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Social media marketing has become a powerful strategic tool for many brands, but scholarly research in this domain is still in its infancy. This study aims to examine the effects of social media marketing activities on consumer online impulse buying intentions via brand resonance and emotional responses by incorporating the direct and moderating effects of social network proneness toward fashion retail brands.

By using snowball sampling, this study recruited 441 netizens (who were using fashion retail brands) and obtained their responses through an online survey. Structural equation modeling was applied to 394 responses for analysis.

The findings discovered that social media marketing activities significantly influenced brand resonance, consumer emotional responses and online impulse buying intentions. Likewise, brand resonance and emotional responses were positively associated with online impulse buying intentions and acted as decisive mediators. Social network proneness’s direct and moderating effects significantly increased consumer online impulse-buying intentions toward fashion retail brands.

This study provides recommendations to retail managers for creating and executing brand positioning, segmenting and targeting strategies to enhance consumers’ intentions for engaging in online impulsive purchases for fashion brands.

This original research contributes to the branding literature and stimulus–organism–response theory by focusing on social media marketing activities, brand resonance, emotional responses, social network proneness and consumer online impulse buying intentions toward fashion retail brands.

Hotels offer high-quality guest experiences to positively impact their emotions, satisfaction, perceived value, word-of-mouth (WOM) and electronic word-of-mouth (eWOM). This study aims to investigate the impacts of the quality perceived by hotel guests on their positive emotions, negative emotions, perceived value and satisfaction; verify the impacts of the price on perceived value and satisfaction; examine the impacts of satisfaction on WOM and eWOM; and test the moderating effect of hotel guests’ behavioural engagement on social networking sites (HGBE-SNS) on the relationship between satisfaction and eWOM.

This survey included 371 guests who assessed their experiences at three Brazilian hotels. Structural equation modelling tested the hypothetical model supported by the stimulus-organism-response (S-O-R) theory (Mehrabian and Russell, 1974).

The quality perceived by hotel guests (stimulus) positively impacts perceived value, positive emotions and satisfaction and negatively affects negative emotions (organism). Price (stimulus) negatively impacts perceived value but does not affect satisfaction. Perceived value positively impacts satisfaction. Satisfaction positively impacts WOM and eWOM (responses). The HGBE-SNS moderates the relationship between satisfaction and eWOM.

To the best of the authors’ knowledge, this study is the first that simultaneously demonstrates the relationships between perceived quality, price, perceived value, positive and negative emotions, satisfaction, WOM, eWOM and HGBE-SNS. Hotels must offer their guests high-quality services to positively impact’ perceived value, positive emotions, satisfaction and WOM. Low prices boost the perceived value but do not directly increase guest satisfaction. Satisfied hotel guests share their experiences via WOM, but high HGBE-SNS is crucial to boost eWOM.

Los hoteles ofrecen experiencias de alta calidad a sus huéspedes para influir positivamente en sus emociones, satisfacción, valor percibido, boca a boca (WOM) y boca a boca electrónico (eWOM). Este estudio tiene como objetivo a) investigar el impacto de la calidad percibida por los huéspedes del hotel en sus emociones positivas, emociones negativas, valor percibido y satisfacción; b) verificar el impacto del precio en el valor percibido y la satisfacción; c) examinar el impacto de la satisfacción en el WOM y eWOM; d) probar el efecto moderador del compromiso conductual de los huéspedes del hotel en las redes sociales (HGBE-SNS) en la relación entre satisfacción y eWOM.

En esta encuesta participaron 371 huéspedes que evaluaron sus experiencias en tres hoteles brasileños. La modelización de ecuaciones estructurales puso a prueba el modelo hipotético apoyado en la teoría estímulo-organismo-respuesta (S-O-R) (Mehrabian y Russell, 1974).

La calidad percibida por los clientes del hotel (estímulo) influye positivamente en el valor percibido, las emociones positivas y la satisfacción, y negativamente en las emociones negativas (organismo). El precio (estímulo) afecta negativamente al valor percibido, pero no a la satisfacción. El valor percibido afecta positivamente a la satisfacción. La satisfacción afecta positivamente al WOM y al eWOM (respuestas). El HGBE-SNS modera la relación entre satisfacción y eWOM.

Este estudio es el primero que demuestra simultáneamente las relaciones entre calidad percibida, precio, valor percibido, emociones positivas y negativas, satisfacción, WOM, eWOM y HGBE-SNS. Los hoteles deben ofrecer a sus clientes servicios de alta calidad para influir positivamente en el valor percibido, las emociones positivas, la satisfacción y el WOM. Los precios bajos aumentan el valor percibido pero no incrementan directamente la satisfacción de los huéspedes. Los huéspedes satisfechos comparten sus experiencias a través del WOM, pero un alto nivel de HGBE-SNS es crucial para impulsar el eWOM.

