Search Results (562)

Virtual influencers (VIs) on e-commerce platforms are becoming increasingly popular, enhancing the consumer experience. This study examines the consumer–brand relationship (CBR) with VIs through the perspective of social presence. Data from 1041 e-commerce platform users (e.g., Douyin, RED, Weibo) were collected and analyzed using Structural Equation Modeling (SEM). The findings reveal that both the visual and mental human-likeness of VIs significantly strengthen CBR, with social presence acting as a mediator. Additionally, the interaction between visual and mental human-likeness positively impacts social presence, which in turn enhances CBR. Moreover, consumers’ need for uniqueness moderates the relationship between social presence and CBR, providing valuable insights for virtual influencer strategies in e-commerce. This research suggests the feasibility of leveraging VI design both visually and mentally to capture new trends in developing effective virtual campaigns with digitization and metaverse technologies. This study extends the stream of research VIs use for interactive marketing, highlighting the role of parasocial relationships in interactive marketing. These findings can provide managers with a better understanding of VI design from both visual and mental aspects. Full article

In this work, the utility of multimodal vision–language models (VLMs) for visual product understanding in e-commerce is investigated, focusing on two complementary models: ColQwen2 (vidore/colqwen2-v1.0) and ColPali (vidore/colpali-v1.2-hf). These models are integrated into two architectures and evaluated across various product interpretation tasks, including image-grounded question answering, brand recognition and visual retrieval based on natural language prompts. ColQwen2, built on the Qwen2-VL backbone with LoRA-based adapter hot-swapping, demonstrates strong performance, allowing end-to-end image querying and text response synthesis. It excels at identifying attributes such as brand, color or usage based solely on product images and responds fluently to user questions. In contrast, ColPali, which utilizes the PaliGemma backbone, is optimized for explainability. It delivers detailed visual-token alignment maps that reveal how specific regions of an image contribute to retrieval decisions, offering transparency ideal for diagnostics or educational applications. Through comparative experiments using footwear imagery, it is demonstrated that ColQwen2 is highly effective in generating accurate responses to product-related questions, while ColPali provides fine-grained visual explanations that reinforce trust and model accountability. Full article

Globalization and market saturation have led Portuguese textile companies to seek international markets not only for growth but also to contribute to their country’s international image. This study aims to explore how the internationalization of the Portuguese textile sector into the Chinese market contributes to Portugal’s destination image and identify the critical success factors in this process. The research follows an inductive, qualitative methodology based on semi-structured interviews with two groups of companies: those already operating in China (n = 5) and those preparing to enter the market (n = 5). The interviews were thematically analyzed to extract key patterns and insights. The findings reveal that successful companies operate in the luxury segment, rely on prior international experience, and often use local intermediaries. Firms planning to internationalize highlight quality differentiation, brand authenticity, and innovation as strategic advantages. These insights support the role of niche positioning and cultural adaptation in building both commercial success and a refined international image of Portugal. This study contributes to the literature by linking internationalization and destination branding through industry-specific case evidence and offers practical implications for managers targeting emerging markets like China. Full article

Lightning strikes pose a significant risk during outdoor activities. The connection between conventionally used rescue blankets in alpine emergencies and the risk of lightning injury is unclear. This experimental study investigated whether rescue blankets made of aluminum-coated polyethylene terephthalate increase the likelihood of lightning injuries. High-voltage experiments of up to 2.5 MV were conducted in a controlled laboratory setting, exposing manikins to realistic lightning discharges. In a balanced test environment, two conventionally used brands were investigated. Upward leaders frequently formed on the edges along the fold lines of the foils and were significantly longer in crumpled rescue blankets (p = 0.004). When a lightning strike occurred, the thin metallic layer evaporated at the contact point without igniting the blanket or damaging the underlying plastic film. The blankets diverted surface currents and prevented current flow to the manikins, indicating potentially protective effects. The findings of this experimental study suggest that upward leaders rise from the edge areas of rescue blankets, although there is no increased risk for a direct strike. Rescue blankets may even provide partial protection against exposure to electrical charges. Full article

