Abstract

Abstract
The main objective of this article is to investigate the factors that influence customers' intention to reuse chatbot-based services. The study employs a combination of the technology acceptance model (TAM) with other contributions in the literature to develop a theoretical model that predicts and explains customers' intention to reuse chatbots. The research uses structural equation modeling (PLS-SEM) to test the proposed hypotheses. Data collected from 201 chatbot users among Portuguese consumers were analyzed, and the results showed that user satisfaction, perceived usefulness, and subjective norm are significant predictors of chatbot reuse intentions. Additionally, the findings indicated that perceived usefulness, perceived ease of use, and trust have a positive impact on attitudes toward using chatbots. Trust was found to have a significant impact on perceived usefulness, user satisfaction, and attitudes toward using chatbots. However, there was no significant effect of attitude toward using chatbots, perceived ease of use, trust, and perceived social presence on reuse intentions. The article concludes with theoretical contributions and recommendations for managers.

Abstract
This study aims to examine consumer intention to purchase eco-friendly, handcrafted fashion products made from upcycled clothing and traditional Indonesian batik fabric. Data were collected via an online questionnaire with 289 participants, including both Indonesian and non-Indonesian consumers. The hypotheses were tested using structural equation modeling in SmartPLS 3. The results showed that fashion motivation and perceived value positively impacted the intention to purchase this type of product for personal use and for gifting. The perceived price had a positive effect on purchase intention for gifting. Altruistic motivations affected attitudes but not purchase intentions. Differences were identified between national and foreign consumers regarding the impact of price perception on attitudes and personal purchase intentions. The study provides practical implications for small businesses, artisan crafts, and entrepreneurs.

Abstract

Abstract
Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In this context, this study aims to identify major online marketing strategies, business models and technology applications developed to date by family firms. Methodology: Upon a systematic literature review, we develop a multiple correspondence analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters. Design/methodology/approach Upon a systematic literature review, we develop an MCA under the HOMALS framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters. Findings Relevant indicators are identified for the successful development of digital family businesses classified in the following three categories: (1) digital business models, (2) digital marketing techniques and (3) technology applications. The first category consists of four digital business models: mobile marketing, e-commerce, cost per click, cost per mile and cost per acquisition. The second category includes six digital marketing techniques: search marketing (search engine optimization and search engine marketing (SEM) strategies), social media marketing, social ads, social selling, websites and online reputation optimization. Finally, the third category consists of the following aspects: digital innovation, digital tools, innovative marketing, knowledge discovery and online decision making. In addition, five research propositions are developed for further discussion and future research. Originality/value To the best of our knowledge, this study is the first to cover this research topic applying the emerging programming language R for the development of an MCA under the HOMALS framework.

Abstract
Social media strategies are commonly adopted by large and SMEs due to the expected impacts on customer engagement, branding, sales, and overall company performance. One particularly interesting strategy conducted on social media is real-time marketing (RTM) that enables the company to get involved in the discussion of trending topics. The main aim of this chapter is to analyze RTM impacts on user engagement in the case of socially relevant topics, particularly Women's Day. It provides an analysis of publications by the 25 most valuable brands in Brazil (comprising both large companies and SME) and explores the interconnections between RTM publications and CSR policies. One main conclusion is that companies should approach socially relevant dates in accordance with their CSR policies, and that successful RTM initiatives can comprise alternative approaches: promotional actions, tributes, and CSR. The findings of this chapter are particularly relevant for SMEs, considering the democratic nature of RTM and overall social media strategies.