Search Results (80)

AI-driven personalization has become a defining feature of digital advertising, yet whether it drives purchase intention directly or depends on other underlying mechanisms remains insufficiently understood, particularly in under-studied emerging markets. This study investigates how perceived relevance, usefulness, and privacy concerns shape perceived trust and purchase intention in response to AI-driven personalized advertising across Lebanon and Türkiye, two digitally distinct markets. Drawing on the Stimulus Organism Response model, Technology Acceptance Model, Privacy Calculus Theory, and Trust in Automation Theory, a quantitative cross-national design was employed, using a structured questionnaire administered to 802 social media users (394 Lebanon; 408 Türkiye), with data analyzed through partial least squares structural equation modeling and permutation-based multigroup analysis following partial measurement invariance. Results confirm perceived personalization has no direct effect on purchase intention, operating solely through relevance, usefulness, and privacy concerns; relevance and usefulness build trust while privacy concerns erode it, and trust, relevance, and usefulness each independently drive purchase intention. This study advances an asymmetric mediation account of AI advertising, positioning trust as the conduit through which privacy risk reaches behavior and, for managers, the lever converting personalization into purchase. Future research could examine these dynamics longitudinally or across other digitally emerging markets. Full article

Background/Objectives: Self-concealment is associated with greater psychological distress and decreased help-seeking engagement. This study aimed to evaluate the psychometric properties and sex invariance of the Persian Self-Concealment Scale (SCS) in Iranian adults. Methods: Participants were recruited using convenience sampling and social media advertising, targeting adults aged 18 or older who could read and understand Persian. The valid sample comprised 644 adults. Exploratory factor analysis was performed to delineate the underlying structural dimensions, followed by confirmatory factor analysis (CFA). Multi-group CFA was used to evaluate the gender invariance. Results: A one-factor exploratory solution explained 48.83% of the variance, whereas parallel analysis suggested three factors, indicating some residual multidimensionality. The initial one-factor CFA showed poor fit (RMSEA = 0.114, CFI = 0.899, TLI = 0.871). A revised one-factor model that accounted for four localized item-pair residual associations showed improved fit in Sample 2 (RMSEA = 0.062, CFI = 0.974, TLI = 0.962, N = 322) and acceptable fit when applied without further respecification to the non-overlapping Sample 1 (N = 322) internal holdout (RMSEA = 0.078, CFI = 0.960). Internal consistency was high (α = 0.896; ω = 0.897), while correlations with depression, anxiety, and stress ranged from 0.35 to 0.37, providing moderate evidence of convergent validity. Gender invariance was partially supported. Conclusions: The Persian SCS shows promising but qualified psychometric performance for research use, pending independent replication and longitudinal validation. Full article

Greenwashing in food marketing undermines consumer trust and impedes Sustainable Development Goal 12 (SDG 12). While prior research has established linkages between greenwashing perception, green skepticism, and purchase intention, no publicly deployed decision support tool has been developed for practitioner use. This study applies Design Science Research (DSR) methodology to translate validated behavioral models into a deployable decision support system rather than re-testing established relationships. We present the development, deployment, and evaluation of the Greenwashing Advertising Message Assessment (GWAMA), a web-based DSR artifact grounded in a validated Stimulus–Organism–Response (S-O-R) structural equation model. GWAMA integrates factor-loading-weighted composite scoring with SEM-derived parameters to generate real-time greenwashing risk diagnostics for food advertising messages. Usability was evaluated with 150 Thai food industry professionals using a Technology Acceptance Model (TAM) instrument applied to the live system. Results provide indicative evidence of stakeholder acceptance, with high perceived usefulness, ease of use, and intention to use. This study contributes by demonstrating how validated behavioral models can be translated into a publicly deployable decision support artifact, with practical implications for sustainable marketing governance and SDG 12 implementation in emerging economies. Full article

Personalized advertising is now routine in digital commerce and new media, but relevance does not always translate into acceptance. When consumers read tailored messages as signs of tracking or inference rather than as useful assistance, they may feel exposed and avoid the advertising. Drawing on advertising avoidance theory, privacy calculus theory, and control agency theory, this study examines a privacy-risk account of personalized advertising avoidance. Survey data from 502 consumers and structural equation modeling show that privacy concern, privacy fatigue, and prior negative experiences are directly associated with advertising avoidance. Privacy concern, prior negative experiences, and perceived personalization are also positively associated with perceived risk; perceived industry self-regulation is negatively but non-significantly associated with perceived risk; and perceived risk is positively associated with advertising avoidance. These results position perceived risk as a close downstream appraisal through which consumers make sense of data-driven targeting. The study contributes to digital commerce and interactive marketing research by showing that consumers evaluate personalized advertising not only as a cue of relevance, but also as a possible source of privacy vulnerability. It also offers implications for transparent targeting, visible user control, platform governance, and less intrusive personalization. Full article

