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Only a small number of studies have analysed the sustainability of the socio-cultural impacts of volunteer tourism (VT). Existing research tends to focus on volunteers, the host communities and organisations, while the interconnectedness between theories (of capitals) and concepts (i.e. empowerment and sustainability) have received minimal attention. Sustainability is considered both an effect of empowerment and a means for achieving it. Drawing on the perspectives and theoretical concepts related to multiple forms of capital, this paper aims to take an interpretive stance to examine socio-cultural impacts.

This research draws on 37 semi-structured interviews conducted with stakeholders on the perceived socio-cultural impacts of VT on two farm communities in Vietnam. A qualitative thematic coding analysis was used to identify themes that explain the perceptions of the stakeholders within the host communities.

The findings of this study were divided into the nine themes of educational effects, job opportunities, cultural exchanges, relationships, health, awareness of environmental conservation, physical changes, promoting local products and tourism and community resource development. The research provides additional insights into the interconnectedness between different types of capital, empowerment and sustainability of socio-cultural impacts.

VT organisations should provide more opportunities for local residents to become involved in decision-making regarding volunteer activities and to share their voices and concerns about how the VT programmes are set up. The government could provide support services or training and skills to locals after the volunteers leave, which would be significant in developing and maintaining the sustainability of impacts on host communities.

This research creates a model for connecting capital to sustainability and empowerment to study the socio-cultural impacts of VT.

只有少数研究分析了志愿旅游（VT）社会文化影响的可持续性。现有的研究往往集中在志工、所在社区和组织上, 而理论（资本）和概念（即赋权、永续性）之间的相互联系很少受到关注。永续发展既被认为是赋权的效益, 也是实现赋权的一种手段。研究借鉴与多种资本形式相关的观点和理论概念, 并采取说明式立场来检视社会文化影响。

本研究借鉴了与利害关系人进行的 37份半结构化访谈, 了解 VT 对越南两个农场社区的社会文化影响。使用定性主题编码分析来确定能够解释主办社区内利害关系人看法的主题.

结果分为教育效果、就业机会、文化交流、人际关系、健康、环境保护意识、身体变化、推广当地产品和旅游业以及社区资源开发九个主题。该研究为不同类型的资本、赋权和社会文化影响的可持续性之间的相互联系提供了更多见解。

旅游志工组织应为当地居民提供更多机会参与志工活动的决策, 并分享他们对VT计画如何设立的意见与担忧。政府可以在志工离开后向当地人提供支持服务或培训和技能, 这对于发展和维持对东道社区影响的可持续性具有重要意义。

这项研究创建了一个将首都与永续发展和赋权联系起来的模型, 以研究 VT 的社会文化影响。

Sólo un pequeño número de estudios han analizado la sostenibilidad de los impactos socioculturales del turismo de voluntariado (VT). Las investigaciones existentes tienden a centrarse en los voluntarios, las comunidades de acogida y las organizaciones, mientras que la interconexión entre las teorías (de los capitales) y los conceptos (es decir, empoderamiento, sostenibilidad) han recibido una atención mínima. La sostenibilidad se considera tanto un efecto del empoderamiento como un medio para lograrlo. Basándose en las perspectivas y conceptos teóricos relacionados con múltiples formas de capital, la investigación adopta una postura interpretativa para examinar los impactos socioculturales.

Esta investigación se basa en 37 entrevistas semiestructuradas realizadas con partes interesadas sobre los impactos socioculturales percibidos de VT en dos comunidades agrícolas en Vietnam. Se utilizó un análisis de codificación temática cualitativa para identificar temas que explican las percepciones de las partes interesadas dentro de las comunidades anfitrionas.

Los hallazgos de este estudio se dividieron en nueve temas de efectos educativos, oportunidades laborales, intercambios culturales, relaciones, salud, conciencia de la conservación ambiental, cambios físicos, promoción de productos locales y turismo, y desarrollo de recursos comunitarios. La investigación proporciona información adicional sobre la interconexión entre diferentes tipos de capital, el empoderamiento y la sostenibilidad de los impactos socioculturales.

Las organizaciones de turismo de voluntariado deberían brindar más oportunidades para que los residentes locales se involucren en la toma de decisiones relativas a las actividades de voluntariado y compartan sus voces e inquietudes sobre cómo se establecen los programas de VT. El gobierno podría brindar servicios de apoyo o capacitación y habilidades a los locales después de que los voluntarios se vayan, lo que sería importante para desarrollar y mantener la sostenibilidad de los impactos en las comunidades anfitrionas.

Esta investigación crea un modelo para conectar las capitales con la sostenibilidad y el empoderamiento con el fin de estudiar los impactos socioculturales de VT.

