Purpose: The purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.Design/methodology/approach: A quantitative methodology was used, using a structured questionnaire. Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.Findings: The results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. Emotions, amplified by repeat visitation, have both a direct and a mediated effect on customer loyalty while emotional attachment acts as the mediator.Originality/value: The recent elevation of pharmacies from a mere convenient shopping destination of mostly emergency goods to a shopping alternative for a wide variety of well-being goods and services, necessitates the shift of focus of research from the technical expertise of the pharmacist to the enabling dimensions of the retailing environment. The paper answers this need and test the boundary conditions for the development of experience-rich emotions in retailing. The proposed model indicates the significant impact of atmospherics in customer decision-making even in the complex setting of pharmacies.

This study investigates the relationship between user-generated content on social media and panic buying, with a focus on how attitudes towards food waste and brand value act as moderating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from an online survey with 370 responses were analyzed. The findings show that user-generated content significantly contributes to the dissemination of inaccurate information, which in turn triggers panic buying. However, the impact of inaccurate information on panic buying is moderated by consumer attitudes towards food waste and brand value. Specifically, consumers with negative attitudes towards food waste and high brand trust are less likely to engage in panic buying when exposed to misinformation. These results suggest that promoting responsible consumption and leveraging brand value can mitigate the adverse effects of misinformation during crises. This study contributes to sustainability by providing insights into developing strategies for retailers and policymakers to manage consumer behavior, emphasizing the importance of accurate information and brand communication in reducing panic buying tendencies.

Purpose: This paper aims to examine how Airbnb has been transformed from an informal form of tourism accommodation into an emerging form of tourism e-micro-entrepreneurship through an interesting triangle consisting of three distinct parts: hosts, platform and guests.Design/methodology/approach: Considering that the peer-to-peer response has sealed the sharing economy's success, research methodology involves primary research that focuses on the adeptness of Airbnb hosts as e-micro-entrepreneurs from the customers' perspective. A quantitative methodology was employed by applying a convenience sampling strategy through a structured questionnaire that was distributed online, resulting in a collection of 150 useable responses. A statistical analysis has been performed to test the research's objectives.Findings: Driven by Airbnb hosts' entrepreneurial behavior in managing their listings and guests' responses, research findings led to the development of a post-conceptual IRMA model, which describes this particular form of hosting as an e-micro-entrepreneurship opportunity, while guests' satisfaction confirms the platform's performance and hosts' efforts in service quality provision.Research limitations/implications: This study brings valuable insights to the tourism e-entrepreneurship literature through the assessment of the Airbnb platform and the hosts as e-micro-entrepreneurs, providing useful information to researchers and managers involved in the Sharing Economy's disruptive innovation and a more complete understanding of the drivers of Airbnb's consumer adoption.Originality/value: Research on Airbnb mainly focuses on service quality from the customer perspective, while the existing literature does not highlight how a new type of e-micro-entrepreneurship has emerged by operating in the sharing economy's disruptive innovation ecosystem, which illustrates the factors that motivate hosts and guests to share accommodation services in an equilibrium bond.

Influencers are not just sources of inspiration, they are also architects of brands and experiences. This study examines how influencers impact every stage of the travel customer journey: from before, to during and after the travel experience. Analyzing data from 538 active social users with SEM, particularly SmartPLS v.4, it demonstrated that influencers’ play a crucial role in shaping travelers’ behavior, especially in the planning stage. Active engagement with influencers’ content improves customer experience and strengthens the relationship. Co-creation emerges as a vital factor that enhances the customer experience by allowing consumers to influence their travel plans. When travelers interact with content, they are not merely following instructions, they are crafting their own story. The findings highlight that co-creation accelerates bonds, increases memory retention, and the likelihood of recommendation. The key message is clear, brands and influencers should foster dialogue instead of monologue to create memorable experiences. The study offers new perspectives on influencers strategy, suggesting active practices of engagement and authenticity in content, aiming to enhance the experience through co-creation.

This study examines whether emotional bonds are essential for AI chatbots to influence consumers’ purchase intentions within online travel agencies. Utilizing the stimulus–organism–response (S-O-R) framework, this study analyzes how chatbot empathy and emotional credibility are associated with users’ emotions, subsequently impacting emotional attachment, satisfaction, customer experience, and purchase intention. Data from 409 users with prior AI chatbot experience were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that empathy and emotional credibility are significantly positively associated with positive emotional responses, which in turn strengthen emotional attachment, satisfaction, and customer experience. Notably, emotional attachment does not significantly associate with purchase intention, while satisfaction and customer experience are identified as the stronger predictors of behavioral intention. The findings extend the application of the S-O-R framework by suggesting that, in the OTA context, purchase intention is more closely associated with satisfaction and customer experience than with emotional attachment.