1. When brand community participation feels effortless : an integrative framework of motivation, trust, interaction fluency, and consumer engagementArmand Faganel, Polona Dakič, 2026, original scientific article Abstract: Online brand communities enable knowledge exchange, peer support, content creation, and value co-creation, yet technically simple participation can feel costly while objectively demanding activity can feel smooth. This conceptual article develops the Effortless Brand Community Engagement Framework (EBCEF) to explain that anomaly. A structured integrative review directly consulted 58 cited sources, using a published review of 88 records and 41 included studies as inherited synthesis rather than as a newly screened corpus. Abductive theory development distinguishes perceived participation effort as a seven-dimensional resource appraisal from interaction fluency as the subsequent technological, interpretive, and social smoothness of participation. The five-stage framework links design and governance to psychological and relational mechanisms, effort, fluency, consumer engagement, observable participation behavior, continued participation, and downstream outcomes. Twelve proposition sets specify core paths and selected moderators, while the effortlessness paradox predicts when high-intensity or low-control features generate overload, privacy concern, reactance, or fatigue. The EBCEF advances theory by separating engagement from its behavioral and longitudinal consequences and offers managers a diagnostic basis for removing unnecessary burdens while preserving autonomy, meaningful challenge, trust, and consumer control. The constructs and dimensions remain theoretical expectations requiring empirical validation.
Keywords: online brand communities, consumer engagement, perceived participation effor, interaction fluency, self-determination, trust, value co-creation, brand advocacy
Published in RUP: 02.10.2026; Views: 149; Downloads: 7
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2. The neurotypical assumption in consumer research : rethinking consumer heterogeneity through neurocognitive diversityPolona Dakič, Armand Faganel, 2026, original scientific article Abstract: Understanding why individuals perceive, interpret, and respond differently to the same environmental stimuli represents one of the central questions in the behavioral sciences. Across the psychology, cognitive science, neuroscience, and behavioral decision research, substantial effort has been devoted to explaining the mechanisms underlying human attention, perception, learning, judgment, and decision making. Although these disciplines increasingly acknowledge considerable individual variability in cognitive functioning, theoretical models have often emphasized generalizable cognitive mechanisms, raising questions about the conditions under which behavioral theories generalize across populations. This article introduces the neurotypical assumption as a heuristic concept for identifying an under-specified scope condition in consumer research: the extent to which established theoretical mechanisms and empirical regularities generalize across neurocognitive variation. Rather than presuming that consumer theories are inherently neurotypical, the concept directs attention to whether neurocognitive characteristics constitute theoretically meaningful sources of heterogeneity that may qualify particular consumer-theory mechanisms and predictions under particular conditions. Building on insights from consumer research, cognitive neuroscience, developmental psychology, and neurodiversity scholarship, we develop a conceptual framework that examines how neurocognitive variation may interact with marketplace environments and potentially qualify processes of attention, information processing, learning, judgment and decision making, and marketplace interaction. The framework therefore positions neurocognitive variation as a potential source of mechanism-relevant consumer heterogeneity whose theoretical significance requires empirical examination. This article makes three contributions. First, it introduces the neurotypical assumption as a heuristic for identifying potentially under-specified neurocognitive scope conditions in consumer theory. Second, it integrates interdisciplinary evidence to examine whether documented neurocognitive variation provides a theoretically plausible basis for specifying additional sources of consumer heterogeneity. Third, it develops an integrative framework that positions neurocognitive variation within person–environment interactions and identifies testable research directions for examining when and how neurocognitive characteristics may qualify established consumer-theory mechanisms and predictions.
Keywords: consumer behavior, consumer theory, consumer heterogeneity, neurocognitive diversity, cognitive neuroscience, theory development
Published in RUP: 23.09.2026; Views: 274; Downloads: 7
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5. The Influence of content marketing on purchase decisionsJasenka Haleus, Armand Faganel, 2026, original scientific article Abstract: Research Question (RQ):This study addresses how content marketing can be clearly defined and applied, particularly for organizations that are in the early stages of adoption or have not yet implemented it, with emphasis on its key elements, interaction with consumers, and its influence on consumer purchase decision-making.Purpose:The purpose of this research was to examine the influence of content marketing on consumer purchase decisions. The aim of the research was to highlight the importance of content marketing in terms of strategic marketing planning and its impact on achievingeffective and competitive marketing organizations.Method:The research is based on a primary empirical quantitative approach. It was conducted on a sample of 128 students and younger employed persons from the city of Zagreb. Various scientific research methods were used, including analysis and synthesis, abstraction and concretization, generalization and specialization, inductive and deductive methods, classification, description, and statistical methods. For hypothesis testing, univariate and bivariate analyses were applied, particularly correlation and regression analysis.Results:The research results showed a statistically significant and positive influence of content marketing on consumer purchase decisions (p < 0.001). Regression analysis confirmed the predictive ability of content marketing in shaping purchase decisions, which also confirmed the research hypothesis.Organization:The findings of the research have important practical implications for managers and marketing experts, as they show that content marketing is an effective strategy for increasing company performance, creating greater value for consumers, and achieving competitive advantage in the market.Society:The research highlights the role of digital communities and viral communication in shaping new social dynamics that extend beyond individual consumer behavior to broader societal interactions.Originality:The originality of the research lies in the development of a simple research model for examining the influence of content marketing on purchase decisions. The study contributes to the understanding of this relatively new field and opens possibilities for the further development of this research domain.Limitations / Further Research:The study is limited by a relatively small sample size and cross-sectional design, which restricts generalization and longitudinal analysis. Future research should include larger samples and longitudinal approaches.
