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As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.

Empirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.

The study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.

The generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.

The study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

This study examines the mediating role of motivation on outdoor recreation on the attitude–behavior and social marketing–behavior linkages. The paper scrutinizes the moderating impact of coronavirus disease 2019 (COVID-19) risk perception in transforming individual motivation on nature-based outdoor recreation into environmentally responsible behavior.

Data were collected and conducted in Vietnamese National Parks. The dataset consists of 900 valid responses by domestic travelers. The research was operationalized using empirical data and employed structural equation modeling (SEM) and SPSS PROCESS analysis.

First, this study confirms that outdoor recreation activities and business's marketing on social networks tend to transform into support for individual behavior in terms of protecting environment and having responsibility for environment. Second, the current paper also represents the academic efforts to contribute to outdoor recreation literature by explaining the current global problem that has caused serious upheaval in global society as well as individual life. The findings not only confirmed the mediating role of nature-based outdoor recreation motivation between attitude and behavior, but also examined the moderating effect of COVID-19 risk perception in the relationship between motivation and behavior.

The findings indicate the significant association of social marketing, environment attitudes, outdoor recreation motivation and environmentally responsible behavior. The findings not only confirmed the mediating role of nature-based outdoor recreation motivation between attitude and behavior, but also examined the moderating effect of COVID-19 risk perception in the relationship between motivation and behavior. These results provide key insights about examining visitors' behavior for environment protection during future infectious disease outbreaks.

Involvement plays a crucial role in understanding consumer behavior. In recent years, the concept of social innovation has gained momentum, resulting in the development of eco-friendly products and initiatives to tackle societal issues. This trend is driven by consumers, who are increasingly aware of the social benefits of the products they buy. The present study aims to investigate how socially innovative, environmentally conscious consumers can influence their engagement with eco-friendly products.

Researchers aimed to investigate the “impact of social innovation on involvement in environmentally friendly products.” They selected active members of various environmental organizations operating in the country to conduct the study. Convenience sampling was used to reach out to these members, and the managers of these organizations sent an electronic questionnaire to all members' email addresses.

The study found that socially innovative, environmentally conscious consumers tend to be more interested in the symbolic meaning and pleasure of products, leading to a decrease in perceived risk and risk importance.

There are limited studies examining the relationship between social innovation and product innovation. Therefore, the novelty of this research lies in its exploration of the relationship between these two concepts. Unlike previous studies, this research found a negative relationship between the dimensions of risk importance and risk probability. This result was interpreted as environmentally friendly products being sensitive to public welfare and not being perceived as risky by environmentalists.

This paper aims to present the findings from a European study on the digital skills gaps in tourism and hospitality companies.

Mixed methods research was adopted. The sample includes 1,668 respondents (1,404 survey respondents and 264 interviewees) in 5 tourism sectors (accommodation establishments, tour operators and travel agents, food and beverage, visitor attractions and destination management organisations) in 8 European countries (UK, Italy, Ireland, Spain, Hungary, Germany, the Netherlands and Bulgaria).

The most important future digital skills include online marketing and communication skills, social media skills, MS Office skills, operating systems use skills and skills to monitor online reviews. The largest gaps between the current and the future skill levels were identified for artificial intelligence and robotics skills and augmented reality and virtual reality skills, but these skills, together with computer programming skills, were considered also as the least important digital skills. Three clusters were identified on the basis of their reported gaps between the current level and the future needs of digital skills. The country of registration, sector and size shape respondents’ answers regarding the current and future skills levels and the skills gap between them.

The paper discusses the digital skills gap of tourism and hospitality employees and identifies the most important digital skills they would need in the future.

People around the world are not sufficiently capable or willing to engage in retirement planning. New technological tools have been proposed as a promising solution to foster involvement and consequently encourage retirement planning. This paper aims to test whether an interactive online pension planner can improve participants’ behaviour, behavioural intentions, attitude, knowledge and perceived ease of use, usefulness and enjoyment.

In collaboration with a company specialised in technologically advanced pension planners, three different versions of an online pension planner were created. The control condition only allowed participants to check their pension situation and the composition of future retirement income. In the medium interactivity level, participants could choose to modify certain variables affecting their pension income, on top of the features from the control. The highly interactive planner additionally included an interactive budget tool and showed whether the accumulated pension income was sufficient to cover the desired spending. Data were collected with the help of an online panel (N = 285).

This paper finds a positive effect of interactivity on behaviour within the planner, that is, the number of clicked options, as well as on participants’ intention to check their personal pension situation in the upcoming three to six months. Moreover, this paper finds gender differences: male participants prefer a high level of interactivity, while women prefer a medium level.

An interesting modification to the current research design would be to use personal, self-relevant data in the online pension planner. Moreover, conducting the study in a computer laboratory could increase concentration on the task, and hence involvement. Next to gender, there might be other factors that possibly influence the results. It would be interesting to investigate other measures of behaviour such as the time spent on the pension planner. Further research should also study the effects of other features that shape user’s perception of interactivity, which include human-to-human interactivity.

The results show that technological services, such as advanced online pension planners, can positively affect engagement with retirement planning. Thus, pension providers are encouraged to use interactive online pension planners. The results with respect to gender suggest tailoring pension planners to match specific preferences of recipients. New service technologies provide novel opportunities to cater to individual differences by, for example, integrating less interactive features for women than for men in a pension planner. Moreover, cognitive involvement should be stimulated by integrating relevant, interesting and valuable information.

Lack of engagement with retirement planning is an important challenge to Western societies. People who do not sufficiently search for information about their expected pension benefits may encounter significant pension gaps resulting in detrimental welfare effects at retirement. This problem is enhanced by the fact that increasingly, the risks and responsibility for retirement planning are being shifted towards pension plan participants themselves. Thus, finding ways to increase engagement with retirement planning by making use of advances in service technologies brings benefits to society.

First, this paper contributes to the customer engagement literature by studying how new technological interfaces improve user experiences, knowledge and engagement within the low involvement context of retirement planning. Second, this paper advances service research by zooming in on customer heterogeneity in using the technology-based online pension planner and studying the moderating effect of involvement and gender more closely. Third, this paper contributes to the financial services literature by studying how new service technologies can help to increase attitudes, knowledge and engagement with retirement planning.