Jiraporn Surachartkumtonkun

Live‐streaming has emerged as a significant channel for commercial value creation; however, research on live‐streaming in shopping, entertainment and tourism has largely developed in isolation, resulting in an insufficient understanding of the cross‐domain similarities and differences in value‐creation mechanisms. This study compares the creation of commercial value across these three domains by integrating academic synthesis with practitioner evidence. Utilising the antecedents, decisions and outcomes (ADO) as well as theory, context and method (TCM) frameworks, Study 1 follows the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR‐4‐SLR) protocol to review 352 peer‐reviewed articles and code the antecedents, decision mechanisms, outcomes, theories, contexts and methods for cross‐domain comparison. Moreover, Study 2 employs semi‐structured interviews with 20 Chinese live‐streaming practitioners, including platform managers, brand‐side operators and professional streamers, to thematically examine the practical operation of identified mechanisms. The review identifies seven antecedent categories, three decision‐mechanism clusters and four outcome categories, with social interaction, platform affordances, streamer characteristics and trust as shared foundations across domains. Nonetheless, value creation is structurally differentiated: shopping is driven by cognitive evaluation, trust formation and transactional conversion; entertainment by affective engagement, parasocial interaction and monetised engagement; and tourism by technology affordance‐enabled immersion, authenticity evaluation and destination attachment. Practitioner evidence validates these mechanisms while highlighting under‐examined mechanisms, including algorithm‐driven visibility, content innovation and operational constraints. This study provides a mechanism‐based, domain‐sensitive understanding of live‐streaming, positioning the ADO–TCM framework as a comparative tool for distinguishing shared mechanisms from domain‐specific configurations. Furthermore, it outlines a research agenda on negative consequences, stakeholder configurations, methodological diversification and cross‐cultural boundary conditions. For streamers, brands and platforms, the findings indicate that value creation strategies should be aligned with the dominant decision‐making mechanisms of each domain rather than being applied uniformly across domains.

In the service industry, artificial intelligence (AI) has not only transformed consumer experiences but also fostered exciting new fusions of art and technology (ArtTech). Creativity in AI-based artworks involves using AI algorithms to develop innovative forms, shapes, figures, and patterns, resulting in the creation of novel artworks. It fosters an immersive experience, deeply engaging visitors within the artistic environment. However, research in the area remains scant. As such, the current study draws on affect-as-information theory and the associative information processing model to examine how AI-generated immersive experiences influence emotion, cognition, and the downstream effect on word-of-mouth (WOM). The findings show that creativity in AI-based artworks positively affects WOM. Furthermore, immersive experience and feeling of comfort act as mechanisms, serially mediating the influence of creativity in AI-based artworks on WOM.

Purpose: This study aims to systematically review frontline employees’ (FLE) psychological responses to the artificial intelligence (AI) integration literature, conduct an extensive analysis and develop a conceptual framework that consolidates diverse approaches to this research domain. Design/methodology/approach: This study uses a comprehensive systematic literature review (SLR) approach. Using keywords, 21 structured search combinations were established and 76 articles were selected using the PRISMA process. Additionally, the study uses the theory-context-characteristics-methodology (TCCM) framework and proposes a conceptual framework leveraging cognitive appraisal (CA) and conservation of resource (COR) theories. Findings: The resulting framework reveals how CA and emotion relate to AI and FLE capabilities, leading to AI adoption, turnover intention and FLE performance. Originality/value: To the best of the authors’ knowledge, this study is the first to comprehensively analyze FLE psychological responses to AI integration using an SLR approach, proposing a conceptual framework by consolidating existing knowledge and classifying FLE psychological responses to AI integration across industries and leveraging CA and COR theories, providing future research directions, thus filling a gap in previous research.

Purpose: This research explores how playful TikTok video content influences customers’ attitudes towards travel destinations and their intention to share. It examines the role of mental imagery in shaping these responses and investigates how perceived novelty moderates the relationship between playfulness and mental imagery. Design/methodology/approach: We conducted a scenario-based online survey using an actual video from a real Chinese influencer, with 701 tourists participating. In the second study, we used an experimental research design and created a video specifically for the experiment, where we manipulated the playfulness of the content, involving 402 participants. Findings: The results show that the playfulness of TikTok videos enhances mental imagery, which mediates the positive effect on customers’ attitudes and sharing intentions. Novelty further strengthens the impact of playfulness on mental imagery, highlighting the importance of both factors in destination marketing. Research limitations/implications: Data were collected in mainland China, where the travel short video content was shared by the blogger. Future research should validate these findings with travellers from different countries and destinations, expanding the understanding of consumer engagement on social media for destination marketing. Practical implications: This research has significant implications for creating destination marketing strategies on TikTok. Marketing managers and influencers should prioritise crafting playful video content while considering the unique appeal and novelty of the travel destination. This approach is crucial for fostering active customer engagement online. Originality/value: This research advances our understanding of how playfulness and novelty in TikTok videos influence mental imagery, impacting consumer attitudes and behaviour. It contributes to destination marketing by highlighting the mediating role of mental imagery and the moderating effect of novelty in shaping customer responses and sharing intentions.

Purpose: Frontline employees frequently experience tension at work. Based on paradox theory, this study investigates why and when tension can result in positive performance outcomes and for whom tension can enhance creativity.Design/methodology/approach: We employed a time-lagged survey design to collect data in two waves with a four-week interval between waves. The questionnaire was distributed to frontline employees (i.e. doctors and nurses) serving in one public hospital in Ho Chi Minh City. The final sample included 216 front-line employees.Findings: The study found that tension can promote employee performance through creativity. Employees with high paradox mindset levels especially tend to be more creative when experiencing tension. However, our findings did not support the idea that frontline employees who have been psychologically empowered tend to turn creative ideas into real practices and result in better employee performance.Originality/value: The study advanced knowledge of the effect tension has on employee performance by investigating the mechanism through which experiencing tension can ultimately promote employee performance.

The imperative of revitalising international student recruitment post-COVID-19 pandemic amid geopolitical realignments has brought Australian universities to the forefront of strategic marketing considerations. Reassessment of conventional markets and strategies has become critical in sustaining and enhancing competitiveness of these institutions in the global education landscape. This study aims to investigate marketing and recruitment factors, specifically examining their influence on Thai students’ decision to enrol at a regional Australian university. The research approach involved administering a survey of Thai students and recent alumni of regional Australian universities. A principal component analysis (PCA)revealed a multidimensional structure of eight factors. According to the findings, Thai students’ decision to enrol was influenced by agents, post-study migration opportunities and country-specific resources. However, due to the perceived low return on investment and delayed enrolment outcomes, regional universities are not investing sufficiently in Thailand. Implications for marketing and recruitment initiatives are discussed.