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To investigate (1) the relationship between young adults' behavioural brand loyalty (BBL) and Japanese fashion companies' financial performance (FP) and (2) FP improvement from the perspectives of social media brand engagement (BE) and loyalty programmes (LPs) by applying the complexity theory.

A mixed methodology was employed by combining qualitative and quantitative approaches to examine the prediction of outcomes by various variables in a realistic context. The integrated model associated BE and LPs with BBL and FP, which are essential for fashion companies. We selected 14 fashion brands belonging to 14 publicly traded Japanese fashion companies and surveyed 183 Japanese consumers (aged 18–25 years) who chose these brands as their favourites, engaged with the brands and participated in LPs.

The findings reveal the positive and negative effects of the variables (BE and LP) on the outcomes (short- and long-term FP). They offer marketing implications regarding brand strategy and financial improvement by considering various combinations of causal factors and complex situations, such as the fashion brands' and consumers' characteristics.

Existing empirical studies consider consumers' symmetric reactions to the benefits and losses from variables (BE, LP and BBL) but do not realistically reveal the negative and positive effects on outcomes (FP). This study addresses this gap by applying the complexity theory and offers multiple solutions to target different consumer types to predict high FP.

AI-powered digital human avatar influencer (DHAI) is a digitally created character with a human-like appearance and noteworthy social media presence. They mimic human behavior through form, behavior and emotional realism. However, there have been varied viewpoints in the literature about the effect of DHAI realism on consumer response. Therefore, this study aims to examine the effect of form, behavioral and emotional realism on consumer engagement and parasocial relationships that further affect attachment toward DHAI and brand, with the moderating effect of content authenticity.

Using a cross-sectional design, 426 respondents in India were asked to visit the Instagram page of a specific DHAI identified through a pretest study. The authors used the Smart PLS 4.0 version to examine the hypotheses.

Accordingly, based on the social presence theory, the findings of the quantitative study indicated that DHAI’s form, behavioral and emotional realism positively influence customers’ engagement with DHAI, but only the behavior and emotional realism of DHAI positively affect the parasocial relationship. Further, perceived DHAI’s content authenticity moderates the effect of DHAI engagement and parasocial relationship on DHAI sentimental attachment.

This study provides novel and practical insights for developing DHAI by considering realism characteristics for enhanced customer engagement, parasocial relationship and attachment toward DHAI and brands.

This study aims to discover the impact of the interaction between learning performance (as behavioral realism) and realistic appearance (as form realism) of AI-powered software robots on user trust. The study also aims to reveal how and why the interaction happens, especially from the dual processing perspective of affective and cognitive human responses.

We adopted an experimental research methodology in a movie recommendation system environment where machine learning-based recommendations are widely used. We conducted a 3 × 2 factorial design experimentation based on the three levels of learning performance (low, mid and high) and two levels of realistic appearance (caricature avatar and digital human). We used ANCOVA and the PROCESS Macro to analyze our models.

Our results confirm that learning performance (intelligence) is a critical factor influencing user trust in software robots, and this intelligence–trust relationship is influenced by their realistic appearance. Our results further reveal that there are two significant intermediating mechanisms, i.e. affective and cognitive user responses, and that the intelligence–appearance interaction effect on trust is explained especially by the affective response mechanism.

This study provides valuable implications for creating optimal learning performance and realistic appearance that can lead to trust in various settings where AI-powered software robots are utilized.

This study has sveral contributions to the literature. First, in addition to the well-recognized factor of anthropomorphic characteristics, this study investigates another critical behavioral factor of AI-powered robots (learning performance as intelligence characteristics) and the intriguing interaction between the two realism factors. Second, drawing upon the mediated moderation perspective, the study proposes a novice perspective on how and why the two realism factors can build user trust (the underlying mechanisms).

This study aims to provide insights and guidance for future research on service robot acceptance in the tourism and hospitality (T&H) domain through a comprehensive literature review.

A total of 249 journal articles, retrieved from the Scopus and Web of Science databases, were reviewed using an inductive analysis method.

Since its emergence in 2008, the topic of robot acceptance has gained significant attention, especially after 2019. The research assesses the current state of research, methodologies used, theoretical foundations and antecedents influencing acceptance. Five categories of antecedents affecting acceptance were systematically identified: robot design factors, individual/organisational factors, situational factors, appraisal factors and affective factors.

This study provides a comprehensive overview of the current landscape of service robot acceptance research. It offers insights and theoretical directions to advance research in the T&H domain.

