Table 5. Suggested future research... | Emerald Publishing

Table 5.

Suggested future research questions

Theme	Research questions
Technology	How can we measure BE when consumers interact with smart technologies (VR, AI, AR and the metaverse)? What role does user interface design play in enhancing BE through emerging technologies like AI and VR? Can interactive and consumer-centric approaches be combined to better assess BE’s influence on consumers’ downstream attitudes and behaviors? How can BE be measured longitudinally? What are the combined effects of omnichannel BE on consumers’ attitudes and behaviors? How can firms effectively implement technology in BE management? How should organizations be structured to successfully manage BE?
Tourism	Are there new dimensions of BE in the consumption of destinations’ and tourism companies’ services? How can we capture BE throughout the customer journey (in the prepurchase, actual and post-purchase phases) when measuring tourists’ experiences with destinations and tourism and hospitality companies? Can online BE be a substitute for/complement tourists’ physical experiences with destinations and tourism and hospitality companies? What is the impact of AI-driven personalization on BE in the tourism industry?
Luxury	How should luxury firms be structured to provide BEs in online settings across sectors? Is there a connection between BE and perceived coolness in the luxury sector? How can we measure omnichannel BE in the luxury sector? What is the role of the metaverse in shaping BE for luxury consumers, particularly in terms of immersive experiences?
Corporate social responsibility	Is there a sustainability dimension of BE that represents consumer willingness to participate in CSR programs? Can we identify sustainable policies to enhance BE and influence responsible consumer behaviors?

Theme	Research questions
Technology	How can we measure BE when consumers interact with smart technologies (VR, AI, AR and the metaverse)? What role does user interface design play in enhancing BE through emerging technologies like AI and VR? Can interactive and consumer-centric approaches be combined to better assess BE’s influence on consumers’ downstream attitudes and behaviors? How can BE be measured longitudinally? What are the combined effects of omnichannel BE on consumers’ attitudes and behaviors? How can firms effectively implement technology in BE management? How should organizations be structured to successfully manage BE?
Tourism	Are there new dimensions of BE in the consumption of destinations’ and tourism companies’ services? How can we capture BE throughout the customer journey (in the prepurchase, actual and post-purchase phases) when measuring tourists’ experiences with destinations and tourism and hospitality companies? Can online BE be a substitute for/complement tourists’ physical experiences with destinations and tourism and hospitality companies? What is the impact of AI-driven personalization on BE in the tourism industry?
Luxury	How should luxury firms be structured to provide BEs in online settings across sectors? Is there a connection between BE and perceived coolness in the luxury sector? How can we measure omnichannel BE in the luxury sector? What is the role of the metaverse in shaping BE for luxury consumers, particularly in terms of immersive experiences?
Corporate social responsibility	Is there a sustainability dimension of BE that represents consumer willingness to participate in CSR programs? Can we identify sustainable policies to enhance BE and influence responsible consumer behaviors?