Search Results (448)

The growing concern over environmental sustainability has intensified the focus on consumers’ perceptions of eco-friendly food packaging, especially among younger generations. This study aims to investigate the attitudes, preferences, and barriers faced by Greek university students regarding sustainable food packaging, a demographic considered pivotal for driving future consumption trends. An online questionnaire assessing perceptions, preferences, and behaviours related to sustainable packaging was administered to students, with responses measured on a five-point Likert scale. Three hundred and sixty-four students took part in this survey, with the majority (60%) of them being female. Principal component analysis was employed to identify underlying factors influencing perceptions, and k-means cluster analysis revealed two consumer segments: “Innovatives”, including one hundred and ninety-eight participants (54%), who demonstrate strong environmental awareness and willingness to adopt sustainable behaviours, and “Sceptics”, including one hundred sixty-six participants (46%), who show moderate engagement and remain cautious in their choices. Convenience, affordability, and clear product communication emerged as significant factors shaping student preferences. The findings suggest that targeted educational campaigns and transparent information are essential to converting positive attitudes into consistent purchasing behaviours. This research provides valuable insights for policymakers and marketers looking to design effective sustainability strategies tailored to the student population. Full article

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

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing. Full article

Once marketed as smoking cessation tools, e-cigarettes are used by adolescents mainly for entertainment, driven by aggressive marketing, appealing flavors, and safer alternatives to smoking. This study analyzes data from the National Youth Tobacco Survey (NYTS) to explore trends in adolescent perceptions and usage patterns of e-cigarettes from 2011 to 2023, focusing on their dual roles as cessation aids and recreational products. Cross-sectional data from the NYTS over four years (2011: N = 18,866; 2015: N = 17,711; 2019: N = 19,018; 2023: N = 22,069) formed the foundation of this study. This study investigated demographic trends, usage frequency, initial and future use patterns, and quitting behavior. Descriptive statistics and latent class analysis (LCA) were employed to examine adolescent e-cigarette use patterns, with statistical significance determined at p < 0.05. The reasons for using e-cigarettes have changed significantly over the years because of family or friends. In all years (2015–2023), use for smoking cessation dropped significantly (2.33% in 2023 vs. 6.95% in 2015). In 2023, 38% wanted to quit using e-cigarettes within 30 days, and 25% attempted to quit at least 10 times. Flavored e-cigarette users were more than twice as likely to consider quitting compared to those not interested in flavors (OR = 2.64). Our findings highlight a significant decrease in the use of e-cigarettes for cessation, with a corresponding increase in recreational use over time. These trends emphasize the urgency of implementing interventions to mitigate nicotine addiction and its associated health risks among adolescents. Adolescent e-cigarette use has transitioned from being primarily driven by cessation efforts to recreational purposes, largely influenced by appealing flavors and social factors such as peer influence, showing the need for stricter marketing regulations and targeted educational campaigns. Full article

This article focuses on an advocacy campaign for a complete ban on vaping in Kazakhstan led by the Smokefree Kazakhstan Coalition. Initiated in 2021, the campaign aimed to address the growing public health concerns about vaping among adolescents, which was reflected in a sharp increase in vape use among young people—from 1.6% in 2014 to 5.8% in 2022. Despite facing strong opposition from the vaping industry and political lobbyists, the Coalition gained support from key political figures, public health leaders, and NGOs. Over 32 months, the campaign achieved several key milestones, including the inclusion of criminal liabilities for those involved in the vaping industry, and, in 2024, it eventually joined a number of countries such as Thailand, Qatar, Japan, Singapore, and India in approving a vaping ban. The advocacy efforts relied on public engagement, social media, and coordinated civil society mobilization—including petitions, public meetings, awareness campaigns, and coalition-building among NGOs and health advocacy groups—to overcome industry resistance toward official vaping market ban approvals. This article uses the case study approach with the Power Prism framework to describe and evaluate the advocacy campaign’s strategic plan, its political challenges, and the significant impact of public health advocacy in shaping national health policy. The significance of the article lies in the success of the vaping ban in the Kazakhstani context, which may serve as a model for other countries facing similar public health issues, political instability, and industry resistance. Full article