本研究旨在通过全面的文献综述, 为未来旅游与酒店(T&H)领域服务机器人接受的研究提供见解与指导。

本文采用归纳分析法对检索自Scopus和Web of Science数据库的249篇期刊文章进行分析。

自2008年出现第一篇研究机器人接受的文章以来, 机器人接受话题得到了极大关注, 尤其是在2019年之后。本研究评估了研究现状、方法、理论基础及影响接受的前因。系统性地归纳出影响机器人接受的五类前因：机器人设计、个体与组织、情境、评价及情感因素。

本研究全面概述了服务机器人接受研究的现状, 为推进旅游与酒店领域的研究进展提供了深刻见解与理论指导。

Este estudio tiene como objetivo proporcionar ideas y orientación para futuras investigaciones sobre la aceptación de robots de servicio en el ámbito del turismo y la hospitalidad (T&H) a través de una extensa revisión de la literatura.

Se revisaron un total de 249 artículos académicos, obtenidos de las bases de datos Scopus y Web of Science, utilizando un método de análisis inductivo.

Desde su aparición en 2008, el tema de la aceptación de robots ha recibido una atención significativa, especialmente después de 2019. La investigación evalúa el estado actual de la investigación, las metodologías empleadas, las bases teóricas y los factores que influyen en la aceptación. Se identificaron de manera sistemática cinco categorías de antecedentes que afectan la aceptación: factores de diseño del robot, factores individuales/organizacionales, factores situacionales, factores de evaluación y factores afectivos.

Este estudio proporciona una visión integral del panorama actual del panorama actual de la investigación sobre la aceptación de robots de servicio. Ofrece ideas y direcciones teóricas para avanzar en la investigación en el ámbito de T&H.

This study aims to inspect the impact of US climate policy uncertainty (CPU) on the economic growth of Asian countries with the moderating role of crude oil price (COP) changes.

The Im-Pesaran Sin and Fisher-type tests are used for stationarity check, while Kao and Pedroni tests are used for cointegration analysis. The Hausman test is applied for model selection, where pooled mean group autoregressive distributed lag (PMG/ARDL) has been selected and applied. Besides, the fully modified ordinary least squares is also used for robustness analysis. Additionally, the literature review and descriptive statistics have been used.

The main findings disclosed that US CPU negatively impacted the economic growth of Asian economies with high significance in the long run whereas insignificant in the short run. The results further concluded that COP positively affected economic growth both in the short and long run. Furthermore, the results also revealed that COP significantly and positively moderates the relationship between CPU and COP in the long and short run.

The study is the first of its kind to examine the impact of the US CPU on the economic growth of Asian economies. Second, it further revealed the moderating role of COP between US CPU and economic growth. Third, a large panel of data from Asian countries has been considered. Fourth, the study adds to the current literature by using the PMG/ARDL model to determine the impact of US CPU on economic growth. Additionally, this study focuses on the US CPU because it is a developed country playing a significant role in energy and climate issues, and has been very uncertain.

This study aims to explore the global issues of impulse buying, compulsive purchasing and materialism. It examines how materialism relates to self-esteem and the tendencies for impulsive and compulsive buying. In addition, the study delves into the impact of religiosity on self-esteem and materialistic values in an Islamic country.

Enumerators visited universities, distributing 415 questionnaires and receiving 397 in return. Due to the unavailability of a sample frame for the target population, the study used nonprobability sampling for statistical analysis, which included assessments of normality, reliability, validity and bootstrapping for the structural model, the researchers used Smart PLS.

The study confirmed 13 hypotheses while rejecting four. The unsupported hypotheses are: (i) materialism negatively impacts impulsive purchasing behavior, (ii) impulsive purchasing does not mediate the relationship between materialism and compulsive purchasing, (iii) materialism does not mediate the relationship between religiosity and impulsive purchasing and (iv) in an Islamic country, neither materialism nor impulsive purchasing significantly mediates the relationship between religiosity and compulsive purchasing.

This study was conducted in a city within a developing Islamic nation, focusing on college students. It suggests that future research could include more cities, a diverse population segments and multicultural perspectives. The research primarily examined the direct relationships between religiosity and factors such as self-esteem, materialism and impulsive purchasing. Future studies could explore religiosity as a mediating factor. This study highlights that materialism (M), impulsive buying (IB) and compulsive buying (CB) are not only closely interconnected but also adversely affect individual, family and societal well-being, raising global concerns. While occasional impulsive behavior is common among individuals in Islamic nations, repeated indulgences in the same behavior could lead to an obsession with excessive purchasing.

This study holds significant implications for consumers and retailers. Excessive and unnecessary spending can increase financial burden and adversely affect family welfare. Often, families and acquaintances inadvertently teach children to engage in extreme purchasing behaviors. To combat this, families and religious leaders should educate individuals about the detrimental effects of impulsive and compulsive purchasing. In addition, colleges and other institutions should organize seminars and workshops to address these issues. Retailers, whose sales largely depend on impulsive and compulsive consumers, should employ interpersonal influencers and brand advocates to connect with this customer segment effectively.

This study examined the relationship between religiosity, materialism, self-esteem and impulsive and compulsive purchasing behaviors. This study thoroughly tested 17 hypotheses, encompassing direct, mediating and multimediating relationships. The findings reveal that materialism’s impact on impulsive behavior is negligible compared to previous research, corroborating the findings presented in the cited literature.

