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The Metaverse is rapidly reshaping the understanding of tourism, yet the public perception of this new domain remains largely uncharted empirically. This paper aims to build on the technology acceptance model (TAM) and diffusion of innovations theory (DIT) to fill this gap, offering crucial insights that could inform scholars and practitioners in both the tourism and technology sectors.

Using a big-data approach, the authors applied machine learning to scrape comments made by social media users on recent popular posts or videos related to tourism in the Metaverse from three prominent social media platforms. The cleaning process narrowed down 15,461 comments to 2,650, which were then analysed using thematic, emotion and sentiment analysis techniques.

The thematic analysis revealed that virtual tourism evokes a complex range of public beliefs. While many express awe and excitement toward its immersive capabilities, others remain sceptical about authenticity compared to physical travel. Additional themes show people draw comparisons to real-world tourism, discuss technology’s role and note educational value and novelty. However, some comments raise concerns about potential societal harms, exploitation and mental health impacts. Sentiment analysis found over half of the comments positive, though some were negative. Emotion analysis showed contentment, happiness and excitement as most frequent, though sadness, worry and loneliness also featured. Overall, perceptions of Metaverse tourism encompass enthusiasm yet substantial ambivalence.

To the best of the authors’ knowledge, this study is one of the first to comprehensively analyse public discussions on Metaverse tourism. It takes TAM and Rogers’s DIT a step further and provides fresh insights into how these theories can be employed in the emerging field of Metaverse tourism. The themes revealed new conceptual insights into multidimensional factors shaping public beliefs about Metaverse tourism and thus informing scholarly research on virtual interaction and technology acceptance regarding Metaverse tourism. In addition, the results can help tourism providers, platforms and marketers address salient public beliefs and sentiments/attitudes in developing marketing offerings, experiences and communications. Over time, this analysis methodology can be used to track the evolving public perceptions of Metaverse tourism.

This study aims to explore blockchain potential for digital marketing (BlkChn-Mk-KAP) by developing and validating a measurement model for assessing the constructs of knowledge, attitude and practice (KAP) related to blockchain technology in digital marketing.

A four-study process was used. The first study reviewed the literature to develop a pool of possible measurement items. Using exploratory factor analysis and reliability assessments, Study 2 (n = 162) investigated the dimensionality of the items developed in Study 1. The factorial structure from Study 2 was validated in Study 3 (n = 204), and the measurement model invariance was assessed using covariance-based structural equation modelling (CB-SEM). Finally, in Study 4 (n = 203), the predictive validity of the BlkChn-Mk-KAP was tested using a CB-SEM approach, testing its constructs correlations with the perceived usefulness of blockchain for digital marketing.

The findings indicate that the BlkChn-Mk-KAP measurement model comprises three-dimensional multi-item scales: knowledge, attitude and practice.

This study introduces a promising BlkChn-Mk-KAP model to examine blockchain’s role in digital marketing. The authors acknowledge the sampling limitation in this research. To enhance the generalisability of the findings, future research should expand to different groups, including generation, gender and age. In addition, further exploration of the explicit links between blockchain knowledge, attitudes and subsequent digital marketing performance is warranted.

Educating employees about blockchain technology’s unique features can shape favourable attitudes and stimulate the utilisation of blockchain-enabled technologies in digital marketing practice. BlkChn-Mk-KAP can offer a reliable and valid instrument to benchmark marketers’ KAP of blockchain-powered digital marketing as they implement blockchain technology to gain a competitive advantage.

This study helps to adopt sustainable practices ensuring the wellbeing of the key stakeholders.

This research introduces the first validated conceptualisation and measurement model, BlkChn-Mk-KAP, to evaluate blockchain KAPs among digital marketing professionals.

This study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.

The study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.

The findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.

This study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

This study aims to prepare some disperse dyes based on pyrazole derivatives and fully evaluate their use as azo-disperse dyes linked with pyrazolo[1,5-a] pyrimidine. This study aims to prepare dye polyester fabric at different conditions (pH and time) at a depth of 4% using a high-temperature pressure process in water.

