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This article examines restaurant customers’ online activity following visits to restaurants. Differences in customers’ opinions based on gender and location are discussed. Sentiment analysis was used to analyze customers’ social media behavior in terms of liking, rating, and reviewing restaurants. User‐generated reviews and comments about experiences influence potential customers’ decisions. The results of this study show that gender and location of customers influence restaurant ratings. This article shows that sentiment analysis (using Natural Language Toolkit and TextBlob) can help marketers by providing a useful tool for big data analysis. Sentiment analysis can be used to interpret customer behavior and highlight how presales, sales, and after‐sales strategies can be improved.

The Internet as a shopping and purchasing medium has become an extensively researched topic. Augmented realty, in particular, allows consumers to explore their options and make personalised changes while shopping online. Our study aims to analyse the symmetry between the attitudes towards using the traditional electronic online shopping and the electronic commerce that uses augmented reality. We also investigate the effects of personality traits and the attitudes towards the Internet on the two electronic commerce forms. Our results show that the buying intention in online shopping is significantly higher in the case of augmented reality. Our results also reveal associations between personality traits and online buying behaviours, i.e., neuroticism and the openness to experiences being associated with the willingness to buy online. On the other hand, personality traits are proved to predict buying impulsiveness, the highest weight being represented by low emotional stability and high external locus of control. Further research should also include other dimensions, such as the perceived risks associated with online purchasing, self-efficacy or anxiety towards technology.

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Over the recent years, online communication and collaboration applications have been extensively used in teaching, learning, and research. The aim of the present study is to evaluate the attitudes and perceptions of higher education students concerning these applications and their use in learning activities. The research was conducted on 748 Romanian students. The findings have revealed that social networks represent the main category of communication and collaboration applications used for learning purposes. Additionally, gender-induced differences have been found, as well as variances among undergraduates and graduates by several dimensions of the unified technology acceptance model, while students' learning engagement proved to mediate the relationship between personality traits, technology self-efficacy, and the use of collaboration tools. The paper also offers a comparative analysis between the students' and the academics' responses to the use of online communication and collaboration applications in the same cultural and organizational context. Practical implications are also presented.