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.

A Planogram automation system has been developed to maximize the effectiveness of product arrangements on store shelves. However, its design could not be used at its full potential because of human errors that frequently occur when employees attempt to place products according to a predetermined planogram. These errors reduce both accuracy and efficiency in the implementation process. Previous research addressed this challenge by proposing solutions in the form of automatic planogram compliance supervisors that utilize object detection technology to detect deviations. In contrast, this work proposed another approach to minimize human errors, namely by developing a real-time guidance system for product placement on the shelves using an Augmented Reality (AR) platform. Two different AR devices were implemented, consisting of a handheld Samsung Galaxy Tab S7 and a Video See Through (VST), Head Mounted Display (HMD) using Meta Quest 3, and their performance was compared to the conventional paper-based method. The system was evaluated through a user study involving 11 participants who had prior experience in product placement but no experience with HMD devices. Results showed that paper instruction achieved the best completion time in task performance, while no significant differences were found in error performance. HMD and paper instruction demonstrated similar outcomes on cognitive load, whereas handheld AR showed the worst performance and physical demand. Based on these results and post-task feedback, it can be concluded that although paper instruction remained the most favored method, the HMD demonstrated the greatest potential for future product placement guidance systems.

The growth of online-based MSMEs in Indonesia is strengthening along with the increasing adoption of digital technology and the shift in consumer behavior to the online space. In the context of intense competition and high uncertainty of online transactions, brand awareness is a key element in building consumer trust. This study aims to explore the role of brand awareness in building consumer trust in online-based MSMEs through a literature review (library research). Data were collected from scientific journal articles and relevant books accessed online through Google Scholar and various other credible literature sources. The results of the study indicate that brand awareness not only functions as brand recognition but also serves as a gateway for the formation of consumer perceptions of quality, credibility, and a sense of security. Brand awareness contributes to various trust indicators, such as product reliability, brand integrity, transaction security, competence, performance consistency, goodwill, information transparency, reputation, after-sales service, and the quality of brand communication. In the online MSME ecosystem, digital marketing, social media, and marketplaces serve as strategic channels for building awareness and trust simultaneously. This study develops a conceptual model that positions brand awareness as an initial variable that influences the formation of consumer trust through factors such as product quality, reputation, consumer experience, and digital marketing effectiveness. These findings provide implications for online MSMEs to prioritize strengthening brand awareness as a fundamental strategy for building and maintaining consumer trust in a highly competitive digital environment.

ABSTRACT Content creators of color on TikTok sit at the intersection of the growth in influence of the platform and its centrality to the global flows of racialized and gendered representations across the world. But how do content creators navigate between these two trends to monetize their content? I answer this by examining the experiences of a set of young Chinese and Filipino male TikTokers and analyze their use of four main strategies for monetization: 1) some content creators use the #Kpop hashtag to widen their audience, to attract followers and do paid product placements on TikTok; 2) others use their newly found social capital to access opportunities for professional photo creation off the app as professional photographers for K-pop adjacent companies; 3) still others use live streaming on TikTok to attract gifts directly from followers as a source of income; and 4) some, unhappy with the income from streaming on TikTok, instead used TikTok to redirect to other apps such as Amazon Wishlist and PayPal. I categorize these monetization strategies along to two key dimensions: social relations (based on visibility) and digitalization (monetizing on or offline).

This study is motivated by the problem faced by Toko Polirindo, where sales transaction data are stored only as archives and have not been utilized for analytical purposes, resulting in unstable product availability, recurring stock shortages, and difficulties in predicting customer purchasing behavior; therefore, this research aims to identify patterns of item associations that frequently occur together by applying the Association Rule Mining method using the FP-Growth algorithm, which is recognized for its ability to extract frequent itemsets efficiently without the need to generate candidate combinations as in the Apriori algorithm. The dataset consists of sales transactions recorded from January to September 2025. It undergoes several stages, including preprocessing, binary transformation, and analysis using RapidMiner to generate frequent itemsets and association rules, evaluated using support, confidence, and lift metrics. The results reveal that item 3 consistently appears as the most dominant consequent across almost all generated rules, with confidence values ranging from 0.322 to 0.347, indicating that this item is most strongly associated with other items and frequently appears as a complementary product in customer transactions. These findings provide practical contributions by offering insights to optimize stock management, improve product placement, and develop promotional strategies based on actual purchasing patterns, while also demonstrating that the FP-Growth algorithm is an effective analytical tool to support data-driven decision-making aimed at enhancing operational efficiency and customer satisfaction in retail environments.