The disperse dyes were created by dissolving enaminone and pyrazole derivatives in glacial acetic acid and fusing sodium acetate at reflux for 6 h. The chemical structure of the produced dye was studied using elemental analysis, Fourier-transform infrared spectroscopy, 1H NMR and 13C NMR spectroscopic analytical methods. The dyeing of Dispersed dyes 14–16 on polyester under diverse conditions was comprehensively investigated in this work.

The prepared Organic dyes 14–16 were found to be highly functional and suitable for this type of dyeing technique. High color strength is possessed by the materials dyed with Disperse dyes 14–16. Even in low alkaline conditions, these dyes exhibited a strong affinity for polyester fabric, changing just little in response to pH changes. The hue of the dyed polyester samples varied from beige to reddish brown and yellowish brown because of the coupler moieties.

This study is important because it offers novel dyes that may be used to dye polyethylene terephthalate fibers that exhibit remarkable brightness and levelness. It also offers a viable solution for creating a variety of colors in polyester fabrics.

Drawing on the reasoned action theory, this study aims to examine the impact of environmental knowledge (EK) and environmental sustainability performance (EP) on environmental behavior (EB) mediated by environmental attitude (ATT). Furthermore, to examine the moderating effect of environmental advertising (ADD) on the indirect relationship between EP and EB, mediated by ATT on the one hand, and EK on EB, on the other hand, mediated by ATT.

The data were gathered within an international context for passengers from North African countries (NAC) (Egypt, Algeria, Tunisia, Libya, Morocco and Sudan) using primary quantitative data from online and self-administered questionnaires. A total of 1,052 questionnaires were collected from passengers who traveled through Egyptian airports. The collected data were analyzed through covariance-based structural equation modeling.

The findings indicated that ATT moderates the relationship between environmental knowledge and behavior. In addition, ATT mediates the airports' environmental behavior and environmental sustainability performance. Moreover, ADD moderates the indirect association between EP and individuals' environmental knowledge and behavior through the mediated effect of ATT.

This research output will help extend the theory’s scope by conceptualizing its abstract ideas using research variables and applying them in NAC countries. This can be a milestone for altering individuals' behavior toward the environment in airports.

This study aims to assist airport authorities in the development of standards for enhancing environmental performance. Enhancing environmental issues is of utmost importance, especially in the context of airports, which have been a subject of significant environmental concern. This study examined the environmental practices of airport passengers in NAC, given their significant role as the primary source of greenhouse gas emissions on the African continent. The present approach has the potential to be utilized in modifying airport conduct and enhancing stakeholder engagement, specifically within the context of NAC.

The objective of this study is to enhance the relationship between nature and humans by endeavoring to modify human attitudes toward the environment. The objective of this initiative is to bridge the current disparity in the socio-environmental connection by fostering environmental consciousness among individuals who utilize airport facilities. The objective will be accomplished by the construction of a theoretical framework that integrates crucial elements acknowledged for their substantial influence on altering human attitudes, thus fostering a greater sense of environmental consciousness and ultimately improving societal well-being.

Since the global supply chain prioritizes environmental transportation systems, this study provides a conceptual framework for airport authorities to develop and create policies to push air passengers' behavior toward environmental practices in NAC.

The purpose of this study is to detect the effect of some natural cellulosic polymers in their nano forms with the addition of zinc oxide nanoparticles on restoring the lost mechanical strength of degraded papyrus without any harmful effects on the inks.

In the current study, the USB digital microscopy, scanning electron microscope, measurement of mechanical properties (tensile and elongation), pH measurement, color change and infrared spectroscopy were undertaken for the samples before and after treatment and aging.

In the current study, the USB digital microscopy, scanning electron microscope, measurement of mechanical properties (tensile and elongation), pH measurement, color change and infrared spectroscopy were undertaken for the samples before and after treatment and aging.

The effect of strengthening materials was studied on cellulose and carbon ink, which makes this study closer to reality as the manuscript is the consistent structure of cellulose and inks, whereas most of the literature stated the impact of consolidation materials on the strengthening the cellulosic supports without attention to their impact on inks.

