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This study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.

Data for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.

This study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.

This study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.

This study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

This paper aims to explore the use and impact of social media, specifically Twitter (now X), in political mobilization in Pakistan. It focuses on the events followed by the no-confidence motion against Imran Khan as Pakistan’s prime minister in April 2022 and the protest campaign that ensued, facilitated through the strategic use of the Urdu hashtag #امپورٹڈ_حکومت_نامنظور (translated as “imported-government unacceptable”) on Twitter, both within and outside Pakistan.

Using Web scraping, data from Twitter was extracted and analyzed between 2022 and 2023. By probing into user account profiles and interactions with this hashtag, this paper investigates the claims surrounding the hashtag’s popularity, by identifying suspicious accounts and their contributions in the trending of the hashtag.

Findings suggest that the claim of the hashtag's unprecedented success was overhyped, further suggesting that the popularity and impact of the social media campaign were exaggerated. Despite high engagement rates, the study indicates a discrepancy between perceived influence and actual impact on public sentiment and political mobilization.

This paper contributes to the literature on social media’s role in political mobilization and agenda-setting in the Pakistani context. More generally, understanding hashtag dynamics and their impact on shaping public opinion, may be beneficial to academics and practitioners in better understanding the role of digital platforms in the politics.

The current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.

The questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.

The results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.

The current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.

This study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.

This research mirrors a 360° probe into bibliometric review of various studies aimed to examine the relationship between financial inclusion and sustainable development (FI and SD). It also offers a conspectus of apex contributors, influential articles, key journals and potential avenues for further research in this crucial area of global progress.

The study is the abstract of a total 233 papers on the subject representing a period between 2012 and 2023 in the Scopus database in the domain. This investigation probes into publication trends, the most inexhaustible contributors by national journals, publications and authors. The study conducts keyword co-occurrence analysis and examines thematic evolution using Vosviewer and Biblioshiny.

The findings reveal four prominent clusters: (a) Financial growth with FI, (b) Economic Empowerment with Sustainable Goals, (c) Environmental Sustainability and (d) Microfinance and Digital Era. Furthermore, the study paves way for the future research agenda with the help of these research themes.

To the best of the authors’ knowledge, this paper is the first of its kind in deeply probing the literature on FI and SD from a bibliometric perspective. Hence the findings of this study is a powerful weapon for researchers and practitioners coupled with future research inquiries, offering valuable insights and establishing robust quantitative foundations for advancing knowledge in the realms of FI and SD.