Purpose: This paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approach: Qualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.Findings: Key themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.Research limitations/implications: This work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, as well as being an effective response to the external contingencies of limited managerial cognition. A key future consideration is a “creative-possibility perspective.”Practical implications: A practical extension of the Gartner Analytics Ascendancy Model (Maoz, 2013).Originality/value: This paper aims to contribute knowledge relating to the role of AI in marketing strategy formulation and explores the potential avenues for future use of AI in the strategic marketing process. This is explored through the lens of contingency theory, and additionally, findings are expressed using the Gartner analytics ascendancy model.

Purpose – The purpose of this paper is to address online consumer behavior in purchase decision making. Research – in the form of various psychological and sociological studies – has recently provided many theoretical models to explain how consumers utilize new technologies. Design/methodology/approach – The intention of this study is to utilize these existing theories, not simply adapt them to the phenomenon of e-commerce, but to question and, therefore, change fundamental variables. The main variables have been tested together using a statistical methodology not previously applied to this type of problem: the classification and regression trees (CART) procedure. Findings – The survey results confirm that, in addition to utilitarian aspects of online use, the perception of the usefulness of the system, very important seem to be the hedonistic aspects related to the higher or lower emotional commitment. In the first instance, the online purchase intention is influenced by the construct of playfulness, followed by the perceived security and usefulness. Practical implications – It is already evident that e-commerce sites, even at the functional and graphic design stage, should consider elements that make it possible to increase the potential for participation, engagement, interaction and fun. Originality/value – The intention of the paper is to utilize these existing theories, not simply adapt them to the phenomenon of e-commerce, but to question and, therefore, change fundamental variables. The main variables are derived from models in the literature which have been tested together using a statistical methodology not previously applied to this type of problem: the CART procedure.

Purpose: The purpose of this paper is to empirically test the effects of regulatory focus (RF) orientation (promotion/prevention) on decisions to purchase green products. The two experimental studies conducted aimed to test whether individuals in a prevention (promotion) state were more (or less) inclined to buy green products.Design/methodology/approach: To test the effect of RF on green and non-green consumption, the authors carried out two experimental studies (one considering a service – car sharing – the other a physical product – a laundry detergent). The studies are 2 (RF: prevention vs promotion) × 2 (product type: green vs non-green) between factorial design involving 196 and 92 participants, respectively.Findings: Promotion-focus has a powerful influence on green consumption. In both studies, individuals with a promotion focus seemed to be more inclined to buy green products as opposed to individuals in a prevention state.Research limitations/implications: The main limitations of this study first relate to the results of the two experiments. Even though both studies showed that promotion-focused rather than prevention-focused individuals are more inclined to buy green products, the differences between the two orientations in green condition are not statistically significant. As a result, the studies cannot determine whether to reject or accept the two main hypothesis.Social implications: This paper provides some preliminary indications that could be useful to encourage consumers to adopt “green” styles of consumption. Focusing on an individual’s RF is a useful strategy to induce them to change their consumption choices abruptly. Relying more on a “promotion” rather than a “prevention” focus, individuals would be compelled to take immediate responsible behavior.Originality/value: This paper aims to fill the gap on the role of RF in green consumption. Contrary to the accepted idea that a prevention state is more compatible with consumer ethics than promotion state, the studies showed the controversial role assumed by a prevention state in green consumption.

Local and global coexist in any tourist destination, and the challenge of tourism sustainability is what remains in the balance between these two dimensions. Social and consumer-generated media are changing how local and global are coming together in the local system. These media’s effects are even more important in overtouristed places, where a significant imbalance between local and tourist development already exists. In this paper, the effects from foreigners’ reviews in crowd-based ranking systems in overtouristed cities are investigated. Based on a case study of TripAdvisor’s restaurant rankings in Venice, our findings suggest that foreigners’ reviews systematically rate tourist experiences’ quality higher than non-foreigners’ reviews, and that their attitude significantly affects the ranking of these experiences. This discloses these systems’ limited reliability in overtouristed cities when it comes to rank quality, as well as the potential risks deriving from their large and uncontrolled adoption. The study concludes that a governance system is needed that is more respectful and inclusive of these places’ specific requirements.

The paper purpose is to investigate the green consumption behaviour of the Millennials generation. The paper aims to understand if all Italian Millennials are similar in terms of green consumption and if there are differences in adopting and consuming green products. As Millennials are considered the driving generation of the sustainable movement, thanks to their lifestyle and behaviours, our study tries to comprehend whether these consumers can be considered the leading “Green Generation”. We performed a cluster analysis, using the non-hierarchical method by applying the k-medium algorithm, segmenting Millennials. The segmentation was performed according to the reasons underlying and against green consumption. Then, green values and green consumer behaviour of the segments were analyzed. The results of our research reveal the existence of different clusters of Millennial consumers in terms of green attitude. Some confusion about green issues in the Millennials generation emerges, contrasting with the literature. Our results do not necessarily imply a negative attitude towards green values by Millennials, but different green attitudes among the clusters.