Veronika Keller

57206471828

Publications - 20

Household Food Waste Reduction Determinants in Hungary: Towards Understanding Responsibility, Awareness, Norms, and Barriers

Veronika Keller Szandra Gombos

Publication Name: Foods

Publication Date: 2025-03-01

Volume: 14

Issue: 5

Page Range: Unknown

Description:

Food waste poses a substantial global challenge, with intricate environmental, economic, and ethical ramifications. This study examines household food waste behaviors, emphasizing the interplay of personal responsibility, awareness of consequences, personal norms, and systemic barriers. Employing a thematic analysis of in-depth interviews with 60 households across Hungary’s Central and Western Transdanubian regions, this research explores factors influencing waste-reduction strategies across the pre-, mid-, and post-consumption phases. The thematic analysis of the interview data yielded key themes, including ascription of responsibility (AR), awareness of consequences (AC), personal norms (PN), demographic characteristics (DC), behavioral intentions (FWBI), and barriers (B). Participants identified barriers to waste reduction, such as impulse buying, poor storage practices, and limited knowledge of food rescue initiatives. Incorporating these barriers as a core variable deepens the understanding of systemic challenges, while stage-specific analysis illuminates the evolution of waste-reduction behaviors. These insights will inform targeted interventions, such as community programs, educational campaigns, and technology-driven solutions, including food rescue apps, to foster sustainable consumption. This study’s integration of behavioral theories with actionable strategies provides valuable guidance for policymakers and stakeholders seeking to reduce household food waste on a global scale.

Open Access: Yes

DOI: 10.3390/foods14050728

The adaptation of the triple bottom line model to the pet industry: A holistic approach to sustainability

Veronika Keller Balázs Répási

Publication Name: International Journal of Innovative Research and Scientific Studies

Publication Date: 2025-01-01

Volume: 8

Issue: 3

Page Range: 4325-4334

Description:

The pet industry has undergone a significant transformation, evolving into a more sustainable landscape. This reflects a collective commitment to environmental protection and the health and well-being of pets. The research presents a comprehensive analysis of the theoretical foundations of the Triple Bottom Line (TBL) model, with the objective of gaining insights into its framework and structure. The objective was to develop a version of the model that would enable comparison of the sustainability performance of different companies within the pet industry, based on the key features that are common to all pet food manufacturers. The findings of the in-depth interviews conducted for this study indicate that companies with a focus on sustainable business practices place significant emphasis on ensuring compliance with specific safety regulations for the benefit of pet health. The ratio of revenue from eco-friendly products demonstrates a markedly disparate trend among the manufacturers under analysis.

Open Access: Yes

DOI: 10.53894/ijirss.v8i3.7507

NGOs in Hungary against food waste

Péter Huszka Veronika Keller

Publication Name: Civil Szemle

Publication Date: 2024-09-18

Volume: 21

Issue: 4

Page Range: 31-49

Description:

Food waste is one of the major issues of our time, especially in the context of the United Nations Sustainable Development Goals Many NGOs are involved in the fight against food waste, setting up initiatives to reduce the overproduction and wastage of food The aim of this research is to present the NGOs working to reduce food waste and to explore their awareness, need and consumer perception among the young Hungarian population In order to answer the research questions, secondary data collection and an exploratory quantitative survey were conducted Among the NGOs, the main objectives and results of the Shopping Communities, the Hungarian Food Association and the No Leftovers Program are presented The results are presented in a short case study Food rescue organizations are less well known among consumers and thus are likely to play a minor role in reducing food waste in everyday life The development of technologies such as "food saver" applications may continue to grow in the future and may even become a common tool for food shopping, especially for the younger generation The role of NGOs will continue to be important in raising awareness and collecting practices to reduce food waste, but more intensive marketing work is recommended.

