Agentic artificial intelligence (AI), autonomous systems capable of independent decision-making, learning and adaptation, is redefining branding by transforming passive consumer interactions into dynamic, co-creative relationships. This article synthesizes contemporary research (2020–2024) to explore how agentic AI enables hyper-personalized experiences, facilitates real-time brand adaptation and addresses ethical challenges in consumer engagement. Through case studies from Coca-Cola, Netflix and Unilever, we illustrate how autonomous AI systems enhance customer loyalty, drive innovation and foster trust through transparency. The study advocates strong governance of agentic AI through clearly defined policies, structured review points, audit documentation and escalation protocols to manage risks such as algorithmic bias and brand inconsistency. It offers managers a practical framework for implementation: establish brand guidelines, incorporate human oversight at critical decision points and monitor outcomes to ensure AI enhances rather than replaces human judgement. The study concludes by emphasizing the need for collaboration among marketing, data science, design and ethics teams to align AI autonomy with long-term brand integrity. It also highlights future research opportunities in areas such as crisis management protocols, AI-to-AI customer interactions and cultural adaptability in automated systems.

Purpose Virtual influencers (VIs) are increasingly used for brand endorsements. While consumer interaction with VIs is growing, little is known about the motivations behind these interactions and how they influence consumer behavior. Design/methodology/approach Data were collected through an online survey of 298 users who interact with VIs. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings Consumers interact with VIs to satisfy their intellectual, novelty, entertainment and social needs. These needs positively influence self-expansion, which in turn enhances brand identification and purchase intention. Research limitations/implications This study is limited by its cross-sectional design, reliance on self-reported data, and focus on predominantly individualistic respondents in the UK. Future studies should examine cross-cultural samples, employ longitudinal or experimental designs to establish causality, and explore additional psychological mechanisms that might shape consumer-VI interactions. Practical implications The findings of this study can help marketers and VI developers understand how to use VIs to enhance consumer interaction and stimulate purchase intention. Social implications: VIs are shaping new forms of consumer-brand interaction and raising important questions about identity, technology and trust in AI-driven media. Social implications VIs are shaping new forms of consumer-brand interaction and raising important questions about identity, technology and trust in AI-driven media. Originality/value This study is the first to integrate uses and gratifications (U&G) theory with self-expansion theory to explain the psychological and behavioral effects of VI interaction, offering a novel framework for understanding digital consumer engagement.

Micro culinary enterprises often struggle with limited capital, intense market competition, and rapidly changing consumer preferences, which hinder their ability to innovate and sustain business growth. This study addresses these core issues by examining how Pancong Lumer Nikmat, a micro-scale culinary venture, implements product innovation and digital marketing strategies despite financial constraints. The research aims to identify effective practices that enhance product appeal and increase market reach with minimal investment. A qualitative research approach was employed through direct observation, in-depth interviews with the business owner, and analysis of digital marketing content used on social media platforms. The findings reveal that product innovation focuses on developing unique flavor variations, adding contemporary toppings, and improving visual presentation to align with current food trends while maintaining affordable production costs. In terms of marketing, the strategic use of low-cost platforms such as Instagram, TikTok, and WhatsApp Business effectively increases brand visibility, strengthens customer engagement, and encourages organic promotion through visually appealing content. The study concludes that simple, cost-efficient product innovations combined with accessible digital marketing efforts can significantly improve consumer interest, repeat purchases, and brand identity formation. These strategies provide practical, scalable solutions for micro culinary businesses operating with limited resources. Keywords : consumer engagement, digital marketing, micro culinary business, product innovation, social media

Understanding consumer behavior involves exploring complex neurobiological and psychological processes. Neuromarketing, an interdisciplinary field combining neuroscience, psychology, and business, provides insights into subconscious factors driving consumer decisions. This paper investigates how emotions, reward systems, and cognitive biases shape consumer behavior and discusses neuromarketing techniques such as eye-tracking, functional Magnetic Resonance Imaging (fMRI), and Electroencephalography (EEG). It includes real-world case studies of Coca-Cola’s emotional branding strategy and Amazon’s eye-tracking utilization to demonstrate practical applications and measurable outcomes. Additionally, this analysis integrates findings from various scholarly sources to illustrate the profound influence neuromarketing has in enabling businesses to craft more effective and targeted marketing strategies, enhance consumer engagement, and maximize profitability.