Keywords: content marketing, consumer behaviour, purchase decisions, digital marketing, viral communication, marketing strategy, online communities, decision-making
Published in RUP: 12.06.2026; Views: 660; Downloads: 26
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8. A 25-Year Odyssey through Luxury Tourism ResearchAji Sudarsono, Ramiz Ansharil Haq, 2025, original scientific article Abstract: This study conducts a bibliometric and systematic literature review (SLR) of luxury tourism research, analysing 72 Scopus-indexed articles from 2000 to 2025. The findings reveal a growing interest in luxury tourism, with publication peaks in 2024 (14 articles) and notable growth between 2022 and 2023. Italy leads in research output (8 articles), followed by the UK, New Zealand, and China (7 each), while developing nations like Indonesia remain underrepresented. Thematic analysis identifies key clusters, including socio-economic impacts, luxury consumer behaviour, and sustainability in hospitality. Research predominantly employs qualitative methodology (38 studies) as the primary data collection tool. Emerging trends emphasize digitalization, sustainability, and experiential luxury tourism, with increasing use of AI, machine learning, and social media analytics. The study highlights the multidisciplinary nature of luxury tourism, intersecting with business, social sciences, and environmental studies. Mixed-method approaches are gaining traction, blending qualitative depth with quantitative generalizability. Key challenges include balancing luxury tourism’s economic benefits with sustainability and addressing infrastructural gaps in emerging destinations. The VOSviewer analysis underscores global research collaborations, with Europe and Asia as dominant contributors. Practical implications suggest that stakeholders should prioritize sustainable practices, digital marketing, and personalized experiences to cater to luxury tourists. Future research should explore developing markets, cultural influences, and policy impacts to enrich the global understanding of luxury tourism dynamics.
Keywords: luxury tourism, bibliometric analysis, systematic literature review, PRISMA, digitalization, consumer behaviour
Published in RUP: 20.01.2026; Views: 1158; Downloads: 50
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10. Consumer expectations in the context of unique tourism productsŽana Čivre, Petra Rebec, Petra Zabukovec Baruca, 2024, original scientific article Abstract: In response to the contemporary trend of tourists actively seeking novel, unique, and distinctive experiences, this study explores the relationship between tourists’ perceptions of the uniqueness of tourism products and their expectations. Spe-cifically, it focuses on the coastal destinations of Piran and Portorož in Slovenia, analysing four unique experiences: Gourmet Olive Tours, Fonda Fish Garden, The Disappearance of Tartini’s Violin, and E-bike Extravaganza Mareatour. Using a qu-antitative approach, the study supports the hypothesis that the perceived uniqu-eness of new tourism products significantly influences tourists’ expectations. The findings support the hypothesis, revealing that the perceived uniqueness of an expe-rience is closely tied to its incorporation of local character and a strong experiential or personal touch. For instance, the Gourmet Olive Tour experience, perceived as the most unique, offers tourists immersive encounters within a landscape park and interactions with a local olive family. Furthermore, the study identifies a hierar-chy of expectations among tourists, ranging from increasing knowledge of the local offer, traditions, and history, to seeking unique activities and having confidence that the experience will meet their expectations. In conclusion, the research underscores that consumers harbour high expectations for unique experiences, underlining the importance of infusing tourism products with experiential and emotional elements. The positive correlation between perceived uniqueness and expectations undersco-res the imperative for crafting distinct and memorable tourism offerings. The study enriches our understanding of the relationship between perceived uniqueness and expectations, offering insights for destination marketers creating distinctive tou-rism products. It also provides recommendations for future research, enhancing scholarly discourse on tourism product development and consumer behaviour.
Keywords: consumer expectations, unique tourism products, destination, tourism experience
Published in RUP: 10.04.2025; Views: 1755; Downloads: 16
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