Facilitating healthier food purchases through product placement, promotional cues, and pricing interventions in Australian food relief pantries.

Exploring the legal landscape of free menstrual products in schools: A scan of 50 states and DC.

This study examines product placement practices in interactive movies that have become popular via streaming platforms and approaches the subject from a critical perspective. The aim of the study is to investigate how interactive movies are used as a new advertising medium. This study seeks to answer the question by examining Netflix’s original interactive movies Black mirror: Bandersnatch and Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend. In the research, the movies were examined using content analysis. First, product placement categories were created to be used in content analysis, and then the movies were analysed according to these categories. Some of the findings of the research were as follows: In the analysed movies, 291 product placement applications were identified. Active strategies were used more in product placement applications. It was found that the most placed products in the movies usually belonged to specific brands, and some of those brands have partnerships with Netflix. Interactive narrative directly affected the frequency of product placements.

This study delves into crucial design considerations for residential product supplements, aiming for alignment with modern needs and evolving lifestyles. Given the central importance of housing to product designers, it's essential to develop complementary products satisfying individual and collective demands amidst cultural, technological, and environmental shifts. This research intends to pinpoint key design principles ensuring functionality, safety, and aesthetic harmony within residential settings. Employing a mixed-methods approach, the study integrates descriptive-analytical analysis with field observations to scrutinize user needs, material performance, and spatial adaptability. The findings underscore significance of the environmental compatibility, cultural and religious sensitivity, and judicious material selection. Suspended exterior elements, especially on wind-exposed facades like northeastern ones, require stable, non-moving systems using cylindrical or square metallic or non-metallic pipes for enhanced durability. Entrance supplements should feature simplicity and clear definition, while kitchen elements must utilize non-flammable, moisture-resistant, and easily maintained materials, avoiding wood or similarly flammable substances. Optimal distribution and product placement are vital for upholding safety and ease of movement. In conclusion, the study provides practical recommendations for sustainable, culturally attuned, and functional design innovations in residential product development, offering a framework for designers to craft spaces meeting contemporary demands while honoring local traditions and environmental conditions.

The good life has technical, ethical, and philosophical connotations. Computer technology in general, and artificial intelligence in particular, makes a technological contribution to that good life, but also has an increasing ethical and philosophical impact. Placed in a philosophical context, the degree to which people have control over the unpredictable largely determines the good life. So say philosophers such as Plato and, more recently, Martha Nussbaum. This relates to the distinction made in classical Greek philosophy between technē and tuchē. Technē is what we can foresee and oversee, what we can control and influence. Tuchē is the unpredictable to which we as humans are at the mercy of good or bad luck. Philosophers such as Plato and Nussbaum ask: how strong and complete can I make my technē to control tuchē? The development of computer technology initially offered considerable promise for strengthening that technē, but the power of technology increasingly appears to be such that it becomes more autonomous and generates products that no longer directly stem from the intentions with which humans designed the technology, through algorithms and the like. AI seems capable of developing its own tuchē, moving us further and further away from the control over tuchē via technē. This also has consequences for the ethical side of the good life: who can take responsibility for the resulting products and outcomes of AI, and the decision making based on that? This contribution examines the possibilities of using human communicative action to verify validity, in order to support making the right choice and taking the right decision. Habermas’s validity claims may enable us to verify AI, the technē as well as the tuchē, through rational communication. Based on four so-called validity claims, argumentative validity is achieved. The assumption is that this validity then enables the placement of the AI product in question in an ethical-communicative context, through which and with which technē and tuchē can be bridged and potentially connected and by that decision making in and for the Good Life is supported. One of the results of this contribution is an AI-generated checklist based on Habermas’s validity claims. The question is then if this result can then be tested adequatly against itself and assessed for its validity claims, humanly as well as by AI. That is subject to further research.

