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The main objectives of this chapter are to provide an overview of chatbot personality dimensions and to analyze the expected impacts on user behavior. To accomplish these objectives, the chapter provides a detailed review of the main contributions in the literature regarding this topic. It highlights the chatbot personality characteristics that are expected to foster user satisfaction, trust, loyalty, and engagement. This information is useful for both practitioners and researchers, particularly related to customer service, as it provides clear guidance on what characteristics to incorporate in chatbots and on what factors need to be further studied in the future.

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The complexity of automotive supply chain management presents significant challenges, demanding rigorous coordination of tasks to ensure efficiency in its operations. This chapter examines the potential benefits of adopting blockchain technology in supply chain management. The study employs a case study methodology, focusing on a prominent European automotive company that, compared to its major competitors, appears hesitant to integrate blockchain into its supply chain management practices. The analysis relies on secondary data and utilizes a range of strategic analysis tools to gain deeper insights into the advantages that blockchain technology could offer in supply chain management. Based on the findings, this chapter offers 12 strategic recommendations pertaining to blockchain technology, which can aid the company in addressing various management issues by enhancing security, efficiency, and technological advancements. © 2024, IGI Global. All rights reserved.

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Happiness at work has been increasingly attracting the attention of academics and human resources managers. Literature on the topic provides clear evidence of the benefits for companies resulting from the adoption of strategies that promote happiness among employees. Despite its growing popularity, companies that define and implement a happiness strategy within their internal marketing are still scarce, particularly small and medium companies (SMEs). This paper illustrates the impact of happiness at work perceived by employees of SMEs at three levels: in themselves, in customers, and in the business's success, in the particular case of companies that do not implement such strategies. The research question was: what is the perception of employees on happiness at work outcomes when the company has no explicit strategy to promote it? This article includes a qualitative study comprising twelve semi-structured interviews with employees who directly deal with customers while working in various B2C companies that do not have a defined strategy to stimulate happiness at work. The study shows employees' acknowledgment of the multidimensional impacts of happiness at work, which makes them more motivated, productive, and more able to influence their relationships with customers positively. Based on these findings, even when lacking clear corporate strategies to improve happiness at work, the company is still expected to benefit in terms of customer loyalty and overall profitability, as well as in terms of employees' affective commitment.

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This article examines the impact of digital influencers ' recommendations, especially Instagrammers, on the pur-chase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers' involvement with healthy food on purchase intention. To test research hypotheses, a quantitative study was conducted with 221 Portuguese con-sumers. High and low involvement with healthy food groups were classified by K-Means Clustering, and the analysis of the structure and the measurement models was performed by using Smart-PLS software. The results confirmed that Instagrammers' credibility drives self-brand congruence and purchase intention for healthy food. It was also confirmed that the involvement with healthy food moderates the influence of self-brand congruity and Instagrammers' credibility on consumers' intention to purchase healthy food, and that brand self-congruence partially mediates the influence of Instagrammers' credibility on purchase intention. Overall, this work offers rel-evant insights for both marketing managers and researchers, as it demonstrates the importance of considering the indirect effects of source credibility on purchase intention of healthy food and of comparing consumers with high and low product involvement to effectively evaluate the impact of digital influencers' in healthy food endorsement.

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The assertive online strategies of Portuguese luxury fashion brands/designers (LFBDs) are essential for managers to succeed in the digital medium and establish long-lasting relationships with clients. This paper explores the challenges in digitizing all the dis-tinctive elements of a luxury fashion brand: the product characteristics, the luxury atmosphere, the personalization of the service, and the services provided. Fourteen Portuguese brands/designers were selected for content analysis. According to Hansen's framework, 43% of Portuguese LFBDs fail to share information about their com-panies on their websites, and only 43% include promotions. Only 36% have a com-munity outside the websites, compared to 93% of the international luxury fashion brands. Moreover, Portuguese websites lack 360 & DEG; technology and augmented reality. Considering the Digital Visual Merchandising - MVD Grid, Portuguese LFBDs do not allow multiple zooms and 2D F/T cursor change, while international brands feature these tools. Regarding the Social Media Performance Analysis Grid, the global aver-age engagement rate of Portuguese LFBDs on Facebook is 0.19% and on Instagram - 0.89%. According to Social Media Content Analysis Grid, Portuguese brands bet a lot on sharing content in story format, mainly on Instagram; however, Facebook has a higher network value. Therefore, the findings show that Portuguese LFBDs should be present and market their products online. This online presence must be supported by a multi-channel strategy while maintaining luxury product characteristics and elements of differentiation.