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This article examines how personality types of tutors affect group interaction at a distance learning institution in Hong Kong. All participants of this study are Chinese, and they were given two personality assessment tools to complete: (1) the Myers‐Briggs Type Indicator which was developed in the West in the early 1940s; and (2) the Chinese Personality Assessment Inventory which was developed in Hong Kong in the early 1990s. The CPAI consists of personality constructs of specific interest to people of Chinese culture but that were not covered in most of the translated personality inventories. The purpose of using two personality tests is to explore whether a culturally specific instrument will be a more comprehensive measure that can reveal particular distinctive factors in the relevant culture.

The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.

A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.

Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.

This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.

While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

Using a sense making approach, the purpose of this paper is to examine the role that virtual health communities play as a source of informational and social support for pregnant diabetic women. The paper helps to understand how women suffering from a critical medical condition (i.e. diabetes during pregnancy and birth) manage a complex health situation.

The data sample consisted of 507 posts collected from a virtual health community for diabetic pregnant women. Data were analysed deductively looking for different expressions of normality and different types of health information about diabetes.

Content analysis revealed four themes that reflect the process that diabetic women go through from their attempts to conceive through pregnancy and birth. The findings show that for women dealing with a chronic illness such as diabetes, the breakdown of normal was the beginning of the pregnancy that prompted a new range of informational and emotional needs. The members of the community negotiated a socially constructed sense of normality and tried to empower other members with a new sense of normal by sharing information about their births. The findings also showed that members of the community disclosed personal health information to elicit medical information, advice and social support from other members.

The study highlighted the significance of sense-making processes in managing complex health situations and the value of virtual communities as sources of information and social support as to resolve discontinuities in the management of their illnesses.