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Objective: The COVID-19 pandemic has encouraged people to adopt healthier lifestyles, yet available information remains scarce. Marketers often utilize advertising to educate the public, but ads must be engaging to capture attention. Therefore, this study seeks to examine how the content and sources of advertisements influence attitudes toward vegan food using the S-O-R Theory. Design/Methods/Approach: This study conducts experiments on social media apps, manipulating vegan food ads across different designs and endorsers using a 2x2 factorial design between subjects with 160 participants. It utilizes vegan meat as a stimulus and conducts manipulation checks before distributing questionnaires. Findings: The findings indicate that classical aesthetics are more effective in shaping attitudes toward vegan food advertising. Consumers purchase vegan food to maintain their health, and by using classical aesthetics, consumers perceive the food as healthier. Originality/Value: Previous research on vegan food has focused on various aspects such as values, claims, motivation, and ideologies. In contrast, this study explores how vegan food ads positively influence consumer attitudes, with unique visual aesthetics findings in these advertisements. Practical/Policy Implication: Marketers must focus on visual aesthetics and choose suitable endorsers for effective vegan food ads, shaping positive consumer attitudes and purchase intentions.

The low marketing literacy of MSMEs in Kaliombo Village, Pekalongan Regency, has resulted in low marketing activities such as packaging, product branding, and digital marketing. Apart from that, the literacy of MSME actors in the Village regarding halal products is still low, so they require readiness for the marketed products to comply with Government Regulations regarding Halal Product Guarantees. This government regulation requires that all products traded are halal so that they enter the halal ecosystem. This community service is carried out with training and mentoring activities to increase literacy regarding the importance of branding, packaging, digital marketing, and halal-haram to prepare MSME residents of Kaliombo Village to face competition in the market and enter the halal ecosystem. This empowerment includes socialization and assistance regarding concepts, uses, and how to apply branding, packaging, digital marketing, and halal-haram to the Kaliombo Village community farmer groups. This empowerment has an impact on increasing the competitiveness of MSMEs through optimizing brand design, packaging design, creating and developing social media accounts, and preparing to self-declare for halal certification permits for MSMEs.

Keterbatasan Kemampuan Teknologi dan rendahnya pemahaman sertifikasi halal anggota kelompok POKDARWIS membuat Agrowisata Halal Desa Besur belum dapat bangkit pasca pandemi. Oleh karenanya, dibutuhkan oemberdayaan masyarakat pada aspek sosial ekonomi melalui pemanfaatan teknologi dan sertifikasi halal pada produk UMKM (Usaha Mikro Kecil Menengah). Permasalahan prioritas yang dihadapi oleh pengelola Agrowisata Halal Desa Besur adalah (1) minimnya penggunaan sosial media oleh Pelaku UMKM dalam mempromosikan produknya, (2) minimnya pemanfaatan teknologi dalam pelaporan keuangan, (3) terbatasnya pemahaman UMKM terkait pentingnya sertifikasi halal, dan (4) Terbatasnya produk UMKM di desa wisata Besur yang sudah memiliki sertifikasi halal. Untuk itu, peneliti melakukan pemberdayaan sosial ekonomi masyarakat melalui pemanfaatan teknologi dan sertifikasi halal. Hal ini untuk mengoptimalkan kesiapan re-launching Agrowisata Halal dalam pemanfaatan teknologi dan peningkatan sertifikasi halal. Pelatihan dan pendampingan yang akan dilaksanakan meliputi: (1) pelatihan penggunaan sosial media untuk promosi, (2) pelatihan pemanfaatan teknologi dalam pelaporan keuangan, (3) sosialisasi pentingnya produk halal dan sertifikasi halal, dan (4) pendampingan produk halal dan ersertifikasi halal. Hasil kegiatan selama kurang lebih dua bulan, di dapatkan peningkatan pemahaman anggota kelompok POKDARWIS dalam pengunaan sosial media pemasaran, pencatatan keuangan dan pemahaman produk halal. Masyarakat Desa besur, utamanya anggota POKDARWIS sudah mampu mengembangkan Desa Agrowisata Besur.

Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of the activity in the online brand community on value co-creation practices to create brand trust and brand loyalty. Design/Methods/Approach: An online survey was conducted by distributing a questionnaire among 319 members of an online brand community. The collected data was analyzed using Structural Equation Modeling (PLS-SEM). Findings: Online brand communities influence value co-creation practices (social networking, community engagement, impression management, and brand use). In this study, social networking and impression management influence brand trust and brand loyalty. However, community engagement and brand use do not affect brand trust. The role of brand trust affects the creation of brand loyalty in online brand community members. Originality/Value: This study examines the effect of value co-creation practices in online brand communities on brand trust and brand loyalty in brand communities found in one country with a high collectivity level. Not all community value co-creation activities have the effect of creating brand trust due to conditions within the community. Practical/Policy implication: The practical implication is to guide marketers to pay attention to some value co-creation activities in online brand communities that can create brand trust in brand communities with a high culture of collectivity. Companies understand the dynamics of online brand communities and relevant strategies in high collectivity cultures, as well as leveraging the potential of social networks while overcoming the challenges posed by the abundance of information on the internet.