Online comments significantly impact consumer choice and product sales. Existing research focuses on the direct effects of online comments on product sales, whereas studies on the spillover effects of online comments are relatively limited, especially for high-involvement products. This study explores the impact of online comments of competing products on focal product sales in high-involvement products.

Data mining techniques are used to collect 72,367 online comments from the Autohome platform, and sentiment analysis algorithms are used to quantify the textual information for subsequent analysis. Specifically, two panel two-way fixed-effects models are constructed to explore the impact of the average valence and quantity of online comments of competing cars on focal car sales, and analyse this impact in terms of heterogeneity across car price levels, while the moderating effect of online comments of competing cars is explored.

The results show that the average quantity of online comments of competing cars has a significant effect on the sales of the focal car in the overall sample, while the average valence of online comments of competing cars does not have a significant spillover effect. Moreover, the spillover effect varies by car price level. For high-priced cars, the average quantity of online comments of competing cars significantly and negatively affects focal car sales, and the average valence of online comments of competing cars significantly and negatively moderates the effect of the valence of focal car online comments on its sales. For lower-priced cars, online comments of competing cars don’t significantly affect focal car sales.

This study not only enriches the theory of online comments and high-involvement product sales, but also provides reference and guidance for exploring spillover effects of online comments for other products.

Influencer transgressions can disappoint their followers. However, there is a lack of clarity about the effects of a false allegation on an influencer–follower relationship. Drawing from cognitive dissonance and moral reasoning theory, the current study aims to examine how this relationship is shaped across three time periods (before the allegation is leveled, after the allegation is leveled, and when the allegation is found to be baseless).

We study comments posted by followers of two falsely alleged social media influencers (SMI) on their YouTube and Instagram channels. Latent Dirichlet allocation (LDA) followed by netnography is used for thematic analysis. LDA is a social media topic modeling method that processes a statistically representative set of words to explain the tone and tenor of qualitative conversations. A sentiment analysis of the comments is done using SentiStrength.

When an allegation is leveled initially, the response from followers is overwhelmingly negative toward the influencer owing to moral coupling. However, when the allegations are proven to be false, the followers return to a positive opinion of the influencer, owing to feelings of dissonance and guilt.

The study contributes to the fields of influencer marketing, cognitive dissonance and moral reasoning. It highlights how endorsers can take advantage of the positive sentiment that arises once an accused SMI’s transgression is proven false.

This study introduces the concept of “Sentiment Reversal,” which is exhibited in the social media space. In this phenomenon, sentiments move from negative to positive toward the falsely accused SMI as they are vindicated of the previous charge.

Brand information is ubiquitous online and offline; consumers exhibit brand avoidance tendencies towards brand stimuli when there is a discrepancy between a brand image/personality and one’s self-concept. Given the multifaceted culturally constituted self-domains and self-importance, this research investigates how cultural variation affects reactions to self-brand discrepancy, considering two types of narcissist orientations.

Using national culture as proxy for cultural orientation, sample data were collected through surveys administered to 410 participants (210 in China and 200 in the USA). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses. The follow-up qualitative study was conducted to allow further discussion of the quantitative results.

The results show that self-brand discrepancy can only be converted into brand avoidance tendency through the activation of cognitive dissonance for both Americans and Chinese. Specifically, for Chinese consumers only (ideal) social identity self-brand discrepancies can activate avoidance behaviour. In addition, grandiose and vulnerable narcissism orientations co-exist for both Chinese and Americans, these negatively moderate the relationship between social self-brand discrepancies and cognitive dissonance. For US consumers, idealised identity discrepancies mitigate dissonance; only those with a vulnerable narcissistic orientation would act on avoidance when experiencing dissonance.

By incorporating cultural variations in the investigations of self-brand discrepancy, this paper advances existing knowledge on dissonance and coping mechanisms. In addition, by bringing narcissistic orientations to the fore, it allows for a deeper understanding of how these cultural variations operate. In addition, our research provides important guidelines for brand practitioners to better leverage their marketing campaigns in offline and online contexts and to reduce brand avoidance tendencies across the international marketplace.

Brand image remains a “nebulous” construct with very few frameworks dedicated to understanding the process of uncovering brand image. This is supported by explicit calls for greater clarity on how to examine brand image, particularly in different settings. Political branding is one setting that has received some attention, however, research has focused on “party” political brands and neglected “non-party” brands (independent candidates). Therefore, this study aims to examine how young citizens interpret independent non-party brands through the theoretical lens of brand image in the context of Guernsey and develop a systematic brand image framework that provides greater clarity to this topic area.

