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The hospitality and tourism industry is strongly influenced by new and immersive technologies, such as augmented reality (AR), to enhance customer experiences across a diverse set of touchpoints throughout the visitor journey. This paper aims to provide a holistic understanding of AR marketing for this industry context, present a number of fundamental premises of AR marketing within it and establish an agenda for future AR research.

This study reviews current literature on AR marketing, hospitality and tourism and industry use cases for the creation of a proposed conceptual framework to guide scholars and managers. Based on that, the authors propose fundamental premises.

The three fundamental premises of AR marketing presented are the need to clearly differentiate between AR and virtual reality within hospitality and tourism; the use of AR for the on-trip experience; and the combined focus on content, context, customer and computing devices for a successful strategic implementation of AR.

This study serves as a first point of reference for the strategic integration of AR into hospitality and tourism marketing, both from an industry and academic point of view.

The authors provide a number of managerial recommendations based on our three fundamental premises.

To the best of the authors’ knowledge, this study is one of the first to holistically characterize AR marketing in the hospitality and tourism context. It also highlights the fundamental premises of successful AR marketing and future directions of AR research today and in a spatial computing future.

In the verge of assessing Muslims’ participation in stock market, present study delved into evaluating the influence of Islamic religiosity (IR) on Muslim investor’s financial engagement factors with respect to stock market (i.e. financial literacy [FL], Islamic financial literacy [IFL], behavioural factors [BF], Shariah compliance [SC], technology adoption [TA] and institutional support [IS]), stock market participation (SMP) and financial well-being (FWB). Further, this study aims to examine the mediating role of IFL, TA and SMP and moderating role of IS.

Using a mixed-methods approach, a structured survey questionnaire was administered and responses have been collected from 319 Muslim investors from South India using stratified random sampling. Further, data was analysed using SPSS 20.0 and AMOS 20.0 by implementing one-way ANOVA, measurement model and structural equation model to assess the differences, mediating and moderating roles.

In this study, it is discovered that IR significantly impacts Muslim investor’s financial engagement factors, SMP and FWB. Further, it is explored that IFL accelerates the impact of FL and SC on SMP. The results also demonstrated the intervening role of TA in enhancing SMP through BF and the mediating role of SMP among Muslim investors with strong IR to attain and enjoy FWB. Interestingly, our study also argued that when the IS is more, the effect of IR on SMP is high.

Geographical boundaries are restricted to India, where the study proposes future studies in Islamic countries to better understand the religious belief system of the investors, as SC may vary in different countries.

In accordance with the results, it is recommended that the regulatory bodies and institutions intervene, support and incorporate IFL and also provide user-friendly Tec platforms to monitor and filter stocks and financial products for SC.

The present study intends to tackle the misconception of Islamic values with respect to participating in the stock market and recommends to undertake policy and regulatory framework to ensure the inclusive development of this community.

To the best of the authors’ knowledge, no studies so far have pondered on the mediating role of SMP in enhancing the effectiveness of IR on their FWB. Further, this study collectively examines the influence of IR on various financial engagement factors affecting SMP leading to FWB.

The current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of the host country Russia.

Surveys were collected before and after the World Cup to assess any changes among Georgians with regard to their views on Russia and intentions to visit.

The results showed a significant change in Russia’s pre-perceived cognitive image related to reputation, respect and development, as well as the emotional aspect and overall country image after the mega sport event. Interestingly, the affective image of Russia carried more weight in shaping the overall country image compared to the cognitive aspects, suggesting the increasing importance of emotional perceptions over beliefs. However, despite these changes, the study found that mega sport events did not significantly moderate the association between country image and behavior intentions in the context of Russo-Georgian hostile bilateral relations.

This study is one of the first examinations of the impact of hosting mega sport events in countries with hostile bilateral ties. The findings support that mega sport events can be an effective mechanism to gain soft power in that such events can arouse changes in people’s emotions and feelings towards the host country, even for those living in a country with a hostile relationship with the host country. The scope of applicability of these findings can be extended to other contexts, including future hosts of mega sport events in their geo-political contexts.

