Abstract: Agritourism is an expanding form of experience-based rural tourism, yet limited empirical research explains how experiential marketing shapes perceived value and satisfaction in authentic farming contexts. Drawing on Schmitt’s Strategic Experiential Modules and the Memorable Tourism Experience (MTE) framework, this study develops and tests a structural model linking agritourism experience, perceived value, and satisfaction. Survey data from 398 visitors across twelve certified agritourism communities in Taiwan were analyzed using CFA and SEM. Results show that agritourism experiences significantly enhance perceived value and directly increase satisfaction, with perceived value exerting a strong mediating effect. The findings underscore the distinctiveness of agritourism, where authenticity, natural variability, and human–land interactions generate experiential outcomes not replicable in constructed tourism spaces. The study advances experiential marketing theory and offers practical guidance for rural tourism development.

Abstract: Against the sustained growth of China’s live streaming commerce, immersion is pivotal for consumer decision-making, yet existing studies overlook continuous moderators and systematic transmission mechanisms. Based on the SOR theory, this study explores how immersion influences purchase intention via trust, with shopping involvement as a moderator. Data from 455 Chinese live streaming shoppers were collected via Wenjuanxing and analyzed using SPSS 27.0, PROCESS macro, and AMOS 31.0. Results show immersion positively impacts trust, trust fully mediates the immersion-purchase intention link, and shopping involvement strengthens the immersion-trust effect for high-involvement consumers. This study enriches SOR theory’s application in digital consumption, offers marketers insights for immersive design and differentiated strategies, and contributes to sustainable consumption by reducing impulsive purchases through trust.

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This research examines the dynamic interplay between producers and consumers in Korea’s bottled water market and water purifier market through a socio-cognitive dynamics lens. It explores how evolving conceptual systems and product meanings around water are influenced by environmental concerns, legal frameworks, and media events. Using qualitative data from 69 stakeholders (producers, consumers, and experts), the study finds that distrust in tap water and heightened health awareness spurred different product perceptions – from “pure” bottled water to high-tech “functional” purification services. These shifts drove innovation across markets, including new technologies, service models, and branding strategies. Key findings show that regulatory limits initially constrained bottled water growth, but sustainability-driven innovations eventually revitalized that market. In contrast, the water purifier sector rapidly expanded through service innovation and consumer education. The co-evolution of product meaning and stakeholder behavior underscores the importance of adaptive socio-cognitive strategies in sustainable water management. Overall, the study demonstrates how socio-cognitive dynamics can inform market development and guide policy and industry innovation to promote sustainable water use.

Abstract: While privacy concerns are traditionally assumed to deter data sharing, this study challenges that consensus within the context of value-aligned green marketing. Drawing on privacy calculus theory and trust-building frameworks, we surveyed 1,136 consumers to investigate the mechanisms driving engagement with AI-driven sustainability initiatives. Following a rigorous attrition analysis to ensure data quality (final N = 482), structural equation modeling reveals a complementary mediation effect: brand trust mediates the relationship between privacy concern and data-sharing willingness (indirect effect = 0.068), yet a significant positive direct effect persists (\beta = .109, p = .010). This finding suggests that privacy-conscious consumers do not exhibit paradoxical behavior but rather exercise privacy self-efficacy—engaging in informed, strategic selectivity where high concern correlates with high competence in managing risks. Furthermore, the study addresses the “Green-AI Paradox”—the tension between AI’s environmental utility and its substantial carbon footprint. We propose a new framework of “Impact Transparency” and introduce the AI Data Usage Efficiency (ADUE) metric for integration into the EU Digital Product Passport. These findings offer a roadmap for marketers and policymakers to foster trust through authentic, outcome-based transparency.

Abstract: Direct-to-consumer (D2C) brands increasingly rely on A/B testing to optimize paid social advertising, yet common execution errors—inconsistent attribution, underpowered samples, mid-test edits, and metric flexibility—undermine inferential validity [1]. This paper develops a methodological framework for decision-grade experimentation on Meta (Facebook) Ads that balances statistical rigor with business guardrails. We synthesize established practices in online experiments [1–3] and operationalize them into a prioritized test sequence, integrating power analysis, Sample Ratio Mismatch (SRM) diagnostics [4,5] optional CUPED variance reduction [6] and economic guardrails (e.g., ROASthresholds, delivery balance, frequency parity). Evidence and scope. All analyses use a synthetic/simulated dataset calibrated to D2C benchmarks; no live-traffic data are analyzed. The simulation demonstrates the analytical workflow and decision logic without making empirical claims about real-world effectiveness. The contribution is methodological: a reproducible template practitioners can adapt and validate in production.