Open Access: Yes

DOI: 10.62560/csz.2024.04.2

Evaluation criteria for lifestyle applications - The role of MAUQ factors in satisfaction

Ida Ercsey Veronika Keller Erzsébet Printz-Markó

Publication Name: Management and Marketing

Publication Date: 2024-09-01

Volume: 19

Issue: 3

Page Range: 498-519

Description:

The most common health-related apps are lifestyle apps, i.e., fitness, nutrition, diet, and meditation apps, which account for half of all m-health apps on the market. Mobile app-based interventions have been shown to be effective in improving diet-related health outcomes. The aim of this study is to map the usage patterns of lifestyle apps (fitness, diet, and relaxation apps) and identify the role of each factor in the usability of MAUQ (m-Health App Usability Questionnaire) factor - ease of use, interface satisfaction, and usefulness - in overall satisfaction. Data were collected through an online survey in Hungary with 348 users of various lifestyle applications, i.e., fitness (30.2%), nutrition (31.3%), and mindfulness (38.5%) apps. Respondents showed a preference for free apps over paid ones and predominantly used iOS operating systems. The partial least squares structural equation modelling (PLS-SEM) method was used to identify the role of usability dimensions in overall satisfaction. The satisfaction of lifestyle app users is positively influenced by 'Ease of Use' and 'Interface and Satisfaction'. However, effectiveness (positive physical and mental health outcomes) negatively influences satisfaction. Research can be particularly useful for app developers, as usability and design (features) play a particularly important role in satisfaction, so these are primary considerations in development.

Open Access: Yes

DOI: 10.2478/mmcks-2024-0022

Information Accessibility and Decision-Making in Career Selection: An Examination of Influential Sources for University Students

Adrienn Dernóczy-Polyák Veronika Keller

Publication Name: International Conference on Higher Education Advances

Publication Date: 2024-01-01

Volume: Unknown

Issue: Unknown

Page Range: 809-816

Description:

The aim of the present study is to analyze the relationship between information accessibility and career decision making among first-year university students from a Central Eastern European university (n=2,330). Hierarchical cluster analysis was conducted based on motivational factors and four distinct student groups were identified: ‘Independent Decision Makers’ (IDM, 15.4%), ‘Amenity-Oriented Selectors’ (AOS, 41.2%), ‘Location-Centric Choosers’ (LCC, 16.6%), and ‘Academic Excellence Seekers’ (AES, 26.8%). While IDMs made decisions independent of institutional attributes, AOS prioritized university services, LCC were influenced by the city, and AES emphasized academic course quality. The most relevant sources of information are the official website of the National Office of Admissions, university websites, peer opinions, and institutional information. These findings provide important insights for universities and their targeted enrollment campaigns to understand the different decision-making preferences of students.

Open Access: Yes

DOI: 10.4995/HEAd24.2024.17226

Trend Environmental Implications in Pet Food Industry: Focusing on Sustainability Issues

Veronika Keller Balázs Répási

Publication Name: Chemical Engineering Transactions

Publication Date: 2024-01-01

Volume: 114

Issue: Unknown

Page Range: 727-732

Description:

In recent years, many of the 150 pet food companies currently producing pet food in Europe have started to focus on the ethical and local sourcing of raw materials, but there is still a lack of optimisation of the production processes and sustainable sourcing of raw materials. The aim of this research is to describe the steps already taken by pet food manufacturers towards sustainability and to analyse future plans and objectives of the industry in relation to food overproduction and unnecessary waste. The Delphi method was used with a team of experts from two major international European pet food companies to gain insights to identify current aspects and also where we can see room for development. The research shows that there is a huge potential in recycled human food waste used as pet food raw material, while there are currently efforts on packaging and more effective energy consumption. Moving to insect-based pet food could be an even better approach to increase the level of sustainability. The pet food market is becoming increasingly important as a result of economic development and modern social standards, and it is particularly important to pay attention to these aspects related to the production of pet food even more.