The purpose of this study is to present a methodical procedure on how to prepare event logs and analyse them through process mining, statistics and visualisations. The aim is to derive roots and patterns of quality deviations and non-conforming finished products as well as best practice facilitating employee training in the food processing industry. Thereby, a key focus is on recognising tacit knowledge hidden in event logs to improve quality processes.

This study applied process mining to detect root causes of quality deviations in operational process of food production. In addition, a data-ecosystem was developed which illustrates a continuous improvement feedback loop and serves as a role model for other applications in the food processing industry. The approach was applied to a real-case study in the processed cheese industry.

The findings revealed practical and conceptional contributions which can be used to continuously improve quality management (QM) in food processing. Thereby, the developed data-ecosystem supports production and QM in the decision-making processes. The findings of the analysis are a valuable basis to enhance operational processes, aiming to prevent quality deviations and non-conforming finished products.

Process mining is still rarely used in the food industry. Thereby, the proposed method helps to identify tacit knowledge in the food processing industry, which was shown by the framework for the preparation of event logs and the data ecosystem.

This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product complexity (high vs low) and how this effect is moderated by endorser gender. In addition, the study also explores whether the way an endorser is placed in the advertisement (product-facing vs audience-facing) would have differential effects on the buyer.

The present study uses experimental design to fulfil the study objectives. Two experiments are conducted (total n = 201) on employees in a purchasing role in organisations, with the dependent variable being dwell time (captured using an eye-tracking device).

Major findings indicate that celebrity gender has a moderating effect depending on the product complexity. Results also indicate a significant effect of how the celebrity is placed in the advertisement on the buyer.

The findings emphasise the role of the spokesperson in B2B advertising using neuro-behavioural data. It also contributes to the theoretical nuances of spokesperson gender in B2B advertising and the role of kinesics in advertising using spokespersons.

The study provides guidelines on the choice of the spokesperson and their physical posture in the advertisement for B2B advertisers that may lead to communication effectiveness.

The present study is in a domain that is scarcely researched in B2B and adds novelty as it uses physiological data instead of self-reported measures.

This paper aims to address the challenge raised in the literature regarding whether and how digitalization supports a servitized new product development (NPD) process, considering the customer’s involvement from the early stage of the process.

Pragmatic constructivism (PC) has been adopted for conceptualizing the NPD process as the construction of a new reality. PC is the method theory used for interpreting the field evidence drawn from a qualitative case study carried out at a multinational company operating in the semiconductor industry.

This study shows how digitalization supports the alignment to the overarching topoi of the company servitization strategy by enabling the integration and merging of different organizational topoi during the NPD process.

This study is confined to a single-case study and context.

The results of this study are relevant for managers involved in the stage-gate product development of manufacturing companies, informing them on how the use of digital tools enables or hinders the progression of product development projects.

This paper contributes to the servitization literature by offering field evidence that demonstrates the importance for manufacturing firms of acquiring customer feedback from an early NPD phase. Another contribution is related to the literature on the role of digitalization in NPD processes, describing how digital tools give support during the different phases of the NPD process.

This study aims to explore unintended effects of branding in a healthcare environment. Children’s hospitals often treat both women and children. The current research examines the implications of sub-branding women’s services and its potential impact on how patients and providers perceive these services.

A multi-actor qualitative method is used, incorporating in-depth interviews, focus groups and observations. This approach allowed for a comprehensive understanding of how hospital administrators, physicians, staff and patients perceive service exclusion when women’s services are located within a children’s hospital.

The findings suggest that sub-branding can have negative effects on both patients and providers. The data show that this can lead to service exclusion due to perceptions of confusion and a lack of belonging. As a result, sub-branding women’s services in a children’s hospital may unintentionally create a subordinated service environment for adult patients and their providers, which has important implications for policy and other service settings.