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Building on our previous systematic review that synthesized eight core sustainable appetitive traits central to food behavior research, the present study extends this framework through an empirical investigation of Generation Z university students in Greece. We have established the conceptual foundation by mapping emotional, sensory, and behavioral regulation drivers of eating behavior, underscoring their relevance for nutrition and sustainability. However, empirical applications of this multidimensional framework to Generation Z remained scarce. This study addresses this gap by examining eating behaviors among approximately 800 students at the University of Ioannina using a validated post pandemic questionnaire. Results revealed heterogeneity across six domains, with consensus observed only in sensory driven eating (M = 3.88) and openness to new foods (M = 4.00). Cluster analysis identified two distinct profiles: Exploratory and Hedonic Responders and Emotionally Regulated and Satiety Oriented Responders. These clusters delineate a novel profile of Generation Z, portraying them as digitally immersed, sustainability oriented, and emotionally sensitive, yet divided between impulsive exploration and regulated satiety. The study contributes new empirical insights into post pandemic food behavior. It establishes a comprehensive evidence base for designing culturally sensitive wellness programs and targeted nutritional interventions that support sustainable dietary practices. The continuity between the two papers underscores both theoretical importance and the practical necessity of integrating emotional, sensory, and regulatory dimensions in advancing sustainable eating futures among young adults.

Abstract: Still, there are limitations that various approaches have not been attempted to conduct studies examining the market orientation in the hotel industry. It would therefore be mandatory to conduct active studies based on a variety of perspectives, methods and environments in association with the market orientation and business performance in the tourist hotels. Thus, this quantitative study was conducted to identify correlations between the market orientation, differentiation strategy and business performance based on published studies in top-class tourist hotels located in the metropolitan areas. A self-reporting questionnaire survey was performed for assistant managers or their higher-level officers who are engaged in tourist hotels located in the metropolitan areas between April 14 and May 13, 2019. The current study postulated that the market orientation might have an effect on the differentiation strategy, the low-price strategy and business performance. Moreover, it also postulated that the differentiation or low-price strategy might have an effect on the business performance. The current results showed that the path coefficient of each variable exceeded the limit of the acceptance range. Thus, all the five hypotheses were accepted. Further studies are warranted to integrate various approaches, which is essential for establishing the current results.

Abstract: This study explored the characteristics of social network service (SNS)-based marketing strategies and their impacts on customers’ buying behavior and to examine mediating roles of consumption value in small restaurant business settings. The following hypotheses were proposed: First, SNS-based marketing strategies (enjoyabiloty, socializability and informativeness) of restaurant business companies have a significant positive effect on customers’ buying behavior. Second, the consumption value (functional, social and economic values) plays role in mediating the relationship between SNS-based marketing strategies of restaurant business companies and customers’ buying behavior. A self-administered questionnaire survey was performed for a total of 500 Korean customers of restaurant business companies who use SNS. Of these, 361 eligible questionnaire sheets were analyzed. Results are as follows: First, enjoyability and informativeness, rather than socialization, had a significant positive effect on customers’ buying behavior. Second, social value had a mediating effect but functional and economic ones did not. Third, restaurant business companies provided the latest or diverse amusing information via an SNS and thereby had a significant positive effect on buying behavior. It can be concluded that SNS-based marketing strategies should be implemented considering their enjoyability and informativeness as well as social aspects of consumption.

Abstract: The era of green global norms and business competitiveness encourage global companies to increase marketing capability which has an impact on marketing performance. This research examines the gaps in green global norms which are often considered to have consequences for investment in innovation and has an impact on profitability. On the contrary, this pressure encourages companies to remain survive while increasing their competitiveness. This research discusses green dynamic marketing capability as a strategic resource for global companies to survive and continue to improve their competitiveness. Using panel data regression with intervening variables, a study was employed on the variables of organizational learning, green organizational identity, green innovation, green marketing and marketing performance. 40 global companies were used as research samples. Data taken from Refinitiv Eikon Thomson Reuters and Annual Report for the 2019-2023 period. The research results show: (1) the mediating role of green marketing in values transformation of organizational learning and green organizational identity ; (2) green innovation has been shown to have no significant impact on marketing performance. The results clarify the framework of green dynamic marketing capabilities as a process of value transformation of dynamic marketing capabilities ​​to improve marketing performance.

