Belém Barbosa

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
Purpose Grounded in source credibility and the elaboration likelihood model (ELM), the current study examines the impact of influencers' credibility and consumer involvement on consumer attitudes and purchase intention, exploring potential changes in consumer behaviour before and after the COVID-19 pandemic. In addition, the mediating role of consumer involvement was examined. Design/methodology/approach A repeated cross-sectional research design was applied to compare consumer behaviour at two different time points. Two sets of data (pre-pandemic, consisting of 297 participants and post-pandemic, consisting of 307 participants) were collected through an online survey among female consumers of beauty products. Findings The findings confirm the positive effect of influencers' credibility on attitudes and consumer involvement. Moreover, the findings highlight the direct impact of consumer involvement on consumer attitudes and purchase intention. In addition, the mediating role of consumer involvement is supported. The comparison between pre- and post-pandemic periods revealed that influencers' credibility demonstrated a weaker effect on attitudes towards influencer-endorsed products after the pandemic. Conversely, consumer involvement had a strong influence on attitudes toward influencer-endorsed products after the pandemic. Practical implications The findings, along with the comparison of the two data sets, provide theoretical and practical implications regarding the relationship between influencers' credibility and consumer involvement. Originality/value This study provides empirical evidence on consumer behaviour before and after the COVID-19 pandemic, using a repeated cross-sectional design to identify and compare changes in habits and attitudes across two distinct time periods.

Abstract

Abstract
The purpose of this study was to explore the influence of brand coolness on the intention to acquire NFTs within the luxury fashion market. To achieve this purpose, we developed a conceptual model offering a broader perspective regarding consumers' purchase intention of luxury brands' NFTs by including both emotional aspects related to the brand (brand love) and perceptions predominantly related to the financial nature of the investment (perceived risk). Word-of-mouth (WOM) and willingness to pay (WTP) are also analyzed as outcomes of brand coolness. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed relationships. The findings show that brand coolness positively impacts brand love, WOM, and WTP. Although it was not possible to observe a significant relationship between brand coolness and consumers' purchase intention of luxury brands' NFTs, it has significant indirect effects through brand love. Guided by the unexpected findings of the quantitative study, this article also includes a follow-up qualitative study, whose main aim was to further explore the influence of brand coolness on the intention to acquire NFTs within the luxury fashion market. Participants were individuals with relevant knowledge and experience with NFTs. The qualitative study revealed that brand coolness alone is insufficient to drive NFT purchases, while brand love, tied to trust and symbolic value, plays a stronger role, helping explain the quantitative results. Overall, this study contributes to the literature by shedding light on the complex interplay between brand coolness, consumer behavior, and NFTs in the luxury fashion context.

Abstract
The main aim of this chapter is to study the digital touchpoints influencing customers' decisions in the five-star hospitality industry. This chapter adopted a qualitative methodology in the form of semi-structured interviews. The findings suggest the preeminent role of online travel agencies and hotel websites as the two most powerful touchpoints influencing the decision-making of the customer and serving as the principal means of making the reservation at the hotel. It also stresses the growing influence of customer-owned touchpoints, particularly user-generated content, in influencing customer perception. This research emphasizes the significance of personalized engagement in influencing customer satisfaction and loyalty. Overall, the study presents practical managerial implications for hoteliers, offering insights on how to effectively interact with customers at each stage of their journey, thereby enhancing both service delivery and overall guest experience. © 2025, IGI Global Scientific Publishing. All rights reserved.