The article rewiews the historical development of structural design for silo and bunkers, as well as the evolution of scientific approaches to modeling bulk material structure interaction. It is noted that the formation of modern ideas about the pressure distribution in grain storages originates from the classical Jansen model, which became the foundation for further research in the field of engineering mechanics of bulk materials. The further evolution of the regulatory framework - from national instructions and industry documents to the requirements of the Eurocode - was accompanied by the consideration of numerous experimental results and the introduction of empirical coefficients that allow reflecting real effects that are inaccessible to analytical solutions of the classical type. Special attention is paid to the modern generalizing model of the Ukrainian scientist Bannikov, which offers a universal approach to determining the interaction of "structure-bulk body" without the need for a clear distinction between bunkers and silos. This method allows for a more correct description of the transient conditions during filling and discharge conditions of operation of storages and to avoid simplifications inherent in traditional approaches. The results of a number of experimental studies aimed at determining normal and tangential pressures in various operating modes - both static and dynamic loading, including the effects of pulsations, uneven operation and local overloads are presented. Modern numerical methods of analysis are separately highlighted, including the discrete element method (DEM) and the finite element method (FEM). Significant differences between them are indicated: DEM allows modeling the behavior of individual particles, while FEM reflects the continuous environment of the structure, which determines the limitations and scope of each method. It is shown that the integration of these approaches and their further development in the direction of generalizing static state models for dynamic operating modes, which still remain the least formalized and most difficult to describe, is promising. Against the background of the growing shortage of grain storage capacities, special attention is paid to the operational problems of silo structures, the life cycle of which has been exhausted or is approaching completion. Refinement of modern models of interaction of bulk material with storage walls forces to reassess the accuracy of calculations for mass silo buildings made of precast reinforced concrete, erected according to outdated standards. New market requirements require more intensive operating modes, which increases the risk of damage, cracking and emergency situations. In order to increase reliability, it is proposed to combine the assessment of the stress-strain state with the specific technological requirements of a particular enterprise. Such a comprehensive approach, which takes into account the real technical condition of the structure, material properties and loading modes, will allow to optimize the placement of products in the process of grain storage and ensure rational operating conditions of silo structures.

Film tourism represents a growing opportunity for destination marketers, yet limited research examines how specific filmic components within a film’s dramatic architecture influence destination image and travel intention. This study addresses this gap through a sequential explanatory mixed-methods design comprising three phases. First, a pre-test ( n = 360) using exploratory factor analysis identified and validated four film components: plot, culture and tradition, scenery, and humanism. Second, a between-subjects quasi-experimental study with Vietnamese viewers ( n = 792) employed partial least squares structural equation modeling to test how Korean versus Vietnamese films differentially influence domestic and international travel intentions. Third, semi-structured interviews ( n = 22) with thematic analysis provided contextual depth and theoretical extension. Results reveal that plot significantly influences both destination image and travel intention for both film types, while culture and tradition affects travel intention only indirectly through destination image. Scenery exhibits paradoxical effects, negatively impacting destination image for Vietnamese films but positively for Korean films, yet positively influencing travel intention for both. Humanism influenced destination image only for Vietnamese films. These findings extend dramatic theory and narrative transportation literature into tourism contexts, demonstrating that film components operate through distinct pathways. Destination marketing organizations should prioritize narrative integration over scenic product placement and develop differentiated strategies for domestic versus international audiences.

ABSTRACT The proliferation of counterfeit perfumes poses growing challenges to consumer safety, brand integrity and regulatory enforcement. This study examines three popular fragrances, coded D, V and G, by comparing the ingredient profiles of their original and counterfeit versions. Ingredients were classified into those exclusive to authentic samples, unique to fakes and those shared by both. Results reveal that original perfumes consistently utilise rare, high‐grade synthetics such as Cashmeran and Ambrox, while counterfeits often substitute these with inexpensive fillers like Dipropylene Glycol or hazardous compounds including phthalates. The findings highlight key authenticity markers and underscore significant health risks associated with counterfeit formulations. This research contributes to consumer awareness, regulatory action and anti‐counterfeiting strategies within the fragrance market.

