Purpose-The purpose of this research study is to determine the impact of the quality of ChatGPT, an artificial intelligence-supported application, on the intention to use ChatGPT, time pressure, and Machiavellian personality traits. Design/Methodology/Approach-To collect the data for the study, a survey was conducted on a convenience sample of 392 young consumers using ChatGPT in Turkey. The necessary statistical analyses, including frequency analysis, validity and reliability analysis, and path analysis, were performed using specialized software designed for such analyses. The quality of the ChatGPT service was assessed using the AISAQUAL scale, which encompasses five key dimensions: efficiency, security, availability, enjoyment, and anthropomorphism. Findings and Implications-The study revealed that the dimensions of efficiency, security, and anthropo morphism have a significant impact on Machiavellian tendencies. Additionally, it was found that both the efficiency and enjoyment dimensions of the AISAQUAL scale, as well as time pressure, have a positive and significant effect on the intention to use ChatGPT. Limitations-This study is based solely on data collected from young consumers in Turkey, which limits the generalizability of the results. Furthermore, a cross-sectional design was used to gather research data, making it challenging to fully establish causal relationships. Also, it should be noted that individual perceptions may influence the measurement of Machiavellian tendencies. Originality-This study is one of the rare works examining the impact of ChatGPT service quality on user behaviors and personality traits. Notably, the use of the AISAQUAL scale and analysis of the effects of Machiavellian personality traits and time pressure on usage intention make this study unique in the literature to date. It provides a valuable contribution to understanding consumer behavior toward ChatGPT and similar AI-supported applications.
Purpose-This study is aimed at establishing the relationship between digital channels used for internal communication and the level of employee satisfaction with internal communication. Design/Methodology/Approach-The data for this study was collected as part of a diary research method. The participants were asked to record their daily internal communication activities for five days and in the end, they completed a survey that measured their digital channel perception, i.e. acceptance, and overall internal communication satisfaction. To test the data, regression analysis was used. Findings and implications-The study showed that effort expectancy was a predictor of satisfaction with feedback, horizontal communication, informal communication, information about the organization, and communication climate, while facilitating conditions was a predictor of satisfaction with the communication climate and quality of communication media. Digital channels and the way they are used for internal communication impact the perception of internal communication practices. To ensure employee satisfaction, organizations should make sure that they adequately support them. It is crucial for internal communication practitioners to choose digital channels that enrich their internal communication strategy, adhere to their employees' preferences, and capabilities. Limitation-Data used in the study is cross-sectional, so causality cannot be proven, and the results are susceptible to biases. Additionally, the sample was small, meaning that the interpretation of significance had to be carefully made. Hence, generalization of the results is not advisable. Originality-This study explored the relationship between digital channel acceptance, a concept based on technology acceptance, and applied it to the field of internal communication.
Purpose-This study examines the impact of internal branding and talent management practices on employees' brand advocacy, as well as the mediating role of internal branding. Design/Methodology/Approach-A judgmental sampling method was employed, with data collected from 414 employees across various sectors in Turkey. The survey was conducted online using Google Forms. Data analysis was performed using SPSS 24 and Smart PLS 4.0. Findings and Implications-The results indicate that talent management practices influence brand advocacy both directly and indirectly through internal branding. Additionally, internal branding has a significant impact on brand advocacy. All hypotheses proposed in the study were supported. Limitations-This study has several limitations. First, was conducted solely in Turkey. Additionally, no specific brand names were included. Lastly, the data collection process was subject to time constraints. Originality-To the best of the authors' knowledge, no prior research has examined these three concepts together. This study offers valuable insights into employee behavior from both marketing and human resources perspectives and provides a foundation for future strategic developments.
