Abstract
This study aims to contribute to the understanding of children’s word-of-mouth communication: how it is processed, its dimensions and its relation to other sources of information and to young consumers’ use of the Internet. Theoretical contributions from consumer socialization, new media and word-of-mouth communication studies are assembled, and an exploratory qualitative analysis in the form of focus group interviews with 7–11-year-old children is reported. We provide empirical evidence for word-of-mouth communication being a common activity among children. Observation and marketing exposure both complement and trigger word-of-mouth activity. Electronic word-of-mouth communication is less frequent, but the Internet is a relevant source of information and marketing exposure; it assists children’s learning about products and brands and furthers their purchase decision processes. This study suggests that word-of-mouth communication received by children is more complex and dynamic as compared to extant literature, suggesting that future research further explores its sought and unsought components, as well as its relationship with non-verbal peer influence that results from observation. © 2019, Academy of Marketing Science.

Abstract
The telecommunications sector faces a major challenge of high customer churn. Despite this, there is still a lack of research that explores the switching intention for telecommunication services, particularly with bundle services that currently dominate the market. This study aims to provide insight into consumer behaviour regarding bundle telecommunication services by examining the factors that impact satisfaction and switching intention, both directly and indirectly. Eighteen hypotheses were defined based on the literature, and were tested through a quantitative study with 910 bundle service customers using structural equation modelling with Smart-PLS. The results show that internet and television services have the strongest indirect impact on switching intention, mediated by overall satisfaction and loyalty. Additionally, the results indicate that switching costs and barriers do not significantly affect switching intention, and surprisingly, perceived contractual lock-in positively influences switching intention. This study provides a comprehensive understanding of the customer experience with bundled telecommunications services and offers relevant insights for telecommunication managers to prevent customer loss to competitors.

Abstract
PurposeWithin the sports industry, fan tokens have appeared as an instrument for fostering fan engagement and empowering them to participate in club-related decision-making processes via voting mechanisms (e.g. voting rights in decisions like the design of the equipment or the bus, and the ability to win rewards such as VIP experiences with the players).Design/methodology/approachDrawing on the technology acceptance model and consumer behaviour theories, a conceptual model was established to analyse the relationship of perceived ease of use, usefulness, and financial value, brand love, brand engagement, trust, social influence and its influence on the intention to purchase fan tokens. This study also analyses the generation of positive electronic word-of-mouth (e-WOM) derived from the intention to purchase fan tokens. To achieve the proposed objective, a quantitative study was conducted, collecting data through an online survey from football fans with an interest in fan tokens. The conceptual model was analysed using partial least squares (PLS) structural equation modelling (SEM).FindingsResults show that the financial perceived value was the dimension that most contributed to explaining the purchase intention. It was also found that perceived ease of use, trust in fan tokens and brand engagement positively influence the intention to buy fan tokens. Furthermore, findings demonstrate that purchase intention positively drives e-WOM, highlighting that fans' behavioural intentions extend beyond adoption to active digital advocacy.Originality/valueResults offer effective insights for both researchers and sports practitioners, while also presenting an original conceptual model applicable to diverse sports contexts and crypto assets-related research.

Abstract
The main aim of this chapter is to analyze the potential of the metaverse in the context of religious marketing. Positioned within the wider process of digitalization, the chapter examines how digital channels, from websites and social media to immersive environments, create opportunities for religious institutions to reach, engage, and involve their audiences. Several illustrations of uses of digital platforms, applications, virtual reality, and the metaverse are presented and discussed. Particular attention is given to the opportunities offered by the metaverse, while also acknowledging the challenges of adoption and the need for strategies aligned with institutional values and the expectations of faith communities. © 2026 by IGI Global Scientific Publishing. All rights reserved..

Abstract
Generative artificial intelligence (GenAI) promises substantial productivity gains for organisations, yet unresolved questions about data management and privacy continue to shape managers' and employees' confidence. This study examines workplace adoption of GenAI and shows how trust, conditioned by perceptions of data-management integrity, information transparency, and privacy risk, influences acceptance. This mixed-method study tests, using a survey-based structural equation model plus interviews focused on managerial practices among daily GenAI practitioners, two core insights: (i) trust is the strongest predictor of intention to use GenAI, and (ii) trust depends chiefly on manager's and employees' belief that organisational data are handled reliably and objectively through management routines. Perceptions of transparency or privacy risk exert no direct influence on either trust or usage. Building on these results, the study delineates four managerial domains: data-management process, information transparency, privacy risk, and trust, alongside twenty future research questions designed to understand how GenAI is linked to managerial practices. For practice, the findings recommend monitoring, calibrated disclosure, and adaptive privacy protocols as concrete managerial levers to strengthen GenAI acceptance. The evidence highlights trustworthy data governance, not abstract explainability, as the foundation of sustainable GenAI adoption. The study also provides a roadmap of actionable management practices to guide its implementation in modern workplaces.

Abstract
The Metaverse is attracting significant investment and promises to transform value creation and business competitiveness. While Small and Medium-Sized Enterprises (SMEs) are exploring its use to overcome resource limitations and enhance operations, its role in facilitating internationalization remains unclear. This study fills a research gap by investigating how the Metaverse can support SMEs in overcoming internationalization challenges through value creation, capture, and delivery. A Metaverse-based framework was developed and validated using a three-round Delphi approach with international business professionals and Metaverse specialists. This study confirmed that the Metaverse offers SMEs distinct opportunities to enhance value creation, capture, and delivery in the internationalization process. In value creation, it supports broader product offerings (e.g. digital twins), improved efficiency, and co-creation through superior knowledge management and deeper insights into consumer preferences. For value capture, the Metaverse enables access to new revenue models, demand forecasting through simulation, and better resource utilization, helping SMEs overcome regulatory and cultural barriers. In terms of value delivery, immersive interactions and real-time communication facilitate international collaboration, improve customer engagement, and extend global market reach. Overall, the Metaverse helps SMEs address internationalization challenges linked to firm size, resource constraints, and market complexity, ultimately strengthening their competitive advantage in international contexts. © 2025 Elsevier B.V., All rights reserved.