Recycled products have evolved from environmental substitutes to an important development direction in the future consumer market. However, consumers’ active avoidance of recycled product advertisements is still prevalent, which restricts their market acceptance and promotion. This study aims to systematically explore the relationship between recycled product anthropomorphism and consumer advertising avoidance, and reveal the mediating role of perceived risk, as well as the moderating effects of technology readiness and time orientation. A mixed exploratory method combining Smart PLS and fsQCA was adopted to conduct an in-depth analysis of 728 questionnaires. The results show that recycled product anthropomorphism has a significant negative impact on consumer advertising avoidance, and this effect is partially realized through the mediating mechanism of perceived risk, which is regulated by technology readiness and time orientation. The research results not only enrich the application of anthropomorphism theory in the field of sustainable consumption but also provide empirical evidence and practical guidance for companies to formulate effective recycled product advertising strategies and reduce consumer advertising avoidance. Full article

Background: Cervical cancer remains a leading cause of cancer-related deaths among women in Nigeria. In 2023, the Government of Nigeria, with support from Gavi and partners, introduced the single-dose human papillomavirus (HPV) vaccine through a phased, school-based campaign. The first phase was launched in October 2023 across 16 states, followed by a second phase in May 2024 that expanded coverage to the remaining states and the Federal Capital Territory. This study evaluates the additional impact of a behavioral insights–informed digital intervention, comprising a social media campaign amplified by trained pharmacists serving as local influencers, implemented in 2025 to increase acceptance and uptake of HPV vaccination during routine immunization. Methods: A pre-test/post-test quasi-experimental design with a control group was implemented in three Nigerian states in 2025 to assess the additional impact of a behavioral insights–informed social media campaign designed to strengthen social approval for HPV vaccination, increase awareness of vaccination locations, and reinforce caregivers’ recognition of their adolescent daughters’ desire to be vaccinated. Messages were amplified by trained pharmacists who served as local influencers. Caregivers of adolescent girls aged 9–17 years were recruited online through targeted Facebook and Instagram advertisements during Nigeria’s transition from school-based HPV vaccination campaigns to routine immunization. Caregivers in treatment areas were exposed to geofenced social media advertisements on Facebook and Instagram and pharmacist counseling, while those in control areas were not. Logistic regression models using a difference-in-difference approach estimated the campaign’s effect on HPV vaccination, controlling for caregiver and adolescent characteristics. Additional statistical models assessed the campaign’s impact on caregivers’ motivation and ability—key drivers of behavior according to the Fogg Behavior Model. Results: HPV vaccination increased at a significantly higher rate in the treatment compared to the control area. The adjusted odds of an adolescent girl being vaccinated were 1.48 times higher in the treatment area at follow-up (95% CI: 1.14–1.92). Adjusted marginal effects indicated that exposure to the campaign increased the probability of vaccination by 8.9 percentage points relative to the control group. The rate at which caregivers’ motivation (aOR = 1.31, 95% CI: 1.00–1.70) and ability (knowing where to get vaccinated: aOR = 1.38, 95% CI: 1.07–1.79; ease of vaccination: aOR = 1.59, 95% CI: 1.22–2.06) increased was also higher in the treatment area. There was no relative increase in intervention versus control groups in factual knowledge regarding HPV vaccination. Conclusions: A behavioral insights–informed social media campaign in which pharmacists served as influencers was associated with higher HPV vaccine uptake during routine immunization. The higher rate of vaccination observed in intervention areas was associated with higher rates of caregiver motivation and ability but not with higher rates of caregiver knowledge. These findings are consistent with the potential of behavioral insights–informed digital campaigns to complement routine immunization efforts and improve vaccine uptake in low- and middle-income countries. Full article

