Your search

YouTube has become increasingly popular for marketing purposes. As corporate and user-generated content is widely available on this platform, beauty-related professionals need to understand how to create videos that make their products more appealing and stand out from the clutter. In this study, we examine four factors (i.e., perceived usefulness of the information, perceived credibility of the information, attitude toward the purchase, and perceived video characteristics) that affect the purchase intentions of female consumers. After viewing beauty-related videos, a sample of 204 female consumers was analyzed by structural equation modeling. The findings showed that videos with more views, likes, and comments tend to have a greater effect on the respondents' intentions to purchase. Also, the factors of perceived usefulness of the information, perceived credibility of the information, and attitude toward the purchase exhibited a significant effect on the intention to buy beauty-related products. The result showed that perceived video characteristics (such as quality and visuals) did not significantly influence the purchase intention, however, there is evidence that this factor should not be ignored by content creators. Finally, our research provides insights, strategies, and future directions for industry practitioners and marketers.

Purpose Research on battery electric vehicles (BEVs) has typically considered environmental concern a key determinant of behavioral intention that leads individuals to prefer electric vehicles. This paper challenges this assumption and argues that technology frameworks may require new variables to capture consumers' preferences. A UTAUT2-based study has been developed to assess the role of environmental concern in the BEVs context and put forward the technology show-off (TS) concept to explain the technology's acceptance. Design/methodology/approach A quantitative and cross-sectional look at behavioral intention is adopted. The study uses structural equation modeling to analyze a sample of 236 Macau residents to determine the relevance of the factors behind the choice to adopt BEVs. Findings The findings indicate that environmental concern and price may be relevant to explain behavioral intention to adopt the BEVs technology. Furthermore, the UTAUT2 framework seems to benefit from adding new variables, with TS playing a pertinent role in explaining technology acceptance. Social implications The findings show that environmental concern fails to build an argument for the shift to full electric mobility and promote the desired behavioral change toward adopting BEVs. Herein lies the necessity to consider new variables that can better describe the characteristics of modern society. Originality/value This paper proposes the TS construct, combining visibility and trialability as significant determinants of behavioral intention to use technology. The study also stresses the need to reconsider the role of environmental concerns' impact on consumer decision-making.

The ongoing Russia–Ukraine conflict has had significant repercussions for businesses, with many scaling back operations in Russia due to international sanctions. However, some companies continue operating there while making superficial gestures to appear supportive of the oppressed side (a practice known as ‘warwashing’). These actions conflict with profit motives and contribute to consumer skepticism and potential boycotts. This study examines how Portuguese and Danish consumers respond to warwashing, aiming to assess if cultural differences influence reactions. A quantitative survey, including nine questions based on literature and key differences between the two countries, was conducted using a deductive approach. Results were analyzed via JMP statistical software, with paired t-tests applied. Findings reveal a significant difference in reactions between Portuguese and Danish consumers, with Danish consumers showing a heightened response, engaging more frequently in impactful actions. This aligns with Hofstede’s cultural model, which portrays Danes as more open to change and expecting transparency. Boycott theory is also supported, suggesting that Danes are more inclined to boycott products and services, while Portuguese consumers show less faith in the effectiveness of such actions. This cross-country comparison reaffirms Hofstede’s Cultural Value Dimensions, providing insight into real-world cultural differences. Additionally, the study highlights the concept of collective action, where individuals avoid certain products or services as a form of protest, revealing variations in the prevalence of this behaviour across different societies.