Open Access: Yes

DOI: 10.3303/CET24114122

The effect of digital curation on visitor behavior in museum expositions

Veronika Keller Fan Gao

Publication Name: Journal of Infrastructure Policy and Development

Publication Date: 2024-01-01

Volume: 8

Issue: 9

Page Range: Unknown

Description:

This study examines the impact of digitally curated museum exhibitions on visitor behavior, with a particular focus on university students from China and Hungary (n = 308). Using PLS-SEM analysis, the research finds that visitors’ experiences during digital curation visits significantly influence their behavior, and this influence is mediated by perceived value and satisfaction. It is recommended that museums consider the following constructive considerations to facilitate their future development: expanding the application of digital curation, utilizing cutting-edge technologies, implementing data-driven curatorial optimization, enhancing social experiences, integrating education and entertainment, and promoting cultural preservation and environmental stewardship. These insights will help guide museums toward more engaging and sustainable experiences.

Open Access: Yes

DOI: 10.24294/jipd.v8i9.6153

Where to go and why? Motivational factors in the choice of higher education institutions: the example of a university in Central Eastern Europe

Adrienn Dernóczy-Polyák Veronika Keller

Publication Name: International Conference on Higher Education Advances

Publication Date: 2024-01-01

Volume: Unknown

Issue: Unknown

Page Range: 1038-1045

Description:

The aim of our study is to examine the factors that influence the choice of higher education institutions (HEIs). To this end, we have explored the evolution and current challenges of marketing in higher education. By conducting an empirical survey of students (n=2330) admitted in 2023 at a Central-Eastern European university, we identified the factors that influenced students' decision to apply. The initial 19 variables, then 15 variables included in the factor analysis, eventually resulted in four factors, which are "education and reputation", "dormitory and services", "opinion of others" and "city". The factors and factor weights were used to identify the strategically important factors that can help HEIs to achieve a more effective market presence and, accordingly, more precise targeting.

Open Access: Yes

DOI: 10.4995/HEAd24.2024.17109

The Role and Awareness of Food Rescue Ngos in Hungary: Based on the Results of an Online Survey

Péter Huszka Veronika Keller

Publication Name: Chemical Engineering Transactions

Publication Date: 2024-01-01

Volume: 114

Issue: Unknown

Page Range: 739-744

Description:

The issue of food waste is a significant global challenge that is closely linked to the United Nations Sustainable Development Goals (SDGs). Non-governmental organisations (NGOs) are of critical importance in addressing this issue, spearheading initiatives aimed at curbing overproduction and waste. This study introduces the principal non-governmental organisations (NGOs) engaged in food waste reduction and assesses the extent of public awareness of their activities in Hungary. The research is based on secondary data and an online survey of 231 respondents. It explores initiatives such as shopping communities, the Hungarian Food Bank Association, the No Leftovers program, and the Munch app. The findings indicate that food rescue organisations are not widely recognised, which constrains their potential impact. However, younger generations demonstrate greater engagement with digital food-saving solutions. The lack of public awareness underscores the necessity for enhanced marketing and educational initiatives. Furthermore, the study identifies a generational and socioeconomic divide, with younger, higher-income individuals demonstrating a greater commitment to sustainable practices. The study offers insights into how NGOs can enhance their impact through the strategic use of technology and targeted communication.

Open Access: Yes

DOI: 10.3303/CET24114124

Trends of using social media for the green labelling of modern mobile phones

Petra Kecskés Veronika Keller Sewar Alkhatib

Publication Name: Cogent Business and Management

Publication Date: 2024-01-01

Volume: 11

Issue: 1

Page Range: Unknown

Description:

This study explores contemporary practices by three major companies, Samsung, Apple and Huawei, to promote the environmentally friendly attributes of mobile phones by utilizing social media platforms. The research employs a combination of literature review and data analysis to investigate the strategies used by these companies in advertising their environmental initiatives on popular social media platforms such as Facebook, Instagram, YouTube and Twitter. The findings underscore the increasing significance of social media in the realm of green labelling initiatives. The study reveals the potential of social media to enhance customer awareness and influence purchasing behaviour in the dynamic mobile phone sector. The article recommends further research in this domain to guide manufacturers in formulating effective strategies amid the evolving landscape of the mobile phone industry.

