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The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following a perception-evaluation-intention chain.

The present study suggests that both perceived enjoyment and usefulness have a positive influence on satisfaction, which in turn affects intended following and recommendation of an account on Instagram. Data are collected from 548 members of a fashion brand community official Instagram account. After the validation of measurement scales, the hypotheses are contrasted using a structural equation model.

Results show that both perceived enjoyment and usefulness have a positive effect on satisfaction with the Instagram account, which in turn positively affects the intention to follow and recommend the account. Specifically, satisfaction fully mediates the influence of perceptions on intentions, except for the influence of perceived usefulness on intended recommendation as these variables are also directly linked.

The findings help managers to understand consumers’ behavioral intentions on Instagram and note the relevant role of perceived enjoyment and usefulness in creating a satisfactory experience in this context.

Nowadays, brands and users are continuously joining Instagram and, as a result of its growing importance, there is a need to better understand consumer behavior in this context. This research analyses the antecedents of both the intention to follow and recommend an account on Instagram.

Encouraging travelers to create value that benefits firms is of great relevance for companies that operate in online contexts. The purpose of this study is to investigate, focusing on online travel agencies, how monetary promotions (i.e. economic incentives) and non-monetary promotions (i.e. draws and contests) conducted through social media enhance customers’ voluntary behaviors (i.e. suggestions, word of mouth, and social media interactions) that go beyond brand choice, which may provide benefit to firms.

The research model draws on the social exchange theory, equity theory and the concept of perceived support – how customers perceive that companies care about their well-being. The authors collect information from 491 users of online travel agencies in Spain and test their hypotheses using partial least squares. They also evaluate the existence of indirect effects.

Promotions developed by companies make customers more likely to perform, voluntarily, the helping behaviors of suggestions, word of mouth and social media interactions, through the influence of perceived support.

Use of a single survey to collect measures and restriction of the sample to Spanish-speaking travelers suggests caution in generalizing the results. Future research could investigate other company-initiated actions and other value-creating behaviors of travelers.

Promotions help develop perceived support for customers, which leads to voluntary, valuable traveler behaviors. Promotions may be also sufficient to trigger some customer behaviors, such as word-of-mouth.

Based on the social exchange and equity theories, this paper investigates the influence of social media promotions on customers’ voluntary behaviors via perceived support.

Considering the increasing impact of Artificial Intelligence (AI) on financial technology (FinTech), the purpose of this paper is to propose a research framework to better understand robo-advisor adoption by a wide range of potential customers. It also predicts that personal and sociodemographic variables (familiarity with robots, age, gender and country) moderate the main relationships.

Data from a web survey of 765 North American, British and Portuguese potential users of robo-advisor services confirm the validity of the measurement scales and provide the input for structural equation modeling and multisample analyses of the hypotheses.

Consumers’ attitudes toward robo-advisors, together with mass media and interpersonal subjective norms, are found to be the key determinants of adoption. The influences of perceived usefulness and attitude are slightly higher for users with a higher level of familiarity with robots; in turn, subjective norms are significantly more relevant for users with a lower familiarity and for customers from Anglo-Saxon countries.

Banks and other firms in the finance industry should design robo-advisors to be used by a wide spectrum of consumers. Marketing tactics applied should consider the customer’s level of familiarity with robots.

This research identifies the key drivers of robo-advisor adoption and the moderating effect of personal and sociodemographic variables. It contributes to understanding consumers’ perceptions regarding the introduction of AI in FinTech.

Previous research into online reviews in the hospitality industry has focused mainly on big companies; thus, it is not yet known whether its findings apply also to small and medium enterprises (SMEs), the most abundant in the sector. Focusing on online reviews in the hospitality sector, this study aims to analyse whether firm size moderates the relationship between online review valence and customer responses.

This study uses a 2 (positive vs negative online review) × 2 (SME vs big company) experimental research design conducted in two hospitality settings, hotels and restaurants.

The impact of online reviews on customer responses is less intense for smaller hospitality companies.

This study incorporates firm size as a moderator of the relationship between online review valence and customer responses in two hospitality settings, restaurants and hotels.

