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The paper applies the theory of planned behaviour (TPB) to investigate how surrogate advertising on social media platforms influences consumer attitudes towards alcohol products. Additionally, it explores the moderating effect of consumer scepticism on these attitudes.

A cross-sectional survey of 304 consumers was conducted to test the hypotheses using variance-based structural equation modelling (VB-SEM). Slope analysis was used to examine interaction moderation effects, while importance-performance map analysis (IPMA) identified key dimensions influencing alcohol purchasing behaviour.

The findings revealed that subjective norms and behavioural intentions significantly influence alcohol purchasing behaviour in the context of surrogate advertising on social media. The results suggest that advertisers should focus on themes of collective consumption, camaraderie and togetherness in their social media advertising content to enhance sale outcomes.

Research on surrogate advertising on social media platforms, particularly in shaping attitudes towards alcohol products, remains limited. This study addresses this gap, offering marketers critical insights into performance-based variables that can help them develop more effective marketing strategies.

Social free sampling (SFS) campaigns are an increasingly popular marketing practice in which firms provide trial users with free sampling products and collect posted trial reports from trial users on social commerce sites to attract prospective consumers. This paper aims to examine how trial users’ product evaluation in SFS influence appreciative reader engagement by utilizing the persuasion knowledge model (PKM).

To test our theoretical framework, 3,427 trial reports were collected from an SFS site and analyzed using Poisson regression models.

SFS evaluation is negatively associated with readers’ appreciative engagement. We also found that higher emotional intensity in SFS reports or higher reputation of the trial user mitigates the negative effect of the product evaluation. However, when the trial report with stronger emotional intensity is written by a trial user with a high reputation, the negative impact of the SFS evaluation on appreciative engagement becomes more pronounced.

Although extant research has acknowledged product rating bias in product trial reports, limited empirical studies have examined the impact of product ratings on reader engagement. This empirical study bridges the voids of product rating bias in the social free sampling literature and provides important managerial implications for the emerging social free sampling.

Brands should be careful of the negative effect of high product rating and this negative effect can be mitigated by inviting users of high reputation.

This study is among the first ones that examine the effect of SFS product evaluation on appreciative engagement and provide a nuanced understanding of how product evaluation, user reputation and emotion intensity jointly shape reader engagement.

Hempcrete has the potential to reduce both CO₂ emissions and energy usage in buildings. Hempcrete has a high sound absorption capacity, excellent moisture regulator and outstanding thermal insulation properties. However, hempcrete traditionally uses lime-based binders, which are carbon-intensive materials. The low-carbon binders to increase the sustainability of hempcrete are the current research gap. Geopolymer binders are low-carbon binders composed of aluminosilicate precursors dissolved in a high alkalinity solution. This study investigated the suitability of calcined clay and ground granulated blast furnace slag geopolymer binder as a low-carbon binder for hempcrete applications.

Two types of hemp hurds with different water absorption capacity and particle size distributions were used. Hempcrete properties tested were compressive strength, bulk density, sound absorption coefficient by a two-microphone impedance tube and thermal conductivity by a Hot Disk system.

The particle size distribution and water absorption capacity of hemp hurds did not affect the compressive strength of hempcrete when following a mixing procedure, ensuring the hurds in a saturated surface dry condition. The geopolymer hempcrete achieved a compressive strength about four times higher than the reference hydrated lime hempcrete. All hempcrete specimens achieved outstanding acoustic performance. The increase in bulk density led to the decrease in the maximum sound absorption coefficient. The geopolymer hempcrete achieved the lowest thermal conductivity.

The outcomes of this paper reveal that the low-carbon geopolymer binder appears to be a promising option for manufacturing hempcrete, achieving significantly higher compressive strength and lower thermal conductivity than the reference hydrated lime-based hempcrete.

A substantial portion of existing literature on comparing experiential and material purchases on happiness indicates an experiential advantage. However, this advantage is presumed to occur in developed countries, with developing countries being overlooked. To address this gap in the literature, this paper examines the effect of consumption in China. It introduces a new perspective, consumption frequency (ordinary vs extraordinary), to investigate the interactive effect of consumption frequency (ordinary vs extraordinary) and product type (material vs experiential) on happiness and to explore the underlying mechanisms in China.

The study constructs a model about the interactive effect of consumption frequency (ordinary vs extraordinary) and product type (material vs experiential) on happiness and takes self-expansion as the underlying mechanism. The authors employ two experiments and a nationwide secondary survey dataset to test the model.

(1) consumption frequency and product type can interactively improve happiness significantly in China; (2) extraordinary material consumption induces a higher level of happiness than extraordinary experiential consumption and (3) these effects are driven by self-expansion, which is an important character for people in developing countries.

This study is incomplete in its lack of investigation into the boundary conditions, such as materialism in the model.

This paper introduces a novel perspective, consumption frequency and integrates it with existing research variables (material vs experiential) to propose the interactive effect and the underlying mechanism, self-expansion. This paper contributes to the theory of consumption happiness by introducing the concept of consumption frequency in the comparison of material versus experiential products on happiness. Conversely, our findings contribute to the understanding of happiness in China.

The purpose of this study investigate the antecedents the adoption of tour itineraries from smart travel apps. Travelers are progressively expanding their smart travel planning applications to organize their trip-related activities. With the help of these apps, users achieve their favorite tour itineraries and choose their preferred destinations.

This study aimed to examine the results of smart tour itineraries on travelers and elucidate the motivations for their continual use and why travel experts are increasingly using smart tour itineraries. Innovation resistance and experiential consumption theories were used in this study. SmartPLS 3.2.8 was used to consider 682 valid samples using structural equation modeling (SEM).

This analysis identified the following crucial factors: usage, value, risk and traditional barriers. Moreover, utilitarian and hedonic values significantly affected barriers. Finally, theoretical and practical suggestions are presented along with future research directions.

This study encompasses the tender of innovation resistance theory to travel itineraries by integrating experiential consumption theory in the context of smart tourism apps.