Purpose-The aim of this research study is to assess the effects of service quality and satisfaction on intentions of university students to switch operators, as well as the moderating function of price sensitivity in these effects. Furthermore, the influence of switching costs as a mediator between operator switching intention and operator switching behavior is investigated. Design/methodology/approach-A quantitative search involving students from a Turkish university was conducted. The research hypotheses were tested using structural equation modeling (partial least squares gression) using data from 425 students. Findings and implications-The analysis revealed that service quality had a positive influence and satisfaction had a negative effect on operator switching intention, with price sensitivity acting as a moderator in the relationship between satisfaction and switching intention. It was also determined that operator switching cost plays a partial mediator role in the link between operator switching intention and behavior. Research findings will help organizations understand the elements that affect switching intentions and behavior. It is proposed that operator businesses pay attention to customer satisfaction and implement retention and acquisition tactics. Limitations-The research was limited to operator switching. Furthermore, the findings are specific to the survey participants and cannot be generalized. Originality/value-The fact that the moderating role of price sensitivity and the mediating role of switching cost are investigated in this research highlights its significance, while the findings in this context make significant contributions to the field by filling a gap in the literature.
Purpose-The main aim of the paper is to analyze the possibilities of positioning sustainable development values within the marketing communication of the beauty industry by using persuasive appeals, specifically rational and emotional appeals. Design/Methodology/Approach-The paper utilized content analysis to examine marketing campaigns considering both for-profit and non-profit organizations. Findings and implications-Based on the findings, campaigns linked to corporate marketing strategies are more visible compared to those tied to non-profit marketing strategies. Rational appeals are more prevalent than emotional ones. Regarding the Triple Bottom Line (TBL) dimensions, it is evident that the environmental dimension holds the highest prominence, followed by the social dimension, while the economic dimension is relatively underrepresented. The paper offered recommendations for enhancing all dimensions and improving the effectiveness of both corporate and non-profit marketing strategies to promote sustainable development values among consumers in the beauty industry. Limitations-The main limitation of the study lies in its focus on marketing campaigns in English only and those accessible online. Future research should be expanded in scope to encompass other languages. Originality-Despite the increasing emphasis on integrating sustainability into marketing, there is still a significant gap in published research examining how the fundamental values of sustainable development can be effectively integrated into marketing campaigns on a global scale. The study addresses the research gap by recommending specific guidelines aimed at reducing the negative impacts of the beauty industry on society and the environment, as well as personal welfare, through rational and emotional appeals within sustain-ability communication.
Purpose-The purpose of this study is to analyze consumer comments on Computer-Generated Imagery (CGI) advertisements for Maybelline and L'Oreal Paris brands using sentiment analysis. The aim is to identify the reactions of consumers to these innovative advertising formats and the general trends of the comments. Design/Methodology/Approach-In the research study, online consumer comments on Maybelline and L'Oreal Paris CGI advertisements were collected and evaluated using the sentiment analysis method. The data was analyzed using natural language processing (NLP) tools, which allow comments to be categorized as positive, negative, or neutral, and Ekman's sentiment analysis method. Findings and Implications-The results of the analyses show that the majority of comments for both brands are positive, creating emotions of joy and surprise in consumers. This reveals that CGI advertisements have an overall positive impact on consumers. The findings emphasize that brands can use CGI technology as an effective tool to strengthen consumer perception. Managerial implications point to the importance of brands adopting innovative advertising strategies by investing in CGI ads. Limitations-The present research is limited to CGI adverts of Maybelline and L'Oreal Paris brands only. Moreover, the comments analyzed were collected solely from online platforms. Originality-This is one of the limited number of studies analyzing the emotional reactions to CGI advertisements based on consumer comments. It fills an important gap in the literature by examining consumer perception of CGI advertising in depth.