The adoption of artificial intelligence (AI) in marketing and social media is gaining scholarly interest. While AI technologies offer significant potential for enhancing customer engagement (CE), their effectiveness depends on an industry’s level of digital and AI readiness. This is especially relevant for people-centric sectors such as tourism and hospitality, where digital maturity remains relatively low. This study aims to understand how AI supports CE and social media marketing (SMM), and to identify the key antecedents and consequences of its use. Using the PRISMA approach, we conduct a systematic review of 55 peer-reviewed empirical studies on AI-based CE and SMM. Our analysis identifies the main contributing theories and AI technologies in the field, and uncovers four central themes: (1) AI in customer service and user experience design, (2) AI-based customer relationships with brands, (3) AI-driven development of customer trust, and (4) cultural differences and varying levels of AI readiness. We also develop a conceptual framework that outlines the determinants and outcomes of AI-based CE, including relevant moderators and mediators. The study concludes with directions for future research and provides theoretical and managerial implications, particularly for the tourism and hospitality industries. Full article

This study focuses on a profound paradox in eco-hotel evaluations: why do consumer ratings for location, a static asset, exhibit dynamic fluctuations? To solve this puzzle, we construct a two-stage signal-processing theoretical framework that integrates Signaling Theory and the Elaboration Likelihood Model (ELM). This framework posits that the dynamic trajectory of a hotel’s green attributes (encompassing eco-facilities, sustainable practices, and ecological experiences) constitutes a high-fidelity market signal about its underlying quality. We utilized natural language processing techniques (Word2Vec and LSA) to conduct a longitudinal analysis of over 60,000 real consumer reviews from Booking.com between 2020 and 2023. This study confirms that continuous improvements in green attributes result in significant positive spillovers to location scores, while any degradation triggers strong negative spillovers. More critically, consumer environmental involvement (CEI) acts as an amplifier in this process, with high-involvement consumers reacting more intensely to both types of signals. The research further uncovers complex non-linear threshold characteristics in the spillover effect, subverting traditional linear management thinking. These findings not only provide a dynamic and psychologically deep theoretical explanation for sustainable consumption behavior but also offer forward-thinking practical implications for hoteliers on how to strategically manage dynamic signals to maximize brand value. Full article

Background/Objectives: In the context of preclinical studies, we have hitherto showcased that a low-molecular-weight ruthenium(III) complex we named AziRu holds significant potential for further developments as an anticancer candidate drug. When appropriately converted into stable nanomaterials and delivered into tumor cells, AziRu exhibits superior antiproliferative activity, benefiting from a multimodal mechanism of action. The activation of regulated cell death (RCD) pathways (i.e., apoptosis and autophagy) has been proved in metastatic phenotypes, including triple-negative breast cancer (TNBC) cells. This study focuses on a bioengineered lipophilic derivative of AziRu, named PalmiPyRu, that we are currently developing as a potential anticancer drug in preclinical studies. When delivered in this way, AziRu confirms a multimodal mechanism of action in effectively blocking the growth and proliferation of TNBC phenotypes. Special focus is reserved for the activation of the ferroptotic pathway as a consequence of redox imbalance and interference with iron homeostasis, as well as the glutathione biosynthetic pathway. Methods: Human preclinical models of specific TNBC phenotypes and healthy cell cultures of different histological origin were selected. After in vitro treatments, cellular responses were carefully analyzed, and targeted biochemical and molecular biology experiments coupled to confocal microscopy allowed us to explore the antiproliferative effects of PalmiPyRu. Results: In this study, we unveil that PalmiPyRu can enter TNBC cells and interfere with both the iron homeostasis and the cystine-glutamate antiporter system Xc-, causing significant oxidative stress and the accumulation of lipid oxidation products. The increase in intracellular reactive free iron and depletion of glutathione engender a lethal condition, driving cancer cells toward the activation of ferroptosis. Conclusions: Overall, these outcomes allow us, for the first time, to couple the antiproliferative effect of a ruthenium-based candidate drug with the inhibition of the Xc- antiporter system and Fenton chemistry, thereby branding PalmiPyRu as an effective multimodal inducer of ferroptosis. Molecular mechanisms of action deserve further investigations, and new studies are underway to uncover how interference with Xc- controls cell fate, allowing us to explore the connection between iron metabolism regulation, oxidative stress and RCD pathways activation. Full article