ABSTRACT Mindfulness has gained traction as a sustainability intervention amid the search for more effective and emotionally engaging marketing strategies. This study applies Langer’s creative mindfulness framework, integrated with Buddhist principles, to unfold new opportunities for mindfulness within sustainable consumption research. Using a curation method and interviews with 62 participants in a collaborative initiative, the findings explains how Eastern cultural stimuli shape creative processes and bridge socio-cognitive and faith-inspired perspectives, often viewed as incompatible. A spiritual creative mindfulness framework is proposed, extending conventional models to incorporate subjective, communal, and environmental dimensions of spiritual well-being. The findings further challenge the prevailing focus on altruism in existing studies, suggesting the interplay between egoistic and altruistic principles is central to the mechanism of change toward sustainable behavior. The study offers the practical implications for marketing strategists of designing customized messaging, stimuli, partnerships, and user-generated content to enhance consumer engagement with sustainable business practices.

ABSTRACT This study examines the role of emotional design features and augmented reality (AR) in interactive fashion advertisements and their effects on consumer engagement, satisfaction, and purchase intention in the Chinese market. Guided by the stimulus–organism–response framework, AR functionalities and emotional cues are treated as external stimuli, while emotional engagement and satisfaction serve as mediating organismic variables. Data were collected through a self-administered survey of 300 Chinese fashion consumers who had prior experience with AR advertisements. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed for data analysis. The measurement model demonstrated strong reliability (Cronbach’s alpha > 0.90; composite reliability > 0.92) and convergent validity (AVE > 0.80), with discriminant validity confirmed using Fornell–Larcker and HTMT criteria. The structural model explained 65.4% of the variance in purchase intention (R² = 0.654), showed high predictive relevance (Q² = 0.458), and achieved excellent model fit (SRMR = 0.055). Emotional design elements significantly influenced satisfaction (β = 0.342, p < 0.001), while AR features significantly affected usage behaviour (β = 0.276, p < 0.001). Satisfaction and continued use jointly mediated purchase intention, highlighting the synergistic impact of sensory and technological stimulation in AR-based fashion advertising.

Ethical and sustainable fashion has attracted increasing attention in discussions of the environmental and social impacts of the fashion-related industry. However, empirical evidence regarding Japanese consumers remains limited. This study conducted a questionnaire survey of 520 consumers (aged 18–69 years) in Japan to examine consumer awareness, practices, attitudes, and policy preferences related to ethical and sustainable fashion. The survey assessed familiarity with key terms, associated attributes, purchasing considerations, perceived barriers, and support for policy options. Only 12.1% of respondents were familiar with “ethical fashion,” and across the full sample, similar attributes (e.g., use of recycled materials, recyclability, and low environmental impact) were generally associated with both “ethical” and “sustainable” fashion. “Sustainable fashion” was strongly associated with environmental concerns, whereas “ethical fashion” encompassed broader issues such as transparency. Fewer than one-quarter of respondents reported considering sustainability or ethics when purchasing fashion items. Frequently cited barriers included high cost (35.4%) and lack of information (32.9%). More than 70% supported policies prohibiting the destruction of unsold or returned textiles, as legislated in France, while a majority preferred voluntary corporate initiatives over legal mandates. Despite limited overall awareness and active consideration, a substantial proportion of respondents had already engaged in related practices (e.g., only purchase the minimum necessary, use purchased items for as long as possible). Addressing key barriers and encouraging voluntary industry efforts may expand opportunities for consumer engagement. The study also identified a policy-preference asymmetry, with stronger support for voluntary corporate initiatives than for legal mandates. These findings provide novel quantitative insights from Japan, one of the world’s largest fashion markets, and may inform the design of policies that balance voluntary initiatives with legal regulation in ethical and sustainable fashion. They further highlight the importance of developing such policies through close collaboration with diverse stakeholders.