Purpose-In today's retail environment, shopping is a multi-sensory experience, making it crucial to understand how consumers perceive retail spaces. Retailers can influence consumers' purchasing decisions by manipulating sensory stimuli. Thus, creating effective advertising materials that enhance shopping intent is vital for both manufacturers and retailers. Design/Methodology/Approach-This study employed electroencephalography (EEG) to measure unconscious responses to visual marketing stimuli. We assessed emotional valence through prefrontal alpha asymmetry, attention via the alpha/beta activation ratio in the occipital lobe, and cognitive load through theta/beta and alpha activation in the parietal lobe. Findings and Implications-Our findings indicate that for static advertisements (e.g., posters, floor stickers, wobblers), the most engaging combination of elements includes a headline, a person's photo, an aesthetically pleasing food image, product packaging, and supporting text. This contradicts prior research suggesting that ads with minimal text and a sleek design have a greater impact. Additionally, promotional pricing displayed in bold had a notable effect on participants. Limitations-The study adhered to GDPR standards by anonymizing data and using averaged metrics. However, it was conducted in an artificial setting, which may not fully reflect real retail environments. Additionally, the small sample size of 30 participants limits the generalizability of the findings.Technical challenges, such as those associated with EEG usage and participant selection criteria, were effectively addressed. Originality-This research study stands out by integrating EEG to objectively measure unconscious shopper responses, as opposed to traditional self-reported data. It identifies specific advertisement elements that effectively increase consumer engagement, offering valuable insights into the ways in which to optimize advertising strategies to boost shopper engagement and purchasing intent.
Purpose-This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing. Design/Methodology/Approach-The study utilized a quantitative method approach, employing SPSS and AMOS for data analysis.The convenience sampling method was used to select 363 participants as the target population, consisting of individuals 18-65 years old living in Turkey who had experience using two prominent e-store platforms. Data analysis was conducted using both descriptive and inferential statistics to describe the demographic profile and structural equation modelling (SEM) to examine the causal relationships between variables. Findings and Implications-Results showed that design and navigation features positively influence impulsive buying, but they did not significantly impact utilitarian behavior. Atmospheric features affected impulsive buying directly and indirectly. Content cues positively influenced utilitarian browsing but did not significantly affect hedonic browsing. Hedonic browsing mediated the relationship between design and navigation cues and impulsive buying. These findings suggest that e-store platforms should strategically design e-stores with visually appealing designs, including vibrant colors, attractive images, and easy navigation to promote both hedonic browsing and attract impulsive purchases. To encourage more shopping time, e-store managers should also focus on navigation and personalized recommendations while avoiding overwhelming customers with excessive information. Limitation-The study's limitations include reliance on self-reported data, which may be subject to bias, and the use of a convenience sample that may not fully represent the diversity of online shoppers. Further research should employ longitudinal studies and a broader demographic to validate these findings further. Originality-This research study contributes to literature by integrating the concepts of atmospheric cues, hedonistic and utilitarian browsing, and their combined effects on online impulsive buying behavior. It offers a nuanced understanding of how different browsing motivations mediate the impact of online atmospherics on consumer behavior, providing practical insights for e-store design strategies.
Purpose-This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb. Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, "Superhost" badge), grounded in the signaling theory as the theoretical setting. Methodology-A quasi-experimental study was conducted using a convenience sample of 220 respondents. Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits. The main study used an online structured questionnaire to measure hosts' perceived personality, reputation, and trustworthiness, as well as booking intention. Findings and Implications-Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation. Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and conscientiousness. Neuroticism had a moderate negative effect. These findings offer practical value for Airbnb hosts and platform designers: emphasizing traits such as agreeableness and applying trust-enhancing imagery may boost bookings. Limitations-The present study has several limitations, including the use of a convenience sample and an online setting that may limit generalizability and introduce response bias. Additionally, improvements in stimuli design and exploration of mediation models could enhance the clarity and depth of findings. Originality-This study is among the first to integrate perceived host personality traits and visual design cues in the context of peer-to-peer accommodation, offering a novel interdisciplinary perspective on digital trust and consumer decision-making within the sharing economy.
