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The Chinese market represents an increasingly popular destination for wine firms and recent opportunities derive from the growth of e-commerce. The aim of this paper is to understand the impact of digital platforms on wine firms' internationalisation in China by adopting the service ecosystems approach.

The authors carried out a case study of Italian premium wine firms from the Valpolicella area by collecting 27 semi-structured interviews with key informants that operate at the micro-, meso- and macro-levels of the internationalisation ecosystem. Italian wine firms were selected as the focus of the analysis, given the recent sales growth of their products in the Chinese market.

Results show that digital platforms hold a key role in the wine firms' internationalisation in China, intervening with resource integration mechanisms, alignment to the cultural context and mediating firms' digital presence in the market. The platformisation dynamics also reveal the existence of enablers and constraints in the firm internationalisation through digital platforms.

The authors aim to contribute to the marketing literature by analysing how digital platforms influence the wine firms' internationalisation in China through an original perspective, i.e. the service ecosystems lens.

The study adopts the service ecosystems approach to understand the internationalisation of wine firms in the Chinese market through digital platforms.

This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).

A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.

Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.

The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.

Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.

This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.

The aim of this study is to understand how digital platforms and context-specific characteristics of China – such as swift guanxi – affect opportunities for small and medium enterprises (SMEs) entering this market.

This study adopts a qualitative approach based on a multiple-case study of Italian SMEs in the wine industry that have activated international activities in China. Primary data consist of 32 interviews with SMEs’ managers, local consumers and other stakeholders involved in firm internationalization.

The findings of this study highlight that in SMEs’ internationalization, the process of knowledge/learning on digital platforms takes place in a bidirectional way thanks to the interactions among multiple stakeholders, which activate consumer education and knowledge sharing.

While previous research has emphasized firms' knowledge acquisition in the internationalization process, this study incorporates both the consumer perspective and the firm perspective, along with considering interactions with various stakeholders.

Through the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an omni-digital environment, particularly by focusing on the most important digital touchpoints implemented to interact with stakeholders.

A qualitative analysis was performed by conducting 36 semi-structured interviews with key informants operating in B2B high-tech startups, including founders, CEOs, managing directors, marketing managers and other actors from this sector.

The results reveal the enablers, inhibitors and specific objectives of startups in their brand-building processes across digital touchpoints in an omni-digital environment.

This study offers new theoretical insights into new ventures’ brand management strategies through the development of a theoretical framework in which the enablers, inhibitors and specific objectives of the brand-building process of startups are identified. Although the recent literature has addressed the topic of startup brand building, this is the first study, to the authors’ knowledge, focused on the brand-building process of B2B high-tech startups in an omni-digital environment.

This paper examines the relationship between university resources and student complaint management in Malaysian higher education institutions (HEIs). The paper is premised on organisational justice theory (OJT), which conceptualizes complaint handling, satisfaction and fairness among stakeholders in the educational domain.

This paper adopts a quantitative method using a survey research design. An online survey is administered to 381 students in three selected HEIs in Malaysia. Data are analysed and tested using the SmartPLS 3.0 algorithm to evaluate measurement and structural models.

Students’ experience in the use of online and offline university resources varies across different levels of education. The findings indicate that offline and online resources contribute substantially to students’ complaints. This study establishes the significance of an effective complaint-handling mechanism for continuous feedback and improvement in HEIs.

Within the context of policy in HEIs, the originality of this paper lies in its focus on the relationship between resources and student complaints based on the diverse complaint-handling mechanisms in Malaysian HEIs.

The aging and deterioration of engineering building structures present significant risks to both life and property. Fiber Bragg grating (FBG) sensors, acclaimed for their outstanding reusability, compact form factor, lightweight construction, heightened sensitivity, immunity to electromagnetic interference and exceptional precision, are increasingly being adopted for structural health monitoring in engineering buildings. This research paper aims to evaluate the current challenges faced by FBG sensors in the engineering building industry. It also anticipates future advancements and trends in their development within this field.

This study centers on five pivotal sectors within the field of structural engineering: bridges, tunnels, pipelines, highways and housing construction. The research delves into the challenges encountered and synthesizes the prospective advancements in each of these areas.

The exceptional performance of FBG sensors provides an ideal solution for comprehensive monitoring of potential structural damages, deformations and settlements in engineering buildings. However, FBG sensors are challenged by issues such as limited monitoring accuracy, underdeveloped packaging techniques, intricate and time-intensive embedding processes, low survival rates and an indeterminate lifespan.

This introduces an entirely novel perspective. Addressing the current limitations of FBG sensors, this paper envisions their future evolution. FBG sensors are anticipated to advance into sophisticated multi-layer fiber optic sensing networks, each layer encompassing numerous channels. Data integration technologies will consolidate the acquired information, while big data analytics will identify intricate correlations within the datasets. Concurrently, the combination of finite element modeling and neural networks will enable a comprehensive simulation of the adaptability and longevity of FBG sensors in their operational environments.

This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.

An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.

Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.

The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.

This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

The aim of this study is to understand how the dimensions of esports streaming viewers’ customer experience influence their intentions to buy brands produced by sponsors, both directly and through the mediating effect of their identification with players and teams.

Data were collected through an online survey of 396 regular esports viewers in Spain, using convenience sampling. The proposed conceptual model was evaluated using partial least squares structural equation modeling (PLS-SEM).

The results showed that the four dimensions of the viewer's customer experience (cognitive, affective, sensory and social) predicted his/her social identification with players/teams. In turn, social identification positively influenced purchase intentions for the sponsoring brand. The cognitive, affective and social dimensions of the experience indirectly influenced purchase intentions for the sponsoring brand, through social identification.

This study improves the understanding of esports viewers’ experiences and their impact on purchase intentions toward the sponsoring brand, and the key role of the viewer’s social identification with players/teams.

This paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework.

The study utilized an online survey conducted through Qualtrics survey software to validate the proposed framework. The sample (N = 612) consisted of viewers of a Turkish esports live streamer with a substantial following on both Twitch and YouTube. The main research framework was tested using AMOS 22, and the serial mediation analyses were done using Process v3.0 on SPSS.

The findings of this study are significant, revealing that streamer credibility (SC) factors – trustworthiness, attractiveness and expertise – have a profound impact on the response variables purchase intention (PI) and WTP through streamer identification (STI). Moreover, the study uncovers that the time spent watching the streamer significantly influences WTP for games, a crucial insight for the gaming industry.

By bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments. It highlights the multifaceted nature of viewer-streamer interactions and their implications for marketers and industry stakeholders seeking to navigate the expanding landscape of live stream commerce.

This paper offers a novel structural framework that synthesizes multiple perspectives to investigate the relationship between esports streamers’ credibility and viewers’ spending behaviour. By incorporating concepts from the source credibility model, social identity theory and S-O-R framework, the study not only expands upon existing theories of identity in the streaming domain but also provides a comprehensive understanding of the factors influencing consumer behaviour in online gaming environments.

Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”.

To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation.

Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product.

To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.