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The physical filmmaking landscape has been transformed by the emergence of digital platforms that foster interaction and dialogue. The accessibility and affordability of mobile production tools have empowered anyone with a mobile phone to become a media content creator. Accordingly, this paper aims to present a multi-method approach for creating phygital projects that involve people as active participants rather than mere subjects who collaborate with the researchers to tell their stories.

Research participants can embrace diverse roles, serving as co-researchers, content creators, curators and collaborators. The authors use various engagement strategies with the research participants, who are often marginalized or underrepresented, to encourage their participation and give them agency and creative control. Thus, we also use a participatory action research approach to help advocate for the participants’ facial equality concerns.

Collaborative videography embraces the mosaic of voices expressing intricate social issues. In this project, research participants with “facial differences” explain their experiences in facing society.

By experimenting with participatory frameworks and combining physical interactions (such as in-person meetings) with digital platforms like Zoom and social media, the authors suggest a multi-method approach that honors the authentic stories of the research participants, effectively engages the audience and explains how phygital research methodologies can be used in interpretive consumer research, particularly in co-creating films that capture strong visuals.

Based on the “S-O-R” and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.

The study carried out questionnaire survey through the “snowball” method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.

The research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.

Examining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.

This study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.

A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.

The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.

Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.

To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

This study explores central questions related to the connection between social media marketing activities (SMMAs), user engagement and the self-brand connection of restaurant Instagram pages. The study examines the mediating role of user engagement between SMMAs and self–brand connections. Also, this study explores the connection between SMMAs and user engagement through the moderating role of gender and trust.

A convenience sample method was employed to collect data from customers (18–24 years old). A structural equation modeling approach and PROCESS macro were applied based on 298 online questionnaires completed by customers who follow restaurant Instagram pages. The mediating effect for user engagement and the moderating effect for gender and trust were performed.

The findings revealed that SMMAs have a significant positive influence on self–brand connection and user engagement. Further, user engagement acts as a mediator between SMMAs and self–brand connection. The results illustrate the importance of SMMAs in enhancing user engagement in light of gender and trust.

This paper presents significant managerial implications for restaurant businesses about how SMMAs can effectively enhance user engagement behavior and self–brand connection on Instagram pages.

This research developed a theoretical model to understand how SMMAs might enhance user engagement in the restaurant industry by invoking gender and trust as moderating variables in the relationship between SMMAs and user engagement. This paper offers new theoretical and practical contributions that add value to social media marketing (SMM) literature by testing the moderated–mediation model of these constructs in the hospitality sector.

This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude.

Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context.

Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts.

Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.

Although there is a rising demand for organic food restaurants (OFRs), limited studies have attempted at understanding the drivers of customers' intention to visit OFRs. There is also a need to examine customers' choice behaviour in the context of OFRs.

This study has assessed the effect of consumption values (functional, emotional, epistemic, conditional, quality and social) on the intention to visit OFRs by utilizing 1863 online customer reviews about different Indian OFRs (Study 1) and 205 survey-based responses of Indian customers (Study 2).

Findings show an overall positive sentiment towards OFRs. Results of Study 1 and Study 2 reveal that functional, quality, social and emotional values have a significant impact on customers' OFR visit intention. Interestingly, Study 2 found that epistemic values have an insignificant impact on customers' visit intention.

Study findings suggest that the OFR management need to provide a better ambience, and good quality organic food in OFRs. Additionally, managers of OFRs can train their staff to be well mannered, cooperative and sincere.

The study on OFRs is still in its nascent stage. The findings of this study will thus provide academicians and policy makers an idea of the consumption values that affect customers' intention to visit OFRs.

This paper analyses children's experiences of school or family visits to Hare Krishna eco-farms in Europe. The article evaluates the extent to which these encounters enable retention and recollection of memories and, consequently, trigger change towards more sustainable behaviour.

Participatory research, qualitative observations and theories of childhood memory are used to explore the nature of children's environmental encounters on Hare Krishna eco-tours.

Findings reveal that Krishna eco-tours offer a conducive environment for cerebral registering and future reminiscing through the following components: experiential learning of sustainable practices which are radically different to mainstream alternatives, sensory experiences, nature play and entertainment and freedom from everyday constraints.

The emerging literature on children's eco-tourism has largely focussed on market-related aspects and farmers' needs. In contrast, the authors’ conceptual framework, based on contemporary research in childhood memories, offers a tool to evaluate the impacts of eco-tourism from a more holistic perspective.

The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”).

Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested.

Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes.

Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.

Given the growth of virtual reality (VR)-based tourism experiences in the past five years, this study aims to investigate the impact of VR-based interactions (ergonomics and embodiment) on memorable experiences and revisit intention mediated by cognitive and emotional responses.

This study has used an exploratory sequential mixed methodology research design to operationalise this research. Study 1 uses qualitative in-depth interviews to explore the proposed research questions, and Study 2 uses a 3 × 3 factorial experimental research design to test the proposed hypothetical model with 355 samples.

The results indicate that embodiment plays a more crucial role than VR ergonomics. Also, the cognitive response in the virtual tour indirectly generates a more memorable experience than the emotional response.

This research uses the theory of technological mediation as an overarching framework to conceptualise the research. Also, the research has applied the tenets of cognitive embodiment theory, metacognitive theory and other related theories to develop the arguments. Thus, the results of this research will extend the holistic understanding of these theories.

This research will guide VR tourism developers in understanding the requirements and expectations of tourists. It also serves as a manual to understand how tourists process the VR tour psychologically.

Very minimal focus was given to understanding the tourists’ interaction with technology in VR tours. The concept of ergonomics and embodiment investigated as an experimental variable is a novel approach in technology-based tourism research.