The current study aims to explore whether virtual reality can be more effective that traditional 2 D in influencing empathy, sympathy, movie coolness and word-of-mouth. A factorial design 2 (movie story: documentary, animation) x 2 (technology format: 2 D, VR) between-subjects experiment approach was employed. The 2 D counterparts are available on YouTube and the VR version was downloaded to be experienced with the Oculus Rift headset device. A total of 145 participants were recruited. Findings reveal the combined effects of technological format and movie genre have a significant influence on coolness perception. Empathy influence movie coolness and these, in turn, predict word-of-mouth.

Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence one’s use of brand-related UGC. The purpose of this study is to shed light on this area of consumer behavior. By utilizing linear mixed effect models, we examined several hypotheses relevant to relationships between four purchase variables (PDI, think purchase, feel purchase, online/offline purchase) and one’s reliance on brand-related UGC. The results indicate that all of the purchase variables are positively associated with the use of UGC. Furthermore, the study found several more associations between demographic factors and the reliance on UGC. Age, gender, marital status, number of children in a household, and employment status showed significant associations, whereas education, household income, and ethnicity did not. Implications, limitations and suggestions for future research are also noted.

This study examines virtual-try-on technology (VTO), return policy, and pay-on-delivery (POD) mode of payment as predictors of trust in an online context. The study further investigates trust as an influencer of repurchase intentions while positing habit as a moderator of the relationship between trust and repurchase intention. Data was collected through a self-administered and structured questionnaire targeting online shoppers in North Indian states. A sample of 424 online shoppers was considered in this research. Structural Equation Modeling (SEM) was used to evaluate the constructs. CFA was applied to calculate validity and composite reliability. To examine the hypothesized relationships, path analysis was carried out. The results confirmed that both return policies and POD are significant predictors of trust. Interestingly, VTO has no significant effect on trust, while habit strengthens the positive relationship between trust and repurchase intentions.

Brand Placements (BP), a predominant strategy to ensure brand prominence has not been explored substantially concerning its role in reality shows (RS). This study on content analysis examines the prevalence and pervasiveness of BP in RS with specific reference to ‘Bigg Boss’, a highest Television Rating Point (TRP) rated Indian RS. The results indicate that the brands have appeared at least once for every minute with an average appearance of 5 seconds, and exhibit that BP are integrated through the plots of RS. The findings imply that BP in RS will deliver better outcomes in comparison with other media platforms.

Universities from developing countries face the challenge of improving academic performance and educational quality. Student value co-creation can be a service strategy to achieve well-being in students and improve university services. The purpose of this study is to analyze the role of value co-creation in happiness. The sample size comprised 525 Peruvian students, and the survey technique was self-administered questionnaires. The hypotheses were examined using a Structural Equation Model (SEM). It was demonstrated that value co-creation has a positive impact on happiness. This finding provides practical and theoretical implications.

Corporate social responsibility (CSR) has become an international phenomenon, and while enterprises are engaging in related activities for the benefit of stakeholders, one might question whether CSR has a key driving role at establishing corporate reputation and brand equity. To address the issue, this research explores the causal impact of CSR and corporate reputation on brand equity by using structural equation modeling and fuzzy set qualitative comparative analysis. The findings from structural equation modeling show that CSR has a positive effect on brand equity and corporate reputation. In addition, fuzzy set qualitative comparative analysis identifies several causal configurations of CSR and corporate reputation in building brand equity. Overall, the driving factors of CSR and corporate reputation, depending on enterprise characteristics, have different impacts on brand equity. These results suggest that companies need to rethink their strategic actions for brand equity building.

Video advertisements have become a popular form of communication for advertisers seeking to reach promotion objectives. Yet, the literature on video ads on social media has mainly focused on the content characteristics driving consumers’ behavioral engagement. Notably few studies have investigated behavioral engagement in terms of individuals’ differences in information processing. The current study thus examined how individuals’ information processing style—i.e., preference for affect (PFA) and need for cognition (NFC)—interacts with message appeal—i.e., emotional vs. information—in driving consumers’ behavioral engagement. In particular, we investigated individuals’ NFC and PFA independently and collectively. Results showed emotional appeals (vs. information appeals) resulted in greater consumer engagement intention. Individuals’ NFC didn’t significantly impact consumers’ responses toward video ads on social media, but individuals’ PFA was found to be a significant factor moderating the effect of ad appeal on consumers’ behavioral engagement intention. This finding was confirmed through the study’s collective approach to NFC and PFA. Theoretical and managerial implications are discussed at the end.

This paper uses the Theory of Reasoned Action (TRA) to develop a model predicting influences on adolescents’ alcohol consumption behavior. Specifically, we examine the variables of attitudes toward drinking, attitudes toward people in beer advertisements, and peer and parental influence on their intentions to consume alcohol. Data were collected from 613 public school students in the United States between grades six and nine (ages 10–15). Overall, our theoretical model is supported, and our results show that adolescents’ decisions to drink are influenced by their attitudes toward drinking, by the normative influences of peers, parents, and those they see in advertisements. We discuss our findings in terms of alcohol education public policy recommendations pertaining specifically to the content of beer advertisements.

Today most of the shopper shows purchase behavior from shopping mall retailers, as the utilitarian shoppers are distinguished by their intrinsic tendency to strike a utility-based shopping. Therefore, study tries to strengthen the association and promotion of utilitarian shopping motives with purchase behavior at shopping mall via search and purchase intentions. Confirmatory factor analysis and structural equation modeling analysis has been used to analyze and validate the proposed research framework. Study findings support the relationship between utilitarian shopping motives and purchase behavior, where both the search intention and purchase intention show significant positive influence on purchase behavior of Indian shoppers. Study also identifies the moderating role of gender on all the proposed relationships. Therefore, the outcomes would be helpful for the shopping mall retailers to plan their promotional activities effectively and efficiently for utilitarian shoppers. Similarly, the findings could also be useful for academicians and researchers to identify the shoppers buying behavior at shopping mall and help them to find out some more variables, related to consumer behavior in this highly competitive retail market scenario.

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.