Glucocorticoid-producing cells of the adrenal cortex (i.e. zona fasciculata, zF) constitute the critical effectors of the hypothalamic-pituitary-adrenal axis, mediating the mammalian stress response. With glucocorticoids being essential for life, zF dysfunction perturbs multiple organs that participate in optimizing cardiometabolic fitness. The zF forms a dynamic and heterogenous cell population endowed with the capacity to remodel through the engagement of both proliferative and differentiation programs that enable the adrenal to adapt and respond to diverse stressors. However, the mechanisms that sustain such differential responsiveness remain poorly understood. In this study, we resolve the transcriptome of the steroidogenic lineage by scRNA-seq using Sf1-Crehigh; RosamT/mG reporter mice. We identify HHEX, a homeodomain protein, as the most enriched transcription factor in glucocorticoid-producing cells. We utilize genetic mouse models to demonstrate that Hhex deletion causes glucocorticoid deficiency in male animals. Molecularly, we demonstrate that HHEX is an androgen receptor (AR) target gene, shaping the sexual dimorphism of the adrenal gland by repressing the female transcriptional program at puberty, while also maintaining zF cholesterol ester content by protecting lipid droplets from androgen-induced-lipophagy. Moreover, our study reveals that, in both sexes, HHEX is crucial for maintaining the identity of the innermost adrenocortical cell subpopulation. Specifically, loss of HHEX impairs the expression of Abcb1b (P-glycoprotein/MDR1), an efflux pump regulating steroid export and cellular levels of xenobiotics. Together, these data demonstrate that HHEX serves as a multi-functional regulator of post-natal adrenal maturation that is potentiated by androgens.

The rapid growth of social media has transformed traditional marketing and reshaped global e-commerce practices. This study examines the major platforms used in social media marketing and analyzes the impact of social commerce and influencer marketing on worldwide e-commerce sales. Social commerce enables direct purchasing through social media platforms, while influencer marketing enhances consumer trust, engagement, and purchase intention through authentic and relatable content. The study further explores key challenges faced by brands, including issues related to influencer authenticity, accurate measurement of marketing performance, and compliance with evolving regulatory and disclosure requirements. Findings from existing literature indicate that although social commerce and influencer marketing significantly boost brand visibility and online sales, their effectiveness depends on transparency, credibility, and ethical practices. The study contributes to a better understanding of how businesses can strategically leverage social media marketing while addressing emerging challenges in the digital commerce ecosystem. Keywords: Social Media Marketing, Social Commerce, Influencer Marketing, E-Commerce, Consumer Behavior, Digital Marketing

This study investigates online community marketing as a strategy to cultivate brand–consumer-relationship sustainability. Blind boxes have recently gained worldwide popularity but are increasingly criticized for sustainability concerns. While previous research mainly assumes cooperation among members, we highlight cooperative and competitive emotional interactions in building a sustainable online community. Integrating the conditioned-expectancy theory of vicarious emotion with social comparison theory, we propose a dual emotional mechanism consisting of brand love and brand jealousy to reflect cooperative and competitive emotions. This study obtained 601 valid responses from online communities of blind boxes. The results show that online community marketing is positively related to purchase intention. Although they are paradoxical, brand love and brand jealousy coexist, and both mediate the abovementioned relationship. We also find a serial mediation through brand love and jealousy and then engagement. In post hoc analysis, we further find a curvilinear mediation via brand love, which accelerates the emotional engagement in community marketing, while brand jealousy maintains a linear position. This study provides new insights on sustainable community marketing and suggests practical implications for innovative marketing approaches.

