Purpose: This study examined how the catering business quickly responded and recovered from the threats caused by COVID-19 with the use of social media in Beijing, China. It evidences how various catering businesses in Beijing continued to pursue their businesses after restrictive social distancing measures were imposed. Methodology: Unstructured face-to-face interviews were conducted with nine restaurant managers in Beijing, who worked during both waves of the pandemic in the spring and fall of 2020. Findings: COVID-19 further strengthened the smoke-free law enforcement in Beijing for the catering business. The Chinese consumers were found to replace restaurant consumption with stay-at-home delivery. Caterers consider social media platforms as essential tools for digital-led customer interaction in a pandemic, but also show concerns about the market power of these platforms. The Chinese government successfully implemented its health tracking app into popular local social media platforms in the battle against COVID-19, and enabled businesses to continue functioning. Value: COVID-19 not only disrupts our daily lives, but it has significantly impacted and improved a smoke-free environment, and it has accelerated the catering business to actively embrace technology which led to remarkable innovations. Integrating health tracking apps into popular and highly penetrated social media platforms is considered as one significant success factor for the containment of the coronavirus and a great help in restoring consumer confidence, leading to purchasing action. This research offers a Chinese inside view of the power of social media to enhance customer interaction and business performance even during a pandemic, profiting both businesses and consumers alike. Implications are raised for similar integration of health apps elsewhere.
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In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences.
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