In today’s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavorable consequences for businesses. Understanding the mechanisms for customer recovery after negative service experiences is crucial. Using cognitive–emotional personality systems theory and benign violation theory, this study constructed a theoretical model. A total of 351 samples were collected through a situational simulation experiment for a linear regression analysis. A self-mocking response strategy positively influenced brand trust through perceived brand authenticity regarding the dimensions of credibility, integrity, and symbolism. Simultaneously, brand trust was identified as a key driver of post-recovery satisfaction. This study proposes a chain mediation model, which incorporates perceived authenticity and brand trust, to fully comprehend the mechanisms underlying consumers’ satisfaction after service recovery. Our findings provide empirical evidence for the effects of self-mockery on post-recovery satisfaction, as well as suggestions for marketers seeking efficient means to meet consumers’ emotional and cognitive demands during service recovery situations. Full article

With growing environmental consciousness and projections that green markets will represent 10% of global market value by 2030, a significant gap persists between consumers’ stated environmental concerns and their actual purchasing behaviour for green products. This study investigates how green brand positioning influences consumer purchase intention for green technology products, examining the mediating roles of self-image congruence and functional congruence, and the moderating effects of product involvement level and product optionality. A quantitative survey was conducted with 354 US participants who possess at least a bachelor’s degree and have experience with technology products, using validated scales through structural equation modelling and mediation analysis. The findings demonstrate a significant positive relationship between green brand positioning and purchase intention. Self-image congruence partially mediated this relationship, while functional congruence also served as a significant mediator. The product involvement level positively moderated the mediation effect of self-image congruence, whereas product optionality negatively moderated the mediation effect of functional congruence. Green brand positioning effectively enhances purchase intention when consumers perceive alignment with their environmental self-image and when products maintain a functional equivalence to non-green alternatives. Companies should focus on building environmental self-congruence while ensuring product quality to maximise green marketing effectiveness and bridge the intention–behaviour gap. Full article

This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant relationships between these variables and their ability to predict participants’ future intentions. A structured questionnaire based on previously validated scales was applied to a sample of participants of the Medellín Virtual Marathon. The data obtained were analyzed using structural equation modelling to examine the relationships between the variables studied. The results confirm that congruence significantly influences trust and commitment, while trust mediates its relationship with commitment, satisfaction and WOM. Furthermore, it is observed that commitment has a direct impact on satisfaction and WOM, with satisfaction being the most relevant predictor of recommendation intentions. The model used showed an adequate fit, and the instrument used presented satisfactory psychometric properties. These findings underline the importance of strengthening the congruence between participants’ identity and event branding, promoting trust through positive experiences and leveraging WOM as a key promotional tool for e-sport events. This study contributes to academic knowledge by exploring the interactions between these variables in the context of virtual sport events, offering valuable information for decision-making in the management and promotion of this type of event. Full article

In the context of the rapid digital transformation of the catering industry, the design of ordering interfaces—key hubs of human–computer interaction—has become critical to user service quality and brand competitiveness, especially in terms of usability, visual appeal, and emotional resonance. Based on a human–computer interaction design framework, this study proposes a dual-path optimization model integrating user demand mapping and conflict resolution to synergize explicit need translation with innovative design problem solving. The model employs KE to capture implicit user needs, applies AHP to construct a weighted design element system, and uses QFD to establish a matrix linking user needs with technical attributes. To address contradictions among design elements, TRIZ is introduced to resolve conflicts between functional redundancy and interaction efficiency. Additionally, generative AI tools such as MidJourney are incorporated to accelerate concept generation and improve innovation. Based on user evaluations and controlled experiments, the optimized design demonstrates measurable improvements in task efficiency and visual appeal. Overall, the dual-path approach effectively bridges the gap between vague user needs and concrete design solutions, achieving a balanced integration of functionality, aesthetics, and interactivity. The proposed model overcomes the limitations of experience-driven design by offering a systematic methodology encompassing demand analysis, technological transformation, conflict resolution, and intelligent generation, with practical value for enhancing the user experience of digital service touchpoints in the catering sector. Full article