Open Access: Yes

DOI: 10.1080/23311975.2024.2373357

ANALYSIS OF RESEARCH TRENDS IN DIGITAL MEDIA AND URBAN BRANDING: INSIGHTS FROM CITESPACE (2013-2023)

Veronika Keller Fan Gao

Publication Name: Deturope

Publication Date: 2024-01-01

Volume: 16

Issue: 1

Page Range: 131-152

Description:

With the continuous development of smart cities, the relationship between digital media and city branding has attracted significant attention. This study uses the CiteSpace tool to provide a comprehensive visual analysis of the research landscape in the field of digital media and city branding from 2013 to 2023. A systematic literature review (n=689 articles) was used to explore the main trends. The methodology included the analysis of publication volume, international collaboration network, research field (including keyword co-occurrence and keyword clustering), and research hotspots and frontiers analysis. The study underlines the importance of digital marketing and market communication research in the context of city branding. The study highlights the complex dynamics of this relationship and the importance of exploring the interactive influences within these interdisciplinary fields. Finally, the data analysis highlights several potential research questions related to the development of creative accounting, offering valuable insights for future studies. Additionally, this study provides a framework for firms to design and implement creative accounting development strategies. The study recommends that future research topics should include interdisciplinary approaches, consumer engagement, global collaboration, and long-term branding strategies. These approaches are necessary to advance understanding and effective management of city brands in the digital age.

Open Access: Yes

DOI: 10.32725/det.2024.007

The Role of Clusters: Past, Present and Future of the Pannon Thermal Cluster

Veronika Keller Erzsébet Printz-Markó Elisabeta Ilona Molnar Ferenc Darabos

Publication Name: Springer Proceedings in Business and Economics

Publication Date: 2024-01-01

Volume: Unknown

Issue: Unknown

Page Range: 415-432

Description:

The study examines the spectrum of the thermal and wellness clusters related to water-based health tourism in Hungary. The research is looking for an answer regarding the effects of the organization in clusters from the point of view economic, social and cultural in the thermal baths sector. In this sense, literary research and processing were carried out, and mixed-type professional interviews were conducted. Bearing in mind the unexplored dimensions of thermal clusters in Hungary, the research highlights three areas of action: proactivity, economic incorporation and innovation. The results of these three key defined potentials and the discovery of innovation reserves are the ones that will be addressed primarily in the future. These steps boost health tourism and associated activities. The clusters operating in the field, primarily Pannon Thermal Cluster—PANTERM, have hidden reserves and untapped potentials within the operational frames of the cluster organization. The discovery of the potential in the clusters may drive innovation.

Open Access: Yes

DOI: 10.1007/978-3-031-59858-6_28

Analyzing perspectives on lifestyle m-health apps: User and non-user insights

Ida Ercsey Veronika Keller

Publication Name: Effective Digital Marketing for Improving Society Behavior Toward Dei and Sdgs

Publication Date: 2023-11-14

Volume: Unknown

Issue: Unknown

Page Range: 48-67

Description:

The aim of the research is to explore the theoretical background and experiences of using lifestyle (LS) applications from a user perspective. The objective is to identify the reasons for non-usage. To accomplish these research goals, four focus group interviews were conducted with students studying recreation management in the autumn of 2022. The focus group research findings indicated that sports and fitness apps were the participants' most favoured. The evaluation of LS applications identified usefulness, features, accessibility, and accuracy as the most significant factors. More students reported positive effects on their physical and mental health; however, they viewed the applications and smart devices as auxiliary tools. The main reasons for non-use included personal, technical, and usability issues, as discovered by the authors. This chapter provides an in-depth insight into alterations in health practices, incentives and encounters with mobile devices and LS apps, contributing to the field of service literature.