Purpose-The purpose of this study is to investigate the factors that influence social commerce (s-commerce) shopping intention employing the Theory of Planned Behavior (TPB). The determinants such social influence, electronic word of mouth (eWOM), and trust on the intention, and social influence and eWOM on trust, as well as the role of trust as a mediator, are examined. Design/Methodology/Approach-This study makes use of a dataset containing 233 responses from an online survey, selected through non-probability sampling. The partial least squares structural equation modelling (PLS-SEM) with SmartPLS 4.0 was employed to analyze the data and confirm the hypotheses proposed. Findings and implications-The findings demonstrated empirically that social influence and eWOM significantly contribute to enhancing s-commerce shopping intention. Social influence and eWOM were also found to significantly influence trust. Also, trust was revealed to successfully mediate the association between social influence and intention, as well as between eWOM and intention. Limitation-The study focuses on shopping intentions in s-commerce but lacks an assessment of actual purchasing behavior, suggesting future research should explore the correlation between these intentions and actual shopping behavior. Originality-The study substantiated the extension of the TPB framework by enhancing its predictive power in predicting consumer shopping intentions in s-commerce.
Purpose-This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire. It looks at moderating effects of cultural fandom and threat perceptions of iconic brands. Design/Methodology/Approach-Employing a 2x2 between-subjects experimental design, this research manipulated brand iconicity (iconic vs. non-iconic) and cultural context (local vs. foreign) through scenarios involving brands and TV shows. Participants from the US, who were recruited via Mechanical Turk, responded to various measures concerning brand perception and cultural association on a 7-point Likert scale. Findings and implications-Iconic brands were perceived to be more desirable, appealing, and attractive. The findings underscore that iconic brands paired with culturally congruent sponsorships enhance brand desirability. Desire for iconic brands is moderated by individual cultural orientations and iconicity-by perceptions of foreign threat. This study extends iconic brands theory by demonstrating the synergistic effect of cultural congruence on brand desirability. It highlights the strategic importance of aligning brand messages with cultural values to amplify consumer engagement. Limitations-The study's primary limitations include its focus on a predominantly American context, with a sample size that may not capture the full spectrum of global consumer behavior. Originality-This research study contributes original insights into the dynamic interplay between brand iconicity/culture and cultural congruence, providing empirical evidence on how cultural fit enhances consumer perceptions. It offers valuable implications to brand managers on leveraging cultural elements of sponsorships to enhance brand equity.
Purpose-This study serves as the initial phase of a broader research project. Its aim is to examine age-specific consumer preferences as one of the fundamental starting points for understanding effective marketing communication-particularly from the perspective of the transition from traditional to digital media. Design/Methodology/Approach-The analysis is based on the empirical research, in which the media preferences of Central European consumers were identified using the CAWI method through a questionnaire distributed to a sample of over 5,000 respondents. To better examine the selected context, graphical representations of differences based on cluster analysis using the Pearson correlation coefficient were employed. Findings and Implications-The results indicate that different age groups exhibit distinct preferences for traditional versus digital media. An effective communication mix should be based on a thorough understanding of the target market. The findings show that customers aged 55 and older tend to prefer traditional media, though they can still be effectively reached in the digital space through age-based targeting. Conversely, the data suggests that television is nearing the limits of its effectiveness for consumers under the age of 34. A combined use of communication channels is therefore highly recommended. Limitations-The main limitation of the research is the local nature of the dataset. However, this does not significantly affect the quality or relevance of the findings. Originality-By identifying distinct clusters, the study provides a foundation for better understanding the media market from the perspective of the target customer. As the media landscape continues to undergo digital transformation, thorough examination of this shift is essential.