Background/Objectives: HPV vaccination rates among U.S. young adults remain unchanged at 47% since 2019. Barriers including misinformation, vaccine hesitancy, and stigma surrounding HPV’s long-standing association with sexually transmitted infections have limited widespread acceptance among the male population. This experimental study explores how prevention messages incorporating an emotional flow element may influence vaccination intention. It also examines whether vaccination status may differentiate pre-exposure risk-taking tendencies and vaccine perceptions—as well as post-exposure HPV susceptibility, HPV severity, vaccine effectiveness, and emotional response—among young adults. Methods: A one-factor between-subjects experiment (including facts-only vs. facts→threat vs. facts→threat→hope conditions) was conducted online with a group of Gen Z college students at a U.S. university (N = 440). Results: ANCOVA results indicated that emotional flow embedded in the three message conditions did not result in significantly different emotional responses (across all participants) or vaccination intention among the unvaccinated participants. Whereas vaccinated participants reported greater perceived vaccine benefits, HPV susceptibility, HPV severity, and vaccine effectiveness, unvaccinated participants exhibited stronger emotional responses toward the facts→threat→hope message instead. Regression results revealed that vaccine perceptions, risk-taking tendencies, HPV susceptibility, and emotional response significantly predicted vaccination intention, in that order. TV advertising was identified as the leading HPV information source, followed by social media advertisements and recommendations from health professionals. Conclusions: These findings highlight that incorporating emotional flow may enhance message engagement among unvaccinated individuals. HPV campaigns should consider increasing positive vaccine perceptions, alleviating perceived threat of HPV, and eliciting positive emotional response toward vaccination acceptance and adoption. Full article

Objectives: Mindfulness has been proposed as an important health outcome and an indicator of mental well-being. This study aimed to evaluate the psychometric properties of the Five Facet Mindfulness Questionnaire (FFMQ-15) in two samples of mental health service users with diverse cultural and linguistic backgrounds (English- and Chinese-speaking). The study addresses the conceptual gap regarding the limited validation of the FFMQ-15 in Chinese-speaking clinical populations and examines the implications of measurement invariance. This study aimed at (1) confirming the reliability and validity of the FFMQ-15 in mental health service users; (2) assessing the validity of the FFMQ-15 in Chinese-speaking populations, where evidence is limited; and (3) examining measurement invariance across English- and Chinese-speaking groups to ensure cross-cultural applicability and comparable score interpretation. Methods: Participants were recruited using snowball sampling and social media advertising, targeting adults aged 18 or older who could read and write English or Chinese and had received mental health services. The English-speaking sample comprised 115 adults, and the Chinese-speaking sample included 118 adults. Exploratory factor analysis was used to identify structural dimensions, while confirmatory factor analysis was conducted for both samples to evaluate the five-factor structure of the FFMQ-15. Results: The EFA showed literature-aligned results supporting the 5-factor structure model, while the CFA model demonstrated acceptable fit: χ²/df = 159.50/80 = 1.99, p < 0.001; CFI = 0.927; TLI = 0.904; RMSEA = 0.065 (90% CI [0.050, 0.080]); SRMR = 0.060, BIC = 10,843.067, meeting established thresholds, and the non-significant measurement variance indicated the measurement model’s consistency among clinical patients and across different cultural contexts. Conclusions: The FFMQ-15 shows strong psychometric properties for measuring mindfulness in English- and Chinese-speaking mental health service users, supporting its value in clinical research and practice. Full article

Under the influence of the long-tail effect, market segmentation and personalized demand provide room for small brands to grow. Meanwhile, consumer behavior patterns have also shifted, with increased acceptance of low-priced, highly practical goods. This paper constructs a two-tier competitive supply chain model. The manufacturer invests in big data from e-commerce platforms and decides on the production of products by combining sales data and consumer preferences. The two retailers are a head brand retailer, which is larger, and a newcomer brand retailer, which is smaller, and both consider advertising to expand their markets. The paper distinguishes four types of advertising strategies (NA, R₁A, R₂A, BA). Secondly, the differential game model is used to discuss the optimal solutions of different advertising strategies under the relevant situations of demand perturbation and demand non-perturbation. Again, empirical analyses are used to verify the robustness of the model by fitting it with the simulation model. Finally, the paper further extends the model to the symmetric domain to explore the optimal retailer capacity in the market, and comes to the following conclusions (1) In the case of non-disturbed demand, the differences in retailer size and competitiveness can promote a more efficient allocation of resources, and the advertisements placed by small brands are the most effective in terms of market share and profitability, which can also improve the overall performance of the supply chain. (2) Demand perturbation makes the unilateral advertisers more susceptible to external disturbances, and the profit is uncertain while the advertisers’ investment increases. (3) In the expansion model, the maximum capacity of small-brand retailers is 3. When retailers exceed 3, it is difficult for other retail brands to enter the market. Full article

