... is positively associated with perceived authenticity, trust and emotional engagement when together with transparency and emotional responsiveness, thereby linking to consumer well-being. Perceived authenticity and trust act as key mediators, while cultural orientation and digital literacy moderate the strength...

...-congruence Immersive technology Consumer well-being Well-becoming Conditional mediation PLS-SEM Macquarie University 2023 RESS Macquarie University, 2023 RESS. The metaverse is an immersive and massively scaled simulated space where users can communicate and interact simultaneously...

... of the first study reveal that high (vs low) virtual influencers’ anthropomorphism significantly increases consumer engagement while reducing consumer well-being, with virtual influencers’ characteristics moderating these relationships. The second study further confirms these direct and indirect effects...

... fatty foods to individuals prone to engaging in emotional eating. Individuals might also be encouraged to use emotion regulation techniques to help manage negative emotions. Originality/value This research contributes to the existing marketing and consumer well-being literature by exploring the role...