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This study investigates the brand selfies that have the capability to help brands thrive through crises. The brand selfies spark a self-inferential process that makes customers feel connected to the brand and makes them biased toward a specific brand during an uncertain situation.

A total of 166 questionnaires were analyzed through structural equation modelling (Smart PLS) and a niche group of young millennials from Thailand was selected based on their luxury items usage, frequency of visits to leisure spas and hotels, expensive car showrooms, branded jewelry stores and luxury watch shops.

The study highlights the emergence of brand selfies during the crisis and the priority given by customers as compared to brand-generated content or promotional campaigns. The results indicated a positive influence of brand selfies on brand preferences directly and through the mediation of brand signature.

It is fascinating for brands that customers voluntarily include their products in their carefully crafted and staged selfies that deliver their image and massages as social signifiers during a chaotic situation.

The research classifies the impacts of brand selfies in the luxury, leisure and tourism market of Thailand and its assistance in thriving through crises. The study is one of the rare studies that present brand selfies as a hassle-free promotional tool for brand signature and a game-changing strategy to deal with crises.

This study aims to explore the role of social media visual posts (known as foodstagramming) on restaurant visit intention. Drawing on the heuristic–systematic model and normative focus theory, this research introduces a framework that assesses the effects of key foodstagramming attributes – vicarious expression, aesthetic appeal and post popularity – and the mediating roles of goal relevance and mimicking desire, in the process.

Structural equation modelling was performed to test the proposed model using a sample of tourists (n = 377) and residents (n = 341). Multi-group analysis was performed to compare the differences between these groups.

Results reveal that mimicking desire and goal relevance influence restaurant visit intention; however, mimicking desire has a stronger influence than goal relevance. Little difference was found between the tourist and the resident groups in the proposed relationships, except that vicarious expression positively influences mimicking desire in the tourist group but not in the resident group.

This study guides restauranteurs and social media influencers (foodstagrammers). It shows that consumers value the textual content and aesthetic appeal of photos over the popularity of a post. It also indicates that vicarious expression is more important for tourists than for residents.

This research advances social media marketing literature by proposing a new information processing framework. To the best of the authors’ knowledge, this study is one of the first studies to explore the impact of visual post attributes on individual decision-making behaviours through socially acceptable norms.

The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.

The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.

Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.

Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.

Social media has the potential to enable exchange of diverse opinions, foster dialogue on important social issues and exert positive influence on stakeholders and society. However, evidence is contradictory as to whether this is the case; it is possible that millennials' behaviors on social media are mainly driven by conservation (conformity and safety) or self-enhancement (power and achievement). In this research, the authors examine the extent to which different human values (self-transcendence, conservation, self-enhancement and openness to change) influence millennials' activities and behaviors on social media.

The authors conduct three separate surveys on Facebook, Twitter and Instagram with 491 millennials (18–34 years of age) in the USA, examining the influence of four higher-order values of the Schwartz human values model (open self-transcendence, conservation, self-enhancement and openness to change) on specific social media activities (consumption, self-focused and sharing nonpersonal content activities).

First, the authors find that for millennial users, human values significantly influence social media activities. Second, conservation values, followed by self-enhancement values, overshadow the expression of open self-transcendence values on social media. Thus, social media platforms may function more as agents of conservation and self-enhancement than agents of personal growth.

This is among the first studies to examine the influence of human values on social media and to find that human values such as conservation and self-enhancement have a strong influence on users' social media activities, while open self-transcendence values, which lead to expansion and growth, do not find genuine expression on social media.

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

This study investigates human behavior, specifically attitude and anxiety, toward humanoid service robots in a hotel business environment.

The researcher adopted direct observations and interviews to complete the study. Visitors of Henn-na Hotel were observed and their spatial distance from the robots, along with verbal and non-verbal behavior, was recorded. The researcher then invited the observed hotel guests to participate in a short interview.

Most visitors showed a positive attitude towards the robot. More than half of the visitors offered compliments when they first saw the robot receptionists although they hesitated and maintained a distance from them. Hotel guests were also disappointed with the low human–robot interaction (HRI). As the role of robots in hotels currently remains at the presentation level, a comprehensive assessment of their interactive ability is lacking.

This study contributes to the HRI theory by confirming that people may treat robots as human strangers when they first see them. When a robot's face is more realistic, people expect it to behave like an actual human being. However, as the sample size of this study was small and all visitors were Asian, the researcher cannot generalize the results to the wider population.

Current robot receptionist has limited interaction ability. Hotel practitioners could learn about hotel guests' behavior and expectation towards android robots to enhance satisfaction and reduce disappointment.

Prior robot research has used questionnaires to investigate perceptions and usage intention, but this study collected on-site data and directly observed people's attitude toward robot staff in an actual business environment.

A major portion of our social interaction now occurs online, facilitated by social networking sites (SNSs) that enable people to connect and communicate at will. However, the characteristics of SNS communication can introduce problematic outcomes on otherwise healthy processes, one of which is social comparison. In this work, we investigate whether compulsive SNS use could be driven by two phenomena related to social comparison: the fear of missing out (FoMO) and envy.

Using the stimulus-organism-response framework, we developed a model that was tested with data from a sample of SNS users (N = 330) based in the United States. The analysis was done through partial least squares structural equation modeling.

Our findings show FoMO's association with the two forms of dispositional experienced envy, benign and malicious, as well as expected envy of others (expected envy). Interestingly, benign and expected envy were associated with SNS stalking and self-disclosure, but malicious envy had non-significant associations. Finally, both SNS stalking and self-disclosure were linked to compulsive SNS use.

We study the nuanced ways in which the two forms of experienced envy and expected envy can be triggered by FoMO and result in users' engagement with problematic SNS use. Our research provides evidence that, in addition to benign envy being an antecedent of compulsive SNS use, the wish to invoke envious feelings in others can also significantly drive compulsive use.

Everyday users of professional networks such as LinkedIn are flooded by posts presenting the achievements of their connections (e.g. I got a new job/award). The present research takes a self-discrepancy perspective to examine the mixed-emotional and behavioral consequences of viewing such idealized self-promotional content on professional networks.

The emotional and behavioral consequences following viewership of idealized self-promotional content on LinkedIn are explored through one pilot study (N = 109) and one online experiment (N = 714), which is evaluated using structural equation modeling.

Viewership of idealized self-promotional content on professional social networking sites acts as an emotional double-edged sword for LinkedIn users. Users feel both dejection and symhedonia (i.e. happiness for others), dependent on their reported career-based self-discrepancy. We find the experience of symhedonia to be bound by the relational closeness of the poster (acquaintance vs close friend). Furthermore, we show how resultant emotions drive self-regulatory compensatory IT-use behaviors (i.e. direct resolution, fluid compensation, dissociation, and escapism).

We offer four distinct contributions. Firstly, we disentangle inconsistent findings of mixed emotions by introducing symhedonia to IT literature. Secondly, we investigate the boundary condition of relational closeness. Thirdly, we extend our findings by investigating compensatory-consumption behaviors that stem from mixed-affective outcomes. Finally, we do so in the context of professional networks, which are greatly understudied and are distinctive from personal networks. Practical implications are discussed.

This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world?

Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted.

Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity.

This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions.

As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.