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With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.

This research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.

Results showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.

Compared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.

This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.

One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.

This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.

Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

This research examines the underlying psychological process of customers' impulsive buying on social media through the lens of customer inspiration. Drawing on the customer inspiration theory, it identifies the factors influencing customer inspiration on social media from three perspectives: source characteristics, platform characteristics and personal characteristics, which subsequently lead to impulsive buying. Since the conceptualization of source credibility includes three mostly reported components: attractiveness, expertise and trustworthiness, it further contrasts the effects of three dimensions of source credibility on customer inspiration.

A structural equation model of customers' impulsive buying on social media was developed through the lens of customer inspiration. An online survey with 625 participants was conducted to test the hypotheses, and the partial least squares (PLS3) method was used.

This research found that source credibility, social presence and customer innovativeness are antecedents of customer inspiration on social media, which positively influence the inspired-by state of the customers, which impacts the inspired-to state and further leads to impulsive buying. By comparing the three dimensions of source credibility, the authors found that attractiveness and expertise positively affect the inspired-by state, while trustworthiness has no significant effect.

This research establishes the link between impulsive buying and customer inspiration, which provides a new psychological perspective to understand impulsive buying. In addition, it investigates the source characteristics of customer inspiration by comparing the effect of three dimensions of source credibility on customer inspiration, which provides the first evidence for connecting customer inspiration and source credibility.

This study explores the role of smart voice assistants (SVAs) as purchase recommenders, a phenomenon the authors term “word of voice” (WOV) communication. By integrating human–computer interaction (HCI) literature and electronic word of mouth (eWOM) research, the authors examine what makes consumers trust in SVA-transmitted WOV communication following their initial interactions with their SVAs during a purchase process (i.e. post-trust); and the authors propose that consumers' perceptions of their SVAs' smart capabilities (i.e. cognitive, emotional and social) are critically important for building this trust. Moreover, the study explores the influence of post-trust on consumers' adherence to WOV communication, measured by three types of behavioural intentions.

Data from a survey of 202 United States (US)-based SVA users who employ them to obtain purchase recommendations were collected and analysed. They confirmed the validity of the measurement scales and provided input for the partial least squares modelling (PLS-SEM).

The results demonstrated that post-trust in WOV communication partially or totally mediates the effect of smart capabilities on consumer adherence to WOV communication; identified the key role of cognitive, emotional and social smart capabilities for building consumers' post-trust in WOV and demonstrated the influence of this trust on behavioural intentions.

The present study contributes by examining the employment of SVAs as recommenders during the purchase process; the authors term this type of communication WOV. It analyses consumers with experience of using SVAs in their purchase processes, revealing that post-trust in WOV communication is the psychological mechanism that explains how the smart capabilities of SVAs determine consumer adherence to the recommendations they receive.

The purpose of this paper is to investigate millennials’ purchase behaviours towards green housing in India. This paper also examines the mediating effect of purchase intention between determinants of buying green housing and purchase behaviour in the real estate industry.

A cross-sectional research design was applied to collect data from 393 rural and 388 urban millennials. This study used “partial least squares structural equation modelling” to verify the framed hypotheses.

The outcomes indicate that attitude, environmental concern and green trust substantially influence the purchase intention and purchase behaviour towards green housing in rural and urban studies. However, perceived risk has an insignificant effect on purchase intention and purchase behaviour towards green housing in both studies. Likewise, innovativeness insignificantly impacts the purchase intention in study rural while substantially impacting the purchase behaviour in both studies. Additionally, a favourable relationship between purchase intention and purchase behaviour towards green housing in both rural and urban contexts.

This study provides fruitful evidence for practitioners, marketers and academicians about the drivers of purchase behaviour toward green housing. The results of this study also enable regulatory bodies to design appropriate strategies and tactics to foster the sustainable growth of nations.

This paper is a preliminary attempt to explore the decision to buy green housing in India. Furthermore, the authors targeted a specific age group, especially millennials, to gain a valuable understanding of how different factors affect green housing decisions in different areas, that is, rural and urban areas.

Blockchains provide significant benefits for business operations due to its transparency, traceability and information sharing. However, application to the food and beverage (F&B) industry was scarce. The purpose of this study is to explore how to form F&B managers’ blockchain adoption by applying behavioral reasoning theory (BRT). Additionally, supply chain partnerships (SCPs) were tested for the potential moderating roles within BRT. This study’s findings expand existing knowledge by providing novel information for F&B management.

Data were collected from F&B managers by using an online survey method. A structural equation modeling and multi-group analysis were performed to test the hypothesized relationships.

Findings revealed that the positive effects of “reasons for” on “attitudes,” and “adoption intentions” while “reasons against” did not show such effects. Environmental benefits of blockchains were found to lead more positive attitudes while traditional barriers were the greatest constraints for adopting blockchains. This study supports the significant moderating roles of SCPs within the context of F&B blockchain adoption.

This study contributes to the technology literature in the foodservice context by applying BRT as a theoretical lens. The importance of developing SCPs for F&B blockchain adoption and exploitation is highlighted.