Purpose-This paper investigates how CEO characteristics, strategic focus, and willingness to cannibalize influence firm performance across various dimensions, including profitability, return on investment (ROI), revenue growth, and innovation. Design/Methodology/Approach-Data were collected through a structured questionnaire administered 315 firms, targeting top management respondents. Multiple regression analyses were conducted to assess effects of CEO experience (breadth and depth), strategic focus (financial, marketing, optimization), and willingness to engage in market and technology cannibalization on firm performance. Finding and Implications-The breadth of CEO perience significantly and positively influences all formance dimensions, particularly innovation. A marketing-oriented strategic focus emerged as the most consistent predictor of superior outcomes across metrics. Willingness to cannibalize markets positively affects ROI, revenue growth, and innovation, whereas willingness to cannibalize technology showed no nificant effect. A financial focus did not yield statistically significant results. These findings offer strategic insights for firms seeking to enhance performance through leadership development, market adaptability, and innovation. Limitations-The study's main limitation lies in the use of subjective performance measures and a cross-sectional design. Future research should incorporate longitudinal approaches and objective performance data to strengthen causal inferences. Originality-This research integrates diverse theoretical perspectives into a unified model and provides new insights into how combinations of CEO leadership traits and strategic orientations contribute to firm success. It highlights the role of managerial adaptability and market focus in driving superior organizational outcomes.
Purpose-This article aims to identify the types of social media activities that Generation Z expects from companies. Design/Methodology/Approach-Empirical research was conducted in 2023 among students in Poland and Great Britain using a structured survey based on the CATI (Computer-Assisted Telephone Interviewing) method. Descriptive statistical tools were applied to analyse the collected data. Findings and Implications-The study identified key social media activities expected by Generation Z and revealed correlations between these expectations and the respondents' gender and place of residence. The insights gained can help social media managers align their communication strategies with Generation Z's preferences, thereby enhancing customer engagement. Limitations-The study's limitations stem from the nature of survey research, including the potential for superficial understanding of the topic and the risk of inaccurate responses. Moreover, the relatively small sample size limits the generalizability of the findings. Originality-This paper addresses professionals responsible for managing interactions with Generation Z on social media platforms. The findings expand the existing body of knowledge by highlighting how gender, place of residence, and nationality influence the online engagement of Generation Z.
Purpose-The emergence offintech's has expanded the availability of financial products and services, introducing significant competition for traditional financial institutions. Nevertheless, limited research exists regarding the motivations behind Brazilian consumers' adoption of financial start-ups. Design/Methodology/Approach-This paper aims to identify the key factors influencing the use of Fintech services in Brazil. The research is grounded in the UTAUT3 framework, supplemented with constructs from prior studies conducted in Germany, China, and South Korea-namely Brand Image, Trust, Data Security, and Government influence. A structured questionnaire was developed and distributed via targeted advertisements on Google and Facebook to individuals who had searched for the term "Fintech", yielding 506 valid responses. Data were analysed using partial least squares structural equation modelling (PLS-SEM) to test the proposed hypotheses. Findings and Implications-Six out of twelve constructs from the UTAUT3 model were statistically supported. Of the international constructs, only Brand Image and Data Security demonstrated significant influence on usage intentions. Limitations-Further research should include larger and more statistically representative samples to better generalize the findings regarding Brazilian consumer behaviour in the fintech sector. Originality-This paper provides an updated and comprehensive perspective on user preferences, offering actionable insights for financial start-ups seeking to attract and retain customers in emerging markets.
Purpose-This paper examines how environmental awareness and consumption ethics influence proactive environmental behaviour, with the mediating role of individuals' political positioning. Design/Methodology/Approach-Data were collected via a structured survey of 179 respondents and analysed using structural equation modelling (PLS-SEM) and mediation analysis. Findings and Implications-The results suggest that conservative political positioning negatively influences, and partially mediates the effect of environment aware-ness and ethical consumption on proactive environmen-tal behaviour. Limitations-The primary limitation is the use of a non-probabilistic convenience sample of Brazilian re-spondents. Future studies should employ stratified sampling to improve representativeness and explore variables such as social class. Originality-Despite increasing concerns about envi-ronmental issues, a gap remains between individuals' attitudes and behaviour, particularly when political ori-entation plays a role. This paper contributes to the liter-ature by highlighting the mediating function of political positioning.