Abstract: In recent years, the impact of store image on consumer behavior has gained significant importance, as a clear and powerful image in consumers' minds increases their trust in the store. It will also pave the way for increasing product sales. The current research aims to determine the factors affecting the purchase decision involvement of customers of chain stores of confectionery and chocolates of a particular brand using the questionnaire measurement tool and simple random sampling method, as well as the structural equations model. This study examines the impact of store image on consumers' brand trust, and also the effect of product class involvement and brand trust on consumer purchase decision involvement. The findings of this study show that both brand trust and product class involvement positively and significantly impact purchase decision involvement, with brand trust having the strongest effect. Based on these results, it is recommended that managers and decision-makers of these stores focus more on store image variables, brand trust, and product features, which include shape, taste, freshness, and variety of sweet and chocolate products. These variables can affect the purchase decision involvement of sweets consumers.

Abstract: A growing number of Buy Now, Pay Later (BNPL) service providers are emerging in digital markets around the globe; however, there is growing academic and regulatory concern about the potential psychological and behavioural impacts of these services on consumers. As part of addressing fears that BNPL services may be contributing to impulse purchases and post-purchase regret, this study provides an integrative and systematic review of empirical research on BNPL use from 2018 to 2025, examining how BNPL services affect impulse purchase behaviour and post-purchase regret. This review utilised PRISMA 2020 guidelines and CASP appraisal and a structured Scopus search, resulting in 10 peer-reviewed studies meeting the inclusion criteria out of the 15,605 initial records. The evidence indicates that BNPL service mechanisms, including instalment framing, urgency cues, and perceived affordability, influence both the reduction of payment salience and increases in impulsive purchasing. There is strong theoretical evidence supporting the role of regret as an emotional outcome related to BNPL. Yet, none of the reviewed studies assessed post-purchase regret using validated psychological tools. Instead, all the reviewed studies assumed that regret was being experienced indirectly through financial stress, compulsive spending and decreased overall well-being, indicating a significant omission in methodology of the BNPL literature. This review developed a conceptual model of psychological processes linking BNPL-induced impulsiveness with regret-related consequences. The results of this study contribute to the development of consumer behaviour theory by defining the missing measurement of regret, identifying the underlying theoretical mechanisms associated with BNPL-driven emotions and providing guidance for future longitudinal, experimental and cross-cultural research. Additionally, the results provide recommendations for protecting consumers, enhancing financial literacy and improving ethical design practices of BNPL product offerings.

Abstract: The paper examines the problems of forecasting and modeling consumer demand in the organic agricultural products market in the context of sustainable development and digital marketing, which is due to the growth of environmental awareness of the population and the active spread of digital communication channels, but is constrained by the level of income and a high share of food costs. The methodology is based on consumer surveys, factor and regression analysis, matrix method and forecasting. The results showed that the formation of demand is determined by a combination of economic, social and behavioral factors, among which the key ones are the level of income, perception of affordability, as well as trust in certification and awareness of the benefits of organic products. It is proven that digital marketing increases the influence on purchasing decisions, forms sustainable consumption patterns and supports the development of responsible behavior. It is concluded that the integration of predictive models and digital marketing tools provides a more accurate definition of future demand trends and creates a basis for the formation of effective strategies aimed at increasing the availability and popularization of organic products in accordance with the principles of sustainable development.

