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The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

Whilst the impact of motives on sports attendance has received due scholarly attention, one context that appears to have been overlooked is the growing trend towards playing domestic league fixtures in an international setting. The purpose of this paper is to address this oversight by exploring how four different categories of motives distinguished attendees from non-attendees for an Australian Rules football game played in New Zealand.

A stadium-intercept method at a St Kilda home game was used for the purposes of data collection. In total, 2,000 survey invitations had been distributed. Of these, 381 usable online surveys were received. The resulting data were analysed using structural equation modelling.

This study found that the lower fans’ expectations of their team winning, the less likely they were to travel internationally to watch their team play. Furthermore, it also support that sport tourism is influenced not only by the event itself but also non-event attractions offered by the host destination image.

The limitation applies to the research context in which the respondents were selected from one of the two competing teams.

This study confirms the importance of “special occasion” and highlights that an Australian Football League game played in New Zealand on ANZAC Day should continue to serve as a special occasion due to the historical significance of that day.

The results from this study confirm the importance of adding a fourth category of motives – contextual factors – to the existing list of push, pull and sports motives. The findings also support the obvious distinction between attending a domestic event vs attending an international one.

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.

Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.

This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians ' new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.

This study provides further insights into relationships between consumer innovativeness measures.

This study enhances marketers ' capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.

This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.