Purpose The aim of this study is to explore the role and impact of action research in the adoption of circular economy strategies by a fashion retail brand. This exploration is motivated by the need to address the underutilization of action research in management studies, despite its potential to foster a deep understanding of organizational processes and to drive positive transformations. The study seeks to illustrate how action research can contribute to the practical implementation of sustainability initiatives, specifically within the context of new environmental legislation and growing demands for sustainable practices in retailing. Design/methodology/approach This research employs an action research methodology, particularly suited to the retail field, where understanding and influencing organizational processes are key. Through a detailed case study of a fashion retail brand, the study illustrates how action research facilitates the adoption of circular economy strategies. Findings The findings of this study underscore the effectiveness of action research in implementing circular economy strategies within the fashion retail industry. Specifically, it highlights how this approach has led to the successful reduction of waste and reintegration of products into their lifecycle. Originality/value The originality of this study lies in its thorough application of action research to measure and refine the outcomes of circular economy strategies in retailing. This novel approach provides substantial insights into the potential of the circular economy to drive practical innovations in business practices within retail.

<jats:p xml:lang="en">Over the last few years, brands have increasingly looked to influencer marketing to promote their products. More recently, a new approach has emerged, leveraging artificial intelligence to create virtual influencers. Despite the growing importance of virtual brand ambassadors, academic research on virtual influencers remains fragmented, with limited discussion regarding the ideal characteristics of such agents. This paper addresses this gap in the literature and identifies the conditions necessary for virtual influencers to deliver positive outcomes. Based on existing literature, we identify eight essential attributes that significantly influence the effectiveness of virtual influencers. We also propose an agenda for future research and present a conceptual model to elucidate virtual influencer dynamics. This research enhances our understanding of virtual influencers’ role and impact in contemporary brand promotion, providing valuable insights for scholars and practitioners.</jats:p>

This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological features for consumer preference prediction. We integrated a statistical module encompassing inferential and exploratory analysis tools, which identified emotions such as Joy, Disgust, and Surprise, enabling the statistical differentiation of preferences concerning various advertisements. Second, we present an artificial intelligence (AI) system founded on machine learning techniques, encompassing k-Nearest Neighbors, Support Vector Machine, and Random Forest (RF). Our findings show that the RF technique emerged as the top performer, boasting an 81% Accuracy, 84% Precision, 79% Recall, and an F1-score of 81% in predicting consumer preferences. In addition, our research proposes an eXplainable AI module based on feature importance, which discerned Attention, Engagement, Joy, and Disgust as the four most pivotal features influencing consumer ad preference prediction. The results indicate that computerized intelligent systems based on EDA and FEA data can be used to predict consumer ad preferences based on videos and effectively used as supporting tools for marketing specialists.

<jats:title>Abstract</jats:title><jats:p>This research unveils to predict consumer ad preferences by detecting seven basic emotions, attention and engagement triggered by advertising through the analysis of two specific physiological monitoring tools, electrodermal activity (EDA), and Facial Expression Analysis (FEA), applied to video advertising, offering a twofold contribution of significant value. First, to identify the most relevant physiological features for consumer preference prediction. We integrated a statistical module encompassing inferential and exploratory analysis tools, which identified emotions such as Joy, Disgust, and Surprise, enabling the statistical differentiation of preferences concerning various advertisements. Second, we present an artificial intelligence (AI) system founded on machine learning techniques, encompassing k‐Nearest Neighbors, Support Vector Machine, and Random Forest (RF). Our findings show that the RF technique emerged as the top performer, boasting an 81% Accuracy, 84% Precision, 79% Recall, and an F1‐score of 81% in predicting consumer preferences. In addition, our research proposes an eXplainable AI module based on feature importance, which discerned Attention, Engagement, Joy, and Disgust as the four most pivotal features influencing consumer ad preference prediction. The results indicate that computerized intelligent systems based on EDA and FEA data can be used to predict consumer ad preferences based on videos and effectively used as supporting tools for marketing specialists.</jats:p>

This research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models.,An online questionnaire was administered to a sample of women, yielding 199 useable responses.,The findings reveal the key determinants of women's impulsive retail footwear purchases, which include self-regulation, hedonic motivations and the influence of the retail store environment. This research challenges the prevailing assumption that women's passion for shopping is driven solely by inherent characteristics and suggests that external factors substantially shape their impulsive buying behaviour. In summary, the stereotypical portrayal of women as compulsive retail footwear shoppers may result more from external stimuli and environmental factors rather than an intrinsic trait.,This study improves the existing knowledge of women’s impulsive buying behaviour by unveiling the determinants of women's impulsive footwear purchases and assessing whether prevailing stereotypes hold true.