With the rapid evolution of social computing, online sentiments have become valuable information for analyzing the latent structure of social networks. Sentiment leaders in social networks are those who bring in new information, ideas, and innovations, disseminate them to the masses, and thus influence the opinions and sentiment of others. Identifying sentiment leaders can help businesses predict marketing campaigns, adjust marketing strategies, maintain their partnerships, and improve their products’ reputations. However, capturing the complex sentiment dynamics from multi-hop interactions and trust/distrust relationships, as well as identifying leaders within sentiment-aligned communities while maximizing sentiment spread efficiently through both direct and indirect paths, is a significant challenge to be addressed. This paper pioneers a challenging and important problem of sentiment leader identification in social networks. To this end, we propose an original solution framework called “SentiRank” and develop the associated algorithms to identify sentiment leaders. SentiRank contains three key technical steps: (1) constructing a sentiment graph from a social network; (2) detecting sentiment communities; (3) ranking the nodes on the selected sentiment communities to identify sentiment leaders. Extensive experimental results based on the real-world datasets demonstrate that the proposed framework and algorithms outperform the existing algorithms in terms of both one-step sentiment coverage and all-path sentiment coverage. Furthermore, the proposed algorithm performs around 6.5 times better than the random approach in terms of sentiment coverage maximization. Full article

This investigation examines the psychological mechanisms governing human–virtual influencer relationships and their consequential impact on environmentally-conscious consumer behavior within digital marketing ecosystems. Employing theoretical frameworks from computer-mediated communication and social psychology, this study scrutinizes how algorithmically generated social media personalities cultivate para-social relationships that drive sustainable consumption patterns. The research operationalizes five core virtual influencer characteristics—expertise, similarity, attractiveness, familiarity, and para-social interaction—as predictive variables influencing relationship commitment and subsequent eco-conscious brand engagement. Consumer innovativeness functions as a moderating variable within this theoretical model. The data collection encompassed 677 respondents demonstrating active engagement with sustainability-focused virtual influencer content, analyzed through structural equation modeling (EQS 6.4) and the PLS-SEM methodology (SmartPLS 4.0). The empirical analysis reveals significant positive correlations between virtual influencer characteristics and relationship commitment, with similarity and attractiveness demonstrating the strongest predictive validity. Relationship commitment emerged as a significant mediator influencing sustainable brand attitudes, which subsequently affected purchase intentions for environmentally responsible products. Consumer innovativeness demonstrated positive moderating effects across all virtual influencer characteristics, with particularly robust effects observed for attractiveness and para-social interaction within sustainable brand contexts. This research advances the human–AI interaction literature by elucidating the psychological mechanisms through which virtual influencers facilitate consumer relationship formation and drive behavioral outcomes toward sustainable consumption practices. The findings provide empirically validated strategic frameworks for marketers developing virtual influencer campaigns that promote environmental stewardship, emphasizing the cultivation of perceived similarity and attractiveness while incorporating audience innovativeness as a critical segmentation variable in sustainable marketing initiatives. Full article

Organizational performance defines how well an organization achieves its goals and objectives. To fulfill these, the organization should improve its logistical competencies including delivery speed, order accuracy, and returns handling. At the same time, social media plays an important role. Therefore, the main objective of this study is to examine and research the influence of logistical competence on the performance of small and medium enterprises (SMEs) with the moderating effect of the competitive advantages of social media. We used a quantitative, descriptive, cause–effect, and cross-sectional approach to actualize this research. A non-probability convenience sampling method was used as it is cost-effective, practical, easy to access, and time-efficient. The main variables, such as delivery speed, order accuracy, and returns handling, were analyzed to determine their influence on organizational performance. A total of 163 respondents participated, ranging from middle to top management employees in SMEs, specifically in Jordan, who completed a structured Google form. Simple, multiple, and hierarchical regression were used to check the hypotheses in this research. The conclusion shows that logistical competence positively affects organizational performance, with competitive advantages in social media campaigns enhancing this effect significantly; this was evident as social media campaigns emerged as an essential platform for marketing logistical strengths and boosting customer engagement. This study and research give recommendations for SMEs to integrate logistics and E-marketing strategies properly. Regarding the study limitations, we see that the regional focus and the small sample size are acknowledged. In the future, research is highly encouraged which looks into industry-specific dynamics, advancing technologies, and cross-cultural contexts. This research bridges the gap between logistics and marketing, thus showcasing a framework promoting logistical competence to gain a competitive advantage in the SME market. Full article

