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In this study, an attempt has been made to collect the research that has been done on the construction and design of the H₂O₂ sensor. So far, many efforts have been made to quickly and sensitively determine H₂O₂ concentration based on different analytical principles. In this study, the importance of H₂O₂, its applications in various industries, especially the food industry, and the importance of measuring it with different techniques, especially portable sensors and on-site analysis, have been investigated and studied.

Hydrogen peroxide (H₂O₂) is a very simple molecule in nature, but due to its strong oxidizing and reducing properties, it has been widely used in the pharmaceutical, medical, environmental, mining, textile, paper, food production and chemical industries. Sensitive, rapid and continuous detection of H₂O₂ is of great importance in many systems for product quality control, health care, medical diagnostics, food safety and environmental protection.

Various methods have been developed and applied for the analysis of H₂O₂, such as fluorescence, colorimetry and electrochemistry, among them, the electrochemical technique due to its advantages in simple instrumentation, easy miniaturization, sensitivity and selectivity.

Monitoring the H₂O₂ concentration level is of practical importance for academic and industrial purposes. Edible oils are prone to oxidation during processing and storage, which may adversely affect oil quality and human health. Determination of peroxide value (PV) of edible oils is essential because PV is one of the most common quality parameters for monitoring lipid oxidation and oil quality control. The development of cheap, simple, fast, sensitive and selective H₂O₂ sensors is essential.

Brand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).

Two experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.

The results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.

Telling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.

To the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

Luxury as a construct warrants an assessment of entities promoting themselves as luxurious offerings. Therefore, this study attempts to evaluate the experiencescapes of luxury trains operating in developed and developing countries to assess the presence of luxury values in the elements affecting tourists' experiences and immersion.

Two different types of luxury trains were selected from across developed and developing countries for a holistic assessment of the experiencescapes. Through netnography and hermeneutic interpretation, this study analyzes 218 experiential descriptions on Tripadvisor from luxury trains of Australia, UK, Peru and India.

Although luxury trains in both the regions entailed financial, functional, social and individual value, they struggled to offer these values in conjunction. While the positioning of luxury trains in developing countries under the “inaccessible luxury” segment is exaggerated, developed countries were also found to struggle with customer service and management.

By emphasizing on areas within the control of the service providers, short-haul luxury trains can be a better fit in developing countries. Better usability testing and employee training should be undertaken to improve the functional values of luxury in long-haul luxury trains of developed countries.

This article not only assesses the validity of luxury trains' positioning but also provides new insights into the nature of the tourist immersion process. Having extensively discussed experiences in the backdrop of luxury, it contributes to the progression of literature on luxury trains, experiencescapes and immersion.

Augmented reality (AR) is transforming the business and interactive marketing landscape. This research aims to investigate consumers' degree of involvement and if a feeling of immersion and presence influences AR shopping satisfaction, comparing high- and low-immersive AR experiences.

This paper uses a quantitative approach. Two studies were carried out: a high-immersive AR experiment with 173 participants and a low-immersive AR experience with 222 participants. Findings were analyzed using partial least square structural equation modeling with SmartPLS.

Results indicate the antecedents of immersion and presence differ when it comes to different immersive AR levels. In a high-immersive AR experience, flow, information seeking and novelty are attributes related to immersion, while enjoyment and personalization are related to presence. Contrastingly, in a low-immersive AR experience, only flow is related to immersion, while information seeking, novelty and personalization are related to presence. These results highlight the role of immersion and presence as mediators for AR shopping satisfaction experience.

This study's originality lies in the use of a rival model for analysis. Findings suggest a contingent perspective of AR experience, depending on high- or low-immersion experience, so companies must pay attention for how to measure AR experiences to increase involvement and satisfaction.

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

The rise and popularity of digitalization have made the addictive use in the virtual world more common, which has aroused wide attention from academia and public. Uncovering the underlying mechanism of addictive use is essential to address this serious issue.

By utilizing the context of massively multiplayer online games (MMOGs), this study developed virtual-domain perfectionism of seeking excellence and avoiding failure from the dual process model of perfectionism and identified four affordances in MMOGs from the perspective of technology affordance. The authors surveyed 302 valid samples in MMOGs to empirically test the research model.

