This systematic literature review (SLR) delves into the realm of Artificial Intelligence (AI)-powered virtual influencers (VIs) in social media, examining trust factors, engagement strategies, VI efficacy compared to human influencers, ethical considerations, and future trends. Analyzing 60 academic articles from 2012 to 2024, drawn from reputable databases, the study applies specific inclusion and exclusion criteria. Both automated and manual searches ensure a comprehensive review. Findings reveal a surge in VI research post-2012, primarily in journals, with quantitative methods prevailing. Geographically, research focuses on Europe, Asia Pacific, and North America, indicating gaps in representation from other regions. Key themes highlight trust and engagement’s critical role in VI marketing, navigating the balance between consistency and authenticity. Challenges persist regarding artificiality and accountability, managed through brand alignment and transparent communication. VIs offers advantages, including control and cost efficiencies, yet grapple with authenticity issues, addressed through human-like features. Ethically, VI emergence demands stringent guidelines and industry cooperation to safeguard consumer well-being. Looking ahead, VIs promises transformative storytelling, necessitating vigilance in ethical considerations. This study advocates for continued scholarly inquiry and industry reflection to navigate VI marketing evolution responsibly, shaping the future influencer marketing landscape.

This research aims to test the effect that the implementation of green practices at a major sport tourism event, the Badminton World Championships in Huelva (Spain), has on the future intention of spectators to return to similar sport events. A total of 523 spectators who attended the event were randomly selected and self-administered in the presence of the interviewer. A confirmatory factor analysis of the model and a multi-group analysis were carried out. Sporting events have a great impact on the environment in which they are organised, mainly when they are linked to tourism, whether at an economic, social or environmental level. The results indicated that green practices indirectly influence spectators' future intentions through emotions and satisfaction, direct antecedents. In addition, green practices directly affect both image and trust, and indirectly affect satisfaction. In conclusion, green practices are a variable to be taken into account when planning the organisation of a sporting event that aims to consolidate itself in the tourism and sports services market.

This study aims to examine the mediating role of institutional trust (IT) between perceived corruption and subjective well-being (SWB) using data from 1566 households in a developing country. It deploys ordinary least square (OLS) and an ordered logit model within the generalized structural equation model. Results show that individuals who perceived no corruption in a country report more IT and higher levels of SWB. Furthermore, the direct effects of good governance, perceived IT, and the absence of corruption on SWB is also positive. Moreover, satisfaction with hospital services also improves happiness and life satisfaction levels. This study improves and validates how corruption is assessed to support future measures that reduce its harmful effects. Moreover, the masses must have widespread awareness about the critical nature of corruption and IT relative to well-being. This study also highlights the need to develop strong institutions to improve trust and minimize corruption.

Recently, there has been a lot of buzz on social media, particularly in the form of vlogs, about newly launched semi-high speed trains in India popularly known as Vande Bharat Express. However, no information is available about the extent to which people trust the vlogs promoting the trains and the trains themselves. Therefore, this research aims to investigate the impact of watching vlogs about semi-high speed trains on the trust and attitude towards them, and how they perceive the risks associated. This study is guided by the trust transfer theory to investigate how trust transference can lead to a traveler’s intent to use semi-high speed trains. This study involved 338 participants. The relationship between variables was examined using SmartPLS 4 software. The findings indicate that trust in semi-high speed trains can be established through vlogs leading to intention to use. On the theoretical side, it provides insight into how trust, attitude, and perceived risk can affect the adoption of new technology, while on the practical side, it helps to understand how vlog coverage can be used as a tool to increase trust and ultimately drive adoption. Vlog coverage, trust in vlog content, trust in semi-high speed trains and behavioural intention altogether are not well understood in current literature despite the important implication for managers, academicians and consumers alike. This study contributes to the field of transportation and railways, social media and communication, and hospitality and tourism research. The study helps policy makers to understand users’ characteristics regarding the latest social media tools and adopt them accordingly to provide a better governance policy.

The rise of Internet technology has transformed consumer shopping behaviors, offering convenience and a wide range of options, making online shopping increasingly popular. In Saudi Arabia, this trend has grown significantly due to higher internet penetration, technological advancements, and shifting consumer preferences. However, building and maintaining consumer trust remains a crucial challenge. Despite the growing interest, there is limited research on the unique aspects of Saudi consumers’ online shopping behaviors. This study aims to address this gap by identifying key factors influencing these behaviors and examining their impact on purchase intentions, with a focus on the mediating role of consumer trust. This study explores factors influencing online shopping behavior and their impact on purchase intention, with a focus on consumer trust as a mediator. Using a survey of 573 respondents from Jeddah and Medina, Saudi Arabia, key factors identified through literature review include perceived usefulness, ease of use, risk perception, website quality, and social influence. The quantitative analysis revealed that customer service and return policies, information quality, perceived convenience, ease of use, usefulness, cost-saving, product variety, and social influence significantly affect consumer trust, which in turn enhances purchase intention. These findings provide valuable insights for businesses to optimize digital strategies, enhance consumer engagement, and foster long-term customer relationships, thereby boosting satisfaction and online business success.