Purpose A gap between theory and practice in managing gamified services can hinder consumer engagement and retention. A practice lens is used to identify affordance-centered organizational practices and provide insights into how these practices manage gameful affordances for sustained engagement and consumer retention in gamified services. Design/methodology/approach Executives at 16 different organizations involved in decision-making related to the design of gamified sport and entertainment services were interviewed. A midrange scheme approach was used to conduct a reflexive thematic analysis, resulting in the generation of themes, a narrative description and the development of a framework. Findings Organizations engage in four affordance-centered organizational practices – torture gap testing, community building, novel experience management and need treadmill generation – to manage gameful affordance for sustained engagement and consumer retention in gamified services. These practices emerge from ongoing sensemaking processes and reflect how organizations strategically manage consumers' affordances through the orchestration of game design elements. Originality/value A Gameful Affordance Management for Engagement and Retention (GAMER) framework for gamified services is developed to (1) bridge the gap between theoretical understanding of factors' influencing consumer engagement and retention outcomes in gamified services and practices undertaken by organizations to achieve these outcomes and (2) highlight the interconnected and iterative affordance-centered organizational practices that are a interlinked with practitioners' sensemaking processes. The framework offers actionable insights to practitioners wanting to build a loyal consumer base for their gamified service.

ABSTRACT Amid climate change and declining global wine consumption, sustainable wine tourism (SWT) has emerged as a critical strategy for wineries to enhance economic resilience, consumer engagement and brand value. While sustainability has become central to both wine production and tourism discourse, the concept of SWT remains underdefined and inconsistently applied. This global qualitative study addresses that gap through 58 semi-structured interviews with 41 winery owners/managers and 17 experts across ten wine-producing countries. It develops a conceptual framework for SWT grounded in stakeholder insights and responsive to the systemic complexity of the broader WT ecosystem. Core principles and distinctive features of SWT are identified and an operationally meaningful definition is proposed. Findings position SWT as a holistic, place-based model embedded within a mutually beneficial wine tourism ecosystem integrating sustainable wine production, responsible tourism, and inclusive visitor engagement. It conceptualizes SWT as not just visits to clusters of wineries, but as tourism to regions bound by wine as an essential cultural element, enabling both environmental and cultural stewardship while enhancing multisectoral business resilience. This research provides a foundational framework to guide wineries, destinations, policymakers and academia in aligning their practices with sustainability goals, thereby advancing a unified and coherent agenda for sustainable wine tourism.

ABSTRACT This study examines how individuals perceive, interact with, and respond to metaverse ads, and is thus in line with the lack of knowledge concerning how advertising may be influenced by the metaverse. Compared to traditional digital marketing, metaverse advertising combines features like interactivity, using senses, and AI-informed personalization, which explains why there is a need to study consumer behavior in the metaverse depths. The current study used a phenomenological approach to gather primary data by administering 15 semi-structured interviews to Metaverse users, with the subjects chosen purposively for the purpose of sample heterogeneity. The participant responses were analysed using thematic analysis aimed at determining and describing the patterns of consumer engagement with metaverse ads and can be regarded as a structure for their interpretation. The study findings highlighted that that experienced metaverse users are more immersive and immersed in perceiving the usability of metaverse ads in comparison to traditional ad formats. Furthermore, the study shows that self-referenced and multisensory ads have been more effective at changing the consumers’ perception of the brands and their decision to purchase the products. These findings are significant for marketers to understand specifically how to implement metaverse advertising to increase access to interaction and dynamism. This study can enrich the current focus on lower engagement with evidence of how brands can communicate with consumers in virtual reality. In essence, the study suggests effective strategies by transferring the foreclosure from the theoretical context to the practical application of the metaverse in marketing.

In recent years, third-generation coffee, defined by its emphasis on high-quality beans, alternative brewing methods, and an artisanal experience, has emerged as a distinct trend in global coffee consumption. While existing studies have concentrated mainly on metropolitan contexts, little is known about how consumers in medium-sized cities engage with this trend. This study aims to determine the knowledge levels and motivational factors of individuals visiting third-generation coffee shops in Eskisehir, Türkiye. A phenomenological qualitative design, comprising 20 semi-structured interviews, was employed. Data were collected through face-to-face, semi-structured interviews with participants selected using purposive sampling. Interviews focused on participants’ coffee consumption habits, awareness of coffee trends and brewing methods, and motivations for choosing specific types of coffee shops. Descriptive analysis was conducted to interpret the findings. Results indicate that half of the participants had little to no awareness of the third-generation coffee trend, and only a minority possessed detailed knowledge of brewing techniques such as V60, Chemex, Moka pot, and Aeropress. Turkish coffee emerged as the most frequently consumed type, followed by espresso and filter coffee. Key motivational factors for preferring third-generation coffee shops included the diversity of brewing methods, rich flavor profiles, calm ambiance, boutique design, and opportunities for social interaction. Participants preferred third-generation coffee shops for their authenticity, variety of flavors, and atmosphere, whereas they criticized second-generation venues for standardization and commercialization. Theoretical contributions of the study include addressing knowledge gaps in consumer behavior research by focusing on a medium-sized urban setting. Practical implications highlight the importance of barista-led education, consumer workshops, and informative materials to enhance awareness of specialty coffee practices. Findings provide valuable insights for coffee businesses seeking to strengthen consumer engagement and promote authentic coffee experiences.