Abstract: The rapid advancement in Artificial Intelligence (AI) has dramatically impacted the field of marketing, by allowing companies to interact with their customers through automation, to optimize marketing campaigns, and to make better decisions in marketing; yet, there are still many challenges that small businesses face when considering AI-based marketing solutions due to limited resources, capability gaps, and uncertainty about the benefit of using AI in marketing. This review is a synthesis of recent academic research on the adoption of AI-based marketing tools among small businesses in order to identify the key barriers and enablers of adoption. Using existing models of technology acceptance and use, such as the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Resource-Based View (RBV), this review found that the adoption of AI-based marketing tools is influenced primarily by how useful a company perceives the tool, whether or not the costs of the tool outweigh the benefits, whether or not a company has the necessary knowledge to implement and use the tool, and whether or not a company trusts the tool to perform as promised. Additionally, incorporating industry-specific information highlighted the importance of third party service providers and developing capabilities to help support the adoption of AI-based marketing tools. This review also presents an integrative conceptual model of the relationships between the technological aspects of AI-based marketing tools, the organizational aspects of a company, the environmental aspects of a company, and the human aspects of a company, and provides a comprehensive way of viewing the adoption of AI-based marketing tools that can be used by both researchers and practitioners.

Abstract: This study empirically investigated the relationship between digital advertising strategies and the marketing performance of deposit money banks in Rivers State. The study adopted the quantitative research methodology and quasi-experimental research design method through cross-sectional survey design. The population comprised nineteen (19) listed deposit money banks operating in Rivers State. One hundred and twenty-seven (127) questionnaires were distributed; one hundred and nineteen (119) were fit for analysis. Face and content validity and Cronbach's Alpha were used to measure the validity and reliability. All were fit for the analysis. The Pearson Product-Moment Correlation and Partial Correlation tools were adopted with the aid of Statistical Package for Social Sciences (SPSS version 23.0). The findings of the study showed that social media advertising was significantly related with the marketing performance of deposit money banks in Rivers State; e-mail advertising significantly related with marketing performance of deposit money banks in Rivers State; pop-up advertising significantly related with marketing performance of deposit money banks in Rivers State and mobile-based advertising significantly related with marketing performance of deposit money banks in Rivers State. Based on the findings, the study concluded that digital advertising strategies (social media advertising, e-mail advertising, pop-up advertising, and mobile-based advertising) have a positive and significant impact on marketing performance (brand awareness and customer engagement) of deposit money banks in Rivers State. The study thus recommended that deposit money banks should ensure that their E-trade channels command trust in such a way that customers can effectively transact business through such channels without being defrauded. It must be proven at all instances by these deposit money banks that their social media channels are reliable; this must be guaranteed by providing customers with 24-hour information about their offerings.

Abstract: Purpose This study develops a conceptual model explaining how home-service businesses (e.g., plumbing, HVAC) adopt AI-driven lead-generation automation. While new tools abound, adoption among small firms remains low. This study uses behavioral, technological, and organizational perspectives to describe both adoption and performance outcomes.Design/Methodology/Approach This conceptual paper combines technology adoption theories (TAM, UTAUT, TOE, DOI) with industry findings. It proposes a framework linking owner attitudes, risk, system quality, vendor support, and resource constraints to performance outcomes like improved lead quality and operational efficiency.Findings The model suggests adoption depends on owner digital self-efficacy, trust, utility, complexity, workflow integration, and vendor support. Successful implementation enables benefits including faster response times, higher booking rates, and improved marketing ROI.Originality/Value This study addresses a significant gap by developing a model specifically for AI lead generation in micro-home-service businesses—an ignored segment. It incorporates behavioral, technological, and performance factors to explain how small service businesses successfully adopt AI.Practical Implications Practitioners and vendors can use this model to identify adoption barriers and design user-friendly AI systems that meet the specific needs of small service businesses.Social Implications Increased AI adoption by small businesses contributes to stronger local economies, job security for the self-employed, and better access to digital markets.

Abstract: Understanding how moral and emotional language operates in paid social advertising is essential for evaluating persuasion and its ethical contours. We provide a descriptive map of Moral Foundations Theory (MFT) language in Meta ad copy (Facebook/Instagram) drawn from seven global beverage brands across eight English-speaking markets. Using the moralstrength toolkit, we implement a two-channel pipeline that combines an unsupervised semantic estimator (SIMON) with supervised classifiers, enforce a strict cross-channel consensus rule, and add a non-overriding purity diagnostic to reduce attribute-based false positives. The corpus comprises 758 text units, of which only 25 ads (3.3%) exhibit strong consensus, indicating that much of the copy is either non-moral or linguistically ambiguous. Within this high-consensus subset, the distribution of moral cues varies systematically by brand and category, with loyalty, fairness, and purity emerging as the most prominent frames. A valence pass (VADER) shows that moralized copy tends toward a negative valence that may still yield a constructive overall tone when advertisers follow a crisis–resolution structure in which high-intensity moral cues set the stakes while surrounding copy positions the brand as the solution. We caution that text-only models undercapture multimodal signaling and that platform policies and algorithmic recombination shape which moral cues appear in copy. Overall, the study demonstrates both the promise and the limits of current text-based MFT estimators for advertising: they support transparent, reproducible mapping of moral rhetoric, but future progress requires multimodal, domain-sensitive pipelines, policy-aware sampling, and (where available) impression/spend weighting to contextualize descriptive labels.

