Purpose: The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement. Design/methodology/approach: The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis. Findings: The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments. Research limitations/implications: The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant. Practical implications: The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions. Originality/value: This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.

Purpose: This study investigates the mediating role of service recovery between brand love (BL), brand trust (BT) and purchase intention in the context of food-delivery apps. Design/methodology/approach: This study follows a quantitative approach. The authors conducted an online survey and collected 275 responses from users of food-delivery apps in South America and Asia. The authors analyzed the conceptual model proposed using structural equation modeling (SEM) in Smart PLS 3.0. Findings: The results showed a direct and significant relationship between brand love, BT and purchase intention. Additionally, the authors identified the mediating role of service recovery between brand love, BT and purchase intention. Research limitations/implications: First, this study focused on the service recovery construct in general. Future research can address different types of service recovery, for example, core, interpersonal and procedure failures (Kim and Jang, 2016). Second, the authors restricted the study to the relationship between brand love, BT and purchase intention. Future studies can include other constructs, such as e-word of mouth, loyalty and information risk, as intervening variables. A larger sample can also be considered to support the generalization of the findings. Practical implications: This study recommends that companies enchant customers with immediate actions after a service failure has occurred. In doing so, companies must monitor those customers who have experienced a service failure, measuring the level of trust in the branded app and checking the frequency of purchases after a service recovery. Interacting with customers through messages is also an important action to manage their purchase intention following the problem's solution. Furthermore, companies must segment customers who have experienced a failure and direct them to specific benefits to reinforce their trust in the app. Then, after correcting the problem, they should pay them special attention by offering benefits, like discounts, coupons and free delivery, as a strategy to promote future purchases. Originality/value: This is the first paper to investigate the impact of service recovery on brand love, BT and purchase intention in the context of food-delivery services. The authors extend the knowledge about consumers' responses in the case of a failure caused by consumers' loved brands and show how service recovery actions can establish BT and influence future purchases.

This study discusses the perceptions of the routinisation effects on the post-implementation and post-adoption of the enterprise resource planning (ERP) in farms. A theoretical model and nine hypotheses were proposed using factors according to the literature of resource-based view (RBV) approach and on the ERP impact on farm performance perceptions. This study contributes to the literature by testing empirically the moderation effect of routinisation on the RBV. A qualitative interview was applied to larger farmers where ERP was already in use and for the quantitative approach a sample of 448 answers was collected composed of 74% grain farmers, 14% cattle raising and milk producers, and 13% sugar cane and fruits farmers. The results reveal that the model explains 63% of the variation in the impact on farm performance. Our results show that routinisation moderates only the relationship between the impact on internal operations with impact on farm performance. The conclusions confirm the necessity to expand the RBV approach to the farmer perceptions, exploring other factors like the benefits and the impact of natural resources in the routinisation process. Finally, we propose a discussion of the development of Agriculture 4.0 in a resource-based view for the development of competitive advantage in the context of farms.

The search for food products from sustainable chains has increased in the past years, motivated by consumers' interest in reducing the negative environmental, economic, and health impacts of their food choices. However, it is not yet clear whether transparency expectations of sustainable food chains influence in consumers' perception of this food products. The literature shows that there are gaps in the growth of sustainable product consumption is the transparency of production and the provision of more information to consumers. In this paper, we aimed to better understand what is the role of transparency expectations and how they influence consumers' decision to consume sustainable food products. Based on scales already validated in the literature, a theoretical model with nine hypotheses was proposed. A questionnaire was structured and empirically tested through a survey with 136 consumers of food from alternative networks. Six hypotheses were validated. Three segments of consumers target were identified from an exploratory factor analysis and cluster. Based on the results some marketing actions were suggested for the participants of alternative food networks. Other studies may validate the model proposed here.