Ultraprocessed foods (UPFs), now dominant in global diets, pose health risks that go beyond poor nutrition due to the synergistic effects of compounds in their ultracomplex industrial formulations. This narrative review aims to provide researchers and health professionals in the field of cancer with updated and critical information, as they are often unaware of the complex and evolving evidence linking UPFs to carcinogenesis. The review discusses potential mechanisms through which UPFs may contribute to cancer development, including harmful additives, neo-formed contaminants, and packaging-derived substances, as well as the displacement of protective nutrients found in whole foods. Despite limitations in establishing direct causality, epidemiological studies consistently associate high UPF intake with increased incidence of various cancers, notably colorectal, breast, and pancreatic cancers. These findings reflect a broader paradigm shift in nutritional epidemiology, recognizing that food processing is an essential dimension of diet-related health risks. To mitigate the impact of UPFs, the review emphasizes the need for preventive strategies that integrate clear dietary guidelines, regulatory measures on food labeling and additives, and public education campaigns. Successful international experiences in regulating marketing and improving transparency serve as important references. Moreover, eliminating corporate influence and conflicts of interest is crucial to ensure that public health, rather than industry agendas, guides nutrition policy. As scientific research advances to clarify the mechanisms of action and synergistic effects of harmful compounds in UPFs, coordinated efforts are needed to reduce their consumption and ultimately alleviate the global cancer burden. Full article

Background: Respiratory syncytial virus (RSV) poses a significant health burden in children, being the major cause of lower respiratory tract infection (LRTI), including bronchiolitis. During the 2023–2024 RSV season, Spain introduced nirsevimab, a monoclonal antibody for universal RSV prophylaxis in infants. This study reviews the safety of nirsevimab through post-marketing surveillance. Material and Methods: A descriptive pharmacovigilance study was made based on spontaneous reporting data of suspected adverse events (SAEs) from the Spanish Pharmacovigilance System for Medicinal Products for Human Use (SEFV-H) and industry reports. SAEs reported between September 2023 and May 2024 were extracted from the Spanish Pharmacovigilance Adverse Reactions Data (FEDRA) database. Cases were analysed by sex, age, severity, and SAEs classification using the Preferred Terms (PT) level of the Medical Dictionary for Regulatory Activities (MedDRA). Reporting rates were estimated based on immunization coverage and birth data. Results: Sixty-seven cases reported 141 SAEs, yielding an overall rate of 23.1 cases per 100,000 doses. Common events included rash (8.51%), drug ineffectiveness (7.09%), and pyrexia (7.09%). Serious events constituted 53.70% of reports, including two fatalities (3.00%). No new safety signals or unexpected risks, such as antibody-dependent enhancement (ADE), were identified. Discussion: SAEs reported peaked early in the campaign, reflecting heightened reporting in new immunization programs. The safety profile aligns with clinical trial findings and regulatory expectations, confirming nirsevimab’s benefit–risk balance. Continued pharmacovigilance is critical for maintaining public trust in RSV prophylaxis. Nirsevimab demonstrated a favorable safety profile during Spain’s initial universal RSV immunization campaign in infants, supporting its continued use in reducing RSV-related morbidity. Full article

Natural disasters such as hurricanes, earthquakes, or tsunamis can significantly affect the image of tourist destinations and the intention to visit them. However, research on the effects of natural disasters and their impact in destinations in Mexico is an under-researched topic. Moreover, attitudes and behaviors of solidarity are important for recovery of destinations after natural disasters. Therefore, the aim of this study was to examine how people’s perceived risk and solidarity attitudes affect the image and intention to visit destinations after natural disasters in the country. Through a structured questionnaire (n = 228), the risk perception, solidarity attitudes, destination image, and intention to visit were measured to assess interest in visiting the emblematic destination of Acapulco, Mexico, which was devastated by Hurricane Otis (category 5) in October 2023. The results show that risk perception does not affect destination image and solidarity attitudes, but it does affect the intention to visit the destination (β = −0.120). The main findings of this study establish the strong influence of solidarity attitudes on the image (β = 0.611) of the destination and the intention to visit (β = 0.581). The results state that destination image had a mediating effect (β = 0.240) on solidarity attitudes and intention to visit post-disaster destinations. Therefore, destination image has a fundamental effect on the formation of attitudes of solidarity for the recovery of destinations after a natural disaster. Solidarity attitudes are of great importance for the destination’s recovery after natural disasters. It is important to prioritize marketing campaigns that recognize these actions of solidarity, on the part of destination management organizations (DMOs) and local governments. Full article