Purpose This research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models. Design/methodology/approach An online questionnaire was administered to a sample of women, yielding 199 useable responses. Findings The findings reveal the key determinants of women's impulsive retail footwear purchases, which include self-regulation, hedonic motivations and the influence of the retail store environment. This research challenges the prevailing assumption that women's passion for shopping is driven solely by inherent characteristics and suggests that external factors substantially shape their impulsive buying behaviour. In summary, the stereotypical portrayal of women as compulsive retail footwear shoppers may result more from external stimuli and environmental factors rather than an intrinsic trait. Originality/value This study improves the existing knowledge of women’s impulsive buying behaviour by unveiling the determinants of women's impulsive footwear purchases and assessing whether prevailing stereotypes hold true.

Purpose – This work investigates how different strategies for providing cues about the non-human identity of a sales agent influence consumers’ perceptions and purchase-related outcomes, and how a social interaction style shapes these responses. Additionally, the authors explore the role of consumers’speciesism against non-human entities in eliciting unfavourable responses to the disclosure of the agent’s artificial nature. Design/methodology/approach – Three experimental studies were conducted using real chatbot interactions. Study 1 investigates how non-human identity cues impact consumer trust and, subsequently, attitude towards the firm and intention to purchase the product offered. Study 2 tests these effects across different levels of social presence. Study 3 examines consumer responses to different non-human identity disclosure strategies, considering speciesism’s moderating role. Findings – Study 1 proves that disclosing (vs not disclosing) the artificial nature of a sales agent leads to a decline in trust towards the firm, which in turn negatively influences both attitude towards the firm and purchase intention. This finding reveals discrimination against disclosed (vs non-disclosed) artificial sales agents despite identical, flawless performance. However, Study 2 proves that the negative effects vanish when perceived social presence is high. Study 3 underlines that high speciesism leads to a trust decline if non-human identity cues are presented during the interaction but not if presented earlier in the journey before the interaction. Research limitations/implications – The study highlights the negative effects of disclosure on important, firm-related outcomes. These insights advance current literature by showing that disclosing cues about the non-human nature of a sales agent can undermine psychological and behavioural responses–even when the disclosed agent performs just as effectively as its undisclosed counterpart. This result is noteworthy, as most prior research has linked aversive reactions to artificial agents with situations in which algorithms underperform, whereas this study examines agents that function flawlessly. Furthermore, the study reveals that these adverse effects are driven by speciesism–prejudices against non-human entities–offering a novel explanation for consumers’ negative responses. Practical implications – The findings stress that transparency about the artificial nature of sales agents is penalised by customers and comes at a high cost for business-relevant outcomes. However, by transforming an artificial agent into a social actor through subtle design modifications, firms can overcome the unfavourable prejudice against artificial agents. By creating a social appearance, firms can harness the potential of automated sales services–even when disclosure of the agent’s artificial identity is required. As firms may soon be obliged to disclose the artificial identity of their sales agents, the critical question shifts from whether to disclose to how to disclose in order to mitigate negative consequences. Finally, we offer guidance on targeting the right consumers with artificial agents–specifically, those with lower levels of speciesism-related prejudices. Originality/value – This work addresses pressing issues for managers concerned with the implementation of artificial sales agents. Results extend knowledge on speciesism towards digital agents, inform which consumers are particularly prone to respond negatively to such agents, and present levers for designing chat-based social interactions that prevent non-human-related prejudices that could undermine the effectiveness of conversational technologies.

