Park Thaichon

University of Southern Queensland

Driven by data proliferation, digital technologies have transformed the marketing landscape. In parallel, significant privacy concerns have shaken consumer-firm relationships, prompting changes in both regulatory interventions and people's own privacy-protective behaviors. With a comprehensive analysis of digital technologies and data strategy info...

Extant literature suggests that personal values influence consumers' choice, intention, and preference for sustainable and environment‐friendly products. By adopting a replicative and systematic‐cum‐quantitative approach, this bibliometric review attempts to map the existing literature, which jointly studies personal values and sustainable consumpt...

Anthropomorphism, the attribution of human-like traits, qualities, and mental states to non-human agents, is increasingly ubiquitous in artificial intelligence (AI) applications within service provisions. While imbuing anthropomorphism into AI agents enhances user interaction, it also has a dark side that poses significant ethical concerns by poten...

This research presents a game theory model for extending a cooperative advertising and contract design (pricing and quality investment) problem in a manufacturer–retailer game. The demand of customers depends on selling price, quality, and advertisement expenditures. The manufacturer invests in national advertising (brand name investment) and the q...

The interplay between egoistic and altruistic values, self-identity, and ethical behaviors remains underexplored, despite its significance in ethical consumption. This study investigates these dynamics by developing and testing the Value-Identity-Behavior model using a robust dataset of 3023 participants from three leading fairtrade markets in Euro...

This paper aims to provide a model of a supply chain in the integrated system and obtain its optimal decision variables. The paper introduces buyback and put option contracts to reduce inventory risk. These contracts were compared in three different cases via a numerical analysis approach. In the first case, the holding cost (h) of a retailer for s...

In the competitive travel accommodation market, peer‐to‐peer accommodation (P2PA) providers are in desperate need of a value proposition framework that will assist them in guiding the development of an ‘engaged’ customer base. However, currently, the P2PA literature does not provide such a framework that includes a comprehensive list of tangible an...

Today, there is a lot of competition between competitors in the market of different products. The level of complexity of relationships and behavior of active players in the market has also increased. So that a manufacturer and retailer work together to increase the profit of the supply chain through the sale of products. On the other hand, the reta...

The purpose of this chapter is to present the findings of a qualitative case study conducted in Europe which explores the factors affecting the artificial intelligence (AI) for luxury hotel brands. Section 1 provides an overview of luxury hotel brands and the importance of AI for luxury hotel brands. Section 2 presents a brief literature review of...

Purpose Artificial intelligence (AI) has become a pivotal technology in both marketing and daily life. Despite extensive research on the benefits of AI, its adverse effects on customers have received limited attention. Design/methodology/approach We employed meta-analysis to synthesise effect sizes from 45 studies encompassing 50 independent sampl...

Purpose This paper aims to challenge the notion that “having-less” – limiting consumption of scarce resources to a select few – represents a social responsibility route toward guilt reduction. It rather argues that “saving-more” – the purposeful pursuit of conscious and collaborative consumption – captures consumers’ true representations of respons...

The study aims to ascertain the mediating influence of nature connectedness and love for nature in the association of terminal and instrumental values with stated buying behavior in the vegan food context. Drawing theoretical underpinning from Value‐Belief‐Norm (VBN) in terms of value dichotomy and the Biophilia Hypothesis for sustainable consumpti...

ABSTRACT This study was undertaken to understand the antecedents of continuous purchase intention (CPI) of organic personal care products (OPCPs). It draws on the theory of planned behavior and the stimulus–organism–response theory to build an integrative conceptual framework. Most past studies have been conducted in developed countries, where the...

While prior work suggests the significant role virtual influencers (VIs) can play in addressing social and welfare issues, it remains unclear how they can increase social media users' engagement in prosocial behaviors. The current study examines the role of influencer flattery in driving the prosocial behavior of social media users. Specifically, t...

This study explores how manufacturers in the competitive supply chain can set prices and secure funding effectively. We use game theory to look at how competition between domestic and foreign manufacturers affects pricing decisions. Our research investigates how a domestic manufacturer can improve its market share by addressing financial challenges...

Purpose The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude). Design/methodology/approach The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural mode...

The increasing affordability of Virtual Reality (VR) presents opportunities for retail innovation. While previous research highlighted the superiority of VR over traditional media in retailing application, this research shows that the advantage of VR retailing is contingent on consumer product knowledge, shopping orientation, and product involvemen...

In this special issue ‘Fact or Fake: Information, Misinformation, and Disinformation via Social Media’, the Journal of Strategic Marketing presents a collection of papers that delve into various topics aimed at gaining a comprehensive understanding of the impacts of fake news on social media. The objective of this special issue is to enhance our co...