Open Access: Yes

DOI: 10.4018/978-1-6684-8984-0.ch003

Green Marketing in the Digital Age: A Systematic Literature Review

Petra Kecskés Veronika Keller Sewar Alkhatib

Publication Name: Sustainability Switzerland

Publication Date: 2023-08-01

Volume: 15

Issue: 16

Page Range: Unknown

Description:

This research aims to analyze and synthesize the research articles published over the past ten years, from 2012 to 2022, that deal with green marketing and digital marketing. The objective is to track the evolution of research in the field and to understand the trends on which the area has been researched during that period. The paper is based on a database of 54 research articles published in the specified period. This paper is not limited to specific journals; only the topics and the period are specified. The database analysis describes the topic and perspective of the article, the methodology used, and the themes, in addition to other factors of the given research. The main finding of this research is the identification of five main themes or categories within the research area: strategies, challenges, promotion, consumers, and digital media. These themes provide valuable insights for practitioners and scholars and ultimately benefit the broader community by providing information on decision-making and promoting sustainability in digital marketing and green marketing. This paper will help researchers better understand the research trends in the field and acquire some up-to-date knowledge about the research related to digital marketing and green marketing.

Open Access: Yes

DOI: 10.3390/su151612369

Thematic Analysis Of Google Play Reviews Of Lifestyle Apps

Ida Ercsey Veronika Keller

Publication Name: Human Technology

Publication Date: 2023-05-01

Volume: 19

Issue: 1

Page Range: 82-102

Description:

Worldwide, numerous studies have been conducted on m-health applications and the results show that, if well-designed, they can regulate and track medication and reduce healthcare costs. The aim of this research is to analyze the experiences of users connected to different lifestyle apps, in particular (1) to explore the negative, neutral and positive topics in the reviews, and (2) to discover the role of health improvement among the comments. The present paper is part of a complex empirical research project. A qualitative and quantitative content analysis was conducted of the user reviews in the Google Play store for the 16 lifestyle apps selected during the first phase of the empirical research (quasi experiment). All in all, 2,835 comments were analyzed. The negative comments mentioned unreliable tracking functions, problems with updates, or high prices. The neutral comments outlined some missing functions or problems with the operation of the app. The positive comments were related to health improvement, usefulness, ease of use, engagement and willingness to recommend the app. Physical activity, facilitating a specific diet, weight loss, wellbeing, tracking progress and health awareness were among the common health aspects of the lifestyle apps. The results of this research will be particularly useful for consumers, app developers and service providers who focus on health awareness and health promotion.

Open Access: Yes

DOI: 10.14254/1795-6889.2023.19-1.6

Social media communication of the spa industry during the four waves of the COVID-19 pandemic

Roland Zsolt Szabó Veronika Keller Erzsébet Printz-Markó

Publication Name: Journal of International Studies

Publication Date: 2023-01-01

Volume: 16

Issue: 4

Page Range: 97-116

Description:

Tourism and the spa industry have been heavily affected by the Covid-19 pandemic. The social media strategies of top spa destinations were studied during the period from March 1, 2020, through February 28, 2022. Together There are 2,539 posts of selected spas (from Iceland, Austria, Slovakia, and Hungary). Based on former research, four major themes emerged: (i) Facebook versus Instagram communication during the two years of the pandemic; (ii) Live Vividness of the social media communication; (iii) Activity of the followers; (iv) Use of hashtags. Findings show that social media plays a significant role in fighting against the negative impacts of a crisis. Communication on social media is especially effective when emotional, affective images and positive emotions are presented to the target customers. Our findings extend not only crisis management theory, but also provide valuable insights into tourists’ psychometrics, which is essential for tourism destinations in developing their communication strategies.

