This study examines factors influencing teachers' intention to adopt Generative AI technologies in education by extending the Technology Acceptance Model (TAM). The proposed comprehensive model incorporates both external factors (exposure to AI information, information credibility, and institutional support) and internal factors (intrinsic motivation and self-efficacy). A survey of 400 teachers reveals that teachers’ exposure to credible AI information positively influences perceptions of Generative AI usefulness, which ultimately impacts their intention to use AI. Importantly, institutional support has both direct and indirect effects on teachers' intention to use AI, with the indirect effect mediated by the internal factors of intrinsic motivation and self-efficacy. This research complements TAM theory by integrating psychological and contextual factors, offering a nuanced framework for understanding Generative AI adoption in educational settings. The findings suggest that for educational leaders and policymakers, developing strategies that allocate resources for infrastructure, technical support, and professional development—such as Generative AI training programs—will be crucial in driving Generative AI adoption among teachers. By addressing both external and internal determinants, this study provides a comprehensive perspective of the dynamics behind technology acceptance in the classroom.

Purpose: The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel.Design/methodology/approach: Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels.Findings: First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude.Practical implications: Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy.Originality/value: This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

Social commerce facilitates conversations among buyers across the world and enhances eWOM sharing. This paper investigates the key roles of online shoppers’ culture (collectivism vs. individualism) and past experience as drivers of engagement with brand-related information sharing. Based on the theory of planned behavior (TPB) and consumer culture theory (CCT), a conceptual framework was developed and tested empirically. Data collected from a representative sample of online shoppers (N = 559) was analyzed using Structural Equation Modeling. Findings reveal that shoppers’ experience is indirectly related to brand-related information sharing, and mediated by three TPB beliefs (attitude, subjective norms and perceived behavior control). These relationships were moderated by customer culture. The impact of attitude on information sharing was greater for collectivist shoppers, whereas the influence of subjective norms was stronger for individualist shoppers. Theoretical contributions and practical implications are discussed.

Purpose: Various digital banking platforms (website and apps) are offered to bank customers in order to create an experiential service, which is essential in retaining customers and generating brand bank loyalty. The current study aims to examine the dynamics of customer emotional experience generated during digital banking service delivery and investigate the effect of customer psychological engagement with various digital platform types on brand bank loyalty creation. Design/methodology/approach: A conceptual framework was constructed. Data were collected from digital banking customers through a web-based survey conducted via an online Internet panel. It involved 502 participants. The study employs a path analysis method using structural equation modeling. Findings: The empirical results suggest that there are two paths from emotional attachment to bank loyalty: a direct path and an indirect path shaped by customer psychological engagement with service platforms. Additionally, it was found that the digital platform (website vs apps) used by the customer determined the magnitude of the impact of emotional attachment to the bank on psychological engagement with service platforms. Practical implications: This research claims that features of digital banking services are sufficient to enhance affective brand responses and maintain long-lasting relationships with customers. Using experiential services and psychologically engaging the customers, this goal can be achieved. Additionally, well designed apps can improve interaction with services and subsequently enhance loyalty. Originality/value: This study facilitates a better understanding of the customer's emotional–psychological state during engagement with digital service delivery. Its novelty and contribution to the literature focus on the notion that the impact of emotional attachment on bank loyalty is mediated by experiential psychological engagement with the digital platform and moderated by the type of digital platform used.

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people’s attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.

Purpose: Grounded in uses and gratifications (U&G) theory and relying on the congruence/incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. A conceptual framework is suggested.Design/methodology/approach: Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment.Findings: A structural path model suggests that the congruence of the social message appeal of sponsored Facebook posts leads directly to psychological engagement that follows affective response. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement.Originality/value: The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Based on U&G theory applied to social media and the (in)congruence approaches, the study suggests a new dichotomy of message appeal for digital advertising, i.e. social vs. personal message strategies. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.