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This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

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.

This study aims to apply the service robot acceptance model (sRAM) to examine how attitude toward human–robot interaction (HRI) and engagement influence consumer acceptance of service robots in a frontline setting.

Data was collected from 255 visitors who interacted with a robotic tour guide at a city museum. The data was analyzed using smart PLS 4.0.

The findings show the positive effects of subjective norms, appearance, perceived trust and positive emotion on both attitude toward HRI and engagement. In addition, social capability impacted attitude toward HRI, whereas perceived usefulness affected engagement.

To deliver engaging museum experiences that bring about positive word-of-mouth and intention to visit, managers need to incorporate the sRAM dimensions in the design and deployment of service robots.

This research uses field data to empirically validate the sRAM in the context of service robot acceptance. It introduces engagement as a novel mediating variable, enriching current understanding of human-like qualities in HRIs.

The economy of China has developed rapidly, and its international status has quickly risen in the past 30 years. China is shifting from a major exporter into a major consumer, becoming an essential part of the international market. However, some global brands make wrong market decisions because of a lack of understanding of Eastern consumer culture.

Based on consumer xenocentrism, this paper helps global enterprises better understand Chinese consumers' psychology in foreign goods, which is conducive to the development of transnational trade. This study proposes a hypothesis model based on previous literature. The authors collected 300 questionnaires from China and tested the model by SPSS24 and AMOS24.

The findings show that curiosity and country of origin positively affect consumer xenocentrism, consumer xenocentrism has a positive impact on word-of-mouth and purchase intention, word-of-mouth plays a mediating role in xenocentrism and purchase intention and social comparison tendency plays a moderating role in consumer xenocentrism and purchase intention. Simultaneously, this paper develops a scale measuring consumer xenocentrism to provide some quantitative support for this research.

The authors propose some suggestions basing on the research of consumer xenocentrism and provide some further directions.

Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.

The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.

All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.

The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.

This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social media (sWOM) remains scant. Based on the attribution theory, this study aims to investigate the effects of seamless shopping experience types on customers’ sWOM intentions from the perspective of smart-shopping feelings and validated the moderation role of shopping orientation.

Using a data set of 301 omnichannel customers, three scenario-based experiments were conducted to address the research questions.

An efficient and interconnected experience is more likely to positively affect sWOM intentions than an inefficient but interconnected experience. Furthermore, smart-shopping feelings were found to have a significant mediating effect. For experiential-oriented shoppers, the positive relationship between an efficient and interconnected experience, smart-shopping feelings and sWOM intentions was significantly strengthened.

This research contributes to the sWOM and omnichannel service experience literature by investigating the influences of seamless shopping experience types on customers’ sWOM intentions. This research also provides recommendations for designing and delivering a superior, seamless shopping experience for omnichannel shoppers.

Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions.

Using a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge, a Confirmatory Factor Analysis (CFA) analyzed the psychometric properties of the constructs and a subsequent Structural Equation Modeling (SEM) examined the effects of fan identity on two types of behavioral intentions and sponsor–sponsee relationship.

Results indicate that fans who highly identify with esports have the highest attachment to the event and tend toward having a positive word-of-mouth intention. Esports fans who have a higher brand identification reported a positive attitude toward the event's sponsor brand and tend to purchase its products. Moreover, the study findings also provide evidence of the bidirectional interaction between the way in which fans attach with the esports event and its sponsor brand, leading to greater reciprocity in their identity formation.

This study helps to understand how the fan identity process can enhance its fate and develop mutually, building role overlapping identity in the esports sponsor–sponsee relationship. Complementarily, it supports of how the marketeers and managers must analyze the importance of being a fan to the individual in order to understand how its self-identity can shape the future behavior.

The advancement of technologies has made it possible for health-care organizations to provide convenient online services that enable people to manage their health conditions. Although many studies have investigated the adoption and benefits of e-health services, there has been little focus on health-oriented behaviors after adoption, particularly in relation to service quality and user satisfaction.

This paper is based on the SOR model and service quality theories to investigate behavioral responses, including word-of-mouth, intention to use and intention to act. The authors use a partial least squares structural equation modeling analysis with 194 participants and the diabetes risk test survey in Finland.

The results show that people are willing to engage in health self-management behaviors if they intend to use the e-health service and are satisfied with it. User satisfaction can be enhanced by improving the visual appeal of the website presentation, the quality of the presented information, as well as the usability of the website, all as components of e-health services.

The authors contribute by creating a construct “intention to act,” referring to health-oriented behaviors resulting from e-health service use. In addition, this study is among the first to apply the SOR model to investigate how user satisfaction leads to intention to use, intention to act and word-of-mouth.

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.

Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.

The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.

This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.

This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

This study examines the effect of face on consumer responses to socially responsible hospitality brands and the influence of the consumption setting. Based on the literature on face concern, the consumption setting is expected to influence the effect of face on consumer responses to socially responsible brands.

An experimental design with face concern (low vs high) under two consumption settings (private vs public) was adopted for a fictitious hotel involved in community service. To test this design, 360 participants were recruited.

The results showed that face positively affected consumer responses to socially responsible hospitality brands. Consumers with a high (vs low) level of face concern had higher purchase intention and a greater propensity to spread positive word-of-mouth for hospitality brands with strong corporate social responsibility (CSR) associations. In addition, the favorable effect of face concern on consumer responses was more pronounced in a public consumption setting than in a private consumption setting.

Hospitality service managers could strengthen the physical evidence of CSR brands during service encounters. This strategy would be more effective for consumers who have a high level of face concern and lead to an increase in revisit intention.

This study highlights the effect of face on consumer responses to CSR brands and the influence of the consumption setting. Managerial implications for hospitality service managers regarding communication and brand management strategies are discussed.