Open Access: Yes

DOI: 10.14254/2071-8330.2023/16-4/7

Beliefs about plant-based diet based in a sample of Hungarian females

Péter Huszka Veronika Keller

Publication Name: Ukrainian Food Journal

Publication Date: 2023-01-01

Volume: 12

Issue: 3

Page Range: 398-418

Description:

Introduction. The aim of research is to examine the knowledge about plant-based diets, what beliefs and misconceptions exist about plant-based diets (PBDs), and how these differ between lifestyle groups among Hungarian females. Materials and methods. Data were collected through an online survey on social media. These data were processed using univariate statistics (general description of the sample), exploratory factor analysis (identification of healthy lifestyles), cluster analysis (segmentation purposes), chi-square statistics (cluster profiling), F-statistics (comparing attitudes toward PBDs), and cross tabulation (knowledge and perceptions of PBDs). Results and discussion. Four health-related lifestyle dimensions (health-conscious eating, mindfulness, carbohydrate avoidance, red meat avoidance) were identified, and four segments emerged (healthy food choosers, red meat avoiders, stress-free women, rejecters). Healthy food choosers (40.9%) prioritize healthy eating, avoid sugary snacks, and monitor carbohydrate intake. Red meat avoiders (27.9%) are neutral about healthy eating, but avoid red meat and processed foods; don't focus on carbohydrates. Stress-free women (20.8%) value mindfulness, relaxation, and outdoor physical activity for a stress-free life. Rejecters (10.4%) have a negative attitude toward healthy eating, mindfulness, carbohydrates, and red meat. Red meat avoiders live in the capital city, eat fruits and vegetables more often or at least once a day. Rejecters live in villages and eat fruits and vegetables every 4–5 days in a week or do not eat fruits and vegetables in a week. Healthy eaters eat fruits and vegetables more times a day. Stress-free people eat fruits and vegetables every 2–3 days in a week. They differed in their knowledge, attitudes and perceptions of PBDs. 72.1% of healthy food choosers, 84.8% of red meat avoiders, 75.8% of stress-free people and 71.9% of rejecters thought that plant-based diet was similar to vegan and vegetarian diet. The attitudes range from “may have health benefits for certain diseases” as the attitude with the highest mean level of agreement (4.26), especially among red meat avoiders, to “encourages diary consumption” as the attitude with the lowest mean level of agreement (1.69), especially among red meat avoiders. Red meat avoiders, healthy food choosers, and stress-free women had more positive attitudes toward PBDs than did rejecters. The majority of females were thinking about trying out PBDs. Red meat avoiders, healthy eaters, and stress-free women had more positive attitudes toward PBD than did rejecters. Healthy eaters perceived PBD as healthy. Red meat avoiders perceived the plant-based diet as healthy, safe, varied, exciting, environmentally friendly, and a complete diet. Stress-free women thought the plant-based diet was unhealthy and environmentally unfriendly. Rejecters attached more negative attributes to the PBD. They perceived the meatless diet as unhealthy, dangerous, monotonous, boring, environmentally unfriendly, difficult to digest, and malnutrition. Conclusions The results contribute to the literature by adding empirical evidence to the emerging trends (PBD, vegan, vegetarian diets), as well as generating suggestions for nutrition and dietetics professionals and the government, as targeted marketing programs can be planned to change dietary behavior.

Open Access: Yes

DOI: 10.24263/2304-974X-2023-12-3-7

Sustainable Eating Habits: Examining Beliefs, Attitudes, and Perceptions of Plant-Based Diets among Hungarians

Veronika Keller

Publication Name: Chemical Engineering Transactions

Publication Date: 2023-01-01

Volume: 107

Issue: Unknown

Page Range: 49-54

Description:

An important current trend is the healthy and sustainable lifestyle and consumption of fruits and vegetables. However, the healthiness of plant-based diets is not well understood by the general population or food professionals, and only a small proportion of the Hungarian population (1.1 %) follows a vegetarian diet because of sociocultural reasons (attachment to meat). This paper explores the main knowledge, beliefs, and misconceptions about plant-based diets (PBDs) among Hungarians. Behavioral change towards a more plant-based diet is slow and influenced by attitudes. In an online survey (n=397), four different factors related to beliefs about PBDs could be distinguished: (1) health and environmental issues, (2) lack of nutrients, (3) forbidden foods 1, and (4) forbidden foods. People are aware of the different types of plant-based diets (vegetarian, vegan) and the positive and negative psychological effects. The associations of plant-based diets are: healthy, environmentally friendly, and expensive. However, only a small part of the Hungarian population follows a plant-based diet, while the diverse and daily consumption of fruits and vegetables is essential for health and sustainability reasons. This study has the potential to provide a comprehensive review of the current state of knowledge regarding plant-based diets, which is essential for tailoring educational initiatives, formulating effective interventions, and ultimately advocating for healthier and more sustainable dietary preferences.