Abstract: Within the framework of brand communication, several companies choose to use bistable logos. These types of logos fall within the mechanisms inherent to bistable perception, where the interpretation of the two possible percepts involved may depend on the areas being observed or on prior instructions given to the observer to search for a particular shape within the ambiguous image. Perceptual factors related to the stimulus and the areas of eye fixation are called bottom-up aspects. The information exogenous to the bistable stimulus that determines perception is called top-down modulation. In order to determine whether certain bottom-up perceptual modulation areas for the Toblerone bistable logo are related to the search for each percept previously modulated by a written instruction, an experimental task was carried out with 34 participants using a Tobii T-120 eye-tracker device. Seven bottom-up modulation clusters were analyzed for ocular responses manifested in two different top-down modulation conditions. The results show that for each of the percepts, some areas correspond to the textual information offered as a top-down modulator. It is concluded that for the perception of the Toblerone® logo, some areas are related to each percept and that unimodal top-down modulation mechanisms operate in certain areas, while others can be assumed to be parts of the logo that contribute to the recognition of the two percepts involved.

Abstract: The growing integration of immersive technologies in the tourism sector raises questions about their real impact on the visitor experience. This study investigates whether mixed reality effectively influences the tourism experience, seeking to understand the mechanisms through which tourism content and emerging technologies shape tourists' perceptions. A quantitative approach was adopted through the application of a questionnaire. The data were analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method, allowing us to test direct and indirect relationships between the constructs Tourism Content, Adoption of Mixed Reality, and Tourist Experience. The analysis revealed positive and statistically significant direct effects. Tourism content strongly influences the adoption of mixed reality (β=0.725; p<0.001). Moderate impacts of the adoption of mixed reality (β=0.375; p<0.001) and tourism content (β=0.392; p=0.001) on the tourist experience were found. The indirect effect mediated by the adoption of mixed reality proved to be significant (β=0.272; p=0.001), with an VAF (Variance Accounted For) of 41%. Mixed reality plays a complementary partial mediating role in the relationship between tourism content and visitor experience, confirming its relevance in the contemporary tourism experience.

Abstract: This study investigates how cause-related marketing (CRM) contributes to sustainable relationship management in the food and beverage (F&B) industry by integrating perceived CRM, psychological distance, relationship quality, and customer involvement. It explores how socially responsible initiatives enhance customer trust and loyalty while addressing evolving consumer expectations for ethical and sustainable practices. Based on 400 valid responses from chain and independent restaurants in Taipei, structural equation modeling was used to test the proposed framework. The results indicate that CRM significantly improves relationship quality, with customer involvement amplifying this relationship. Moreover, shorter psychological distance further strengthens the effects of CRM on relationship outcomes. The findings highlight CRM as an effective strategic tool for promoting sustainable customer engagement, reinforcing brand authenticity, and achieving long-term competitive advantage in the hospitality and tourism sectors.

Abstract: Museums contribute significantly to the cultural and economic development of destinations, yet university museums remain underexplored, especially in developing economies. This study examines how Experimenter Attractiveness (EA), Attitude toward the Museum (ATM), and Self-Concept Connection (SCC) influence Visit Experience (VE) and Loyalty by Location (LL). Using data from 1,400 visitors to university museums in Puebla, Mexico, Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the proposed relationships. All hypotheses were supported, with the strongest effects observed from EA to SCC and from SCC to VE, indicating that attractive and engaging experiences strengthen visitors’ self-connection and lead to greater satis-faction during the overall museum visit. The validated model demonstrates consistent relationships among constructs and contributes to understanding how attractiveness and self-connection shape behavioral intentions in the university museum context. These findings highlight the importance of experiential marketing and emotional engagement strategies, while future research should explore additional attitudinal and technological factors that enhance visitor loyalty.