Spanish Journal of Marketing - ESIC

Purpose As firms increasingly mobilize their histories to differentiate themselves in competitive and uncertain markets, brand heritage has emerged as a critical construct linking the past to present and future strategy. However, existing research reflects a range of different theoretical, methodological and contextual perspectives on brand heritage. Therefore, the purpose of this study is to organize the extant literature of brand heritage into a coherent theoretical model and propose a research agenda for this domain. Design/methodology/approach A systematic literature review of 91 peer-reviewed articles published between 2011 and 2024 was conducted. The theory-context-methodology (TCM) framework was used to analyze the current state of the research topic while McCracken’s (1986) model of meaning transfer was adopted to offer a coherent account of how heritage meanings are constructed, communicated and experienced. Findings The review contributes by identifying theoretical gaps, underexplored contexts and methodological limitations in brand heritage scholarship, while also framing brand heritage as a dynamic concept that evolves from institutional encoding to symbolic communication and eventual consumer appropriation. Together, these approaches help delineate a research agenda for the field. Originality/value This systematic literature review uniquely integrates the TCM framework with McCracken’s model of meaning transfer to develop a multilevel analytical structure that consolidates extant literature and clarifies future research areas of brand heritage.

Purpose Despite scholarly discussions of online privacy concern (OPC) in the digital information landscape, a notable trend is that users exhibit various non-statical privacy concerns and increasingly sophisticated coping behaviors during human–computer interactions. Therefore, this paper aims to explicitly examine this phenomenon and the relationships between OPC and coping strategies that users engage with. A cohesive review is developed to elucidate how OPC predicts users’ coping behavior. Design/methodology/approach This review leveraged a systematic literature review to synthesize 145 OPC research papers in information systems and proposed a nomological and analytical framework for OPC. Findings The study delineated a nomological network with antecedents, mechanisms and interventions in the relationship between OPC and user coping behavior. Prior studies had underexplored the non-statical nature of OPC and the user privacy status quo, overlooking that the coping responses could switch over time. Originality/value The paper integrates a literature review and framework approach to help comprehend OPC and users’ transitory coping behavior. A continuum of privacy status based on a control-and-threat equilibrium framework was proposed, consisting of four phases: adoption, continuance, modification and avoidance. By doing so, this study outlines four OPC research directions for future studies.

This paper aims to provide a conceptual clarification of the phenomenon of time pressure (TP) in retail environments. By systematically reviewing empirical studies on TP in retailing literature from 1983 to 2025, this study seeks to trace the evolution of the concept, discuss its conceptual underpinnings and highlight its impact on consumer behaviour in retail settings. A systematic review of empirical studies on TP in retailing literature was conducted, covering the period from 1983 to 2025. The review findings are categorised into four areas: antecedents, consequences, differences across online and offline retail settings and research methodologies used in the literature. Consumers under TP spend less time in-store, reduce browsing and search, rely on heuristics and gravitate toward easy-to-evaluate options. TP reduces unplanned purchases, increases purchase shortfall, alters choice patterns, affects post-purchase return behaviour and preference for retail technologies. Its effects are moderated by factors such as product type, decision complexity, consumer traits and retail format (offline versus online). This paper presents the first comprehensive review of empirical studies on TP in retailing, synthesising its antecedents, behavioural consequences and theoretical foundations. This study contributes to the field by not only advancing conceptual clarity regarding TP but also providing actionable insights for retailers and researchers, facilitating the development of strategies that balance retail performance and consumer well-being.

PurposeThis study aims to investigate how consumers' cognitive and affective involvement, along with their perceived creativity, in activist-themed digital advertisements featuring interactive applications (e.g. AR tools), affect their sharing and recommending behaviors of these ads. This study also explores the moderating role of consumer attitudes toward interactive applications within the framework of brand activism.Design/methodology/approachUsing a sequential mixed-methods design, this study combines a quantitative survey (n = 500) and qualitative in-depth interviews (n = 20) with consumers from T & uuml;rkiye who experienced the #myheritagewater campaign, recognized as one of T & uuml;rkiye's most impactful sustainability initiatives. The quantitative phase applies structural equation modeling to test hypotheses regarding involvement, perceived creativity, attitudes toward interactivity and engagement behaviors. The qualitative phase used thematic analysis to explore consumers' emotional, cognitive and behavioral responses to the campaign's AR-based application.FindingsThe quantitative results showed that cognitive involvement and perceived creativity significantly predicted both sharing and recommending behaviors. Affective involvement significantly affected sharing behavior, but not recommending. Behavioral attitudes toward interactive applications strongly influenced both dependent variables. Qualitative findings supported these results and further revealed that AR-enhanced features increased environmental awareness and fostered behavioral transformation through immersive experiences.Originality/valueThis study contributes to the literature by integrating the consumer involvement theory to examine how immersive technologies in activist-themed advertising affect multidimensional engagement. This study also highlights the role of perceived creativity and interactivity in shaping consumers' ethical and behavioral responses, offering insights for both scholars and practitioners designing technology-driven, socially responsible campaigns. Activismo de marca e implicaci & oacute;n del consumidor: estudio de una campa & ntilde;a publicitaria digital con m & eacute;todos mixtosObjetivoEste estudio tiene como objetivo analizar c & oacute;mo la implicaci & oacute;n cognitiva y afectiva de los consumidores, junto con su creatividad percibida, en anuncios digitales con tem & aacute;tica de activismo que incorporan aplicaciones interactivas (por ejemplo, herramientas de realidad aumentada), influyen en sus comportamientos de compartir y recomendar dichos anuncios. Asimismo, se examina el papel moderador de las actitudes de los consumidores hacia las aplicaciones interactivas dentro del marco del activismo de marca.Dise & ntilde;o/metodolog & iacute;a/enfoqueMediante un dise & ntilde;o secuencial de m & eacute;todos mixtos, el estudio combina una encuesta cuantitativa (n = 500) y entrevistas cualitativas en profundidad (n = 20) con consumidores de Turqu & iacute;a que experimentaron la campa & ntilde;a #myheritagewater, reconocida como una de las iniciativas de sostenibilidad m & aacute;s influyentes del pa & iacute;s. En la fase cuantitativa se emplean modelos de ecuaciones estructurales (SEM) para contrastar hip & oacute;tesis relacionadas con la implicaci & oacute;n, la creatividad percibida, las actitudes hacia la interactividad y los comportamientos de engagement. La fase cualitativa utiliza an & aacute;lisis tem & aacute;tico para explorar las respuestas emocionales, cognitivas y conductuales de los consumidores ante la aplicaci & oacute;n basada en realidad aumentada de la campa & ntilde;a.ResultadosLos resultados cuantitativos muestran que la implicaci & oacute;n cognitiva y la creatividad percibida predicen significativamente tanto los comportamientos de compartir como de recomendar. La implicaci & oacute;n afectiva influye significativamente en el comportamiento de compartir, pero no en el de recomendar. Las actitudes conductuales hacia las aplicaciones interactivas influyen de forma significativa en ambas variables dependientes. Los resultados cualitativos respaldan estos hallazgos y revelan adem & aacute;s que las funcionalidades basadas en realidad aumentada incrementan la conciencia ambiental y fomentan cambios conductuales a trav & eacute;s de experiencias inmersivas.Originalidad/valorEste estudio contribuye a la literatura al integrar la teor & iacute;a de la implicaci & oacute;n del consumidor para analizar c & oacute;mo las tecnolog & iacute;as inmersivas en la publicidad con tem & aacute;tica de activismo influyen en el engagement multidimensional. Asimismo, destaca el papel de la creatividad percibida y la interactividad en la configuraci & oacute;n de las respuestas & eacute;ticas y conductuales de los consumidores, ofreciendo implicaciones tanto para investigadores como para profesionales en el dise & ntilde;o de campa & ntilde;as tecnol & oacute;gicas con responsabilidad social. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(n = 500)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(n = 20), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) #myheritagewater (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SEM)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic); (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic); (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

Purpose This study aims to examine how Instagram travel influencers’ expertise and destination brand content aesthetics influence destination brand love, which in turn drives brand sacredness, fidelity and positive word of mouth (+WOM), amid ongoing debates on the role of consumer dis/satisfaction in WOM communication. Design/methodology/approach An explanatory sequential mixed-methods design was used. The quantitative phase involved a two-wave online survey (n = 536) with convenience sampling, analyzed via covariance-based structural equation modeling in SmartPLS4. In the qualitative phase, semistructured interviews with 27 purposively selected participants were conducted, and thematic analysis was performed using NVivo14 to enrich the survey findings. Findings This study identified Instagram travel influencers’ expertise and brand content aesthetics as key drivers of brand love. Brand love positively correlated with brand sacredness, which, in turn, boosted brand fidelity and +WOM. In addition, brand fidelity enhanced +WOM. Practical implications This study offers valuable insights that can be used to optimize strategies, benefiting both social media platforms and destination brands. Originality/value This study integrates the source credibility model, dual process theory and relationship maintenance triad to develop and test a research model, enhancing the understanding of travel influencers and content aesthetics in +WOM.

Purpose This article aims to investigate which attributes of consumer-to-consumer (C2C) secondhand platforms can influence the Please, see consumer’s decision to pay a membership fee when they act as a seller of used goods. Design/methodology/approach Drawing on uses and gratifications theory, this study proposes factors that can affect sellers’ willingness to pay (WTP) and applies structural equation modeling to a sample of 442 Spanish online consumers. Findings Platform business and communication support, responsiveness and payment reception security are important attributes in determining sellers’ WTP. Surprisingly, customization influences WTP negatively, and efficiency and enjoyment have no effects. Originality/value This study is among the first to take account of sellers’ motivations to pay for C2C platforms, addressing four specific factors: customization, platform business support, platform communication support and responsiveness. The discussion of the results provides C2C secondhand platforms with interesting managerial implications, including the importance of knowledge and security in their freemium strategies.

Purpose This study aims to examine the effectiveness of gamified loyalty programs (GLPs) in the grocery retail industry, focusing on factors that influence their perceived benefits and their impact on customer satisfaction and loyalty. Design/methodology/approach Data was gathered from 203 users of a leading supermarket Card in Portugal’s grocery sector via an online survey. The analysis used confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM). Findings The study shows that monetary savings and convenience enhance perceived usefulness, while exploration negatively impacts it, likely due to the task-oriented nature of grocery shopping. Entertainment and social/recognition benefits are less influential. Originality/value The study establishes a positive link between ease of use, program satisfaction and customer loyalty. It pioneers the examination of GPLs in the grocery sector, using an adapted technology acceptance model (TAM) to provide new insights into the perceived usefulness and ease of use of gamified systems.

Purpose This study aims to explore how metaverse experiences, visitor well-being, engagement and environmental awareness influence responsible travel behavior, integrating the theory of planned behavior (TPB) with digital engagement and cognitive mechanisms. Furthermore, it explores the mediating role of big data capability and learning ambidexterity (BDLA) and the moderating role of leader conscientiousness in proposed relationships. Design/methodology/approach The authors used an online survey to collect data (n = 336), which was later analyzed through SPSS and AMOS. Findings Findings suggest that immersive metaverse experiences, visitor well-being, engagement and environmental awareness play key roles in fostering responsible travel behavior. Mediation analysis reveals that BDLA facilitates the transition from virtual experiences to real-world responsible behavior. Leader conscientiousness strengthens the effect of engagement on sustainability, highlighting the role of leadership in promoting responsible tourism. Research limitations/implications The study offers theoretical contributions and practical insights for tourism stakeholders, emphasizing the potential of virtual experiences to drive ethical and environmentally conscious travel behaviors. Originality/value This is one of the early attempts to examine the effects of metaverse experiences on responsible travel behavior. Additionally, the mediating role of BDLA and the moderating role of leader conscientiousness in proposed relationships contribute to the novelty of this study.