区块链因其透明度、可追溯性和信息共享而为企业运营提供了重要的好处。然而, 将其应用于食品和饮料（F&B）行业却很少见。本研究探讨了如何通过应用行为推理理论（BRT）来形成 F&B 管理者的区块链采用。此外, 本研究还测试了供应链合作（SCPs）在BRT内的潜在调节作用。通过为F&B 管理提供新颖信息, 我们的研究结果扩展了现有知识领域。

采用在线调查方法收集了来自 F&B 管理者的数据。进行了结构方程建模和多组分析, 以测试假设关系。

研究结果显示, “支持的原因”对“态度”和“采用意向”有积极影响, 而“反对的原因”则没有显示出这种影响。区块链的环境优势被发现会导致更积极的态度, 而传统障碍是采用区块链的最大限制因素。本研究还证实了 SCP 在 F&B 区块链采用背景下的重要调节作用。

本研究通过应用 BRT 作为理论视角, 为餐饮服务背景下的技术文献做出了贡献。强调了发展 F&B 区块链采用和利用的供应链合作的重要性。

This study is based on the heuristic-systematic model (HSM) to dynamically examine the effect of review variance on sales and the boundary conditions that mitigate this effect.

Based on the theoretical domain of HSM, a conceptual model is proposed that analyzes the nonlinear relationship between review variance and sales and the interaction and motivation factors that moderate these relationships. Review data from websites targeting the film industry in the USA and South Korea (Korea) were collected to empirically analyze the authors' hypothesis, and panel regression analysis was used for confirmation.

Moderated by interactive and motivational factors, review variance exhibits an inverse-U-shaped relationship with review variance. Specifically, as an interaction factor, review valence and owned social media (OSM) resulted in positive interaction effects, and as a motivation factor, the number of alternatives exhibited a positive interaction effect with review variance. The effect of review variance was less pronounced in the USA than in Korea.

The study outcomes reveal a nonlinear relationship between review variance and sales, thus supporting the contradictory findings of previous studies. This study contributes to the literature by using the HSM as a theoretical framework to verify various HSM mechanisms using online review data. This exploratory study also contributes to the international marketing literature by showing that the effects of review variance vary across cultures.

This study aimed to identify distinctive characteristics of hotel guests and understand their perception of guestroom technologies (GRTs) in hotels by utilizing the theory of consumer innovativeness and the social influence theory.

The data were collected from 268 hotel guests. The K-means clustering algorithm was employed to identify participants based on their views on the significance of technologies provided in guest rooms. A multivariate analysis of variance was applied to investigate if there were significant differences among clusters regarding social influence on hotel bookings, technology innovativeness and technology expertise and knowledge.

Two clusters were identified: technology compassionates and casual users of technology. Findings revealed that technology compassionates are more influenced by their friends when booking a hotel compared to casual users of technology. The ability to link up multiple wireless mobile devices, accessible outlets and mobile websites were the most critical GRTs for technology compassionates.

Technology should be considered a crucial part of the hotel guest experience. Hoteliers ought to continue investing in smart technologies to improve their guests' experiences. GRTs can reduce overhead staff costs while giving guests more control over their stay by utilizing everyday items like smartphones and offering them more power over their lodging experience.

This study advances the existing literature on GRTs by identifying which GRTs produce the most customer satisfaction. Moreover, this study explores the impact of social influence, innovativeness as a personality trait and having expert knowledge of technologies on preferences for GRTs.

Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks, validating product launches, generating mass exposure and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands with insights from two emerging markets: China and India.

A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China (n = 826) and India (n = 358), which is analyzed through PLSc-SEM.

The results reveal that social media brand engagement is an antecedent of brand crowdfunding participation, brand crowdfunding intention is a predictor of brand loyalty and gamification is a significant moderator in technology-oriented societies.

The paper develops a brand crowdfunding framework that provides insights on how established brands can leverage crowdfunding to enhance their new product development process. The results contribute to the social media brand engagement, crowdfunding, gamification and emerging markets literature.

There has been considerable discussion about the utilization of social media effectively in tourist research. Still, there is a paucity of information about its usage for ecotourism destination selection. The study aims to determine critical factors influencing travelers' behavioral and electronic word-of-mouth (e-WOM) intentions to use Instagram reels to select an ecotourism destination.

This study is based on the motivated consumer innovativeness theory and technology acceptance model. Purposive sampling was applied to acquire data from Instagram users. Data were gathered from 445 respondents and 415 valid responses were analyzed using partial least square structural equational modeling.

The findings of the study confirmed the positive impact of perceived ease of use, socially motivated consumer innovativeness and hedonically motivated consumer innovativeness on travelers' attitude except for perceived usefulness. The outcomes also revealed a significant influence of travelers' attitude on behavioral and e-WOM intention.

The study's findings were intended to offer insights into traveler behavior to critical players in the tourism sector, including destination marketers, travel companies, the government and policymakers. They must comprehend how useful Instagram is for the tourist industry, which will help them better understand how to attract travelers through Instagram reels to market their destination.

The current investigation is the first attempt to investigate the travelers' behavioral and e-WOM intentions to use Instagram reels to select an ecotourism destination.