This study focused on exploring the performance factors (PFs) that impact Infrastructure Sanitation Projects (ISSPs) in the construction sector. The aim was twofold: firstly, to identify these crucial PFs and secondly, to develop a robust performance model capable of effectively measuring and assessing the intricate interdependencies and correlations within ISSPs. By achieving these objectives, the study aimed to provide valuable insights into and tools for enhancing the efficiency and effectiveness of sanitation projects in the construction industry.

To achieve the study's aim, the methodology for identifying the PFs for ISSPs involved several steps: extensive literature review, interviews with Egyptian industry experts, a questionnaire survey targeting industry practitioners and an analysis using the Relative Importance Index (RII), Pareto principle and analytic network process (ANP). The RII ranked factor importance,  and Pareto identified the top 20% for ANP, which determined connections and interdependencies among these factors.

The literature review identified 36 PFs, and an additional 13 were uncovered during interviews. The highest-ranked PF is PF5, while PF19 is the lowest-ranked. Pareto principle selected 11 PFs, representing the top 20% of factors. The ANP model produced an application for measuring ISSP effectiveness, validated through two case studies. Application results were 92.25% and 91.48%, compared to actual results of 95.77% and 97.37%, indicating its effectiveness and accuracy, respectively.

This study addresses a significant knowledge gap by identifying the critical PFs that influence ISSPs within the construction industry. Subsequently, it constructs a novel performance model, resulting in the development of a practical computer application aimed at measuring and evaluating the performance of these projects.

Funding difficulties are particularly compounded for Muslim entrepreneurs in Nigeria, owing to the dominance of interest-based financial institutions prohibited in Islam. Thus, this study aims to explore the role of awareness of Islamic finance principles in ameliorating financial deprivation and financial anxiety to increase access to Islamic financing among Muslim entrepreneurs.

A quantitative survey method of data collection was used to collect data from a total of 208 micro, small and medium enterprises (MSME) owners based on hand-delivered questionnaires. The data was analyzed using a partial least square structural equation model.

The result supports the direct negative impact of relative financial deprivation and the positive impact of awareness of Islamic finance principles on access to Islamic finance. However, awareness of Islamic finance principles could not moderate any of the direct relationship.

This study implies that financial deprivation is detrimental to access to Islamic finance, but financial anxiety has no significant impact. In addition, policymakers and MSME owners could directly foster access to Islamic finance through awareness of Islamic finance principles, though it could not redirect the negative impact of relative financial deprivation on access to Islamic finance.

The valuable finding here is that the substantial positive impact of awareness of Islamic finance principles on access to Islamic finance is not enough to redirect the negative effect of relative financial deprivation on access to Islamic finance.

This research investigates the moderating role of tariffs on the indirect relationship between the logistics performance index (LPI) and workers’ overall wages, specifically male and female wages through trade openness (TO). These wage metrics are proxies for assessing progress towards Sustainable Development Goal SDG-8.5.

Utilising a global dataset encompassing 168 economies from 2007 to 2018, the analysis employs a mediation effect analysis methodology to scrutinise the interconnectedness among LPI, TO, SDG and tariffs.

The findings reveal that LPI indirectly influences SDG-8.5 commitments of countries through their degree of TO. Moreover, the moderated mediation analysis elucidates that tariffs play a moderating role in the relationship between LPI and TO. However, the investigation finds no significant link between LPI and the wages of female workers, indicating a sub-component of SDG-8.5.

This study significantly contributes to the existing literature on international development by elucidating the mechanisms and conditional factors through which logistics services can address the gender pay gap, as male workers’ wages predominantly drive the nexus, thereby advancing the fulfilment of the United Nations 2030 Agenda for Sustainable Development Goals.

This study utilises transaction cost theory and resource-based view theory and combines them with Okun’s Law and the Law of the wage curve to test the role of LPI as a source of competitive advantage in enhancing SDG-8.5 while taking into consideration TO and tariffs. This will help in extending both theories and enhance the understanding of their applicability worldwide.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2024-0392