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This paper examines the relationship between university resources and student complaint management in Malaysian higher education institutions (HEIs). The paper is premised on organisational justice theory (OJT), which conceptualizes complaint handling, satisfaction and fairness among stakeholders in the educational domain.

This paper adopts a quantitative method using a survey research design. An online survey is administered to 381 students in three selected HEIs in Malaysia. Data are analysed and tested using the SmartPLS 3.0 algorithm to evaluate measurement and structural models.

Students’ experience in the use of online and offline university resources varies across different levels of education. The findings indicate that offline and online resources contribute substantially to students’ complaints. This study establishes the significance of an effective complaint-handling mechanism for continuous feedback and improvement in HEIs.

Within the context of policy in HEIs, the originality of this paper lies in its focus on the relationship between resources and student complaints based on the diverse complaint-handling mechanisms in Malaysian HEIs.

This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.

An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.

Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.

The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.

This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

The aim of this study is to understand how the dimensions of esports streaming viewers’ customer experience influence their intentions to buy brands produced by sponsors, both directly and through the mediating effect of their identification with players and teams.

Data were collected through an online survey of 396 regular esports viewers in Spain, using convenience sampling. The proposed conceptual model was evaluated using partial least squares structural equation modeling (PLS-SEM).

The results showed that the four dimensions of the viewer's customer experience (cognitive, affective, sensory and social) predicted his/her social identification with players/teams. In turn, social identification positively influenced purchase intentions for the sponsoring brand. The cognitive, affective and social dimensions of the experience indirectly influenced purchase intentions for the sponsoring brand, through social identification.

This study improves the understanding of esports viewers’ experiences and their impact on purchase intentions toward the sponsoring brand, and the key role of the viewer’s social identification with players/teams.

This paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework.

The study utilized an online survey conducted through Qualtrics survey software to validate the proposed framework. The sample (N = 612) consisted of viewers of a Turkish esports live streamer with a substantial following on both Twitch and YouTube. The main research framework was tested using AMOS 22, and the serial mediation analyses were done using Process v3.0 on SPSS.

The findings of this study are significant, revealing that streamer credibility (SC) factors – trustworthiness, attractiveness and expertise – have a profound impact on the response variables purchase intention (PI) and WTP through streamer identification (STI). Moreover, the study uncovers that the time spent watching the streamer significantly influences WTP for games, a crucial insight for the gaming industry.

By bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments. It highlights the multifaceted nature of viewer-streamer interactions and their implications for marketers and industry stakeholders seeking to navigate the expanding landscape of live stream commerce.

This paper offers a novel structural framework that synthesizes multiple perspectives to investigate the relationship between esports streamers’ credibility and viewers’ spending behaviour. By incorporating concepts from the source credibility model, social identity theory and S-O-R framework, the study not only expands upon existing theories of identity in the streaming domain but also provides a comprehensive understanding of the factors influencing consumer behaviour in online gaming environments.

This paper aims to examine how the number of short videos posted and the number of influencers employed, two important strategies in short video marketing, affect consumer behavior and how price discounts moderate the effects of influencer endorsement on consumer browsing and purchasing behavior.

Drawing on the literature on influencer endorsement, this study used an ordinary least square model to empirically examine the two effects of endorsement strategies in increasing product traffic and sales for consumers at a short video app, Douyin (TikTok).

The results show that the number of short video ads produces the classic inverted U-shape for traffic and sales, and both effects were strengthened under a high discount condition. Whereas the number of influencers has a positive effect on traffic but produces an inverted U-shape for sales, both effects were undermined under a high discount condition.

This study is the first to explore the two distinct effects (repetition effect and diffusion effect) of influencer endorsement on browsing and purchasing behavior and theorize about the moderate effects of discounts on these effects.

The purpose of this study is to explore the moderating role of chief executive officer (CEO) duality in the relationship between board subcommittees and audit committees with financial expertise on firm performance in European countries. To extend this research, the sample is divided into two subsamples based on common and civil law, with the latter being divided into the three subgroups of civil French law, civil German law and civil Scandinavian law.

Panel data for 3,448 observations from nine European countries are analyzed for the period 2016–2019. The model is estimated and contrasted with the generalized method of moments.

The main findings of this study show that CEO duality moderates positively the relationship between corporate governance committees and firm performance in Europe. Furthermore, the results indicate that CEO duality moderates positively on the association between corporate governance committees and firm performance in countries located by civil law. The findings also evidence that CEO duality moderates positively on the association between corporate governance and compensation committees and firm performance in countries located by Civil-French. Finally, the findings reveal that CEO duality moderates positively the relationship between audit committees with financial experts and firm performance performance in countries located by Civil-German.

This study has some limitations. First, this study may not have considered some characteristics that could influence firm performance from other empirical and theoretical approaches. Second, this study divided the sample according to La Porta et al. (1997) and Graff’s (2008) approaches, but other classifications from different studies may have led to different outcomes. Finally, this study did not examine the country-level aspects that influenced firm performance, such as culture and institutional characteristics beyond corporate governance, economic and political factors. This is a potential avenue for future research.

Managers can use the findings to make strategic company decisions, and they can help other directors understand the important effects CEO duality has on corporate boards because board subcommittees mitigate the negative effect of CEO duality on firm performance.

This study expands upon the research about the moderating role of CEO duality through the different board subcommittees, thereby presenting it as an instrument that greatly enhances firm performance. In this sense, this moderating role preserved firm performance when the agency theory was previously corroborated, and the independent management of CEO duality was found to negatively impact.