Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

Despite negative consequences from the COVID-19 pandemic, there are certain positive effects from this crisis including the restoration of natural resources. Using the institutional theory framework, this paper aims to explore how sustainable tourism management can be applied to manage recovered natural resources after the COVID-19 crisis. Qualitative research in the form of in-depth interviews, focus group interviews, and observations was conducted to demonstrate how Krabi tourism stakeholders could collaborate among themselves in order to sustain recovered natural resources after the COVID-19 pandemic. Informants of the study are Krabi tourism stakeholders; i.e., tourism business owners and managers, members of tourism associations, government officers, CBT members, that are recruited by purposive sampling method. This research has shed light on how tourism stakeholders can co-create tourism policies to respond to sustainability issues using the institutional process. In order to develop a successful sustainable tourism management plan, we propose that the plan should consist of three aspects—environmental, social, and economic. The findings from this research offer benefits to tourism stakeholders around the world for reshaping sustainable tourism management in order to take care of magnificent tourism resources after the COVID-19 outbreak.

Many apparel retailing brands use e-service marketing tools such as a chatbot (a system that is available 24 hours a day, 7 days a week) to increase their competitive advantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, entertainment, trendiness, and problem-solving) on Thai customers’ perceived communication credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling using Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendiness, and problem-solving, affected customer satisfaction without entertainment elements. Beyond this, a chatbot, viewing interaction and entertainment, was found to have an insignificant effect on communication credibility. Thus, the coefficient value proved that information regarding communication credibility is more dominant in customer satisfaction. Therefore, the chatbot e-service marketing effort is essential in motivating communication credibility in customer satisfaction. These findings delivered managerial implications for understanding consumers in the field of digitalization.

The Original Article was published on 08 July 2022In the section '1.3. Hypotheses' in this article, in H1a-H4b, the last word has been changed (the words "satisfaction" and "credibility" have changed places). The sentences now read: 'H1a: Chatbot e-services can provide positive interactions that evoke customer satisfaction. H1b: Chatbot e-services can provide positive interactions that evoke communication credibility. H2a: Chatbot e-services can provide positive entertainment that evokes customer satisfaction. H2b: Chatbot e-services can provide positive entertainment that evokes communication credibilityH3a: Chatbot e-services can provide positive trendiness that evokes customer satisfaction. H3b: Chatbot e-services can provide positive trendiness that evokes communication credibility. H4a: Chatbot e-services can provide positive problem-solving that evokes customer satisfaction. H4b: Chatbot e-services can provide positive problem-solving that evokes communication credibility.'