The employment of anthropomorphism in promotion has witnessed a notable surge in recent
times, surpassing prevous levels in the hospitality and tourism sectors. This research …

Showing the impact of pro-environmental behavior is crucial to its adoption. In this paper, we
introduce behavioral impact messages, which attempt to persuade people by displaying …

Abstract Generation Z (Gen Z) is widely considered the most eco-conscious generation.
Nonetheless, there is a dearth of empirical research on this generation's pro-environmental …

Purpose The aim of this study is first, to investigate the relative effect of user-generated
content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to …

Recently the hotel industry has been facing immense pressure from several stakeholders,
including the government, society, and consumers, to reduce the adverse impact of their …

Based on prospect and mindset theories, this study explores the joint effects of gain (vs.
loss) message framing and fixed (vs. growth) mindset on the “willingness of consumers to …

Although corporate social responsibility (CSR) authenticity and customer citizenship
behavior (CCB) are of great importance to the long-term success of businesses in the …

Starbucks merchandise commands higher sales volume and higher prices in the Chinese
market than other similar offerings, and it has contributed to the diversification of Starbucks …

Traditional customer relationship management models are ineffective for creating long-term
relationships, but social media offers a more interactive approach. Despite the growing use …

Despite the prevalence of food tourism-related short videos on social networking services,
few studies have examined the effectiveness of such videos in promoting food tourism. This …