Purpose: Chatbots represent one of the most relevant trends within the communication settings and the management of relationships with consumers. New generations, such as millennials are favourable to interact with chatbots instead of human service assistants as they recognise the benefit linked to the technological advancements. Based on these premises, the paper intends to investigate what are the main factors affecting the quality of millennials–chatbots relationships and the new generations’ attitude and intention of using them within a specific industry such as the fashion one.Design/methodology/approach: In order to achieve the aim, an online survey based on Likert-scale items from previous research has been implemented to test developed hypotheses. Construct reliability and discriminant validity of the hypothetical research model has been tested. Additionally, a partial least square analysis technique has been used with a bootstrapping technique for evaluating the significance level of path analysis.Findings: A total of 191 responses have been collected. Most of millennials have familiarity with the concept of chatbot (52.4%). Perceived ease of use (PEOU) and perceived usefulness (PU) of chatbots positively influence the attitude towards using them by millennials. Attitude towards using chatbots positively influence the behavioural intention to use chatbots. Finally, also perceived trust and perceived risk affect the behavioural intention to use chatbots.Research limitations/implications: This study enriches the stream of research focused on investigating the acceptance of new technologies and their use for the development of high-quality relationships with customers. This study presents some limitations: the research model has been tested by using a convenient sample; then the study has been tailored for investigating millennials' perceptions in a specific industry; finally, the study focused on relational variables as determinants of using chatbots.Practical implications: This study provides professionals operating in the fashion industry with practical and managerial insights relating to the perceptions collected among a precise customer cluster represented by millennials.Originality/value: The paper investigates millennials' perceptions about chatbots within a specific industry related to the fashion system. Additionally, the paper explores at what extent relational variables such as trust and risk could affect the quality of millennials–chatbots relationship.

Purpose: Online images can convey sensory-based elements affecting digital users' emotions and digital engagement. The purpose of this study is to investigate which image-based features are more effective in conveying and stimulating particular emotions and engagement towards organizations operating in the food industry.Design/methodology/approach: An online experimental survey was implemented. Two image-based features, narrativity and dynamism were chosen. The stimuli comprise four images, one with high and one with low level of narrativity, and one with high and one with low dynamism, published by a food company on its official Instagram account. Food-identity, emotional appeals and digital visual engagement behaviours were measured. A total of 141 students between 19 and 25 years old of a European University completed the questionnaire. Data was analysed through SPSS software using t-test analysis.Findings: Results show that both narrativity and dynamism impact digital users' emotions and it was found to impact digital visual engagement attitude. Food involvement was measured in terms of food identity impact the effects of specific image-based features on emotions and visual engagement.Research limitations/implications: The study focuses on only two visual social semiotics features – narrativity and dynamism – and therefore, only partially captures the potentialities of images in digital communications.Practical implications: This study provides professionals with empirical evidence and insights for effectively planning a visual social media strategy.Originality/value: This paper contributes to the stream of research in social media communications by investigating the visual social semiotic features of images published online by a food company.

Purpose: The purpose of this paper is to develop a measurement scale for assessing the quality of dialogic conversations among companies and digital publics in social media. Dialogic conversations are defined as sequences of communicative actions and counteractions taken by social actors for different purposes based on specific linguistic choices and characterised by diverse communicative approaches and the role played by the involved parties. Design/methodology/approach: A multidimensional scale for measuring dialogic conversations is developed from relevant literature concerning dialogue and public engagement in the fields of corporate communication, public relations, management studies and conversation analysis. The scale is built on three main dimensions: organisation turn-taking, sequencing of conversation, repair strategies and procedures. A pilot study was conducted to purify it from irrelevant variables. Findings: Results of the pilot study show a general good level of reliability for the majority of the proposed variables for Facebook but not for Twitter. This may indicate that Facebook is a more dialogical forum than Twitter. Originality/value: This is the first study proposing a systematic measurement of the dialogue orientation of online conversations that takes into consideration the role of language and communicative actions. The proposed measurement offers corporate communication managers a concrete tool for evaluating the quality of their online communications and for identifying those areas of their online communication that need improvement.

Purpose: Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors. Design/methodology/approach: The study consists of 49 qualitative interviews with managers operating in different industries. Findings: The paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view. Originality/value: This study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships.

Purpose: The purpose of this study is to conduct a comprehensive investigation into the utilization of visual impression management techniques within sustainability reporting. Specifically, the study aims to determine whether Italian companies employ impression management tactics in the presentation of graphs within their sustainability reports and, thus, problematize visual data communication in corporate social responsibility (CSR).Design/methodology/approach: The research adopts a multimodal content analysis of the 58 sustainability reports from Italian listed companies that are GRI-compliant. The analysis focused on three types of graphs: pie charts, line graphs and bar graphs. In total, 860 graphs have been examined.Findings: The study found evidence of graphical distortion techniques being employed by companies in their sustainability reports to create a favorable impression. Specifically, graph distortions are found in column graphs and not in line or pie charts. In particular, selectivity, presentation enhancement and measurement distortion techniques seem to be extensively used when adopting column graphs in sustainability communication. Moreover, social sustainability–related topics tend to be more represented of other area of CSR reporting. This suggests that companies, whether consciously or unconsciously, engage in impression management techniques when using graphs in their sustainability reports.Social implications: The study findings suggest that more consciousness is needed for companies when engaging in the construction and selection of graphs in their sustainability reports and that decision-makers should develop a clear guide for ethical visual communication.Originality/value: The paper systematically analyzes visual impression management techniques in communicating sustainability data and, in particular, advances literature on graphical distortion. The value lies in empirical evidence of distortion adoption in GRI-compliant reports as well as problematizing visual data communication as a fundamental challenge for sustainability communication management.