AbstractThe number of studies on the fear of missing out (FOMO) has increased with the increasing variety of phenomena discussed. However, researchers observe that not many studies in the marketing context explore this FOMO condition in depth. The field of psychology still dominates in exploring the FOMO phenomenon. This systematic literature review analyses and synthesises developments, antecedents, and emerging responses to FOMO in a broad context of consumer behaviour. This study employs a systematic literature review, analysing 42 empirical studies from the SCOPUS and Web of Science databases. The findings indicate that FOMO is often associated with negative psychological situations. Still, without realising it when studying FOMO in the marketing context, it turns out that it gives a response that positively impacts consumption behaviour.

Faktor yang menimbulkan loyalitas wisatawan penting untuk diketahui oleh pengelola layanan tempat wisata, sehingga pengelola harus mampu memberikan nilai tambah bagi wisatawan, seperti menyediakan pengalaman yang berkesan dan menyenangkan bagi wisatawan, pada akhirnya mendorong wisatawan menjadi loyal dengan memberi informasi positif melalui komunikasi dari mulut ke mulut. komunikasi ini dapat menjadikan orang mengunjungi tempat tujuan wisata tersebut tidak hanya memiliki kesadaran merek tetapi dapat ke jenjang loyalitas. Tujuan penelitian ini menyelidiki pengaruh faktor determinan loyalitas wisatawan. Pendekatan penelitian adalah menjelaskan hubungan antar variabel dengan populasi wisatawan yang telah berkunjung, baik yang berada diluar lokasi wisata maupun wisatawan yang sudah atau pernah mengunjungi pada wisata bahari, dengan sampel berjumlah 200 pengunjung. Analisis data menggunakan structural equation modeling dengan program LISREL. Hasil penelitian menunjukkan pengalaman wisatawan setelah berkunjung berpengaruh terhadap nilai yang dirasakan wisatawan, pengalaman wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan dan nilai yang dirasakan wisatawan setelah berkunjung berpengaruh terhadap loyalitas wisatawan pada wisata bahari yang telah dikunjungi.

Managers of tourist destinations are currently trying to offer attractions and attractive destination resources to be visited by tourists. However, very few managers of tourist destinations, especially adventure tourism who pay attention to the values that will be obtained by tourists and also very little attention to the tendency behavior of consumers to show off when visiting tourist attractions, in which they will then recommend their activities to others through digital media. The purpose of this study is to analyze the effects of the perceived values by tourists, consisting of emotional value and epistemic value towards the activity of electronic word of mouth of tourists moderated by conspicuous tendencies. The population in this study is visitors who carry out adventurous activities in adventure tourism destinations, with a sample of 400 tourist. Hypotheses are tested by using structural equation modeling. The results of the study provide information that the emotional value affects the activity of electronic word of mouth of tourists. Likewise, the novelty value influences the activity of electronic word of mouth of tourists, while the conspicuous tendencies variable of tourists weakens the effect of emotional value on the activity of electronic word of mouth of tourists. Finally, the conspicuous tendencies variable of tourists can be a variable which strengthens the effect of epistemic value on the activity of electronic word of mouth of tourists.

The purpose of this research is to analyze the influence of country of origin image, product knowledge, brand familiarity on purchase intention with information seeking as the mediation variable with Etude House cosmetic product as the object research in Indonesia. This research is a quantitative research that using SEM AMOS and Sobel test to analyze data. Sample of this research were 213 women in Indonesia who have known brand Etude House and never bought them but they knew that Etude House is Korea brand. The results of this research show that country of origin image, information seeking, and brand familiarity have positive impacts on purchase intention, and information seeking mediated the influence of country image on purchase intention, but product knowledge have negative impact on both information seeking and purchase intention, but also information seeking is not mediated the influence of product knowledge on purchase intention.

Complaints delivered directly to a firm will not be a problem if they can be handled properly, while the ones that are not disclosed directly to the firm but to a third party or even warnings to others not to use particular products or services, will be negative word-of-mouth communication. It can damage the image of the firm and be very detrimental. The purpose of this study was to analyze the antecedents of intention to engage in negative online word-of-mouth communication that includes dissatisfaction, service importance, success of complaint, complaint benefit, self confidence, altruism, retaliatory intention, and complaint cost. Medical services were selected considering the impact caused by the negligence of the service provider possibly giving rise to negative word-of-mouth communication. The online environment has been considered because of the developments in technology which provide opportunities for consumers to communicate with ach other. In addition, the dissemination of information through online media can spread incredibly widely and rapidly. The samples in this study comprised consumers of medical services who had disappointing experiences in using those services either directly or indirectly. A total of 123 questionnaires were analyzed with multiple regression analysis to test the research hypothesis. The results showed that the factors influencing the intentions behind negative online word-of-mouth communication were success of complaint, altruism, retaliatory intention, and complaint cost.