Introduction From 1 October 2022, new legislation in England restricts the placement of some food and drink products high in fat, sugar and salt (HFSS) in stores with a sales floor larger than 185.8 m2 (2000 sq ft). ‘Less healthy’ products in 13 categories, which fail the UK Nutrient Profiling Model, cannot be placed at store entrances, ends of aisles, at checkouts or their online equivalents. Reducing the prominence of ‘less healthy’ foods should decrease impulse purchases and excess calorie intake. Stores in Scotland, Wales and Northern Ireland are exempt, but the UK Devolved Nations are considering similar rules.Methods and analysisDaily store-level sales and product data from multiple UK retailers will be used to evaluate the legislation’s impacts in relation to HFSS sales, retailer product portfolios and equitability across different areas in England. Food and drink sales data from 18 months pre-policy and 12 months post-policy implementation will be gained for a sample of stores. Controlled interrupted time series modelling will be used to estimate policy effects, with stores from Scotland and Wales acting as controls. Online sales are excluded.Stores from study partner retailers were identified using Geolytix retail points data. Selected stores were defined as mid-sized or larger (>280 m) by Geolytix, to ensure legislation eligibility. 160 stores in England (intervention sample) and 50 stores in Scotland/Wales (control sample) were selected for each partner retailer. For each retailer, we sampled equal intervention store numbers (n=16) across each tenth of the Priority Places for Food Index (PPFI). Weighting was used to ensure maximum sample variability by store size and area demographic characteristics (urban/rural status) within each PPFI tenth.Ethics and disseminationThis study has received approval from the Business, Environment and Social Sciences ethical review board at the University of Leeds (AREA 21–063).Findings at the retailer and cross-retailer levels will be published in academic journal articles as well as industry-facing reports coproduced by Institute of Grocery Distribution. Through meetings and workshops, we will disseminate results to inform future business practice and policymaking across the UK Devolved Nations.RegistrationProtocol was first published on Open Science Framework https://osf.io/jp9eh.

ABSTRACT Product placement, a covert yet influential advertising technique, has garnered sufficient attention from marketing professionals. To better understand its effectiveness, the present study examined consumers’ perceptions and responses to product placements. The present study used a within‐subjects experimental design. Participants ( N = 600) were asked to watch movie excerpts containing product placements. Following this, they were asked to fill out a structured questionnaire. The results demonstrated that execution factors (prominence and character product interaction [CPI]) and individual difference factors (brand familiarity, product involvement, and appreciation of media content) significantly impact consumers’ brand attitudes, which in turn positively impact purchase intentions. The results also demonstrated that brand self‐congruity positively impacts purchase intentions. This study can help practitioners formulate effective product placement strategies to reach the audiences.

Exposure to unhealthy food and alcohol advertising in childhood and adolescence can influence preferences and later consumption. A fragmented and ineffective network of regulations and guidelines cover outdoor advertising of alcohol to children in Victoria, and regulations for unhealthy food/non-alcoholic drink are even less comprehensive. The aim of this study was to quantify the prevalence, size, and youth appeal of unhealthy food and drink (including alcohol) marketing at a major public transit hub in Melbourne, Southern Cross Station. This location is not subject to Department of Transport and Planning rules regarding placement of unhealthy product marketing that apply on other public transport in Victoria. A manual audit of all advertisements located inside Southern Cross station (including on internal walls, hanging from the ceiling, freestanding on concourse, walkways and platforms) took place over 4 days in June-July 2024. From photographs, researchers categorised all advertisements as either alcohol, food/non-alcoholic drink (and then as either unhealthy [discretionary] or healthy [core, based on Australian Dietary Guidelines]), or other; and coded the size of the advertisement. Food/drink (including alcohol) advertisements were coded for presence of features with youth appeal using a validated measure. A total advertising power score for youth appeal was calculated. Mann-Whitney U tests examined differences in size and youth appeal between categories. A total of 858 advertisements were identified: n=213 (24.8%) were for food/non-alcoholic drinks (most of which were unhealthy, 83.1%), and n=202 (23.5%) were for alcohol. Alcohol advertisements were significantly larger than both non-alcoholic drink and food/non-alcoholic drink advertisements combined (each p<.0001), and had a significantly higher number of features with youth appeal and a higher youth appeal score than both non-alcoholic drinks and food/non-alcoholic drinks combined (all p<.0001-0.048). Youth appeal was also significantly higher for unhealthy than healthy food/non-alcoholic drink advertisements (p=0.039). Advertisements for unhealthy food and drink including alcohol at Southern Cross station are prevalent, prominent, and powerful in their potential appeal to youth. A coherent and comprehensive approach to regulating the content of advertising on public transport and in outdoor spaces is needed to protect children and adolescents.