A qualitative interpretivist approach using focus group discussions was adopted to investigate the phenomenon from the perspective of young voters 18–24 years of age. Focus group discussions ceased upon reaching theoretical saturation and a six-staged thematic analytical strategy was adopted to analyse the findings.

This study revealed deep insight into the political brand image of non-party brands from the perspective of young voters in an under-explored context. More specifically, this study uncovered that Guernsey’s political brands were seen as “accessible”; however, there was little differentiation, identification and connection between young voters and politicians. Further, this study uncovered a series of opportunities for strategists such as the desire for a younger generational view and younger representation in the Guernsey Parliament and greater clarity, distinction and authenticity related to political brand image.

This study addresses explicit calls for further research on brand image with a distinct focus on non-party political brands. Further, this study concludes by presenting the “consumer brand image schema”; a systematic framework which can be used to uncover brand image within and beyond the setting of politics. Further, the framework operationalises the complex concept of brand image and provides a three-stage process to examine and develop brand image. This will enable strategists to develop targeted strategies and adopt appropriate tactics to manage brand image to ensure brands are differentiated and interpreted as authentic, relatable, engaging, accessible and identifiable.

This chapter presents three Chinese teachers' narrative accounts about how they live in dilemmatic spaces due to excessive entitlement. Still, the teachers move forward with transformative agency. The thick description of the three teacher participants has been reported elsewhere as the narratives of Lee – a math teacher, Ping – a Chinese language teacher and Wang – a school principal. In this chapter, however, ‘excessive teacher entitlement’ is used as a new lens to assist me in revisiting their stories of living in dilemmatic spaces. Narrative inquiry as a method unpacks the three teachers' life experiences. Although Lee, Ping and Wang encounter different entitlements and various dilemmas, their transformative agency in transitioning from a survival mode to thriving human beings brings out the similarities in their experiences. Using Vygotskian philosophy and cultural-historical activity theory (CHAT), this chapter focuses on the teachers' transformative agency as breaking away from given boundaries in their professional lives and taking up initiatives that confront the tacit excessive entitlement in and around them. Furthermore, transformative agency is promising in that it helps develop new practices in teacher education. Finally, the new understanding emanating by viewing the three subjects' experiences from the angle of excessive entitlement has the potential to inspire teachers in other contexts to become conscious of manifestations of excessive entitlement not only in themselves or others they interact with but also in the macro context we live in. This consciousness also increases the likelihood of the urge to find ways to ameliorate excessive entitlement and to move closer to one's cherished professional values.

Emerging from the COVID-19 pandemic, the Philippines has undergone the “new normal” transition, creating a strategic recovery effort to reinvigorate the industry. In tourism, these transitions aim to safeguard employees' and guests' health and safety, ensure continuity of business operations, boost tourism confidence leading to satisfaction, and establish a resilient and sustainable tourism industry in the postpandemic era. Hence, this chapter employs a system thinking leveraging a causal loop diagram (CLD) to construct a comprehensive roadmap for Philippine tourism's postpandemic resurgence through the system thinking lens. The CLD visually illustrates the inter-related factors influencing the recovery process, encompassing collaborative engagements, innovations, economic revitalization, and health and safety protocols. By analyzing the causal relationships among these variables, this chapter explicates the dynamic and interconnected nature of the postpandemic recovery leading to the recovery of the Philippine tourism industry, especially in the context of thinking small. Through this chapter, thinking small could involve a shift toward localized solutions and community-focused initiatives that allow them to foster local economies, build resilience, and create a more inclusive and sustainable postpandemic recovery.

To enhance the effectiveness of environmental cause-related marketing (CRM) message design, this study identifies two key factors: descriptive social norms (provincial vs general) and temporal framing (near-future vs distant-future). Drawing upon construal level theory, it examined the synergy between the type of social norms and suitable temporal framing, matched at similar construal levels, to optimize CRM’s impact by positively influencing consumer purchase intentions and engagement in environmentally sustainable behaviors.

A full factorial 2 × 2 online experiment was conducted.

The findings showed that aligning message elements at a low level of construal significantly increases message persuasiveness, enhancing purchase intentions and pro-environmental behaviors. Conversely, matching elements at high levels of construal does not necessarily lead to synergistic effects. Notably, misaligned message elements – where one operates at a higher construal level and the other at a lower level – can generate cognitive resistance, potentially leading to adverse backlash effects. Messages that paired provincial norms with distant future framing were deemed least persuasive, resulting in diminished purchase intentions and pro-environmental behaviors.

This study refines approaches in environmental CRM by illustrating that descriptive social norms alone do not achieve desired impacts. It emphasizes aligning message elements at a low construal level to boost effectiveness and synergistic outcomes. The research also highlights a need to critically reassess matching effects at higher construal levels, thus enriching environmental CRM message strategies.