This tutorial presents a systematic guide to performing sentiment analysis on social media data, designed to be accessible to researchers and marketers with varying levels of data science expertise. We prioritise open science by providing comprehensive resources, including self-collected data, source code and guidelines, facilitating result reprodu...

The goal of this research is to determine whether a local brick-and-mortar (B&M) business should implement an online-to-offline (O2O) strategy, as well as the conditions under which each mode is most effective. This research examines how an O2O platform and a B&M store's (like restaurants) decision-making processes interact in a two-echelon supply...

Purpose This study examined the differential effects of printed advertisements with luxury and nonluxury brands on consumer brand attitude persuasion using a qualitative experimental approach. Design/methodology/approach The authors adopted a qualitative experimental approach and the authors conducted two experiments over six months. In the first...

Purpose-This study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-OR) model. Design/methodology/approach-The data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visite...

Purpose This study aims to empirically validate the holistic consumer-based brand equity (CBBE) framework and establishment of the cross-over effect using consumer preferences for wine “regions.” Design/methodology/approach The authors utilize a sample of 275 regular wine purchasers in Australia, who were aged above 30 years old and had consumed r...

False news has the ability to cause financial harm to organizations by having a negative impact on the consumer purchasing decisions. This paper explores useful organizational and regulatory strategies in response to false news circulated through social media based on five-stage framework for scoping reviews. The purpose of this paper is to advance...

This study aims to investigate the interaction effects of marketing and R&D expenditure on brand competitiveness based on performance indicators. While many studies have investigated the individual effects of marketing expenditure and R&D expenditure on a company's brand value, competitive advantage, and performance, there has been limited research...

This study measures the effects of chatbot anthropomorphic language on customers' perception of chatbot competence and authenticity on customer engagement while taking into consideration the moderating roles of humanlike appearance and brand credibility. We conducted two experimental studies to examine the conceptual framework. Study 1 tests the mo...

Purpose The study examines the extrinsic variables, namely store environment, promotional activities (PA), product features and stimulation factors that encourage compulsive purchasing in emerging markets. Design/methodology/approach The data were collected from customers with recent compulsive shopping experiences at an online retail store. This...

Ethical issues of AI have become a huge concern dominating government, media, and academic discourse. This chapter sheds light on some of the most pressing ethical issues that result from the adoption of AI-powered tools. Increasing inequality, widening social and economic gaps, compromising privacy and data protection, outsmarting humans and impac...

Purpose This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships. Design/methodology/approach Study 1 aims to confirm the direct effec...

Using the social psychology theory of elaboration likelihood model (ELM), we present a conceptual model of persuading consumer attitudes through virtual and augmented reality advertisements. We begin this paper with a systematic literature review that assesses a number of theoretical and empirical papers that utilize ELM for virtual reality and aug...

Technological advances allow the development of an omnichannel strategy to create a seamless experience for customers. This study has adopted a systematic literature review approach to examine, synthesise and extend a body of literature in the area of omnichannel retailing and the role of technology, taking into account both retailers’ and customer...

The research explores how digital brand storytelling, through The Hero's Customer Journey technique, influences customer acquisition and retention, focusing on the entertainment industry. 16 In-depth semi-structured interviews was undertaken for this study. Based on the study's results, digital storytelling using Hero's Customer Journey communicati...

The purpose of this research is to critically review the existing literature on responsible consumption behaviour (RCB) and identify the factors that influence it. Our findings are based on an integrative examination of 203 papers retrieved from the SCOPUS and WoS databases and analysed with the bibliometrix R software. Along with some descriptive...

Purpose This study examines intrinsic motivations and antecedents that affect millennial mobile impulsive shopping in markets with the technology acceptance model (TAM) during the COVID-19 pandemic. Design/methodology/approach The study has been conducted by collecting data from 367 regular mobile shopping millennials, which was analyzed by struct...

With the advancement of internet technology, customers increasingly rely on online reviews as a valuable source of information. The study aims to develop a marketing data analytics framework to manage online reviews, especially fake reviews, which have become a significant issue undermining the creditability of online review systems. As small and m...

Underpinned by the social identity theory and distinctiveness theory, the research examines the effects of mono- and multi-ethnicity advertising on brand evaluations among millennials. We conducted two experimental studies with Asian and Caucasian millennial consumers in Australia to test our hypotheses. The objective of Study 1 was to test the eff...

Influencer marketing: Source credibility and value co-creation behaviour Short Abstract: Based on service-dominant logic, this paper investigates how the source credibility affects audience value co-creation behaviour in influencer marketing, leading to purchase intentions. An online survey was completed by 910 respondents from the United States. T...

Virtual reality (VR) has been increasingly used in and reshaping online shopping. Current studies investigated how consumers feel during their VR shopping experiences, while how VR facilitates their imaginations and expectations of the presented product remains unknown. Moreover, whether VR outperforms traditional mediums under different conditions...