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

This case study is suitable for students of the graduate and undergraduate programs in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

Village health volunteers are community health volunteers in Thailand that have helped the government deliver public health services for many years, particularly during the coronavirus disease 2019 (COVID-19) pandemic. Though labeled as “volunteers,” the village health volunteers are recruited, trained and supervised in a manner similar to how a government agency recruits, trains and supervises its street-level bureaucrats (SLBs). This study examines the two factors that affect how these street-level quasi-bureaucrats use their professional discretion: transformational leadership and public service motivation (PSM). Transformational leadership means a leadership style that develops, shares and sustains a vision to elevate SLBs to higher levels of performance, while PSM is defined as an SLB’s predisposition to make a difference by working in the public sector with a sense of calling. This study attempts to analyze the mediating role of psychological empowerment in the relationship between transformational leadership, PSM and professional discretion.

The paper uses a three-wave survey-based quantitative method to avoid common method biases. This method provides evidence gathered from 105 subdistrict health promotion hospitals and 798 village health volunteers (VHVs) in five provinces in Thailand.

PSM and transformational leadership influence the village health volunteers' use of professional discretion indirectly through the psychological empowerment mechanisms that make them feel positive toward their village health volunteer role and responsibility. The authors' findings suggest that the hospital directors' transformational leadership induces the village health volunteers' use of professional discretion by making them feel competent to do their work and feel fulfilled and valuable about their work. Similarly, the village health volunteers' PSM leads them to use professional discretion by making them feel fulfilled and valuable and by convincing them of the social and community impact of their work.

While existing research focuses on VHVs' role in alleviating capacity constraints on the health care system, this study revealed an equally important role played by hospital directors. These directors' transformational leadership was instrumental in enhancing VHVs' psychological empowerment – particularly their perceptions of the meaning of their work and their competence – that ultimately enabled them to use professional discretion in their work. This study also highlighted the importance of VHVs' PSM, which leads to their use of professional discretion via the meaning and impact dimensions of psychological empowerment. Based on this study, PSM should also be incorporated into the community health volunteers' recruitment criteria. Also, public health agencies should consider including transformational leadership in the hospital directors' training programs and their promotion criteria.

As VHVs' high-PSM level was found to enhance their professional discretion, the process of recruiting ordinary citizens to serve as community health volunteers should incorporate assessment of the candidates' PSM. Also, the Ministry of Public Health should design and assign tasks that citizen volunteers, particularly VHVs, consider meaningful and at which they feel competent.

Aside from technical training, directors of the subdistrict health promotion hospitals should regularly receive soft skill training (i.e. leadership training) and transformational leadership characteristics should be included in the government criteria for promotion.

While past research has examined the impact of other leadership styles on psychological empowerment, this study took a further step by examining the mediating effects of psychological empowerment on the relationship between transformational leadership and professional discretion among VHVs. The authors analyzed the mechanism linking PSM to the VHVs' professional discretion. In addition, by examining the relative importance of different dimensions of psychological empowerment, this study offers a nuanced understanding of the psychological processes by which transformational leadership and PSM shape the SLBs' use of professional discretion in their work.

This paper aims to explore customers’ pro-environmental behaviors (PEBs) adopted at hotels that implement green practices. A method to examine the gap between self-reported and actual PEBs is presented.

The empirical study is divided in two parts. The first one comprised a survey questionnaire administered to 136 customers who stayed in Portuguese hotels (Sample 1). The second one consisted of 495 in-room consumer PEBs observations (Sample 2). A method was developed to compare self-reported and actual PEBs, combining the answers given to the questionnaire and the observed PEBs implemented by customers during their stay. The aggregate observations of in-room consumer’s PEBs enabled the development of an index to assess the actual PEBs (ACTUALPEBI). This index was then compared with the self-reported PEB index (REPORTEDPEBI).

The majority of guests indicated adopting environmentally friendly practices while at the hotel, and 50% of REPORTEDPEBI rank similarly to ACTUALPEBI.

Understanding and measuring both actual and reported PEBs of guests offers valuable insights for hotel managers and marketers. This information can be used to target specific consumer segments with green marketing campaigns and develop educational programs that effectively encourage guest participation in hotel sustainability efforts. While the survey participants were international, the research itself was limited to hotels in Portugal. Therefore, future research should involve more participants and be conducted across different countries.

Understanding and measuring both actual and reported PEBs of guests offers valuable insights for hotel managers and marketers. This information can be used to target specific consumer segments with green marketing campaigns and develop educational programs that effectively encourage guest participation in hotel sustainability efforts.

This study proposes an alternative method for analyzing customers’ PEBs by observing actual PEBs during their stay and comparing them to self-reported PEBs, thereby reducing answer biases.