisers might diminish the use of objective comprehension advertising strategies to influence both individuals with high and low uncertainty avoidance. In the case of polysemous slogans, advertisers should consider that consumers with high uncertainty avoidance (vs low uncertainty avoidance) are impacted more by subjective comprehension (vs objective comprehension) when forming A_ad and A_brand.

This research contributes meaningfully to the marketing literature by examining previous work on ad slogan processing through subjective vs objective comprehension and extending the analysis by incorporating culture as an important factor.

Mental health recovery across cultures lacks understanding and suitable measures. The Questionnaire about the Process of Recovery (QPR) is a self-report instrument measuring personal recovery outcomes for consumers of mental health services. However, the extent of its relevance among culturally and linguistically diverse (CALD) communities is unclear. This pilot study aimed to examine the relevance and utility of the QPR among CALD consumers of primary mental health services in Australia.

Eleven individual, semi-structured interviews were conducted with two general practitioners (GPs) and nine consumers from two clinics, at locations with high Iranian and Burmese refugee or asylum seeker populations. Interviews were transcribed and analysed using a thematic framework approach.

Although almost all consumers had little or no understanding of the concept of personal recovery, they found the QPR culturally acceptable and understandable. Using the QPR during mental health consultations can help with needs identification and goal setting. Challenges in using the QPR included completion time, cross-cultural differences in concepts and norms for some items, and need for careful translation. Consumers suggested additional items regarding family reputation, sexuality, and spirituality.

The QPR is potentially a valuable tool to support mental health consultations with CALD consumers, from the perspectives of both GPs and consumers.