Nowadays, the social media advertising market has been continuously expanding, and advertising revenue has become a key source of income for social media creators. However, excessive product placement can erode follower experience, thus striking a balance between commercial monetization and fan relationship maintenance has been a major challenge. Employing an online questionnaire survey and multiple linear regression, this study explores how advertising strategies, content relevance and follower type affect advertising tolerance. The results show that core fans have higher advertising tolerance than ordinary fans and place more emphasis on the "sincere communication" strategy; "authentic interaction" helps alleviate the negative impact of heavy ad load; the impact of the relevance between advertising content and the creator's original content exists but the effect is unstable. The findings provide empirical evidence for optimizing advertising strategies and sustaining fan relationships, recommending honest dialogue, proactive fan care and multi-dimensional ad evaluation to safeguard creative stability.

This study aims to analyse the integration between personal branding and influencer marketing as a representation of the paradigm shift in marketing communication in the era of the creative economy and digital platforms. Through a literature review approach, the results show that digital transformation has shifted marketing communication patterns from traditional persuasive models to relational models that emphasise individual values, trust, and authenticity. Personal branding serves as the foundation for digital identity formation and a source of credibility, while influencer marketing becomes an instrument for distributing value that utilises the social proximity between influencers and audiences. The integration of the two results in a human-centred marketing paradigm, which places interaction, engagement, and collaboration at the core of modern marketing strategies. Furthermore, this study confirms that the symbolic power and social capital of personal branding can be converted into economic capital through influencer marketing mechanisms, thereby creating a marketing system oriented towards participation and social value. The implications of this study point to the need to develop ethical, adaptive, and sustainable marketing communication strategies amid the complexity of digital culture.

Mobile games have become one of the fastest-growing segments of the digital economy, and in-app advertisements represent a major source of revenue while shaping consumer attention and memory processes. This study examined the relationship between visual attention and brand recall of in-app advertisements in a mobile sports game using mobile eye-tracking technology. A total of 79 participants (47 male, 32 female; Mage = 25.8) actively played a mobile sports game for ten minutes while their eye movements were recorded with Tobii Pro Glasses 2. Areas of interest (AOIs) were defined for embedded advertisements, and fixation-related measures were analyzed. Brand recall was assessed through unaided, verbal-aided, and visual-aided measures, followed by demographic comparisons based on gender, mobile sports game experience and interest in tennis. Results from Generalized Linear Mixed Models (GLMMs) revealed that brand placement was the strongest predictor of recall (p < 0.001), overriding raw fixation duration. Specifically, brands integrated into task-relevant zones (e.g., the central net area) achieved significantly higher recall odds compared to peripheral ads, regardless of marginal variations in dwell time. While eye movement metrics varied by gender and interest, the multivariate model confirmed that in active gameplay, task-integration drives memory encoding more effectively than passive visual salience. These findings suggest that active gameplay imposes unique cognitive demands, altering how attention and memory interact. The study contributes both theoretically by extending advertising research into ecologically valid gaming contexts and practically by informing strategies for optimizing mobile in-app advertising.

This study aims to explore the impact of social media marketing through Instagram @Aerostreet on students' purchase intention in Bandung, considering the variables of brand identity, brand image, brand integrity, and brand interaction. The approach used in this research is quantitative, employing the Structural Equation Modeling (SEM-PLS) method. Data were collected through surveys targeting students in Bandung who follow or engage with the Instagram account @Aerostreet. The research findings indicate that brand identity and brand image have a positive and significant influence on purchase intention. Brand integrity and brand interaction contribute to increasing customer satisfaction, which indirectly affects students' purchase intention toward Aerostreet products. This study provides insights for local brands in optimizing strategi pemasaran digital through social media to enhance consumer trust and loyalty.