Purpose Brand coolness (BC) represents a significant force in modern marketing, significantly driving consumer preference, premium pricing potential and sustainable competitive advantage. While research has extensively documented its impact on brand value and consumer responses, strategically cultivating BC remains a critical yet understudied challenge for academics and practitioners. This study aims to address this gap by investigating brand anthropomorphism (BA) as an antecedent to BC. Design/methodology/approach Data was collected via an online survey from 583 Indian millennials and examined through structural equation modelling to evaluate hypothesised relationships. Findings BA significantly enhances BC through its multifaceted dimensions, including extraordinary, energetic, high-status, visually appealing, original, authentic, rebellious, connected to subcultures, iconic and popular. The results demonstrate that brands can systematically build coolness perceptions by strategically incorporating human-like characteristics, emotions and social behaviours. Research limitations/implications For practitioners, the findings provide specific strategies to impart BC through anthropomorphic features, offering a roadmap for brand managers to enhance brand positioning and consumer connections. For academics, it establishes a theoretical framework linking anthropomorphism to coolness creation, opening new research directions in strategic brand management. Originality/value This study’s contribution is twofold: it addresses the crucial gap in understanding how brands can proactively cultivate coolness, moving beyond the well-documented consequences and introduces anthropomorphism as a strategic tool for enhancing BC. This advances both theoretical understanding and practical application of BC management.

Purpose This study aims to investigate the differences in guest sentiments between smart and traditional hotels and to understand the factors that influence these differences. Design/methodology/approach Sentiment analysis was conducted on a data set comprising 8,147 reviews collected from TripAdvisor, with 3,664 reviews about smart hotels and 4,483 reviews about traditional hotels from 2016 to 2021. Data extraction was performed using Python with the Selenium package for web scraping. Findings The findings revealed no significant differences in guest sentiments between smart and traditional hotels across dimensions, including overall sentiment, cleanliness, value for money, room quality, sleep quality and location. However, traditional hotels received significantly higher sentiment scores in service quality than smart hotels. In addition, a significant positive relationship was found between sentiments towards each dimension and overall sentiments for both smart and traditional hotels. Originality/value Although research has investigated guest perceptions of smart and high-tech hotels, there has been no comparative study of perceptions between smart and traditional hotels. This study addresses this gap by using comparative sentiment analysis on online reviews. The findings provide academics and practitioners with essential insights into the performance of smart hotels compared to their traditional counterparts.

PurposeThis study aims to examine the continuance usage intentions of mobile wallet (m-wallet) users by testing an extended expectation-confirmation model (EECM) that integrates acceptance and postacceptance perspectives. The moderating role of perceived value is also assessed.Design/methodology/approachA multi-model framework was conceptualized using relevant literature. The research model was then tested through path analysis using survey data collected from existing m-wallet users. The authors also perform a multi-group analysis with SPSS 27.0 to evaluate differences in sociodemographic characteristics (gender, age, education, income, area of residence and weekly use of m-wallets).FindingsResults strongly support the integrated EECM, which combines the technology acceptance model (TAM) and the ECM while incorporating contextual variables such as perceived trust, social influence and perceived value.Research limitations/implicationsThe study extends postacceptance theory and provides practical insights for policymakers and marketers to design strategies that enhance satisfaction and strengthen continuance intentions.Originality/valueBy integrating TAM and ECM with additional contextual variables, this research addresses a key gap in the literature and offers a comprehensive understanding of continuance usage behavior in smartphone-based e-payment technologies. Elucidando el uso continuado de aplicaciones de billeteras m & oacute;viles desde la perspectiva del modelo extendido de confirmaci & oacute;n de expectativasObjetivoEste estudio examina las intenciones de uso continuado de los usuarios de billeteras m & oacute;viles (m-wallet) mediante la prueba de un Modelo Extendido de Confirmaci & oacute;n de Expectativas (EECM) que integra perspectivas de aceptaci & oacute;n y post-aceptaci & oacute;n. Tambi & eacute;n se eval & uacute;a el papel moderador del valor percibido.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe conceptualiz & oacute; un marco multimodelo utilizando literatura relevante. Posteriormente, el modelo de investigaci & oacute;n fue probado mediante an & aacute;lisis de rutas utilizando datos de encuestas recopilados de usuarios actuales de billeteras m & oacute;viles. Tambi & eacute;n se realiz & oacute; un an & aacute;lisis multigrupo (MGA) con SPSS 27.0 para evaluar diferencias en caracter & iacute;sticas sociodemogr & aacute;ficas (g & eacute;nero, edad, educaci & oacute;n, ingresos, & aacute;rea de residencia y uso semanal de billeteras m & oacute;viles).ResultadosLos resultados respaldan firmemente el EECM integrado, que combina el Modelo de Aceptaci & oacute;n Tecnol & oacute;gica (TAM) y el Modelo de Confirmaci & oacute;n de Expectativas (ECM), incorporando adem & aacute;s variables contextuales como la confianza percibida, la influencia social y el valor percibido.Limitaciones/implicaciones de la investigaci & oacute;nEl estudio ampl & iacute;a la teor & iacute;a de post-aceptaci & oacute;n y proporciona ideas pr & aacute;cticas para responsables de pol & iacute;ticas y profesionales del marketing, con el fin de dise & ntilde;ar estrategias que mejoren la satisfacci & oacute;n y refuercen las intenciones de uso continuado.Originalidad/valorAl integrar TAM y ECM con variables contextuales adicionales, esta investigaci & oacute;n aborda una brecha clave en la literatura y ofrece una comprensi & oacute;n integral del comportamiento de uso continuado en tecnolog & iacute;as de pago electr & oacute;nico basadas en smartphones. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(EECM), (sic)(sic)(sic)(sic)(sic)(sic)(m-wallet)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic) SPSS 27.0 (sic)(sic)(sic)(sic)(sic)(sic)(sic)(MGA), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic),(sic)(sic),(sic)(sic),(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) EECM (sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(TAM)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(ECM), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic) TAM (sic) ECM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThe purpose of this study is to investigate how natural content (NC) and regional product (RP) influence green consumption values and how it leads to brand trust (BT) through brand love (BL). This study also assesses whether anticipated pride (AP), a self-conscious moral emotion, moderates the affective pathways connecting values to trust.Design/Methodology/ApproachGrounded in the stimulus-organism-behavior-consequence framework, the model defines NC and RP as stimuli; green consumption values and BL as organismic states; and BT as the downstream consequence. This study applied partial least squares structural equation modeling to survey data collected from 203 consumers in India.Findings NC and RP significantly increase green consumption values. Green consumption values affect BT indirectly through BL, resulting in an indirect-only mediation pattern. BL serves as the main affective channel connecting sustainability values to relational outcomes. Contrary to theoretical expectations, AP weakens green consumption values-BL and BL-BT relationships, which aligns with moral self-regulation arguments indicating that AP signals adequate moral progress and weakens later affective evaluations.Originality/ValueThis study advances stimulus-organism-behavior-consequence research by showing that concrete sustainability cues (NC and RP) activate value-congruent, emotion-driven pathways that lead to BT. By identifying BL as the key affective mechanism and anticipate pride as a boundary condition that weakens these pathways, this study offers theoretical insight into how consumers translate sustainability values into brand relationships. The findings of this study guide the design of green branding interventions that balance value-, emotion- and pride-based appeals. De las se & ntilde;ales naturales a la confianza en la marca: el papel de los valores verdes y el orgulloObjetivoEste estudio investiga c & oacute;mo el contenido natural y el producto regional influyen en los valores de consumo verde, y c & oacute;mo estos conducen a la confianza en la marca a trav & eacute;s del amor a la marca. Tambi & eacute;n eval & uacute;a si el orgullo anticipado, una emoci & oacute;n moral autoconsciente, modera las v & iacute;as afectivas que conectan los valores con la confianza.Dise & ntilde;o/metodolog & iacute;a/enfoqueBasado en el marco est & iacute;mulo-organismo-comportamiento-consecuencia, el modelo define el contenido natural y el producto regional como est & iacute;mulos, los valores de consumo verde y el amor a la marca como estados organ & iacute;smicos, y la confianza en la marca como la consecuencia resultante. El estudio aplic & oacute; PLS-SEM a datos de encuestas recopilados de 203 consumidores en India.ResultadosEl contenido natural y el producto regional incrementan significativamente los valores de consumo verde. Estos valores afectan la confianza en la marca de forma indirecta a trav & eacute;s del amor a la marca, dando lugar a un patr & oacute;n de mediaci & oacute;n exclusivamente indirecta. El amor a la marca act & uacute;a como el principal canal afectivo que conecta los valores de sostenibilidad con los resultados relacionales. Contrariamente a las expectativas te & oacute;ricas, el orgullo anticipado debilita las relaciones entre valores de consumo verde-amor a la marca y amor a la marca-confianza en la marca, lo que concuerda con argumentos de autorregulaci & oacute;n moral que indican que el orgullo anticipado se & ntilde;ala un progreso moral suficiente y reduce evaluaciones afectivas posteriores.Originalidad/valorEl estudio avanza la investigaci & oacute;n del marco est & iacute;mulo-organismo-comportamiento-consecuencia al demostrar que se & ntilde;ales concretas de sostenibilidad (contenido natural y producto regional) activan v & iacute;as impulsadas por emociones y congruentes con los valores que conducen a la confianza en la marca. Al identificar el amor a la marca como el mecanismo afectivo clave y el orgullo anticipado como una condici & oacute;n l & iacute;mite que debilita estas v & iacute;as, el estudio ofrece una perspectiva te & oacute;rica sobre c & oacute;mo los consumidores traducen los valores de sostenibilidad en relaciones con la marca. Los hallazgos orientan el dise & ntilde;o de intervenciones de branding verde que equilibran apelaciones basadas en valores, emociones y orgullo. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)"(sic)(sic)-(sic)(sic)(sic)-(sic)(sic)-(sic)(sic)"(S-O-B-C)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(PLS-SEM), (sic)(sic)(sic)(sic)(sic)203(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)-(sic)(sic)(sic)-(sic)(sic)-(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThis study aims to validate the MARKOR University Scale to measure Market Orientation (MO) within Spanish-speaking higher education institutions (HEIs), addressing its underexplored application to student populations. It refines MO measurement tools to suit student-centered higher education contexts better.Design/methodology/approachA sample of 997 undergraduate students from private universities in Colombia was analyzed using a bifactor exploratory structural equation model (B-ESEM), which combines the strengths of exploratory and confirmatory factor analysis to assess the scale's validity and reliability.FindingsThe results demonstrate strong psychometric properties, with Cronbach's alpha and McDonald's Omega values exceeding 0.90 across all four dimensions. The B-ESEM yielded the best model fit (SRMR = 0.06; RMSEA = 0.04; TLI = 0.97; CFI = 0.98), confirming the general and multidimensional structure of MO. These findings validate the scale's applicability for assessing MO from a student perspective in Spanish-speaking HEIs, offering a strategic tool to align institutional practices with student needs.Research limitations/implicationsThe sample is limited to undergraduate students from private universities in Colombia, which may restrict the generalizability of the findings to other contexts or regions.Practical implicationsThe study provides insights for HEIs to align their academic offerings with student expectations, satisfaction, loyalty and institutional competitiveness.Social implicationsThe findings support developing inclusive educational environments that promote social mobility and citizenship.Originality/valueThis research fills a gap by adapting and validating the MARKOR framework for a student-centered approach. The use of B-ESEM strengthens its robustness, offering a comprehensive tool for evaluating student-centric MO. Orientaci & oacute;n al mercado en la educaci & oacute;n superior: validaci & oacute;n de una escala centrada en el estudianteObjetivoEste estudio valida la escala MARKOR University para medir la orientaci & oacute;n al mercado (OM) en instituciones de educaci & oacute;n superior (IES) de habla hispana, abordando su aplicaci & oacute;n a & uacute;n poco explorada en poblaciones estudiantiles. Asimismo, refina las herramientas de medici & oacute;n de la OM para adaptarlas mejor a contextos de educaci & oacute;n superior centrados en el estudiante.