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This chapter explores how perceived product innovation influences brand loyalty among UK Apple users, extending the technology acceptance model. Using a quantitative approach, data were collected from 101 respondents via an online survey and analysed using SPSS. Objectives included examining the mediating role of perceived product usefulness and ease of use, exploring the relationship between product/brand attitudes and brand loyalty and assessing gender's impact on loyalty perceptions. Findings reveal a significant positive relationship among variables, with perceived product usefulness and ease of use jointly mediating the link between product innovation and attitude, affecting brand loyalty. Gender was found to have no moderating effect. The research contributes by highlighting these mediating effects and deepening understanding of product innovation's impact on loyalty. Managerially, prioritising innovation, usefulness and ease of use can enhance satisfaction and loyalty. Future research could explore additional variables to enrich understanding further.

Social media marketing is a great tool for entrepreneurs because of its low cost, fast response and rich interactions. This study aims to examine how entrepreneurs use social media as a tool of marketing and how social media resources influence entrepreneurial opportunity evaluation.

The authors designed a mixed methods study with an open-ended question survey and a conjoint experiment. The authors sent out an online survey through M-Turk and collected 355 valid responses from entrepreneurs.

The results show that entrepreneurs consider social media as important to their businesses and that entrepreneurs consider their social media resources when they evaluate entrepreneurial opportunities.

This study enriches the understanding of entrepreneurial social media marketing by revealing the granular and nuanced descriptions and interpretations of social media marketing from entrepreneurs’ perspectives. This study also contributes to the entrepreneurial marketing literature by showing how different social media resources influence entrepreneurs’ evaluations and pursuit of entrepreneurial opportunities.

Recognising the value of sustaining virtuous values in family business across generations, this paper aims to provide a conceptual framework and propose a mediated-moderated mechanism through which family members’ traits, such as family size and parenting style, influence the extent to which family business’s virtuous values transfer across generations.

The paper is based on systematic literature that was conducted using specific keyword searches in the business source databases of Emerald, ProQuest, ScienceDirect, EBSCOhost and SpringerLink.

This paper leads to a conceptual framework proposing a mediating relationship between family members’ traits and the transfer of virtuous values to the next generation. Further, two parallel mediators are proposed, moderated by traits of family members’ offspring, such as the age gap and gender of offspring.

This paper proposes a conceptual framework focusing on transferring virtuous values across generations in the family business. It investigates family members’ traits, such as the size of the family and parenting style, to comprehend the family members’ traits and the transfer of virtuous values relationship.

The proposed conceptual framework should form the basis of interventions adopted by family business members to enhance the transfer to virtuous values across generations by positively impacting their moral self-efficacy and affective commitment to virtuous values.

Prior research on family businesses has primarily explored transgenerational succession. However, sustaining virtuous values across generations is equally important to retain a business’s legacy. Very limited scholarly attention has focused on these virtuous values in family business.

The purpose of this study is to examine how crowdfunding backer perceptions of market orientation and foreignness impact crowdfunding performance in emerging economies.

Using content analysis software, the authors analyzed 756 Kickstarter campaign narratives from the emerging economies of Brazil, Russia, India, China, and South Africa for the period between 2009 and 2019.

The authors’ results show that behavioral market orientation signals are positively related to amounts raised while decision criteria signals are negatively related. The authors also find that foreign entrepreneur status interacts with the two market orientations to impact funding amounts.

When creating crowdfunding campaigns in emerging economies, domestic entrepreneurs should use high levels of behavioral market orientation rhetoric but low levels of decision criteria rhetoric within their campaign narratives.

This study unpacks the components of market orientation and examines their positive and negative effects on crowdfunding success in the context of emerging economies.