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Abstract

This article provides an overview of extant literature addressing consumer interaction with cutting-edge technologies. Six focal cutting-edge technologies are identified: artificial intelligence, augmented reality, virtual reality, wearable technology, robotics and big data analytics. Our analysis shows research on consumer interaction with cutting-edge technologies is at a nascent stage, and there are several gaps requiring attention. To further advance knowledge, our article offers avenues for future interdisciplinary research addressing implications of consumer interaction with cutting-edge technologies. More specifically, we propose six main areas for future research namely: rethinking consumer behaviour models, identifying behavioural differences among different generations of consumers, understanding how consumers interact with automated services, ethics, privacy and the blackbox, consumer security concerns and consumer interaction with new-age technologies during and after a major global crisis such as the COVID-19 pandemic.
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... Recent studies have shown that sports teams leveraging AI in their marketing strategies have substantially increased their return on investment (ROI) [22,[24][25][26]. In sports marketing, AI develops more accurate strategies by analyzing fan behavior and preferences, which improves fan experience, enhances their engagement with brands and sports teams, and leads to increased marketing revenues [27]. For example, sports clubs create more targeted advertising campaigns and improve fan experience by analyzing ticket purchase data and fans' online activities [28]. ...
... This study offers both theoretical insights and practical contributions. Overall, it responds to the growing demand for research on consumer interactions with advanced technologies, such as AI [27]. This study is among the first to increase knowledge about how customers see AI-based IP and IC. ...
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Purpose: In today's digital age, customers are inundated with many sports marketing messages, prompting businesses to adopt data-driven marketing strategies to minimize dissatisfaction and engage customers on a deeper level. At the core of these strategies lies personalization, a powerful technique that enables sports marketers to tailor their messages and offers according to individual preferences. This study investigates the influence of AI on enhancing personalization and improving customer engagement in this domain. Methodology: Data was gathered using a questionnaire created by the researcher. This was done through simple random sampling from 210 people who are interested in digital sports and digital sports marketing. The research employed a quantitative approach and structural equation modeling (SEM). The model was developed using Smart PLS TM3 software and evaluated in two sections: measurement and structural model. Findings: The results indicated a good fit for the model, with a reported GoF index of 0.44, demonstrating substantial validation power. Findings from 210 respondents revealed that AI technologies can enhance personalization and customer interaction in digital sports marketing. However, challenges such as privacy concerns and dissatisfaction with non-human interactions need to be managed in this process. Originality/value: By emphasizing the integration of AI in digital sports marketing, this research contributes to the literature and provides a robust framework for future studies. As the sports industry increasingly embraces digital transformation, understanding the role of AI in shaping consumer experiences becomes crucial. This study addresses the current research gaps and highlights AI's potential to redefine marketing strategies in a competitive landscape.
... However, Generation Z (Gen Z), who born between 1997 and 2012, grew up heavily influenced by social media compared to other generations (14). While social media helps Gen Z communicate, studies have shown that it can harm mental health (15,16). Research has shown that social media can cause feelings of loneliness and social exclusion, leading to social anxiety and isolation in Gen Z (17,18). ...
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Introduction Anxiety disorders are prevalent mental health conditions characterized by significant impairments in daily functioning and social interactions. Despite the effectiveness of pharmacological treatments, challenges such as medication resistance, adverse side effects, and the high rate of relapse necessitate the exploration of alternative therapies. Recently, electroacupuncture (EA) has garnered attention as a promising non-pharmacological intervention for anxiety disorders; however, the mechanisms by which EA exerts its anxiolytic effects remain poorly understood. This study aims to elucidate the role of microglial cells in anxiety, specifically examining how EA modulates microglial morphology and function within the basolateral amygdala (BLA) in the context of anxiety induced by social isolation. Methods Utilizing a mouse model of social isolation-induced anxiety, we evaluated anxiety-like behaviors through the Elevated Plus Maze (EPM) and Open Field Test (OFT). Additionally, biochemical analyses and immunofluorescence imaging were performed to assess the expression of NADPH oxidase 2 (NOX2), microglial activation markers, and levels of oxidative stress. Results Our findings reveal that EA treatment significantly mitigates anxiety-like behaviors in mice, correlating with a reduction in NOX2 expression within BLA microglia and decreased levels of reactive oxygen species (ROS). Furthermore, EA was observed to restore normal microglial morphology, indicating its potential role in modulating microglial activity. Discussion The results of this study suggest that EA exerts its anxiolytic effects through the modulation of oxidative stress and the activity of microglia in the BLA. These findings provide new insights into the cellular mechanisms underlying the therapeutic effects of EA, highlighting the potential for non-pharmacological strategies in the management of anxiety disorders and paving the way for future research aimed at improving clinical outcomes for individuals suffering from anxiety.
