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Engaging customers online through effective customer experience design is critical, as practitioners and researchers agree that engaged customers contribute value to firms. However, in the multinational business-to-business context—due to its complex decision-making processes, which involve various stakeholders—global marketers face challenges in their attempts to localize (vs. standardize) the online experience across their regional websites to meet customer needs, which vary across cultures. Although standardization entails cost benefits, localization provides more culturally relevant customer experiences. Accordingly, to help global marketers solve this dilemma, this study examines how culture shapes the effectiveness of online customer experiences with regard to driving psychological and behavioral customer engagement in a business-to-business context. The study draws on survey and observed data collected from the business customers of a multinational firm who were located in 79 countries to demonstrate when global marketers should fine-tune such experiences in accordance with between-country cultural differences. The results show that different cultural factors can enhance or hamper engagement responses to cognitive and social online customer experiences and thus have actionable practical implications for prioritizing distinct localization strategies. [ABSTRACT FROM AUTHOR]

In their pursuit of public health goals, policymakers increasingly turn to innovative apps to complement existing health measures. However, findings from previous research in non-IT health contexts indicate that individuals may compensate for new interventions (e.g., start exercising) by reducing existing preventive health behaviors (e.g., eating fewer healthy foods). However, the findings are inconclusive, and it is unknown when people tend to engage in behavioral compensation. Building on this observation, we draw on rational choice theory to substantiate the subjective rationality of compensation behavior and develop a utility maximization model that suggests circumstances under which adoption of technological innovation may lead to users reducing existing preventive health behaviors. This research provides evidence from a multi-wave study on COVID-19 contact-tracing apps that confirms the existence of what we term the technology-behavioral compensation effect : Individuals who perceive the app to be highly useful or actively use it reduce other preventive health behaviors (e.g., social distancing) after app adoption. Ironically, this technology-behavioral compensation effect indicates a hitherto-overlooked tension between two established IS design goals (i.e., perceived usefulness and active use) and the successful exploitation of technology to support users' health. We expand research on dark side effects of IS use by revealing a previously neglected type of unintended consequence and elaborate on its implications for research well beyond the health context. Our findings also will help policymakers make decisions on the design of societal technologies. [ABSTRACT FROM AUTHOR]

While previous studies have demonstrated that organizational pride (OP) enhances frontline employees' customer-oriented behavior (COB), they have neglected to address the dynamics of the relationship. This research helps close this gap by elaborating on a theory of spirals positing that the extent of COB depends not only on current levels of OP but also on the direction and rate of OP change. In addition, the authors challenge the prevalent view that OP affects COB unidirectionally, instead predicting reciprocal loops. Hence, they propose that increases in OP repeatedly amplify COB and trigger an upward spiral, whereas decreases trigger a downward spiral. The results of a six-wave panel study support these predictions. Furthermore, the authors identify lower and upper boundaries of the spiral: while a certain threshold of OP is required to create momentum, the effects of further increases in the same variables diminish at high levels of OP and COB., Author(s): Tobias Kraemer [sup.1] , Welf H. Weiger [sup.2] [sup.3] , Matthias H. J. Gouthier [sup.1] , Maik Hammerschmidt [sup.2] Author Affiliations: (1) grid.5892.6, 0000 0001 0087 7257, Institute for [...]

Due to rapid technological advances and the increasing diffusion of smart devices, public health applications (apps) have become an integral aspect of public health management. Yet, as governments introduce innovative public health apps (e.g., contact tracing apps, data donation apps, ehealth apps), they have to confront controversial debates that fuel conspiracy theories and face the fact that app adoption rates are often disappointing. This study explores how conspiracy theories affect the adoption of innovative public health apps as well as how policymakers can fight harmful conspiracy beliefs. Acknowledging the importance of word of mouth (WOM) in the context of conspiracy beliefs, the study focuses on the interplay between WOM and conspiracy beliefs and their effects on app adoption. Based on theories of social influence and conspiracy beliefs, substantiated by data derived from a multi‐wave field study and confirmed by a controlled experiment, the results show that (1) changes in WOM concerning public health apps change conspiracy beliefs, (2) the effects of WOM on changes in conspiracy beliefs depend on both the sender (peer vs. expert) and the receiver's initial conspiracy beliefs, and (3) increases in conspiracy beliefs reduce public health app adoption and trigger more negative WOM regarding such apps. These results should inform health agencies about how to market innovative public health apps. For consumers with initially low levels of conspiracy beliefs, the distribution of expert WOM supporting the efficacy of public health apps effectively prevents the development of conspiracy beliefs and increases app adoption. However, expert WOM is ineffective in reducing conspiracy beliefs among firm conspiracy believers. These consumers should instead be targeted by campaigns distributing peer WOM that highlights an app's benefits and contradicts conspiracy theories. [ABSTRACT FROM AUTHOR]