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe analiz & oacute; una muestra de 997 estudiantes de grado procedentes de universidades privadas en Colombia mediante un modelo bifactorial de ecuaciones estructurales exploratorias (B-ESEM), que combina las fortalezas del an & aacute;lisis factorial exploratorio y confirmatorio para evaluar la validez y fiabilidad de la escala.ResultadosLos resultados evidencian s & oacute;lidas propiedades psicom & eacute;tricas, con valores de alfa de Cronbach y omega de McDonald superiores a 0,90 en las cuatro dimensiones. El modelo B-ESEM mostr & oacute; el mejor ajuste (SRMR = 0,06; RMSEA = 0,04; TLI = 0,97; CFI = 0,98), confirmando la estructura general y multidimensional de la OM. Estos hallazgos validan la aplicabilidad de la escala para evaluar la orientaci & oacute;n al mercado desde la perspectiva del estudiante en IES de habla hispana, ofreciendo una herramienta estrat & eacute;gica para alinear las pr & aacute;cticas institucionales con las necesidades del alumnado.Limitaciones/implicaciones de la investigaci & oacute;nLa muestra se limita a estudiantes de grado de universidades privadas en Colombia, lo que puede restringir la generalizaci & oacute;n de los resultados a otros contextos o regiones.Implicaciones pr & aacute;cticasEl estudio proporciona orientaciones para que las IES alineen su oferta acad & eacute;mica con las expectativas de los estudiantes, as & iacute; como con su satisfacci & oacute;n, lealtad y competitividad institucional.Implicaciones socialesLos resultados contribuyen al desarrollo de entornos educativos inclusivos que fomenten la movilidad social y la ciudadan & iacute;a.Originalidad/valorEsta investigaci & oacute;n cubre un vac & iacute;o al adaptar y validar el marco MARKOR desde un enfoque centrado en el estudiante. El uso de B-ESEM refuerza la robustez del modelo, ofreciendo una herramienta integral para evaluar la orientaci & oacute;n al mercado centrada en el estudiante. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) MARKOR University (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(Market Orientation, MO)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)997(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(Bifactor Exploratory Structural Equation Modeling, B-ESEM)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic) Cronbach alpha (sic)(sic)(sic) McDonald's omega (sic)(sic)(sic)(sic)(sic)0.90.B-ESEM(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SRMR = 0.06; RMSEA = 0.04; TLI = 0.97; CFI = 0.98), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) MARKOR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic) B-ESEM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeShaping consumer buying behavior in livestream commerce is increasingly important as streamers play a central role in influencing real-time purchase decisions. While prior research has examined streamer attributes as direct antecedents of consumer behavior, the emotional and engagement-based mechanisms underlying these effects have not been fully explored. Therefore, this study aims to explore how streamer attributes (expertise, trustworthiness, attractiveness, entertainment and interaction) are associated with impulsive buying and purchase behavior through emotional trust and viewer engagement in livestream commerce.Design/methodology/approachA cross-sectional online survey was conducted among livestream shoppers in Vietnam. A total of 386 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 4.FindingsThe results reveal that emotional trust are associated with impulsive buying and purchase behavior through viewer engagement. Streamer expertise shows no significant indirect effects on buying behaviors. Interestingly, trustworthiness and attractiveness affect impulsive buying through emotional trust alone and through a serial mediation pathway involving emotional trust and viewer engagement, whereas their effects on purchase behavior emerge only via serial mediation. Entertainment and interaction are also associated with buying behaviors indirectly through viewer engagement.Originality/valueThis study proposes a dual-path model that integrates source credibility theory (SCT), uses and gratifications theory (UGT) and the affective-cognitive processing model to explain how streamer attributes are associated with impulsive buying and purchase behavior through emotional trust and viewer engagement. By distinguishing between two types of buying behaviors and incorporating SCT- and UGT-based streamer attributes, this research offers novel insights into the affective-cognitive mechanisms driving consumer decision-making in livestream commerce. In particular, the study highlights the serial mediating role of emotional trust and viewer engagement, providing a deeper understanding of the psychological pathways linking streamer attributes to consumer behavior. C & oacute;mo los atributos del streamer influyen en el comportamiento de compra a trav & eacute;s de la confianza emocional y el compromiso del espectadorObjetivoMoldear el comportamiento de compra del consumidor en el comercio por transmisiones en vivo (livestream commerce) es cada vez m & aacute;s importante, ya que los streamers desempe & ntilde;an un papel central en la influencia de las decisiones de compra en tiempo real. Aunque investigaciones previas han examinado los atributos del streamer como antecedentes directos del comportamiento del consumidor, los mecanismos emocionales y basados en el compromiso que subyacen a estos efectos no han sido plenamente explorados. Por lo tanto, este estudio analiza c & oacute;mo los atributos del streamer (experiencia, confiabilidad, atractivo, entretenimiento e interacci & oacute;n) se asocian con la compra impulsiva y el comportamiento de compra a trav & eacute;s de la confianza emocional y el compromiso del espectador en el comercio por transmisiones en vivo.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe llev & oacute; a cabo una encuesta en l & iacute;nea de tipo transversal entre compradores de transmisiones en vivo en Vietnam. Un total de 386 respuestas v & aacute;lidas fueron analizadas utilizando Modelado de Ecuaciones Estructurales con M & iacute;nimos Cuadrados Parciales (PLS-SEM) mediante el software SmartPLS 4.ResultadosLos resultados revelan que la confianza emocional se asocia con la compra impulsiva y el comportamiento de compra a trav & eacute;s del compromiso del espectador. La experiencia del streamer no muestra efectos indirectos significativos sobre los comportamientos de compra. De manera interesante, la confiabilidad y el atractivo influyen en la compra impulsiva tanto a trav & eacute;s de la confianza emocional por s & iacute; sola como mediante una v & iacute;a de mediaci & oacute;n en serie que involucra la confianza emocional y el compromiso del espectador; sin embargo, sus efectos sobre el comportamiento de compra emergen & uacute;nicamente a trav & eacute;s de la mediaci & oacute;n en serie. El entretenimiento y la interacci & oacute;n tambi & eacute;n se asocian con los comportamientos de compra de manera indirecta a trav & eacute;s del compromiso del espectador.Originalidad/valorEste estudio propone un modelo de doble v & iacute;a que integra la teor & iacute;a de la credibilidad de la fuente (SCT), la teor & iacute;a de usos y gratificaciones (UGT) y el modelo de procesamiento afectivo-cognitivo para explicar c & oacute;mo los atributos del streamer se asocian con la compra impulsiva y el comportamiento de compra a trav & eacute;s de la confianza emocional y el compromiso del espectador. Al distinguir entre dos tipos de comportamientos de compra e incorporar atributos del streamer basados en la SCT y la UGT, esta investigaci & oacute;n ofrece nuevos conocimientos sobre los mecanismos afectivo-cognitivos que impulsan la toma de decisiones del consumidor en el comercio por transmisiones en vivo. En particular, el estudio destaca el papel mediador en serie de la confianza emocional y el compromiso del espectador, proporcionando una comprensi & oacute;n m & aacute;s profunda de las v & iacute;as psicol & oacute;gicas que vinculan los atributos del streamer con el comportamiento del consumidor. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic),(sic)(sic)(sic),(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)386(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(PLS-SEM), (sic)(sic) SmartPLS 4 (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic); (sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SCT),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(UGT)(sic)(sic)(sic)(sic)-(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)SCT(sic)UGT(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)-(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThis study aims to examine the collective impact of physical and digital (phygital) marketing strategies on transforming customer engagement and satisfaction in the Indian tourism sector. The need to integrate physical and digital experiences has become increasingly crucial to meet the growing demands of tech-savvy travellers.Design/methodology/approachThis research used a quantitative approach, analyzing data collected from 350 respondents using purposive and snowball sampling. The study examines the impact of phygital marketing strategies, including virtual reality (VR) and augmented reality (AR), on customer engagement and satisfaction using PLS-SEM.FindingsThe results highlighted a significant positive relationship between phygital marketing, customer engagement, and customer satisfaction. The result also demonstrated a significant mediating effect of engagement on satisfaction in phygital marketing. AR/VR technologies, combined with customized, data-driven marketing strategies, lead to higher satisfaction and loyalty among travelers.Research limitations/implicationsTo develop the tourism sector, marketing strategies play a significant role, and there is now a need to integrate personalized content, interactive tools, and immersive technologies. To meet the needs of digital natives, tourism professionals must prioritize implementing data-driven insights and leveraging social media-driven engagement.Originality/valueThis paper integrates service-dominant logic and experiential marketing theory to empirically explain how phygital methods can recreate value in the tourism sector. Marketing phygital: Transformando el engagement y la satisfacci & oacute;n de los nativos digitales en la IndiaObjetivoEste estudio examina el impacto conjunto de las estrategias de marketing f & iacute;sico y digital (phygital) en la transformaci & oacute;n del engagement y la satisfacci & oacute;n del cliente en el sector tur & iacute;stico en la India. La necesidad de integrar experiencias f & iacute;sicas y digitales se ha vuelto cada vez m & aacute;s crucial para satisfacer las crecientes demandas de los viajeros tecnol & oacute;gicamente avanzados.Dise & ntilde;o de la investigaci & oacute;nLa investigaci & oacute;n adopt & oacute; un enfoque cuantitativo, analizando datos recopilados de 350 encuestados mediante muestreo intencional y bola de nieve. El estudio analiza el impacto de las estrategias de marketing phygital, incluidas la realidad virtual (VR) y la realidad aumentada (AR), sobre el engagement y la satisfacci & oacute;n del cliente utilizando PLS-SEM.ResultadosLos resultados evidencian una relaci & oacute;n positiva y significativa entre el marketing phygital, el engagement del cliente y la satisfacci & oacute;n del cliente. Asimismo, se demuestra un efecto mediador significativo del engagement sobre la satisfacci & oacute;n en el contexto del marketing phygital. Las tecnolog & iacute;as AR/VR, combinadas con estrategias de marketing personalizadas y basadas en datos, generan mayores niveles de satisfacci & oacute;n y lealtad entre los viajeros.Implicaciones pr & Atilde;cticasPara el desarrollo del sector tur & iacute;stico, las estrategias de marketing desempe & ntilde;an un art & Atilde;culo fundamental, siendo necesario integrar contenidos personalizados, herramientas interactivas y tecnolog & iacute;as inmersivas. Para satisfacer las necesidades de los nativos digitales, los profesionales del turismo deben priorizar la implementaci & oacute;n de insights basados en datos y el aprovechamiento del engagement impulsado por las redes sociales.Originalidad/valorEl art & iacute;culo integra la l & oacute;gica dominante del servicio (SDL) y la teor & iacute;a del marketing experiencial (EMT) para explicar emp & iacute;ricamente c & oacute;mo los m & eacute;todos phygital pueden crear valor en el sector tur & iacute;stico. Phygital (sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(phygital)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)350(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic) PLS-SEM (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(VR)(sic)(sic)(sic)(sic)(sic)(AR)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), phygital (sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).AR/VR (sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SDL)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(EMT), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) phygital (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThis study aims to investigate the influence of electronic Word-of-Mouth (eWOM) on museum visitors' decision-making, with a particular focus on Generation Z. It aims to analyze how eWOM affects information adoption, intention to visit and actual museum attendance, addressing the growing importance of user-generated content in shaping perceptions of cultural and leisure experiences.Design/methodology/approachThe research is based on the Information Adoption Model (IAM) and the Information Acceptance Model (IACM) to propose and test a theoretical framework composed of eight constructs. Data were collected through a survey of 240 Generation Z individuals in Spain. Structural Equation Modeling was applied to examine the relationships among variables, providing robust statistical evidence on the drivers of eWOM acceptance and its behavioral consequences.FindingsResults reveal that Needs of Information, Information Usefulness and Information Credibility significantly predict eWOM acceptance and exert a strong influence on both Visiting Intention and actual museum visits. Surprisingly, Information Quality was not found to have a significant effect. The model demonstrates high explanatory and predictive power, confirming the central role of eWOM in visitor decision-making processes.Originality/valueThis research extends the application of IAM and IACM to the museum sector, an area where intangible experiences heighten the relevance of digital information. By highlighting the mechanisms through which eWOM shapes visitor behavior, the study provides theoretical contributions and practical insights, offering museums strategies to leverage usergenerated content to strengthen online positioning and attract new audiences.

