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To date, online review usefulness studies have explored the independent influence of central and peripheral cues on online review usefulness. Employing the Elaboration Likelihood Model (ELM), however, we argue that central and peripheral cues are jointly, not independently, processed by online users. For this exploration, we develop and measure “review consistency” variable (i.e., level of consistency between a review text and its attendant review rating), and rating inconsistency (i.e., level of inconsistency between a review rating and the average rating). We find a positive effect of review consistency on the review usefulness. Contrary to our hypothesis, however, we find a positive effect of rating inconsistency on the review usefulness. Our results also indicate that the contingency effect of rating inconsistency on the relationship between review consistency and review usefulness. Particularly, we find that rating inconsistency negatively moderates the effect of review consistency on the review usefulness. The theoretical and practical implications of the findings are discussed.

PurposeThis study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of universities by concentrating on students’ e-learning, e-word of mouth and satisfaction.Design/methodology/approachThe target population was the students of public and private universities in Pakistan. Data collected using an e-questionnaire by 408 students were subjected to PLS-SEM for analysis.FindingsFindings revealed that ICT, e-service quality and e-information quality are positively contributed toward students' e-learning which ultimately leads to create positive e-word of mouth and students' satisfaction. Meanwhile, results also identified that e-word of mouth and students' satisfaction lead to generate a positive brand image of universities.Practical implicationsThis study has unique implications for universities to develop an e-learning platform to facilitate their students in this situation of COVID-19. It provides guidelines for educational institutions to implement the learning management system effectively with a view to facilitate the students with education.Originality/valueThis study has novel contribution in literature in the domain of digital learning. It is unique in a way to integrate the usage of technology with students' e-learning and satisfaction that ultimately create brand image of universities.

The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies like mobile commerce or e-learning. However, several studies have found weaknesses in TAM’s ability to predict consumers’ purchase intention behavior. To compensate for TAM’s weaknesses, this study presents a model that integrates all of TAM’s components with the Value-Based Adoption Model (VAM). The perceived benefits and sacrifices were considered to provide a list of the implications for both researchers and e-learning service providers. Furthermore, the moderating role of e-word of mouth was utilized to examine the relationship between attitude, intention, perceived value, and intention toward e-learning, in order to match the current circumstances with the growing popularity of social networks. This study was conducted with a quantitative analysis by using data collected from survey 417 e-learning consumers. Except for perceived fee, which has a negative effect on perceived value, the results demonstrate that all hypotheses of latent correlations in TAM and VAM were strongly significant. Furthermore, attitude and perceived value have a significant role in determining consumer adoption of e-learning. Consumers’ perceived value will be driven by the high and low levels of the moderating influence of e-word of mouth, influencing their intention toward e-learning. Since e-learning is an effective sustainable education system, the result of this study can provide a good solution to facilitate e-learning in current and future conditions.

Previous studies have largely explored corporate social responsibility (CSR) for organization-centric outcomes to achieve organizational performance, organizational commitment, or organizational citizenship behavior. However, the importance of CSR to achieve customer-centric outcomes is underexplored to date. Contemporary researchers have recently turned their attention toward CSR from the viewpoint of customer-centric outcomes. Therefore, the present study attempts to test the influence of CSR communication on social media and customer loyalty in the banking sector of a developing economy in times of crisis. This study also investigates the mediating effect of electronic word of mouth (E-WOM) with this relationship. The data of the present study were collected from different banking customers using a self-administered questionnaire. The empirical findings of this study validated that the CSR communication of a bank on social media increases customer loyalty, and E-WOM partially mediates this relationship. This study will be helpful for the banking sector to understand the importance of CSR communication to increase customer loyalty, which is very important for every bank in times of crisis.

Modern businesses in the present digital age are facing different challenges for survival and growth due to the stiff competitive environment that prevails almost in every sector. Technology, especially digital technology, has changed the way of doing business around the globe. Marketers need to develop new strategies by incorporating the element of digital technology to overrun their competitors, as conventional competitive strategies will not produce extraordinaryresults. The rise of social media, in this regard, is a game-changer in the context of marketing as it provides a strategic touchpoint to the marketers to involve the customers with a brand. Prior research has largely ignored the relationship between corporate social responsibility (CSR) practices of a brand and positive customer experiences. Hence the present study aims to test the relationship of customer-related CSR activities on social media on behavioral consequences of customers, such as their purchase likelihood and electronic word of mouth (E-WOM). The data were collected from the banking customers of a developing economy and were analyzed through structural equation modeling in AMOS software. The results revealed that customer-related CSR activitieson social mediainfluence customer behavioral outcomes like E-WOM and purchase intentions. The result also revealed that brand attitude mediates the relationship between customer-related CSR, E-WOM, and purchase intentions. The findings of the present study can help policymakers to understand the importance of CSRpractices from the perspective of marketing, which is largely ignored by contemporary CSR researchers.

