Miguel Guinalíu

Purpose: As the use of generative AI in food marketing continues to grow, understanding how consumers evaluate AI-generated imagery has become increasingly important. In this article, a comparison is made of how AI-generated images and real images influence consumers' perceived value and negative word-of-mouth (WOM) intentions through the mediating effects of pleasure and perceived risk. Design/methodology/approach: This study draws on decision-making theory, the cost–benefit paradigm and affect heuristic theory. Data were collected through an online survey distributed to 241 Spanish consumers, who were randomly exposed to either AI-generated (with an AI disclosure label) or real food images. Data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings: AI-generated food images, when compared to real food images, significantly reduce consumers' perceptions of value and increase their negative WOM. Pleasure and perceived risk mediate these effects, and consumers with more experience of AI are less prone to the adverse influence of AI-generated (vs real) images on pleasure. Practical implications: AI-generated imagery may diminish pleasure and heighten perceived risk, leading to less favourable consumer responses. Therefore, food marketers should ensure that AI-generated images retain a realistic and appetising appearance to prevent negative effects on perceived value and brand evaluations. Originality/value: This research integrates emotional and cognitive processes and advances decision-making and affect heuristic frameworks by revealing how pleasure and perceived risk jointly shape consumer responses to AI-generated (vs real) food imagery. Specifically, we confirm that emotion-based heuristics continue to play a decisive role in consumer decision-making, even in technologically mediated environments.

Purpose: The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study. Design/methodology/approach: This paper conducted an analysis of a real case using descriptive statistical and regression techniques. Findings: The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); it offers four fundamental advantages: increased coverage rate; higher response rate; lower costs; and greater cooperation. Research limitations/implications: In addition to the normal limitations associated with conclusions derived from case studies, the data collection was carried out in only one autonomous community (Spain) and focussed only on one theme. Practical implications: Firstly, it was found that data collection through mixed sequential modes substantially increases response rates in online surveys. This is particularly important as, in recent years, data collection through the internet has become almost standard market research practice. Secondly, the sample that resulted from the joint use of the three data collection modes more accurately reflected the distinctive features of the universe under study. A third recommendation is that the use of internet-based self-administered surveys is especially promising with individuals with a higher level of education and among students. Originality/value: The decrease in the response rate is one of the greatest challenges of survey-based market research, given its impact on sample representativeness. This paper addresses this problem and exposes the advantages of the sequential use of mixed modes in the collection of information.

Purpose: With the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor. Design/methodology/approach: Data for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them. Findings: The results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention. Research limitations/implications: The present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes. Originality/value: This is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid).

Purpose: The purpose of this paper is to analyse the individual’s experience during the use of Pinterest in a marketing learning process. This experience is a fundamental starting point from which to develop marketing learning processes that flow naturally. Thus, it is necessary to examine the components that determine the individual’s experience and to explore consequences such as collaborative learning and marketing learning performance.Design/methodology/approach: To conceptualise the individual’s experience, this study focuses on her/his state of cognitive absorption (CA) and establishes a second-order formative structure made up of five components: heightened enjoyment, curiosity, control, temporal dissociation and focused immersion. The model is estimated with partial least squares modelling, using SmartPLS 2.0 software.Findings: The results confirm the significant weights of the components, with the exception of focused immersion, and support the influence of overall CA on the proposed outcomes. They also confirm that collaborative learning exerts a positive influence on the individual’s performance.Originality/value: This study makes three contributions. First, it holistically examines the individual’s experience during marketing learning and the importance of its constituent components. Second, it establishes what the consequences of the marketing learning experience are, taking into account both social and individual factors, that is, collaborative learning and individual performance. Third, Pinterest is proposed as a social network with great potential in marketing learning. It is a well-known network which includes very interesting features for learning contexts. Nevertheless, it has been little studied in research.

Purpose: With social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.Design/methodology/approach: Data from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.Findings: Higher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.Practical implications: Management tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.Originality/value: This research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

Purpose: The purpose of this paper is to examine, among the possible causes, whether trust in the leader is one of the most relevant factors on the success of a virtual work team by analyzing different antecedents of the trust and its consequences. Design/methodology/approach: The influence that certain physical and behavioral characteristics of the leader (attractiveness, empathy and justice) exert on the degree of trust is evaluated. On the other hand, the influence of trust on the efficiency of the team, in terms of organizational citizenship behavior and commitment, is analyzed. To test the model, a survey was conducted on real work teams and the data were analyzed through a model of structural equations. Findings: The results support the hypotheses and consequently, the relevance of trust in the leader. Specifically, the leader’s physical and behavioral characteristics have a significant effect on the trust in the leader. This trust results in greater organizational efficiency. Originality/value: Despite the undisputable growth in the number of companies using virtual teams, it is also true that many of these teams fail to perform. In this sense, this paper analyzes if certain factors related to leadership can be relevant when influencing the efficiency of a virtual work team. This paper contributes to a better understanding of the internal processes within a virtual team in order to maximize the chances of success in this type of organizations.

In recent years, due to the development of new technologies, virtual work teams have arisen as a new organizational form that offers businesses greater flexibility and adaptability in coping with new market challenges. The departments that manage high value-added projects are more susceptible to implementing virtual teams; the area of marketing and market research being one of them. However, the peculiarities of these teams present a real challenge for building trust within the team, with trust being one of the key factors for their success. Accordingly, this study considers various antecedent factors of trust toward leaders of virtual teams grouped in two blocks: the physical attributes (attractiveness) and the behavioral characteristics (justice and empathy) of the leader. Furthermore, the paper discusses how leadership style (transactional or transformational) can moderate the relationships between some of the previously mentioned variables. The results suggest a greater capacity for attractive, empathetic and just leaders to build trust. These results have interesting implications for management which are discussed along with the principle lines of future research