酒店提供高质量的宾客体验, 对宾客的情绪、满意度、感知价值、口碑（WOM）和电子口碑（eWOM）产生积极影响。本研究旨在 a) 调查酒店客人感知到的质量对其积极情绪、消极情绪、感知价值和满意度的影响; b) 验证价格对感知价值和满意度的影响; c) 检验满意度对 WOM 和电子口碑的影响; d) 检验酒店客人在社交网站上的行为参与（HGBE-SNS）对满意度和电子口碑之间关系的调节作用。

本次调查包括 371 位客人, 他们对自己在巴西三家酒店的入住体验进行了评估。结构方程模型检验了由刺激-组织-反应（S-O-R）理论（Mehrabian 和 Russell, 1974 年）支持的假设模型。

酒店客人感知到的质量（刺激因素）对感知价值、积极情绪和满意度有积极影响, 而对消极情绪（有机体）有消极影响。价格（刺激因素）对感知价值有负面影响, 但不影响满意度。感知价值对满意度有积极影响。满意度对 WOM 和 eWOM（反应）产生积极影响。HGBE-SNS 可调节满意度与网络口碑之间的关系。

本研究首次同时展示了感知质量、价格、感知价值、积极和消极情绪、满意度、WOM、eWOM 和 HGBE-SNS 之间的关系。酒店必须为客人提供高质量的服务, 才能对 “感知价值"、"积极情绪"、"满意度 “和 “WOM “产生积极影响。低价会提升感知价值, 但不会直接提高客人满意度。满意的酒店客人会通过 WOM 分享他们的体验, 但高 HGBE-SNS 对促进 eWOM 至关重要。

Social media has broadened the scope of luxury brand marketing and has emerged as a salient tool for Internet marketing campaigns in the post-pandemic world. Under the theoretical lens of the SOR model, this study aims to explore the nexus between brand social media marketing (BSMM) activities and online consumer brand engagement (CBE) via mediating consumers' emotions in the modest luxury fashion branding post-pandemic context.

This study conducted a post-pandemic survey in five major metropolitan cities in Pakistan with a total of 584 eligible young consumers who follow the fan pages of fashion brands. Structural equation modeling was used to test hypotheses.

The findings reveal that BSMM activities have a significant influence on three emotion states (pleasure, arousal and dominance); however, only pleasure and arousal significantly drive CBE (i.e. affective engagement and activation). Moreover, the results show that pleasure and arousal partially mediate the relationships between BSMM activities and affective and activation dimensions of CBE, while dominance fully mediates the relationship between BSMM activities and cognitive engagement. Interestingly, only affective engagement was shown to be the most potent component of CBE in fostering positive emotions toward luxury fashion brands.

This study contributes to the literature on social media marketing and consumer brand engagement by revealing valuable insights into post-pandemic luxury fashion branding that could assist academicians and marketing practitioners of non-Western markets.

This study utilised Mehrabian and Russel's stimulus-organism-response (SOR) model to investigate the inter-relationship between perceived social media information qualities (IQ) of online UGC, destination image, perceived travel risk and behavioural intentions.

A total of 255 responses from international tourists were collected. The data collection via an online survey was performed from October 2020 to February 2021. The study model and hypotheses were examined using partial least squares-structural equation modelling (PLS-SEM).

The result indicated that social media intrinsic, representational, and social IQ significantly influenced tourists perceived cognitive image, while only contextual and social IQ significantly predicted the perceived affective image. This study also confirms the significant effect of cognitive image on the affective image. In addition, the authors found that both destination image components, cognitive and affective, significantly affect tourists' behavioural intentions. However, surprisingly, tourists' perceived travel risk did not moderate the effect of destination image components on behavioural intentions.

This study contributes to the body of knowledge by extending Mehrabian and Russel's SOR model in the tourism behaviour context.

From a practical perspective, this study proves that UGC significantly affects destination image and plays an integral part in luring tourists to visit a destination.

Previous research in this area is limited, making this study particularly novel. This study represents one of the initial attempts to evaluate the dimensions of information quality in UGC on social media and online review platforms, particularly within the field of tourism. Treating online travel UGC seriously could assist organisations in leveraging tourist behaviour and enhancing destination image.

This study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing.

A quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite.

The multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores.

The study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation.

This study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.

This study seeks to examine the effects of perceived brand localness and foreignness on brand love via perceived brand coolness by incorporating the moderating impacts of local and global consumer identities on brand love while controlling the confounding effects of brand familiarity in the context of local and foreign digital retail banks.

This study collected 1,960 online responses (on local and foreign banks) from 980 consumers who often used local and foreign digital retail banking services. The analysis was performed on 1,766 responses through co-variance-based structural equation modeling.

This study discovered that perceived brand localness and foreignness were essential factors for driving brand love and perceived brand coolness toward local and foreign digital retail banks. However, perceived brand foreignness was a more effective driver than perceived brand localness. Importantly, perceived brand coolness emerged as a key mediator for shaping brand perceptions and love. Additionally, local and global consumer identities were effective moderators and brand familiarity was significant in enhancing brand love for local and foreign digital retail banks.

This study gives managers essential knowledge about crafting positioning, relationships and segmentation strategies to boost brand love and perceived coolness for local and foreign digital retail banks.