The rapid diffusion of artificial intelligence (AI) in marketing has reshaped how consumers interact with digital content and evaluate ethical aspects of firms. The present study examines how familiarity with and trust in AI shape consumers’ acceptance of AI-based advertising and, in turn, their ethical purchasing behavior. Data were collected from 505 Greek consumers through an online survey and analyzed using hierarchical and logistic regression models. Reliability and validity tests confirmed the robustness of the measurement instruments. The results show that familiarity with AI technologies significantly enhances trust and ethical confidence toward AI systems. In turn, trust in AI strongly predicts the consumers’ acceptance of AI-driven advertising, while acceptance positively affects ethical consumption intentions. The findings also confirm a mediating relationship, indicating that acceptance of AI-based advertising transmits the effect of AI rust to ethical consumption. By integrating ethical and technological dimensions within a single behavioral model, the study provides a more comprehensive view of how consumers form attitudes toward AI-enabled marketing. Overall, the findings highlight that transparent and responsible AI practices can strengthen brand credibility, foster ethical engagement, and support more sustainable consumer choices. Full article

Artificial intelligence (AI) is increasingly used in marketing to deliver personalized messages and services. Although such tools create new opportunities, their acceptance by consumers depends on several factors that go beyond technology itself. This study examines how trust and ethical perceptions, familiarity and exposure to AI, digital consumer behavior, and identity concerns shape acceptance of AI-based personalized advertising. The analysis draws on data from 650 Greek consumers, collected through a mixed-mode survey (online and paper), and tested using logistic regression models with demographic characteristics included as controls. The results show trust and ethical perceptions of acceptance as factors, while familiarity with AI tools also supports positive attitudes once trust is established. In contrast, digital consumer behavior played a smaller role, and identity-related consumption was negatively associated with acceptance, reflecting concerns about autonomy and self-expression. Demographic factors, such as age and income, also influenced responses. Overall, the findings suggest that acceptance of AI in marketing is not only a technical matter but also a psychological and social process. This study highlights the importance for firms to build trust, act responsibly, and design personalization strategies that respect consumer identity and ethical expectations. Full article

Background and Objectives: There have been a limited number of randomized controlled trials (RCTs) comparing pharmacopuncture therapy (PPT) and physical therapy (PT) for chronic knee pain. In this study, we assess the feasibility, safety, and preliminary effectiveness of PPT compared to PT in patients with chronic knee pain. Materials and Methods: This pilot study was designed as a two-arm, parallel RCT. Patients were recruited through in-hospital advertisements. Forty patients aged 19 to 70 with knee pain with a numeric rating scale (NRS) score of 5, persisting for >3 months, were randomized into the PPT or PT group. The type of PT solution or PT method was not determined in advance, leaving it to the clinician’s judgment. Treatment was administered twice weekly for 3 weeks with a 6-week follow-up. The primary outcome was the NRS score for knee pain, whereas the secondary outcomes were the visual analog scale (VAS), knee range of motion, Korean Western Ontario and McMaster (K-WOMAC), Patient Global Impression of Change, and five-level EuroQol five-dimension scores. Additionally, adherence, acceptability, dropout rate, and adverse events were measured to assess the feasibility of a follow-up main study. The protocol was registered at ClinicalTrials.gov (NCT06505681). Results: The PPT group showed significantly superior improvement compared with the PT group in the NRS (difference = −2.05, 95% confidence interval [CI]: −2.76 to −1.34), VAS (difference = −21.58, 95% CI: −29.42 to −13.74), and K-WOMAC scores (difference = −13.17, 95% CI: −21.67 to −4.67). Of the 55 patients who initially expressed interest in participation, 8 declined after receiving detailed information about this study. Among the forty enrolled participants, one patient in the PPT group dropped out, and one missed a single treatment session. Apart from these cases, all participants completed the assigned treatments and follow-up assessments, demonstrating high adherence. No serious adverse events were reported. Conclusions: PPT demonstrated excellent effectiveness in pain relief and functional improvement in these patients. Full article