Although impulsive and hedonic purchasing behaviors may seem to contradict sustainability principles, there are unexplored opportunities through which social media platforms and influencers can redirect these impulses toward sustainable actions. Young consumers, increasingly concerned about the ecological impact of their choices, can be encouraged to adopt responsible and sustainable buying behaviors when these are promoted attractively, enjoyably, and emotionally satisfyingly through social media. This research investigates how social media communication influences hedonic and impulsive purchasing behavior in the Romanian clothing market. In the context where social media is one of the main sources of information and influence for consumers, the research analyzes several determining factors of the purchase decision. Price reductions and the use of credit cards are highlighted as elements that facilitate spontaneous and hedonic targeted purchases, while the attractiveness of clothing items and the need felt play an important role in terms of the desire to buy. In addition, sources of information (such as reviews) have a major impact on consumers’ perceptions and their purchase intentions. Additionally, the study investigates factors such as overall shopping experience and its influence on consumer loyalty. It is approached from two perspectives: attitudinal loyalty, reflected in the preference for brands promoted on social media, and behavioral loyalty, expressed through repeat purchases. The results show that social media acts as an accelerator for hedonic and impulsive buying behaviors, prompting consumers to react quickly to stimuli such as discount campaigns or personalized recommendations. The conclusions highlight the importance of adopting digital marketing strategies that capitalize on the consumers emotional need while also strengthening brand loyalty. These perspectives can guide companies in the clothing industry to adapt their promotion methods to the specifics of the Romanian market and the consumer behavior. Full article

In wine production, technology influences its chemical composition, which in turn affects its organoleptic properties. As a result, innovative production techniques play a crucial role on the competitive wine market. Underwater wine aging has gained increasing popularity in recent years as an innovative method that can expand the variety of products available and bring engaging story telling. Some companies now offer this service to wine producers, although there is still limited knowledge about its effects on different wine types. This preliminary study investigated the impact of underwater aging by examining a well-structured red wine that was submerged for several months in spring water, comparing them to the same wine aged in a cellar for the same period. The chemical properties of the wines were analyzed after both the first (12 months of underwater and cellar aging), second (another 12 months), and third aging periods (further 12 months), to determine if there were any significant differences between them. The results revealed that underwater aging had a significant impact on the wines’ chemical composition. The dissolved oxygen level and total anthocyanin content were most notably affected by the different aging methods, while the phenolic profile and color compounds showed less influence from the treatments. The sensory test indicated that the wines aged under water and in the cellar were perceived differently, depending on the aging method and the time of evaluation (after 12, 24 or 36 months). The results of the organoleptic tests underline how the effect of the conservation environment on the sensory properties is of greater impact in the early stages of post-bottling refinement, while the differences tend to disappear when the post-bottling refinement is extended up to 36 months. The first results of a second experimental campaign seem to confirm the trends detected in the first one, although with less evidence. Further investigation is required to gain a comprehensive understanding of the complexities of underwater aging and its wider impact on wine production. Full article

Currently, young populations (individuals under 26 years old) face unprecedented challenges, including climate change, environmental degradation, and the management of public health crises such as vaccine hesitancy. In this complex environment, social media plays a crucial role in shaping youth attitudes and behaviors, presenting both significant opportunities and risks. Social media platforms have become essential in shaping public opinion on general topics and health-related issues, particularly vaccination. Understanding how digital platforms influence youth behavior regarding vaccination can offer valuable insights into psychosocial mechanisms capable of stimulating sustainable behaviors among the same demographic. This study explores a novel intersection between public health and environmental communication, proposing that the same psychosocial and communicative mechanisms influencing pro-vaccination behaviors—such as trust, social influence, and emotional resonance—also underpin pro-environmental engagement among youth. Understanding this overlap allows for cross-domain strategies in digital communication campaigns. This paper examines how digital communication strategies effective in promoting vaccination can be adapted to foster pro-environmental behavior among youth. By identifying shared psychosocial mechanisms—such as fear, trust, and social influence—the study proposes a conceptual framework for leveraging social media to support sustainable behaviors. This study explores how social media influences youth attitudes towards vaccination and pro-environmental behavior. Using a structured questionnaire distributed among 450 young participants (aged 18–26) and analyzed through Structural Equation Modeling (SEM) via WarpPLS, the research identifies key psychosocial mechanisms such as fear, trust, and social influence. Results show that social media exposure and peer environment are strong predictors of both vaccination and environmental behaviors (R² = 0.70 for vaccination attitude; R² = 0.50 for environmental attitude). The proposed conceptual model highlights the importance of emotionally resonant, science-based communication strategies in promoting sustainable behaviors among youth. Practical implications for strategic digital campaigns are discussed. Full article