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There has been considerable discussion about the utilization of social media effectively in tourist research. Still, there is a paucity of information about its usage for ecotourism destination selection. The study aims to determine critical factors influencing travelers' behavioral and electronic word-of-mouth (e-WOM) intentions to use Instagram reels to select an ecotourism destination.

This study is based on the motivated consumer innovativeness theory and technology acceptance model. Purposive sampling was applied to acquire data from Instagram users. Data were gathered from 445 respondents and 415 valid responses were analyzed using partial least square structural equational modeling.

The findings of the study confirmed the positive impact of perceived ease of use, socially motivated consumer innovativeness and hedonically motivated consumer innovativeness on travelers' attitude except for perceived usefulness. The outcomes also revealed a significant influence of travelers' attitude on behavioral and e-WOM intention.

The study's findings were intended to offer insights into traveler behavior to critical players in the tourism sector, including destination marketers, travel companies, the government and policymakers. They must comprehend how useful Instagram is for the tourist industry, which will help them better understand how to attract travelers through Instagram reels to market their destination.

The current investigation is the first attempt to investigate the travelers' behavioral and e-WOM intentions to use Instagram reels to select an ecotourism destination.

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.

The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.

From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.

This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Celebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.

The study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.

The results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.

The study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

The purpose of this work was to develop a new trispiperazido phosphate-based reactive diluent (diphosphate-piperazine hydroxyl acrylate [DPHA]) and used as a flame retardant with an epoxy acrylate (EA) in ultraviolet (UV)-curable wood coating.

The concentration of reactive diluent was varied from 0% to 20% in the UV-curable formulation with constant photoinitiator concentration. The effect of DPHA concentration on film properties was studied by differential scanning calorimetry and thermogravimetric analysis, gel content, water absorption and limiting oxygen index.

The results showed that the viscosity of the prepared formulation decreased by increasing reactive diluent (DPHA) concentration which leads to improving the coating efficiency. A high concentration of reactive diluent (DPHA) of the cured films shows good resistance against stain, mechanical and thermal properties, which results in an increased glass transition temperature (T_g) and cross-linking density of the films.

The new trispiperazido phosphate-based reactive diluent was used in wood coating formulation, which resulted in excellent flame-retardant properties with higher cross-linked density with good stain resistance. This material can provide a wide range of application for coating industries to produce a glossy finish.