PurposeThis paper aims to examine the relationships among attitude, subjective norm (SN), perceived behavioral control (PBC), perceived novelty (PN), consumer confidence (CC) and Generation Z's (Gen Z's) green apparel purchase intention (PI), and also test the moderating role of electronic word-of-mouth (eWOM).MethodologyThe quantitative study used structural equation modeling and Hayes' PROCESS macro to analyze a survey sample of 512 Gen Z consumers.FindingsThe key findings indicate that attitude, SN, PBC, PN and CC significantly influence Gen Z consumers' green apparel PI. Furthermore, eWOM moderated the relationship between CC and Gen Z consumers' green apparel PI.OriginalityAlthough previous studies have examined the influence of attitude, SN and PBC on green product PI, the expanded framework with the proposed possible relationships is novel. This research sheds light on the effect of PN and CC on Gen Z consumers' green apparel purchases. Furthermore, this study extends the green apparel literature by investigating the moderating impact of eWOM. La moda sostenible y la intenci & oacute;n de compra de la generaci & oacute;n Z: el papel moderador del eWOMObjetivoEste art & iacute;culo tiene como objetivo examinar las relaciones entre la actitud, la norma subjetiva, el control conductual percibido, la novedad percibida, la confianza del consumidor y la intenci & oacute;n de compra de moda sostenible de la Generaci & oacute;n Z, as & iacute; como analizar el papel moderador del boca a boca electr & oacute;nico.Metodolog & iacute;aEl estudio cuantitativo utiliz & oacute; modelos de ecuaciones estructurales (SEM) y la macro PROCESS de Hayes para analizar una muestra de encuestados compuesta por 512 consumidores de la Generaci & oacute;n Z.ResultadosLos principales hallazgos indican que la actitud, la norma subjetiva, el control conductual percibido, la novedad percibida y la confianza del consumidor influyen significativamente en la intenci & oacute;n de compra de moda sostenible de los consumidores de la Generaci & oacute;n Z. Adem & aacute;s, el boca a boca electr & oacute;nico (eWOM) moder & oacute; la relaci & oacute;n entre la confianza del consumidor y la intenci & oacute;n de compra de moda sostenible de los consumidores de la Generaci & oacute;n Z.Originalidad/valorAunque estudios previos han analizado la influencia de la actitud, la norma subjetiva y el control conductual percibido sobre la intenci & oacute;n de compra de productos sostenibles, el marco conceptual ampliado con las relaciones propuestas resulta novedoso. Esta investigaci & oacute;n aporta evidencia sobre el efecto de la novedad percibida y la confianza del consumidor en las compras de moda sostenible de los consumidores de la Generaci & oacute;n Z. Asimismo, este estudio ampl & iacute;a la literatura sobre moda sostenible al investigar el impacto moderador del eWOM. (sic)(sic)(sic)(sic)(sic)Z(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)Z(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(SEM)(sic) Hayes (sic) PROCESS (sic), (sic)512(sic)Z(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)Z(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(eWOM)(sic)(sic)(sic)(sic)(sic)(sic)(sic)Z(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)Z(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThis study aims to examine how behavioural reasoning theory (BRT) explains omnichannel shoppers' usage of augmented reality (AR) Try-on in digital retail. It analyses both reasons for (RF) and reasons against (RA) concerning usage intention and introduces psychological inertia as a moderator.Design/methodology/approachA mixed-methods sequential design was adopted. In the qualitative phase, a focus group with omnichannel shoppers identified context-specific enablers and barriers of AR Try-on, which informed the constructs RF and RA. In the quantitative phase, survey data from 453 shoppers were analysed using PLS-SEM, modelling RF and RA as reflective second-order constructs to test relationships among perceived compatibility, attitude and usage intention, as well as the moderating role of inertia.FindingsPerceived compatibility strongly promotes RF and attitude but has only a modest negative effect on RA. RF exerts a stronger influence on attitude, while RA more effectively suppresses intention under high inertia. Inertia weakens the positive impact of RF on attitude and amplifies the negative impact of RA on both attitude and intention. Some hypotheses, such as the expected strong negative effect of compatibility, were only partially supported.Practical implicationsThe study provides actionable insights for retailers, highlighting the need to enhance realism, simplify interfaces, safeguard privacy and design frictionless first-use experiences to reduce inertia and improve usage.Originality/valueThis study extends BRT to the immersive retail context of AR Try-on, a domain where negative reasoning has been underexplored. It also introduces inertia as a boundary condition, enriching theoretical understanding of usage behaviour when promotive and preventive reasoning coexist.

PurposeThe purpose of this study is to examine how various motivations, including entertainment, social interaction, personal identity, information seeking, remuneration and empowerment, influence Generation Z users' engagement with branded content on TikTok. Using the theoretical framework of consumer online brand-related activities (COBRAs) and uses and gratifications (U&G) theory, this study analyzes the impact of interactive features of social networks on purchase intent.Design/methodology/approachThe consumer behavior of Generation Z TikTok users was analyzed using partial least squares structural equations. A total of 403 active Generation Z users residing in Puerto Rico were included in this study.FindingsThis study makes significant theoretical contributions by analyzing consumer behavior in TikTok. It reveals that "Media Engagement," stimulated by hedonic gratifications, evolves toward utilitarian gratifications, showing a progression in user brand engagement. Furthermore, it identifies usage motivations for TikTok, leading to the contribution of branded content (UGC) and demonstrates a clear link between usage motivations and consumer actions. This finding identifies three new gratifications that extend our understanding of how social media platforms, specifically TikTok, influence brand engagement through COBRAs.Originality/valueThis study is original in that it presents a novel approach to the study of TikTok marketing, highlighting how Generation Z's motivations, such as entertainment and social interactions, influence its interactions with branded content. Using the COBRAs model and the U&G theory, this study reveals a transition from hedonic to utilitarian gratifications, directly linking usage motivations to consumption actions and content creation. This analysis offers a unique perspective in academic research, identifying new types of gratifications and their impact on brand engagement and purchase intent. Examinando las motivaciones de uso de TikTok en actividades online relacionadas con marcas (COBRAs) y en la intenci & oacute;n de compra en TikTok de la Generaci & oacute;n ZObjetivoEl objetivo de este estudio es analizar c & oacute;mo diversas motivaciones - incluyendo entretenimiento, interacci & oacute;n social, identidad personal, b & uacute;squeda de informaci & oacute;n, remuneraci & oacute;n y empoderamiento - influyen en el compromiso de los usuarios de la Generaci & oacute;n Z con contenidos de marca en TikTok. Usando el marco te & oacute;rico de las actividades online relacionadas con marcas (COBRAs) y la teor & iacute;a de Usos y Gratificaciones (U&G), este trabajo examina el impacto de la interacci & oacute;n con las redes sociales en la intenci & oacute;n de compra.Dise & ntilde;o/metodolog & iacute;a/enfoqueEl comportamiento del consumidor de usuarios de TikTok pertenecientes a la Generaci & oacute;n Z se analiz & oacute; mediante ecuaciones estructurales por m & iacute;nimos cuadrados parciales. En el estudio participaron un total de 403 usuarios activos de la Generaci & oacute;n Z residentes en Puerto Rico.ResultadosEste estudio realiza importantes contribuciones te & oacute;ricas al analizar el comportamiento del consumidor en TikTok. Revela que el "Engagement Medi & aacute;tico", estimulado inicialmente por gratificaciones hed & oacute;nicas, evoluciona hacia gratificaciones utilitaristas, mostrando un mayor nivel de implicaci & oacute;n con la marca. Asimismo, identifica las motivaciones de uso de TikTok que impulsan la contribuci & oacute;n de contenido de marca (UGC) y demuestra un v & iacute;nculo claro entre las motivaciones de uso y las acciones del consumidor. Este resultado propone tres nuevas gratificaciones que ampl & iacute;an el entendimiento sobre c & oacute;mo las plataformas sociales, espec & iacute;ficamente TikTok, influyen en el engagement con la marca a trav & eacute;s del modelo COBRAs.Originalidad/valorEste art & iacute;culo es original al presentar un enfoque novedoso en el estudio del marketing en TikTok, destacando c & oacute;mo las motivaciones de la Generaci & oacute;n Z - como el entretenimiento y la interacci & oacute;n social - influyen en su relaci & oacute;n con el contenido de marca. Mediante el modelo COBRAs y la Teor & iacute;a de Usos y Gratificaciones, el estudio revela una transici & oacute;n de gratificaciones hed & oacute;nicas hacia utilitarias, vinculando directamente las motivaciones de uso con acciones de consumo y creaci & oacute;n de contenido. Este an & aacute;lisis aporta una perspectiva & uacute;nica en la investigaci & oacute;n acad & eacute;mica, identificando nuevos tipos de gratificaciones y su impacto en el engagement con la marca y en la intenci & oacute;n de compra. (sic)(sic) Z (sic)(sic)(sic) (sic)(sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(COBRAs)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)--(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)--(sic)(sic)(sic)(sic) Z (sic)(sic)(sic)(sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(COBRAs)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(U&G)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(PLS-SEM), (sic)(sic) Z (sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) 403 (sic)(sic)(sic) Z (sic)(sic) TikTok (sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)& ulcorner;(sic)(sic)(sic)(sic)& lrcorner;(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(UGC)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic) TikTok, (sic)(sic)(sic)(sic) COBRAs (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) TikTok (sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic) Z (sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic) COBRAs (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).

PurposeThis paper aims to examine the impact of extended reality-enabled e-commerce platforms on centennial customer engagement (CE). With the emergence of extended reality, several challenges are posed to marketers, developers and firms. These challenges concern the future of adequately using these technologies to enhance e-service quality, relationship quality (RQ) and CE.Design/methodology/approachA survey-based research design was employed to analyze a sample of 340 e-commerce users in the study's conceptual model, which depicted relationships between the constructs. The data is analyzed using a hybrid approach including "partial least squares" and "fuzzy-set qualitative comparative analysis."FindingsThe findings support extending reality technologies into the foreseeable future to enhance CE. The data analysis reveals that CE is positively influenced by RQ, RQ is positively influenced by e-service quality and e-service quality is positively influenced by reality congruence (RC). However, the relationship between e-service quality and CE could have been more significant. Mediation analysis illustrates various trials followed from RC to CE by interplaying with different constructs in the model.Practical implicationsThe study provides strategies for marketers and e-commerce website developers. It emphasizes the value of RC as an effective marketing tool to build customer relationships and achieve CE. In particular, understanding the effect of extended reality features as new dimensions to service quality provides new practical insights into consumer behavior in a virtual shopping environment.Originality/valueExamining the phenomenon of user experience in an extended reality virtual shopping environment to enhance engagement in centennial consumers is an original approach. It contributes to experience and engagement research in marketing. Descifrando los mecanismos del comercio electr & oacute;nico potenciado por realidad extendida en el compromiso del cliente: un enfoque metodol & oacute;gico mixtoObjetivoEste trabajo examina el impacto de las plataformas de comercio electr & oacute;nico habilitadas por realidad extendida en el compromiso del cliente de la generaci & oacute;n centennial. Con la aparici & oacute;n de la realidad extendida, surgen diversos retos para profesionales del marketing, desarrolladores y empresas. Estos retos est & aacute;n relacionados con el uso adecuado de estas tecnolog & iacute;as para mejorar la calidad del servicio electr & oacute;nico, la calidad de la relaci & oacute;n y el compromiso del cliente.Dise & ntilde;o/metodolog & iacute;a/enfoqueSe emple & oacute; un dise & ntilde;o de investigaci & oacute;n basado en encuestas para analizar una muestra de 340 usuarios de comercio electr & oacute;nico dentro del modelo conceptual del estudio, que representaba las relaciones entre los constructos. Los datos se analizaron mediante un enfoque h & iacute;brido que incluye m & iacute;nimos cuadrados parciales (PLS) y an & aacute;lisis comparativo cualitativo de conjuntos difusos (FsQCA).ResultadosLos resultados respaldan la incorporaci & oacute;n de tecnolog & iacute;as de realidad extendida en el futuro pr & oacute;ximo para mejorar el compromiso del cliente. El an & aacute;lisis de los datos revela que el compromiso del cliente est & aacute; influido positivamente por la calidad de la relaci & oacute;n, que a su vez est & aacute; influida positivamente por la calidad del servicio electr & oacute;nico, y que esta & uacute;ltima est & aacute; influida positivamente por la congruencia con la realidad. No obstante, la relaci & oacute;n entre la calidad del servicio electr & oacute;nico y el compromiso del cliente podr & iacute;a haber sido m & aacute;s significativa. El an & aacute;lisis de mediaci & oacute;n muestra diversas trayectorias desde la congruencia con la realidad hasta el compromiso del cliente, mediadas por distintos constructos del modelo.Implicaciones pr & aacute;cticasEl estudio ofrece estrategias para profesionales del marketing y desarrolladores de sitios web de comercio electr & oacute;nico. Destaca el valor de la congruencia con la realidad como una herramienta de marketing eficaz para construir relaciones con los clientes y lograr su compromiso. En particular, comprender el efecto de las caracter & iacute;sticas de la realidad extendida (XR) como nuevas dimensiones de la calidad del servicio aporta nuevas perspectivas pr & aacute;cticas sobre el comportamiento del consumidor en entornos de compra virtuales.Originalidad/valorAnalizar la experiencia del usuario en un entorno de compra virtual basado en realidad extendida para potenciar el compromiso de los consumidores centennial constituye un enfoque original. El estudio contribuye a la investigaci & oacute;n sobre experiencia y compromiso en marketing. 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