This study examines the impact of social media marketing activities (SMMA), brand equity, and brand awareness on consumers’ purchase intentions in Saudi Arabia’s rapidly expanding online shopping environment. In recent years, social media platforms have revolutionized the way businesses interact with consumers, making it essential to understand their influence on purchasing behavior. This research adopts a quantitative approach, collecting data from 203 respondents in the Eastern Province of Saudi Arabia through a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the proposed relationships among the constructs. The findings demonstrate that social media marketing activities have a significant and positive impact on consumer purchase intentions. Similarly, brand equity and awareness have an essential influence on purchase intentions, suggesting that consumers are more likely to engage in purchasing behavior when they recognize and trust a brand. These results underscore the importance of cultivating a strong brand presence on social media platforms, as such strategies enhance brand perception and consumer loyalty. The study offers practical implications for marketers and brand managers aiming to optimize their digital marketing efforts within the Saudi market. By focusing on interactive, consistent, and value-driven content, brands can enhance consumer engagement, build more substantial equity, and increase the likelihood of purchase.

Purpose This research aims to investigate the role of virtual influencers in fostering consumer engagement with luxury brands via metaverse live-streaming. Design/methodology/approach A quantitative approach was adopted, with data collected from 384 valid respondents. Findings The results indicate that virtual influencer characteristics (friendship and connectivity) significantly influence consumer commitment and trust propensity. Consumer–influencer relationships (commitment and trust propensity) positively affect active consumer engagement with influencers, which, in turn, positively impacts active engagement with the luxury brand. Research limitations/implications This study makes three key theoretical contributions. First, it introduces and conceptualizes the characteristics of virtual influencers, advancing the understanding of their distinct attributes within digital marketing and consumer engagement. Second, this study extends parasocial relationship theory by applying it to virtual influencers within metaverse live-streaming environments. Third, it extends the application of commitment–trust theory by developing the concept of the consumer–influencer relationship in the context of virtual influencers, thereby providing a novel theoretical framework for examining consumer trust and commitment in digital interactions. Practical implications By reinforcing consumer–influencer interactions, this research provides actionable strategies for luxury brands to enhance consumer engagement in metaverse live-streaming. Originality/value This research addresses a critical gap in the metaverse live-streaming market for luxury brands, highlighting the role of virtual influencers in enhancing consumer engagement.

The paper explores how social influence and consumer engagement affect the purchase intention of complementary and alternative medicine. The study aimed to investigate consumers of alternative medicine within Indonesia. The study provides practical insights into enhancing marketing strategies and strengthening consumer engagement with complementary and alternative medicine (CAM) by understanding these factors. A quantitative approach was used, involving a sample of 580 complementary and alternative medicine consumers in Indonesia. Participants were selected using purposive sampling criteria, which included individuals aged 17 years and older who had consumed CAM at least twice in the month. Data analysis was conducted using SmartPLS4 as the analytical tool. These insights offer a deeper understanding of how consumers behave in relation to alternative medicine, which can assist healthcare professionals in formulating more effective, targeted approaches to encourage the adoption of alternative medicinal practices.

Designing effective demand response: A review of behavioral insights, consumer engagement, and operational strategies in energy systems

Does market engagement in public procurement foster innovation? Results from a Pan-European survey

Family resource centers and the prevention of child maltreatment: A scoping review.