The results demonstrate that two processes of virtual-domain perfectionism influence addictive use positively in MMOGs. Technology affordances perform as the antecedents of virtual-domain perfectionism and conduct distinct impacts in MMOGs. Specifically, affordances of interaction and identity are positively related to virtual-domain perfectionism, while achievement affordance is unrelated to virtual-domain perfectionism. Immersion affordance is positively related to virtual-domain perfectionism of seeking excellence and negatively associated with virtual-domain perfectionism of avoiding failure.

This study identified virtual-domain perfectionism and specific MMOGs affordances. The research model provides insights into addictive use in MMOGs by leveraging context and combining lenses. Research findings help elucidate the role of virtual-domain perfectionism on the addictive use from MMOGs affordances with the corresponding technical features.

The study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the positive and negative pathways.

The study conducts two online experiments to collect data from a total of 940 consumers in China. Hypotheses are tested by independent samples t-test, two-way ANOVA and Hayes' PROCESS model.

Different kinds of GBR have different effects on customer engagement behavior. Internal GBR is more likely to play a positive role by inciting connectedness to nature. External GBR is more likely to play a negative role by inciting psychological resistance. This dual effect is especially pronounced for warm brands rather than competent brands.

The study pioneers the brand ritual into the field of interactive marketing and enriches its dual effect research. Additionally, the study figures out whether the category of brand ritual can trigger negative effect.

Inappropriate brand rituals are worse than no rituals at all. The results provide guidance for green companies to design effective brand rituals to strengthen the connection with consumers. Green brands should describe brand rituals in vivid detail and consciously lead consumers to immerse themselves in them.

The purpose of this paper is to conceptualize virtual influencer marketing, outlining the opportunities and dangers associated with using virtual influencers in social media marketing communications.

Drawing on the literature addressing influencer marketing and interactions between consumers and technologies, this paper introduces the landscape of virtual influencer marketing.

This paper distinguishes virtual influencers from real-life influencers and related digital characters. It further defines four unique elements attributed to virtual influencers: customization, flexibility, ownership and automation. Finally, it introduces a taxonomy for virtual influencers.

The conceptualization of virtual influencer marketing contributes to advancing the understanding of the (virtual) influencer marketing landscape.

This paper suggests that brands need to carefully evaluate the different characteristics of virtual influencers, when deciding to leverage them in social media marketing communications. It also provides guidelines for working with virtual influencers in marketing campaigns targeted at consumers.

This paper discusses ethical and social implications for brands and consumers that interact with virtual influencers in the encounter between reality and virtuality.

This paper makes three contributions. First, it conceptualizes virtual influencer marketing by defining and critically evaluating the key characteristics attributed to virtual influencers. Second, it offers a 2 × 2 taxonomy of virtual influencers, grounded in research on anthropomorphism and reality–virtuality. Third, this paper reflects on the opportunities and dangers associated with virtual influencer marketing, outlining avenues for future research.

Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.

To examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.

Virtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.

The authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.

The purpose of this paper is to discuss the current status of experimental research within hospitality and tourism. This paper further aims to develop practical ideas for enhancing the adoption of a cause and effect mindset in researchers.

A mini-review of the level of experimental designs and best-practice ideas published by the top 12 journals in hospitality and tourism over a five-year period was conducted.

Although the absolute number of experimental studies is growing, the ratio of experimental studies to overall publications remains low at 6.4%. To increase the take-up of experimental design, a broader typology of field experiments is presented. Practical steps to increase causal reality are provided under the categories of purpose; scenario development; scenario testing; and sample characteristics.

The methodological advances suggested in this paper can contribute to more robust theory development and testing. The recommendations offer guidance to a new generation of researchers seeking to add causal value to their studies, researchers collaborating with scholars from other discipline areas and hospitality managers seeking stronger evidence of cause and effect.

This paper identifies key obstacles to the take-up of experimental design and the contemporary status of experimental design. A novel typology of five experimental designs that distinguish the difference between experimental and correlational designs in terms of explanatory power is presented, together with a comprehensive list of best practice suggestions to increase causal reality in scenario design.