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Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.

Using an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.

Results indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.

To develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.

An original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.

This study addresses a critical aspect of tourism in Arunachal Pradesh, India, by investigating how tour quality impacts on tourist satisfaction of domestic tourists. As one of the least explored regions of the country, Arunachal Pradesh holds immense tourism potential. Understanding the factors that contribute to tourist satisfaction, particularly the role of tour quality, is of paramount importance for enhancing the region's appeal as a sought-after travel destination.

The study was operationalized using survey questionnaires from domestic tourists (n = 200) visiting Ziro Valley, Arunachal Pradesh, India. A convenient sampling method was adopted for the study. Ordinary least square structural equation modeling (OLS-SEM) was used to measure the relationships.

The findings show that tourist expectations and tourist motivation influence tour quality and consequently impact the overall satisfaction of tourists.

This study extended the existing literature on tourist satisfaction in the domain of travel and tour by demonstrating the significance of tourist expectations and motivations on tour quality and tourist satisfaction. The findings offer insights for stakeholders seeking to enhance destinations' image, tour quality and overall tourist satisfaction.

This paper provides original contributions to the field of tourism by examining the effect of tour quality on tourist satisfaction. It integrates the factors, namely tourist expectations and motivations, into the analysis, offering insights into delivering customized tour experiences that meet tourists' needs.

This study aims to focus on assessing the psychometric properties necessary to validate the internal structure of the TOURQUAL scale.

A quantitative research study was conducted in collaboration with the Brazilian Network of Tourism Observatories, comprising 927 respondents surveyed between October 2021 and May 2022. The data analysis involved the application of descriptive statistics and exploratory factor analysis, in alignment with the principles outlined in the Standards for Educational and Psychological Testing 2014 to validate the scale.

The findings of this study validate the TOURQUAL scale as a robust tool for assessing the perceived quality of tourist services, with results demonstrating one-dimensionality and replicability.

To the best of the authors’ knowledge, this study is the first to assess the psychometric properties for validating the internal structure of the TOURQUAL scale.

This article aims to unfold digital servitization by exploring the key resources and resource orchestration (i.e. resource configuration and interaction).

This article conducted an explorative two-stage research strategy of Chinese servitized manufacturers using a preliminary case study and fuzzy-set Qualitative Comparative Analysis (fsQCA) design. The data collection was conducted between 2016 and 2021.

This article identifies five key resources – radical, complex technological resources, complementary, specific market resources and digital resources – and their configurations – leveraging market opportunities, leveraging innovation integration and leveraging resource advantages – to facilitate servitization in the digital age. The findings underscore the interaction between technological and market resources as well as the role of digital resources in promoting the servitization journey.

This article contributes to the understanding of servitization in the digital context by examining the key resources and their interactions involved. It builds upon the configurational logic of servitization, expanding the existing framework in the digital context and highlighting the significance of technological and market resource orchestration and interaction in servitization research. Moreover, the paper contributes through its exploratory two-stage approach, going beyond a conceptual understanding of servitization by focusing on both the factors that enable servitization (WHAT) and the configurations that lead to servitization (HOW). Additionally, the article investigates the attributes of resources as lower-level components, addressing the need to explore the micro-level practice of resource realignment. By providing clarity on the configurations of servitization, the paper offers practical guidelines for practitioners on how to effectively utilize resources and benefit from digital servitization.