Spanish Journal of Marketing - ESIC , Open Access

Value cocreation and codestruction in artificial intelligence-enabled service interactions: literature review and research agenda

Elainy Cristina da Silva Coelho, Josivania Silva Farias

The adoption of artificial intelligence (AI) in frontline service encounters is a growing phenomenon in service marketing, which can lead to positive and negative results. In this…

Adoption of e-wallets: trust and perceived risk in Generation Z in Colombia

Catalina Gómez-Hurtado, Francisco Jesús Gálvez-Sánchez, María Belén Prados-Peña, Andrés Felipe Ortíz-Zamora

This study aims to explore the development of trust in relation to security and privacy concerns, as well as the influence of perceived risk on the intention to use e-wallets. The…

The mediating role of attitude and environmental awareness in the influence of green advertising and eco-labels on green purchasing behaviors

Nelson Geovany Carrión-Bósquez, Oscar Ortiz-Regalado, Ivan Veas-González, Franklin Gerardo Naranjo-Armijo, Wilson Fernando Guerra-Regalado

This study aims to identify whether green advertising and eco-labels influence the purchasing behaviors of organic products or whether the influence of such behaviors is presented…

Virtual reality in the luxury fashion industry: a systematic literature review

Tong (Tripp) Liu, Caroline Swee Lin Tan, Carolina Quintero Rodriguez

This paper aims to synthesize the existing literature on virtual reality (VR) in the luxury fashion industry, discuss the current practical applications of VR technologies and…

The intention to share a sustainability communication about a tourism destination

Maria Del Mar Garcia de los Salmones, Angel Herrero, Patricia Martínez García de Leaniz

This paper aims to analyse the determinants of the intention to share a post about an environmental issue posted by a tourism destination on Facebook. The authors use the…

Unlocking the motivations behind vintage luxury desire

Ian Phau, Olamide Oluwabusola Akintimehin, Anwar Sadat Shimul, Sean Lee

Despite the growing popularity of SHVL fashion, there is little empirical focus on the antecedent factors that influence consumers’ intention to purchase and recommend SHVL…

Influence of mobile application service quality and convenience on young customer retention

Sehrish Huma, Waqar Ahmed, Minhaj Ikram, Arsalan Najmi

Given the rising popularity of mobile commerce among young consumers, this study aims to examine the effect of mobile applications service quality (MASQ), service convenience…

Hotel’s customer empowerment, environmental corporate social responsibility, and online customer value co-creation to attain sustainable development goals (SDGs)

Sarah Badar (Imran), Ajmal Waheed, Arifa Tanveer, Hina Fayyaz

The hotel customers are conscious of the deteriorating environmental conditions and demand for online immersions. Hotels lack an exciting shift in customer behavior for augmented…

Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Faizan Ali, Chokechai Suveatwatanakul, Luana Nanu, Murad Ali, Abraham Terrah

This study aims to examine the interrelationships between social media marketing activities, self-brand connections, brand equity, trust and loyalty.

The influence of homophily and social identity on eWOM in streaming consumption behaviour

Iker Oquiñena, Joaquín Sánchez, Abel Monfort

The purpose of this paper is to identify the influence of homophily and social identity in eWOM adoption and influence on music consumption in streaming platforms. The study also…

Fostering social media user intentions: AI-enabled privacy and intrusiveness concerns

Muhammad Haroon Shoukat, Islam Elgammal, Kareem M Selem, Ali Elsayed Shehata

This paper aims to empirically examine the impact of psychological factors (i.e. privacy and intrusiveness concerns) on user intentions regarding artificial intelligence…

Cyberaddiction to TikTok during the COVID-19 pandemic

Souad Maghraoui, Lilia Khrouf

The purpose of this study is to shed light on the determinants of TikTok cyberaddiction during the COVID-19 pandemic, as well as the resulting attitudinal and intentional…

Social media stars: how influencers shape consumer’s behavior on Instagram

Hamza Kaka Abdul Wahab, Faizan Alam, Eva Lahuerta-Otero

In today’s global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how…

Exploring innovativeness, need for uniqueness and brand tiers in the sharing economy

Daniel Espinosa Sáez, Elena Delgado-Ballester, José Luis Munuera Alemán

In a context where the sharing economy (SE) plays an important role in the transformation of today’s business landscape, profoundly changing the behavior of consumers and many…

Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journals

Ayhan Akpınar

This study aims to examine marketing trends spanning a period of 26 years to scrutinize North American influence in marketing research, as well as enhance comprehension of…

Experimenting on the metaverse to foster innovation

Cristina Mele, Tiziana Russo Spena, Stefano Paolo Russo

This study aims to investigate the evolving concept of the metaverse and its implications for service innovation. It seeks to understand how integrating technologies such as…

WeChat gamification: mobile payment impact on word of mouth and customer loyalty

Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar, Waseem Irshad, Muhammad Usman Mumtaz, Talha Zubair Ahmad Khan

This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile…

Consumer knowledge in marketing: a critical review and research agenda

Elisa Garrido-Castro, Francisco-José Torres-Peña, Eva-María Murgado-Armenteros, Francisco Jose Torres-Ruiz

The purpose of this study is to critically review consumer knowledge in marketing and propose a future research agenda. Despite the many works that have examined this variable…

Thank you, government! Your support facilitated my intention to use mobile payment in the new normal era

Pick-Soon Ling, Xin-Jean Lim, Lim-Jin Wong, Kelvin Yong Ming Lee

This study aims to investigate the key determinants predicting users’ behavioural intention (BI) in adopting mobile payment (m-payment) in the new normal era.

FaceReader as a neuromarketing tool to compare the olfactory preferences of customers in selected markets

Jakub Berčík, Anna Mravcová, Esther Sendra Nadal, David Bernardo López Lluch, Andrea Farkaš

The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of…

Artificial intelligence and predictive marketing: an ethical framework from managers’ perspective

Hina Naz, Muhammad Kashif

Artificial intelligence (AI) offers many benefits to improve predictive marketing practice. It raises ethical concerns regarding customer prioritization, market share…