This novel study contributes new insights to the stimulus-organism-response and cultural identity theories by examining consumers’ brand perceptions and their impacts on consumer behavior in digital retail banking.

This study examines the impact of physical environmental factors on customer retention in fast-food restaurants/cafeterias. Furthermore, this study examines the mediating effect of customers’ positive emotions on this relationship.

In this study, the stimulus-organism-response model developed by Mehrabian and Russell (1974) is applied within the context of the fast-food restaurant/cafeteria industry. Data were collected from a sample of 250 consumers who have patronized establishments within this industry. The assessment model entailed employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, which involved a two-stage procedure: measurement model and structural model evaluation.

The study’s results underscore the key role of customer positive emotions in influencing customer retention. Notably, physical environmental factors, encompassing elements like table setting, layout, and service staff, emerge as significant determinants in shaping these positive emotions. Furthermore, the findings indicate that these physical environmental factors exert a direct influence on customer retention, with customer positive emotions acting as mediator role in the relationship between these factors and retention.

This study is the first to use physical environment, customer emotions and customer retention variables together in the fast food restaurant/cafeteria industry.

This study evaluates the aesthetic perception of photovoltaic (PV) systems situated at various locations on an apartment building facade, comparing them with the original facade. It also aims to understand how aesthetic dimensions influence the perception of PV installations in diverse building locations. Moreover, it aims to create a framework that will guide for installing PV installations considering both their functionality and aesthetics.

The study uses a mixed-method approach, including qualitative and quantitative approaches. It includes a literature review and a questionnaire. 418 participants evaluated different PV-embedded facades using a Likert scale across various aesthetic variables.

The findings indicate that aesthetic perceptions of PV vary by the location of installation. It also shows that all aesthetic dimensions affect PV installation aesthetics, with location-specific preferences. For original elevation, compatibility and simplicity are given precedence over blending and coherence for windows, creativity and harmony for facades, functionality and harmony for balconies, and innovation potential and simplicity for roofs.

This study focuses on a single building type; further investigation is required to examine other building types. It also examined one PV technology with common visual properties, but future studies can examine others. Additional research is needed to compare the participating groups and the effect of their sociodemographic factors, using on-site surveys and interviews.

Few studies have investigated how PV systems affect apartment building users' architectural aesthetic perception. The results of this study make a valuable contribution to the field of sustainable architecture by providing practical guidance for architects, engineers, stakeholders, and researchers who are interested in integrating aesthetic, user-centric considerations into renewable energy solutions.

The world today is heavily controlled by the content available on the internet, where a one-star rating gain may work wonders for a company and a one-star rating decline can cause huge damage. Online booking platforms provide more freedom, privacy and contact with experienced travelers than physical hotel booking. The study identifies the factors shaping travelers' online hotel booking intention (OHBI).

We utilized structural equation modeling (SEM) to expand the horizons of the technology acceptance model (TAM) and stimulus-organism-response (SOR) framework in the hospitality sector. The results are based on the data collected from 705 travelers who made online hotel reservations.

The findings demonstrate that online reviews, hotel website quality and hotel website convenience quotient favorably shape prospective tourists' perceived trust, magnifying their inclination to book a hotel online. Website convenience quotient and trust partially mediate the association between the constructs. In addition, the linkage between perceived trust and OHBI is strengthened by promotional offers but weakened by perceived risk.

Our findings provide several important implications for hotel managers, prospective travelers, hotel owners, website developers, policymakers, hotel employees, the local community and competitors to expedite the growth of the Indian hotel industry.

The literature reveals that website convenience quotient, perceived trust and promotional offers have not received enough attention in the hospitality industry and warrant attention. Our study strives to broaden the scope of the TAM and SOR models to better understand these constructs in the backdrop of the Indian hospitality sector. The study also examines how promotional offers and perceived risk influence the linkages between the underlying constructs.

This study aims to contribute to the International Business literature by investigating the marketing stimuli that drive impulsiveness and perceived value in mobile shopping (MS) platforms and their impact on consumer response.

This study uses a sample of 891 MS platform users and applies structural equation modeling based on the stimulus–organism–response and the consumption value theory.

The empirical finding revealed that rewards, recognition, reviews and ratings are the most influential factors driving perceived value. In addition, the results indicated that customized offerings and visually appealing experiences were the most critical factors affecting the state of impulsiveness. This study also highlights the negative impact of the ubiquitous nature of MS on impulse buying behavior, emphasizing the importance of providing consumers with tools to make informed decisions. This study demonstrates a significant positive relationship between perceived value and impulsiveness, influencing MS.

This study reveals generational differences in the impact of reviews and ratings on perceived value, which can inform businesses’ MS strategies. The results have implications for managers of international firms seeking to optimize their business strategies.

To the best of the authors’ knowledge, using structural equation modeling, this study is the first to conduct a comprehensive examination of marketing stimuli, impulsiveness and perceived value in MS platforms. It offers businesses strategic insights by identifying rewards, recognition and customized offerings as the key determinants of consumer behavior.