Environmental concerns drive corporate and consumer focus on sustainable packaging. Research explores key factors influencing consumer intent, emphasizing the importance of strategic integration for enhanced purchase intentions and environmental goals. A comprehensive literature review identifies factors such as perceived value, willingness to pay, environmental concern, and attitude toward sustainable packaging. Empirical validation using survey data demonstrates the statistical significance of these factors on consumer purchase intentions, with the willingness to pay to emerge as the most influential determinant. Stakeholders are urged to incorporate these findings into strategies for sustainable packaging, fostering positive environmental impact, and informing academic and managerial discussions.

Purpose Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail omnichannel obstacles, refine the scale and assess its reliability and validity for a robust measurement tool. Design/methodology/approach Our approach combines quantitative and qualitative methods, using data from primary and secondary sources to create and validate the omnichannel obstacles scale. Findings This study emphasises the inclusive nature of retail functional areas, departing from prior literature that examined them in isolation. Instead of focussing on separate domains where retail omnichannel obstacles may arise, we adopt a holistic perspective by integrating previously disconnected elements. Originality/value We assert that challenges in retail omnichannel operations encompass three distinct dimensions: operational efficiency, channel inefficiency, and strategy and organisational culture within retailing. In our final validated measurement model, we consolidate the channel inefficiency dimension and refine the omnichannel obstacles scale to emphasise two areas of consideration.

Purpose Retail omnichannel implementation faces barriers hindering accurate and efficient integration across marketing channels. Our desk examination identified a need for a broader perspective in investigating these barriers, moving away from a dominant, narrow approach. This research aims to develop a comprehensive set of items to measure retail omnichannel obstacles, refine the scale and assess its reliability and validity for a robust measurement tool. Design/methodology/approach Our approach combines quantitative and qualitative methods, using data from primary and secondary sources to create and validate the omnichannel obstacles scale. Findings This study emphasises the inclusive nature of retail functional areas, departing from prior literature that examined them in isolation. Instead of focussing on separate domains where retail omnichannel obstacles may arise, we adopt a holistic perspective by integrating previously disconnected elements. Originality/value We assert that challenges in retail omnichannel operations encompass three distinct dimensions: operational efficiency, channel inefficiency, and strategy and organisational culture within retailing. In our final validated measurement model, we consolidate the channel inefficiency dimension and refine the omnichannel obstacles scale to emphasise two areas of consideration.

<jats:p>This study aims to understand how companies address and integrate sustainability challenges in packaging design, as well as the motivations and processes that influence managers’ decisions when adopting sustainable practices. Semi-structured interviews were conducted with managers from five major Portuguese companies to gather qualitative data on the motivations and processes related to sustainable packaging strategies and actions. The list of questions was developed based on the literature review, from which the dimensions to be analyzed were identified. The results indicate that several factors influence companies’ decisions regarding sustainability in packaging. Despite some factors being beyond the control of companies, the interviews reveal that companies possess the necessary knowledge and are committed to adopting more sustainable packaging.</jats:p>

Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers' perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of consumer engagement. This study used a quantitative, cross-sectional design with convenience sampling targeting social media-active individuals. Data were collected via a questionnaire distributed through email and social media, selecting participants who followed influencers. To gather data, 250 participants were engaged in an online questionnaire distributed via Google Forms. The findings indicate that the credibility dimensions of SMIs, particularly their attractiveness and trustworthiness, positively influence brand intimacy and purchase intention. Furthermore, consumer engagement serves as a critical mediator, connecting the authenticity of social media influencers with purchase intention and brand intimacy. In line with these results, it becomes evident that consumer engagement indirectly influences influencer credibility (trustworthiness and attractiveness), purchase intention, and brand intimacy. Notably, expertise does not exert any discernible impact on either brand intimacy or purchase intention. This study's outcomes provide valuable insights for marketing managers, underscoring the significance of partnering with influencers who possess a high level of trust within their respective marketing niches.