This paper applies a service ecosystems perspective on the public service logic to evaluate the benefits and challenges this view brings to the management of public services. First, the article clarifies the concepts of private and public value, as well as co-production and co-creation. Second, the article presents an overview of the service-dominant logic, public service-dominant logic, and public service logic. Third, the paper analyses the potential of merging public service logic with a service ecosystems framework in a technology-based context, cross-fertilising public management and marketing research. This can lead to the development of a theory of public service ecosystems.

Hybrid intelligence, also known as human-AI (artificial intelligence) collaboration, is a concept that combines the strengths of both human intelligence and artificial intelligence to achieve better outcomes than either could achieve alone (Andonians 2023; Chowdhury 2022; Huang and Rust 2022). In marketing, hybrid intelligence can bring numerous benefits and is even more essential in the context of modern advancements in generative AI (Davenport and Mittal 2022). One way hybrid intelligence can benefit marketing is by enhancing customer experience and personalization. AI can analyze customer data, preferences, and behavior to provide insights, while human judgment can be used to create relevant and engaging content, offers, and interactions (Verhoef et al. 2015). This combination allows for a more personalized and tailored approach to marketing. Another benefit of hybrid intelligence in marketing is the improvement of campaign management and analytics (Andonians 2023). AI can automate tasks, optimize decisions, and provide insights, while human expertise is crucial in designing strategies, interpreting results, and taking action. This collaboration allows for more efficient and effective campaign management (Davenport 2018; Huang and Rust 2022). Hybrid intelligence also plays a role in addressing data privacy and ethical issues in marketing and advancing the marketing analytics field (SAS 2020). AI can be used to comply with regulations, protect customer data, and detect fraud, while human values should ensure transparency, accountability, and trust. This combination ensures that marketing practices aim to be ethical and in line with privacy regulations.

Purpose: The purpose of this paper is to investigate internet-only banks’ (IOBs) adoption by French consumers and attempt to understand the factors that influence consumers’ initial trust in this type of service. Design/methodology/approach: A non-probability convenience sample of potential IOBs adopters from France was used to test a structural equation model that analyzed the antecedents of initial trust and usage intentions of IOBs. Findings: The study shows that trust is a major influencer in IOBs’ adoption in France. It has also been found that consumer familiarity with internet banking, high perceived structural assurance, perceived website quality, bank reputation and relative advantage are critical factors influencing IOBs’ initial trust formation. Research limitations/implications: This study shows the applicability of the initial trust-building model in the context of IOBs and underlines the importance of factors such as familiarity, reputation and perceived quality in the context of online banking services in France. Practical implications: This paper provides e-banking companies with the most important factors that contribute to build the initial trust of customers. E-banks need to focus on making themselves known and promoting their brand more effectively through advertising and advocacy. Originality/value: This study contributes significantly to the marketing research related to consumer trust and brand reputation, as well as to the electronic banking literature. The results show the importance of initial trust in the context of services and the main factors that influence it, including a key branding variable such as reputation. The paper also focuses on the IOBs’ adoption in France, a market understudied compared to the USA, and seeks to understand the mechanisms associated with the initial formation of French consumers’ trust toward it.

The objectives of this article are threefold. First, it provides an overview of the past published social media research focusing on different aspects of the viral communication, variously termed “electronic word-of-mouth,” “word-of-mouse,” “viral marketing,” and “buzz.” Second, it clarifies and analyzes the concept of viral advertising in social media. Third, it provides a definition to reduce the prevailing ambiguities in the past definitions. All the forms of new electronic marketing methods differ in terms of the five key aspects: (1) the platforms used, (2) traditional communication or Internet, (3) their objectives, (4) type of message transmitted, and (5) orientation of the communication. The study analyzes these differences in order to clarify the numerous concepts related to viral marketing. As the social media communication technology continues to grow in the U.S. economy, the academic explanations defining, as well as capturing, the phenomenon also grow, creating a litany of terms.