Purpose Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence. Design/methodology/approach The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning. Findings Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence. Practical implications The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence. Originality/value To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

Wellness tourism has grown popular and augmented the global market due to increasing healthy lifestyles. Based on the expectancy disconfirmation theory, the study aims to determine the antecedents and significance of tourists’ revisit intention for wellness tourism. A quantitative method has been adopted. Data was collected from 361 tourists at wellness centres in Malaysia, and structural equation modelling was used to analyze the measurement and structural model. The majority of respondents are female, aged between 21 and 30, unmarried, with an average monthly income of USD 2,000. The study found that tourists’ satisfaction was influenced by perceived value from social and emotional perspectives, while their experience was shaped by their emotional and quality perception of value content. Rewards had a significant impact on both satisfaction and travel experience. Tourists were more likely to recommend a wellness vacation if they were satisfied, but it was their unique travel experience that triggered revisit intention. E-word-of-mouth played a mediating role and revealed a positive relationship between satisfaction, revisit intention, and word-of-mouth. This study demonstrated the importance of determining the underlying factors to create tourists’ revisit intention. The implications from theoretical and managerial viewpoints provide insights to scholars and practitioners to revitalize the tourism industry after COVID-19. Plain language summary Examine the factors influencing revisit intention in wellness tourism through tourists’ satisfaction, experience, and e-word-of-mouth. Wellness tourism has gained popularity and expanded in the global market due to the increasing adoption of healthy lifestyles. This study aims to explore the antecedents and significance of tourists’ intention to revisit wellness tourism destinations. Data were collected from 361 tourists at wellness centers in Malaysia. The majority of respondents were female, aged between 21 and 30, unmarried, with an average monthly income of USD 2,000. The study revealed that tourists’ satisfaction was influenced by perceived value from social and emotional perspectives. Additionally, their overall experience was shaped by their emotional response and the perceived quality of value content. Rewards were found to have a significant impact on both satisfaction and travel experience. Tourists were more likely to recommend a wellness vacation if they were satisfied, but it was their unique travel experience that triggered the intention to revisit. Furthermore, electronic word-of-mouth played a mediating role, highlighting a positive relationship between satisfaction, revisit intention, and word-of-mouth. This study underscores the importance of identifying underlying factors to foster tourists’ intention to revisit. The implications from theoretical and managerial perspectives provide valuable insights for scholars and practitioners seeking to revitalize the tourism industry post-COVID-19.

Purpose New-age technologies are driving brand digitalization and influencing consumer retail experiences and consumption patterns. Although past research addresses users’/consumers’ acceptance of these technologies in retail, it refrains from thoroughly studying interaction and engagement. Stemming from the technology acceptance model, the purpose of this paper is to empirically study the practicality of the technology-enabled engagement process comprising stages of interaction, psychological engagement, value-in-use and behavioral engagement during consumers’ interactions with augmented reality, artificial intelligence and machine learning based virtual try-on services. Design/methodology/approach Data from an online survey conducted in China of 339 consumers who experienced the virtual-try-on service is analyzed using partial least squares-structural equation modeling. Findings The results support the technology-enabled engagement process of brand virtual try-on services. Perceived ease of use and usefulness are robust antecedents of the framework during the interaction stage. Emotional and cognitive aspects contribute to the psychological engagement and value-in-use stages that convert into positive e-word of mouth and buying intentions about the brand in the behavioral engagement stage. Originality/value The research contributes to the technology acceptance model, information systems and technology marketing literature by testing a novel technology-enabled engagement process, which previously lacked empirical validation. Specifically, it uses technology acceptance model constructs as antecedents of the technology-enabled engagement process framework, with behavioral intentions in the form of e-word of mouth and buying intentions as precedents. It also provides insights into brands’ virtual try-on services in online retail environments. Practical implications for brand managers are discussed.

The present study combines three models, namely TPB (Theory of planned behavior), Big 5 personality traits, and TAM (technology adoption model), to measure continuance behavioral intention, electronic word of mouth (e-word of mouth), and recommendations of users. Data were collected from 280 respondents using a convenience sampling technique and standardized instruments. Statistical techniques such as reliability, validity, and mediation analysis were carried out through SPSS and Macro Process (Hayes). The study highlighted the importance of TPB, TAM, and Big 5 personality traits models on continuance intention. It identified a few vital dimensions (ease of use, personality, attitude, perceived behavior, subjective norms) that may directly or indirectly affect a user's continuance behavioral intention, satisfaction, personal and electronic recommendations to others. The findings of the study contribute by identifying the relevant determinants of continuance intention; these determinants should be analyzed by marketing firms, payment providers, and policymakers to enhance the continuance of adoption of mobile payment services.

In this study, the concept of online food purchasing is explored where consumers are not required to visit markets to purchase their foods, especially during the COVID-19 pandemic. Thus, the purpose of this study is to investigate the relationship between perceived e-service quality and related customer service outcomes in online shopping context. The influence of sustainable marketing practices in terms of perceived e-service quality (ESQ), perceived usefulness of online reviews (PUO), brand self-connection (BSC), personal innovativeness (PRI), and willingness to pay for online food services (WPO) has largely been neglected in the previous studies. The present study proposes a conceptual model to fill this gap and empirically examines how ESQ affects PUO, BSC, WPO, and e-word-of-mouth (e-WOM) of food delivery service brands. An online questionnaire survey was conducted with 423 customers utilizing the PLS-SEM-based approach to determine product indicators. Empirical results reveal that ESQ significantly influence BSC and PUO. In the same vein, PUO significantly influence BSC, while BSC significantly influence e-WOM and WPO. The results further indicate that PRI moderates the relationship between ESQ and BSC. In a post-pandemic context, our analysis indicates enormous implications for food service delivery brands in emerging economies. Online food service providers should consider reviewers’ opinions about the products and services they offer and encourage their customers to write positive reviews of the products and services they offer.