Producers and distributors of meal kits promote their products by emphasising customisation and a health-conscious approach to eating. Consumers of these services expect that, for an appropriate fee, they will receive a nutritious and flavourful meal, tailored to their individual needs and conveniently delivered to their homes. This raises the question of whether meal kit companies meet these expectations and whether their products are prepared with the level of care claimed in their advertisements. This scoping review aims to present available evidence that offers insight into the nutritional content, safety, and acceptability of meal kit delivery services. In this context, we have identified 15 publications. To the best of our knowledge, this is the first scoping review to focus specifically on meal kits. The findings highlight the significant potential of meal kits and may contribute to efforts to enhance their quality. Available research on meal kit delivery services was conducted using calculation methods. Nutritional value studies involving analytical methods and intervention studies are necessary in order to expand the understanding of the potential of meal kits role in whole-food nutrition. Full article

During the COVID-19 pandemic, the tourism sector encountered multiple challenges. Numerous governments chose to lock down their cities and countries. Despite this, many companies found their online businesses making the greatest leaps in their portfolios, and social media platforms became one of the most valuable sources of information for purchase decisions. There have been numerous studies on the effects of social media reviews—a form of electronic word-of-mouth (eWOM)—on consumer behavior. Few were found to be related to their impact on group package tours (GPTs) while considering mixed eWOM, that is, both the positive and negative forms present in word-of-mouth communication. As the tourism sector gradually revives, the need to further explore how tourism and hospitality service providers can adapt to changes in post-pandemic consumer behavior has become imperative. The influence of social media reviews on consumers’ value perceptions of a GPT to Japan, allowing for the influence of the marketing mix element of advertised price, was examined through online experiments in this study. Positive, negative, and mixed eWOM were examined. It was found that eWOM was more influential on consumers’ value perceptions than the advertised price for all price acceptability levels. Mixed eWOM was found to negatively affect consumers’ final price perceptions which override the impact of quality perceptions in value formations. The value perceptions of the GPT became less acceptable when eWOM was mixed compared to when eWOM was absent or was positive. Mixed eWOM had a negative effect on value perceptions but not as great as when negative eWOM was present, and this was consistently found to apply for all price acceptability levels of the GPT. This study’s contribution to eWOM research and implications for the post-pandemic recovery of tourism and hospitality service providers are made, together with suggested strategies using innovative technologies and communications to enhance their adaptive resilience in the new normal. Full article

Smart cities aim to enhance the quality of life by advancing infrastructure, leveraging technology, and promoting sustainability, balancing environmental, societal, and economic needs for long-term efficiency. Given resource scarcity and environmental regulations, advanced supply chains play a crucial role in developing smart cities by adopting the circular economy concept, which emphasizes maximizing resource efficiency through recycling and remanufacturing. This study delves into the competition between two types of supply chains in the context of reverse logistics: the hybrid supply chain, which utilizes a dual channel including traditional and e-channels for collecting used products, and the traditional supply chain, which relies solely on a traditional channel. Both supply chain models are actively involved in remanufacturing and recycling used products, and each considers varied policies, including incentive-based policies, advertising investments, the acceptance return quality level, the return processing time, and transportation investments, to enhance their performance. Specifically, this research has two primary objectives: (1) evaluating the economic and environmental outcomes across three competitive scenarios, and (2) analyzing the impact of varied policy settings on these outcomes. These objectives frame the analysis of optimal incentive values, return rates, and profitability across the Nash equilibrium and Nash–Stackelberg structures, providing insights into both the strategic and policy dimensions of supply chain operations. The findings indicate that a hybrid supply chain in this case achieves higher return rates and profitability, highlighting the success of its dual-channel strategy and associated policies. Regarding economic goals, both supply chains achieve the highest profits under the Nash–Stackelberg traditional supply chain leadership structure. However, for environmental goals, the traditional supply chain favors Nash equilibrium for higher return rates, while the hybrid supply chain prefers Nash–Stackelberg with traditional leadership. These scenario-specific results emphasize the importance of aligning economic and environmental goals through tailored strategies. A sensitivity analysis, supported by Pareto prioritization, identifies the return quality level and processing time as critical for the hybrid supply chain, and advertisement investments and the return processing time as key for the traditional supply chain. These insights suggest that H-SCs should prioritize stricter quality standards, efficient inspection protocols, and automation (e.g., AI or optical scanning) to improve the quality and processing time efficiency. Meanwhile, T-SCs should focus on advertising traditional channels by emphasizing faster processing time and less restrictive quality standards, while adopting automated time management strategies similar to H-SCs to enhance engagement and profitability. These findings show that by integrating smart city internet-based initiatives and managing related policies, supply chains can enhance circular economy objectives by optimizing both the economic and environmental performance, ultimately fostering more resilient and sustainable supply chains. Full article