The authors introduce the concept of a subordinated service environment and explore how patients and providers perceive sub-branded women’s services in children’s hospitals. The study contributes to service theory by showing how and why branding efforts can unintentionally lead to service exclusion.

Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”.

To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation.

Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product.

To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.

The aim of this research is to elucidate the correlation between open innovation, digital strategies and networking in enhancing agricultural enterprises within the new perspective of Agrifood 5.0. As such, it contributes to making businesses more competitive, especially in the Italian agricultural sector, where small and medium-sized enterprises are highly fragmented. Numerous studies have asserted that the competitiveness of actors operating within a specific territory is closely linked to local identity and image enhancement. Agricultural organizations are undergoing a profound transformation, with technological assets emerging as catalysts for new synergies. Advanced technologies such as robotics, the Internet of Things (IoT) and automation (AI) are emerging as differentiating elements capable of further advancing the agricultural sector, transitioning it from Agrifood 4.0 to Agrifood 5.0. The empirical analysis of the research shows a positive correlation between a collaborative attitude and a propensity for innovation. Indeed, the data demonstrated that digital strategies and open innovation positively influence competitiveness in agricultural SMEs.

The methodology employed in this study is mixed, incorporating both qualitative and quantitative approaches. The quantitative aspect involves analysis of the dataset from the Italian Statistical Institute (ISTAT) through logistic regression, while the qualitative component entails analysis of semi-structured interviews conducted with a sample of 174 agricultural cooperatives in southern Italian regions (Campania). This approach allows for a comprehensive understanding of the research topic, capturing both numerical trends and nuanced insights from interviews.

After analyzing the data from the 7th General Census of Agriculture conducted by ISTAT, a clear understanding of the sector has emerged, revealing several potential research avenues. It is evident that innovation in the agricultural sector is often driven by the largest and best-capitalized production entities, primarily located in Italy. Conversely, smaller agricultural entities can benefit from networking as new technological assets act as catalysts for new synergies, innovation and competitiveness.

Enhancing the relational contribution within the network and humanizing a fragmented sector are crucial elements for promoting open innovation. Network structuring facilitates the transmission of managerial knowledge, contributing to an overall increase in the intellectual and relational capital of the agricultural sector. These factors, combined with open innovation, enhance the competitiveness of individual firms and elevate the brand of the entire sector, creating a conducive environment for transitioning toward Agrifood 5.0. This transition is characterized by increased interconnection, continuous innovation and overall prosperity. Specific studies on this topic are lacking in Italy, particularly in the southern regions. Therefore, this contribution focuses on investigating the Campania region.

The novelty of this study lies in its investigation of the relationship between agricultural enterprises and innovation in the context of enterprises networking strategies (i.e. associationism and/or cooperation), promoting competitiveness. The limitations of this study are related to the dimension of the sample selected and its relationship with other productive sectors.

Limited research has investigated how spirit at work, functioning as a “good barrel,” fosters ethical decision-making (EDM) even in the presence of unethical managerial behavior (“bad apples”). Therefore, this study aims to investigate the spirit at work, a situational variable, as a moderating variable in the relationship between the love of money (LoM), an individual-level factor, and EDM.

A time-lagged survey of the members of the Marketing Association of Pakistan was conducted. The data were analyzed using partial least square structural equation modeling.

Adding to much of the existing research, which finds that LoM can influence ethical intention directly, this research finds that LoM influences ethical intention only through ethical judgment. Moreover, the spirit at work tempers the negative relationship between LoM and ethical judgment, thereby mitigating LoM’s detrimental effects not only on ethical judgment but also its downstream effects on ethical intention.

Organizations, by planting the seeds of spirit at work, can institutionalize good barrels, which can alleviate the negative effects of the marketing managers’ LoM, the root cause of unethical behavior. This way, this study establishes a business case for spirit at work.

The novelty of this study is the development and investigation of a holistic conceptual framework for EDM of marketing professionals that incorporates LoM as an antecedent, ethical judgment as an underlying mechanism, ethical intention as an outcome variable and spirit at work as a boundary condition.