以往针对酒店业的在线评论研究主要集中在大型企业上, 因此这些研究结果是否也适用于中小企业尚不清楚, 而中小企业在该行业中最为普遍。本研究重点研究了酒店业中的在线评论, 分析了企业规模是否在在线评论极性与客户反应之间的关系中起到调节作用。

本研究采用2（正面与负面在线评论）×2（中小企业与大型企业）的实验研究设计, 并在两个实验环境下（酒店和餐饮）进行研究。

对规模较小的酒店企业来说, 在线评论对客户反应的影响并不强烈。

本研究将企业规模作为餐厅和酒店行业中在线评论极性和客户反应关系的调节变量。

Online reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online reviews. This study aims to shed light on this by analyzing whether the attitudes and behavioral intentions generated by online reviews are different for these two generational cohorts.

An experimental procedure was designed to manipulate online review valence; data were collected from 351 respondents in two samples, Generation X and millennial participants.

Results suggested that positive online reviews generate more positive customer attitudes and booking intentions than negative online reviews. In addition, Generation X vs millennials moderates the link among online review valence, attitudes and booking intentions. The resultant behaviors from online reviews are more intense among Generation X than for millennials.

Managers should be aware of online review valence and their customers' generational cohort, that is, whether they are millennials or Generation X, as they react differently to online reviews.

This research examines the moderating role of millennials and Generation X in the relationship between online reviews, consumer attitudes and behavioral intentions. The aim is to explain how millennial and Generation X consumers react to eWOM, that is, whether generational cohort mitigates or enhances the effects of positive vs negative online reviews on consumer reactions.

The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical AI investment services.

Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers' characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor's name (i.e., robo-advisor vs. AI-advisor).

The results indicated that customers' technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation as analytical AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance.

This is the first study to analyze the role of customers' technology readiness in the adoption of analytical AI. The authors link the findings to previous technology adoption and automated services' literature and provide specific managerial implications and avenues for further research.

With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.

Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.

Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.

Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.

This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

Service robots are taking over the organizational frontline. Despite a recent surge in studies on this topic, extant works are predominantly conceptual in nature. The purpose of this paper is to provide valuable empirical insights by building on the attribution theory.

Two vignette-based experimental studies were employed. Data were collected from US respondents who were randomly assigned to scenarios focusing on a hotel’s reception service and restaurant’s waiter service.

Results indicate that respondents make stronger attributions of responsibility for the service performance toward humans than toward robots, especially when a service failure occurs. Customers thus attribute responsibility to the firm rather than the frontline robot. Interestingly, the perceived stability of the performance is greater when the service is conducted by a robot than by an employee. This implies that customers expect employees to shape up after a poor service encounter but expect little improvement in robots’ performance over time.

Robots are perceived to be more representative of a firm than employees. To avoid harmful customer attributions, service providers should clearly communicate to customers that frontline robots pack sophisticated analytical, rather than simple mechanical, artificial intelligence technology that explicitly learns from service failures.

Customer responses to frontline robots have remained largely unexplored. This paper is the first to explore the attributions that customers make when they experience robots in the frontline.

Based on goal-directed behavior, this study explores the direct effects and the interaction between health and environmental concerns as the main drivers of organic food consumption. Consumer's economic problems are proposed as the main barrier for such behavior from a cost-benefit approach theoretically grounded on decision theory.

Data were collected using the 26,669 European 95.1 wave participants of the Eurobarometer survey. Logistic regression estimates are used to analyze the hypotheses postulated.

The results indicated the significant association of both health and environmental concerns with organic food consumption, as well as the existence of an interactive effect between both consumer goals. As a novel finding, health concern weakens the influence of environmental concern on organic food consumption. Consumer's economic problems harms the expansion of organic food consumption as well as other socio-demographic factors included as control variables.

For the first time, this research explores the interaction effect between health and environmental concerns as antecedents of organic food consumption. The study argues that these consumer goals present differential features in terms of individual importance, feasibility, abstractness and outcome demonstrability, resulting in a prevalence of health over environmental goals for some consumers. The research provides not only novel insights for understanding organic food consumption but also provides additional evidence for practitioners to develop sales strategies and policymakers to formulate policies to guide the promotion of this so desired example of sustainable consumption.