While consumers rely heavily on online reviews to make hotel booking decisions, virtual room tour has also been increasingly used to engage consumers, especially Gen Z consumers. Current studies investigated the impacts of online reviews on and the role of virtual room tour in facilitating consumer patronage intention. However, little to no researc...

Combined with rapid technological advancements, which have disrupted industries and connected customers like never before, the methods and ways in which customers undergo value co-creation (VCC) are no longer explainable via traditional VCC understandings. Within a digital context, customers are proposed to engage in digital value co-creation (DVCC...

Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies...

Purpose The present study operationalizes and tests the impact of extrinsic (store environment, promotional activities) and intrinsic (hedonism, materialism) variables on impulsive buying during the COVID-19 period. It also considers the dual-factor approach (panic and impulsive buying tendency) using the “Stimulus-Organism-Response” approach and “...

Purpose Corporate apologies, relative to other responses to well-publicized past transgressions, have distinct implications, sparking a rich tradition of apology research. But in addition, each apology is unique, such that it becomes critical to address individual content (what), spokesperson (who), timing (when) and delivery (how) elements. This p...

Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on...

Purpose The purpose of this study is to examine the impact of scarcity and the Lifestyles of Health and Sustainability (LOHAS) consumption tendency on the purchase intention of organic foods. The study used the protection motivation theory and the stimulus-organism-response theory to understand the impact of comparatively new variables like “percei...

Purpose Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions. Design/methodology/approach Two experiments were conducted with customers who are located in the USA via...

Business-to-business (B2B) buying consists of a complex set of activities and processes involving numerous stakeholders and touchpoints that have attracted robust scholarly inquiry for several decades. This research extends the current knowledge on the B2B buying phenomenon by undertaking a broad literature review and offering a comprehensive agend...

Purpose In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in...

Purpose-In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in...

This article reviews papers published in the Australasian Marketing Journal (AMJ) from 2015 to 2022 (Issue 2). About 276 papers were considered in our analysis. Adopting text mining, we reveal the key terms associated with research published in AMJ over the last 6 years. We employ a topic modeling procedure to find 15 topics that have been featured...

This study examines the relationships among human value connotations (instrumental and terminal), product involvement, perceived marketplace influence, and choice behavior in the context of sustainable consumption. Data was collected from 612 urban Indian residents who regularly consume sustainable products, e.g., non-plastic packaging bags. The st...

Market segmentation becomes a crucial tool for evolving transportation technology such as electric vehicles (EVs) in emerging markets to explore and implement for extensive adoption. EVs adoption is expected to grow phenomenally in near future as low emission and low operating cost vehicle, and thus, it drives a considerable amount of forthcoming a...

Purpose This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing. Design/methodology/approach This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsor...

Given the rise in influencer marketing on social media, this paper explores how homophily between influencers and their audiences affects customer value co-creation behaviour, resulting in increased expected brand value and purchase intention. A sample of 910 respondents from the United States completed an online investigation. The results indicate...

Purpose- This study conducts a systematic literature review to synthesize the extant literature primarily on "online shopping consumer behavior" and to gain insight into "What drives consumers toward online shopping". Design/methodology/approach-The authors followed guidelines for systematic literature reviews with stringent inclusion and exclusio...

Purpose The main objectives of this study are (1) to identify the determinants of pre- and post-adoption dynamics of mobile wallets (m-wallets) usage; (2) to propose and test the linkage framework of pre-adoption and post-adoption dynamics to understand consumers' psyche of m-wallets usage and (3) to examine the moderation of select demographic var...

The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and appl...

Purpose This study aims to examine the effects of likeability of service agents on perceived justice and reconciliation and retaliation as consequences of service failures, taking into consideration the conflict resolution styles that is showing empathy and issuing an apology. Design/methodology/approach An online survey was administered to 630 re...

Purpose The study aims to investigate customers' emotional and behavioral responses to price promotion in omnichannel retailing through the integration of the expectancy-disconfirmation theory, feelings-as-information-theory and regret regulation theory. Design/methodology/approach An online survey was designed in Qualtrics and distributed by an o...

Companies and governments are actively looking for methods of curbing global warming. Management of inventory systems while considering environmental issues is an important problem. Therefore, this paper explores an Economic Order Quantity model by incorporating environmental issues under partial trade credit and partial backordering. The selling p...

Underpinned by art infusion theory, this present research examines the effect of art infusion on brand attitudes under different brand conditions (i.e. pro-environmental luxury brands and luxury brands) in advertising. Across two experimental studies, this research offers empirical evidence to a moderated mediation model, such that when an advertis...

At present, customer engagement in brand communities and value co-creation have increasingly grown into two focal areas in marketing research (Merrilees 2016). This study aims to examines, in online brand communities, the direct and indirect relationship between customer engagement and value co-creation and value co-destruction. The purpose of this...