... Generation Z includes all those born between 1997 and 2012, who have not experienced a world without digital technologies and social networks [1][2][3]. They live in a world full of volatility, uncertainty, complexity and ambiguity [4] and have experienced many political, social, technological and economic changes in their short lifetimes [5]. ...
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Introduction: Unlike previous generations who adhered to a standard and predictable model of marriage, the modern world may offer new opportunities and ideas for marriage to younger generations. Some of these changes in the domain of marriage align with the overarching cultural master narratives of society and are widely accepted, while others may not be fully embraced but are nonetheless considered rational by some or even most members of the community. This study aims to gain a deeper understanding of Generation Z’s (born between 1997 and 2012) attitudes toward marriage. Materials and Methods: This study employed a qualitative research design. The sample consisted of 29 male and female participants aged 14 to 27 from Tehran, selected through voluntary sampling. Data were collected using focus conversation conducted in focus groups. For data analysis, the study utilized Braun and Clarke's (2022) reflexive thematic analysis approach. Results: The analysis revealed six main themes related to marriage: “meaning-making of marriage,” “partner selection,” “traditional family roles,” “premarital sex,” “parenthood,” and “marriage customs”. Conclusion: Findings indicate that that while marriage, as a sacred institution, remains intact and continues to be regarded by Generation Z as an implicit reference point with social, cultural, and Moral legitimacy, there is an observable shift away from a singular, fixed concept of marriage. Instead, marriage is increasingly being redefined and reinterpreted as an institution shaped by dynamic individual preferences, with its meaning, role, and significance subject to ongoing reconsideration.
... MSPs are digital marketplaces that provide efficient matchmaking, relationship building, and transactions between two or more actors (Hagiu & Wright, 2015;Micallef et al., 2023;Wallbach et al., 2019) and are driven by cutting-edge technologies, such as artificial intelligence (AI) (Ameen et al., 2021;Huang & Rust, 2021). Examples of firms with digital marketplaces include Uber and eWork, the latter connecting more than 130,000 professionals, such as software developers, to meet customers' needs remotely and globally with the help of an MSP. ...
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The use of multi-sided platforms in business-to-business services can redefine how established businesses and their operational activities meet the requirements of volatile business markets. Using an abductive research approach, we analyzed how the dynamic capabilities of service firms as platform owners foster the organizational capabilities of agility, flexibility, and resilience in a multi-sided platform ecosystem. Using data from 34 interviews, and based on the Gioia methodology, we illustrated the underlying mechanisms that foster a service firm's ability to promptly respond and deliver improved services to quickly changing market needs. This study contributes theoretically to the B2B marketing literature, particularly regarding organizational capabilities in digital platform ecosystems, by presenting a framework and three propositions that illustrate service firms' pertinent organizational capabilities for long-term success. This study also offers avenues for further research as well as several implications for managers regarding building faster, more accurate service responses.
... In the restaurant and hospitality sector, it is crucial to comprehend how AR services shape customer behaviors and attitudes toward restaurants (Batat, 2021;Wei, 2019). This is especially true for Gen Z, since born between 1997 and 2012 (Cao & Perumal, 2024), into a digital world, is more likely to embrace AR and exhibit distinct behavioral patterns with new technologies (Ameen et al., 2021). In light of today's rapidly changing market environment, customer patterns, preferences, behaviors, and attitudes are continually attracting investigation (Balasubramanian & Konar, 2022). ...
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Augmented reality (AR) has garnered considerable interest for its potential to motivate engagement and advance customer-brand interactions. This study explored the impact of reality congruence (RC) of AR-menus on brand information sharing (BIS) in fast-food restaurants, particularly among Generation Z (Gen Z), as well as the mediating effects of usefulness of AR menu (UAR) and brand positivity (BP) on this relationship. Media Richness Theory (MRT) was employed as the theoretical umbrella for developing the study model. To validate the research model, we employed structural equation modeling (PLS-SEM) with a sample of 209 respondents. The results demonstrate that reality congruence of AR menus is a relevant predictor of Gen Z members’ behavior in sharing information about the brand. Furthermore, this relationship was mediated by the UAR and BP. The findings also demonstrated that UAR and BP had a sequential mediating effect on the relationship between the RC of AR-menu and BIS. This revolutionary study revealed that RC of AR-menu in restaurants fosters positive behaviors in fast food settings. By highlighting AR's potential to create engaging dining experiences for Gen Z members, this study offers valuable insights for service businesses, marketing managers, and the hospitality industry. Addressing this gap in existing research emphasizes the importance of adopting innovative technologies to enhance Gen Z's customer experience and engagement in the restaurant industry.