Open Access: Yes

DOI: 10.3303/CET23107009

Eating styles of young females in Azerbaijan

Adrienn Dernóczy-Polyák Veronika Keller Rugiyya Alasgarova

Publication Name: International Review on Public and Nonprofit Marketing

Publication Date: 2019-03-01

Volume: 16

Issue: 1

Page Range: 43-60

Description:

An epidemic of twenty-first century is overweight and obesity which is a consequence of inappropriate eating habits and sedentary lifestyle. Relying on statistical data overweight and obesity is a serious problem for young people, since the ratio of obese young people (below 35) is constantly increasing in the developed regions of the world. In an empirical research 419 adult females between 24 and 38 were questioned. The aim of the research was to segment Azerbaijan females belonging to Generation Y based on their eating behaviour. In order to measure eating behaviour the shorter version of Three Factor Eating Questionnaire (TFEQ-R 18) including 18 items was used. Relying on the results three main consumer groups can be distinguished, namely functional eaters (36.3%), conscious eaters (27.2%) and emotional and hedonic eaters (36.5%). Functional eaters have average level of income and bachelor degree. They are typically single. They do moderate physical activity and have normal weight based on their BMI. Conscious eaters have high level of income (over the average) and bachelor or master degree. The ratio of married and single women is almost the same among them. They do regularly sport, mainly once a week, or at least three times a week. They can be characterized by underweight or normal body weight. Emotional and hedonic eaters have low income level and associate or bachelor degree. They are single. They follow sedentary lifestyle; none of them do high level of physical activity and they have problems with their weight (overweight or obesity). Segmenting customers based on their eating styles are really useful for health sector, especially doctors, dietetics and psychologists since they can plan their assortment based on customers’ needs or plan a personal diet.

Open Access: Yes

DOI: 10.1007/s12208-019-00218-2

Authenticity, ethics, and transparency in virtual influencer marketing: A cross-cultural analysis of consumer trust and engagement: A systematic literature review

Veronika Keller Donia Khalfallah

Publication Name: Acta Psychologica

Publication Date: 2025-10-01

Volume: 260

Issue: Unknown

Page Range: Unknown

Description:

Virtual influencers (VIs) artificial intelligence (AI)-generated personas that mimic human influencers have emerged as a transformative force in digital marketing. This study conducts a systematic literature review (n = 51 articles) to explore the impact of virtual influencers on consumer trust, engagement, and ethical considerations across different cultural and regulatory environments. Key themes examined include the perceived authenticity of virtual influencers and its influence on trust, the ethical dilemmas surrounding transparency and consumer deception, and the effects of disclosure on engagement across various social media platforms. The findings of the study indicate that while virtual influencers have the capacity to enhance brand engagement, concerns regarding authenticity, transparency, and the uncanny valley effect influence consumer perceptions. Ethical considerations, including regulatory compliance and cultural sensitivities, further complicate their integration into marketing strategies. The Virtual Influencer Trust and Engagement Model (VITEM) is a novel framework that elucidates the relationships between authenticity, disclosure transparency, and cultural context. It shows trust to be a key mediating factor, emphasizing cultural differences in consumer responses to virtual influencers. The present study offers insights to a range of professionals, including marketers, researchers, policymakers, psychologists, and consumer wellbeing stakeholders, on the responsible leveraging of virtual influencers in an evolving digital landscape.

Open Access: Yes

DOI: 10.1016/j.actpsy.2025.105573