This study investigates the influences of the packaging design of not from concentrate (NFC) orange juice on consumer sensory preferences and purchase intention. We conducted a laboratory experiment with eighty-one individuals, combining physiological measurements (eye-tracking to assess attention levels) and sensory evaluation (tasting and rating their overall satisfaction with the taste). Participants evaluated different bottles featuring three design elements (transparency, color, label) but with the same juice inside. In line with the literature on the design of packaging, we show that the position of the transparency, color, and text label consistently alters consumer attention levels and sensory preferences for NFC orange juice. We believe that such findings may guide brand managers and product designers to create more appealing beverage packaging to optimize potential market success. Full article

Influencer marketing is estimated to reach USD 32.55 billion by the year 2025. The extant research on virtual vs. human influencers’ effectiveness has reported mixed results. Currently, research has yet to explore how consumption motivation and influencer gender (virtual vs. human) may differentially impact consumer behavior. Likewise, whether antecedent factors such as prior attitudes toward the brand may affect the perceived authenticity and attractiveness of influencers has rarely been investigated. To fill this research gap, the current study examined virtual vs. human influencers’ effectiveness utilizing a 2 (influencer type) × 2 (product type) × 2 (influencer gender) between-subject online experiment. Specifically, Airbnb (a recreational product) and NJM (an insurance product) were respectively designated as a hedonic and utilitarian brand. The findings (N = 468) demonstrated that while prior brand attitudes toward a hedonic product had no effect on perceived influencer authenticity, the opposite was true for a utilitarian product. No significant difference was shown in perceived authenticity and attractiveness between a male and female (virtual or human) influencer. Structural equation modeling suggested that perceived social similarity between a participant and an influencer positively impacted the perceived attractiveness and authenticity of influencers and purchase intention. Hedonic instead of utilitarian motivation was found to be a positive predictor of purchase intention. Full article

Online travel agencies (OTAs) function as e-commerce platforms that facilitate transactions between accommodation providers and consumers, enabling users to efficiently search for, compare, and book travel and lodging services. As the number of OTAs continues to grow, delivering superior service quality has become essential for increasing customer repurchase intentions. Despite its significance, existing research has primarily focused on factors such as website quality, pricing strategies, brand image, and perceived value as determinants of repurchase intention. However, relatively little attention has been paid to the alignment between online information disclosure and customers’ actual offline experiences. To address this gap, the present study introduces the concept of the information disclosure gap and examines its effects on search cost, customer satisfaction, and trust, as well as the subsequent influence of these variables on repurchase intention. A questionnaire-based survey method was conducted with individuals in Taiwan who had prior experience using OTAs, yielding 365 valid responses. This study offers practical insights and recommendations for both OTAs and accommodation providers aimed at reducing the information disclosure gap and strengthening customer repurchase intention. Full article

This study examines the psychological mechanisms through which BTS’s perceived star attributes—expertise, authenticity, likability, and similarity—influence fan loyalty within fandom-driven tourism. Anchored in activity theory and content theory of motivation, the proposed model identifies psychological need fulfillment and emotional satisfaction as sequential mediators linking celebrity perception to loyalty behaviors. Data were obtained from 916 BTS fans across six English-speaking countries via a structured online survey. To test the hypothesized relationships, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Results demonstrate that perceived star attributes significantly enhance psychological need fulfillment, which subsequently predicts emotional satisfaction and loyalty. Additionally, the attributes exert direct effects on emotional satisfaction, supporting both reflective and intuitive engagement pathways. All hypothesized paths were statistically significant, and the model exhibited strong overall fit (SRMR = 0.039; NFI = 0.875). Theoretically, this study advances loyalty research by foregrounding the roles of symbolic consumption, emotional resonance, and identity-based alignment in global fandom contexts. Practically, the findings offer insights for tourism marketers, destination planners, and entertainment brands seeking to design emotionally immersive, narrative-rich tourism experiences. Recommendations are provided for developing BTS-themed content aligned with fans’ identity motivations to foster sustained emotional engagement and destination loyalty. Full article