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This study explored and analyses the knowledge and use of AI among bloggers in Enugu State. One of the major aims of this study is to identify the benefits and limitations of AI for Enugu bloggers. Among the research question is ‘What are the ethical implications of AI for Enugu bloggers? Uses and Gratifications Theory and the Gatekeeping Theory, served as the theoretical framework for this study. This study adopted survey method which gives room for questionnaire & Interview, also simple random sampling technique which allows all members of the population to have equal chance of being included in the study was used. The population of the study is 500 bloggers in Enugu. The sample size was determined using Taro Yamani formula, meanwhile and 222 copies of questionnaire were distributed. This study analysed the response of 200 respondents. A significant majority (92.5%) of respondents believe that AI poses ethical concerns in the field of blogging. The researchers concluded based on the findings that training on AI ethics is crucial to ensure bloggers are well-informed about the ethical implications of AI technology. Thus, it recommended that bloggers should actively seek opportunities to enhance their understanding of AI. This can be achieved through online courses, workshops, and seminars focused on AI and its applications in the field of blogging. Blogging platforms and AI tool providers should explore options to make AI tools more accessible and affordable to bloggers, especially those with limited budgets. They should be mindful of content that may perpetuate biases or stereotypes.
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This study investigates the phenomenon of sofalizing—socializing online from the comfort of one’s home—among Filipinos, focusing on Generations X, Y, and Z. In the context of the Philippines' high internet and social media usage, this research examines how sofalizing affects social interactions and overall well-being across different age groups, using a mixed-methods sequential explanatory design. In Phase I, quantitative data were collected from 527 participants using the Sofalizing Scale (SS). Results indicated no significant differences in sofalizing behaviors across the generations. Phase II involved qualitative interviews with 12 participants, selected through stratified random sampling, to explore their lived experiences. The thematic analysis revealed one common theme, experience of the dynamics of online interaction, shared by all generations, highlighting the comfort, flexibility, and convenience of online interactions. Distinct themes emerged for each generation: Generation X emphasized adaptation to new digital tools and challenges in online interaction; Generation Y shared similarities with both Generations X and Z, reflecting their transitional role; and Generation Z focused on surface-level interactions and time management related to social media consumption. These findings underscore the complexity of sofalizing behaviors and the need for further research to understand how digital interactions shape social dynamics in contemporary society.
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There has been exponential growth is the use of wearable technology, and these are now considered to be of critical importance in certain consumer goods and services sectors, including healthcare. However, research on this topic remains fragmented, and the approaches to aid its study and enhance the understanding of how these technologies are used and its implications for the future have not yet been delimited. Thus, this study aims at identifying the different trends and themes prevailing in the literature on wearable technology. Through a systematic literature review, using bibliometric analysis, we identify five themes: i) Wearable technology decision-making; ii) Wearable technology well-being; iii) Wearable technology consumer behavior; iv) Wearable technology utility, and v) Wearable technology and big data analytics. Our analysis of the review data suggests that despite being multidisciplinary, there is a lack of integration between this research field’s micro and macro perspectives of this research field. This lack of integration and dialogue has led to several disconnected constructed terminologies, overlapping research questions, studies that are not based on appropriate results, fragmentation, and mixing or confusion of different theories. The study articulates key questions that could drive future research on wearables and consumer interaction.
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Generation Z is deemed to be digital native and has been attracting the attention of many companies when developing digital strategies to understand their consumption behaviour and their expectations in the workplace. Although research is progressing in relation to understanding Generation Z's attributes, very little is known in the context of the United Arab Emirates (UAE) where a total of 1.4 million individuals who are part of this generation are located. This chapter aims to provide an overview of Generation Z in the UAE, their needs, characteristics and preferences in order to enable companies to offer them targeted products and services and a suitable workplace which in turn will positively impact organisational performance. The findings suggest that Generation Z in the UAE has five main characteristics. They are: (1) digital natives; (2) highly influenced by social influencers: (3) risk averse: (4) emotionally mature: and (5) highly involved in political debates. Accordingly, we outline directions for future research on Generation Z consumers and managerial implications for employers, retailers and shopping malls operating in the UAE.
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