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This study aims to integrate the Social Cognitive Career Theory with the Theory of Planned Behavior to unravel the intricate dynamics of how engaging with ChatGPT affects individuals’ digital entrepreneurial intention, underlying the serial mediation mechanism of the cognitive and reasoned career process.

This research use a cross-sectional design, drawing on a sample of 604 higher education students from six universities in Vietnam. Multiple regression analyses were conducted to test the formulated hypotheses after assessing the reliability and validity of scales through Cronbach’s alpha and confirmatory factor analysis.

The results indicate that ChatGPT adoption significantly increases perceived AI competencies, entrepreneurial opportunity recognition and digital entrepreneurial self-efficacy. Digital entrepreneurial self-efficacy was found to have a positive impact on attitudes toward digital entrepreneurship, which, in turn, fosters digital entrepreneurial intention. ChatGPT adoption thus poses serial indirect impacts on digital entrepreneurial intention through the sequential pathways of enhanced digital entrepreneurial self-efficacy and positive attitudes.

This study’s findings provide valuable recommendations for entrepreneurs, higher education institutions and policymakers.

This research contributes to the entrepreneurship literature by integrating two prominent theoretical frameworks to elucidate how ChatGPT adoption impacts digital entrepreneurial intentions. The serial mediation model expands that understanding of the complex cognitive and reasoned processes involved, providing a novel perspective on the role of AI in entrepreneurship.

The COVID-19 pandemic created not only a public health crisis but also the largest disruption to the global economies. The purpose of the paper is to investigate the adverse impacts of the pandemic on self-employment including job loss, income reduction and cut back in work hours and how these impacts were related to the well-being the self-employed. The authors also examine how self-employers responded to adversity in different cultural settings.

The main sample was obtained the Gallup World Poll that covers more than 39,000 individuals across 55 countries over the period from October 2020 to June 2021. The ordinary least square was the main choice of methodology. The paper employs the Oaxaca-Blinder decomposition technique to quantify the gap in financial loss between self-employed and employed individuals. Finally, the moderated mediation analysis allows the authors to examine how financial loss mediates the reduction in well-being of self-employers.

The paper finds that self-employers were 29% more likely to lose their businesses than paid individuals to lose their jobs and perhaps as a result, they were 50% more likely to experience lower work hours and less income. The findings suggest that the impact of the COVID-19 pandemic varied across countries. The financial gap between self-employment and full-time employment was narrower in countries with individualism, low uncertainty avoidance and propensity for long-term future. Finally, the paper shows that although financial loss associated with the coronavirus situation mediated the relationship between self-employment and reduced wellbeing, the positive relationship between self-employment and life satisfaction (wellbeing) held amid the pandemic. Despite all the pecuniary setbacks relative to full-time employment, self-employers report higher subjective wellbeing than regular wage earners during difficult times.

The earnings gap between self-employers and employees persists (and increase) during adverse conditions may cast into doubt the efficiency of the economic system that ensures no one is left behind. In addition, contextual factors such as cultural values should also be taken into consideration in reducing the earning gap between self-employment and regular employment. It is also implied that the self-employed choose to engage in self-employment due to psychological and emotion benefits rather than material achievements.

This study has quantified the income gap between self-employment and employed individuals in the context of adverse economic conditions. This study also highlights the fact that despite all the financial setbacks, self-employers are happier than employed individuals and they engage in self-employment as an important way to pursue happiness. This highlights well-being as the critical non-pecuniary benefits of the career choice of and transition into self-employment that have been confirmed in extant entrepreneurship literature.

The purposes of this paper are twofold. First, it analyses the income structure in cooperative financial institutions and examines how traditional and non-traditional incomes are related. Second, it evaluates whether increasing diversification towards non-traditional incomes facilitates or hampers the benefits of financial cooperative owners.

Data are collected from over 3,100 US credit unions over the period of 1994–2016. A number of modern econometric techniques are employed throughout the analysis, including the use of panel fixed effect, generalised method of moments (GMM) and two-stage least square (2SLS) methodologies.

Using US credit unions as the empirical setting, the empirical results reveal that the expansion of traditional income leads to a corresponding increase in income from non-traditional activities. However, an increasing reliance on non-traditional income causes a significant drop in interest margins. The authors also find that the extent to which income diversification affects owner benefit varies across credit union types and period of time. While income diversification negatively affects owners' benefits in single common bond credit unions, it has no significant influence on multiple common bond and community credit union owners' benefits. Third, diversification can be beneficial during crisis time, but can be detrimental to owner benefit during normal time.

This paper provides some of the first empirical investigations on the diversification strategy of cooperative financial institutions. Therefore, the results offer significant policy implications for policymakers and market participants on whether financial cooperatives should diversify or specialise.

This study explores how authentic assessment has helped improve self-perception of leadership skills among business students in a developing society where authentic assessment is not popular.

Data on self-perception of leadership was collected using the Leadership Skills Inventory. Collected data was analyzed using Principal Component Analysis, two-way ANOVA, and Multiple Regressions.

Authentic assessment designed toward enriching teamwork positively affects leadership development. Students' involvement in extra-curricular activities fosters the impact of authentic assessment on self-perception of leadership. Female students demonstrate higher self-confidence in leadership, which is surprising to the conventional view of cultural expectations. Work-integrated learning assessment or cross-country real-trade data assessment projects do not trigger gender biases in self-perception of leadership.

Our study emphasizes the importance of group work authentic assessments and a work-integrated approach to authentic assessment design in business education.

The results provide meaningful implications regarding authentic assessment development in business education in a developing country where authentic assessment is not common at high school and university levels.

One Commune One Product (OCOP) program, a rural economic development program in Vietnam, aims to empower local communities for sustainable social and economic welfare development, protect the environment and preserve tradition. This study aims to employ this program associated with tourism to support small family businesses in rural areas cost-effectively.

This study used the geographic location mapping method to design tourist routes that connect tourism resources with OCOP producers. A stakeholder approach was employed to identify suggested practical works that need to be implemented while developing this tourism initiative.

Four rural districts of Bac Giang Province, a northern province in Vietnam known as the place of various indigenous people live and traditional craft villages. Many cultural and historical tourist sites have been chosen as sample areas for this study. By using Google map, based on the Bac Giang Tourist Map and a list of recognized OCOP products in Bac Giang Province, main tourist sites (16 locations) and small family businesses (known as cooperatives and households) that have OCOP products (17 places) in the four districts have been identified. Four notable tourist routes have been formed to propose four thematic tours (two 1-day tours and two 2 days-1 night homestay tours). Suggestions for related stakeholders to ensure the sustainability of this initiative are provided.

This study is supposed to be a model of promoting small family businesses through OCOP programs and tourism activities in a sustainable way in Vietnam. The outcome of this study is in line with the stakeholder theory emphasizing the systematic connection of various stakeholders such as employees, suppliers, local communities, government agencies and others towards complex business sustainability. The results of the study cannot conclude the small family businesses in Vietnam because it adopts geographic location mapping alone. Moreover, this study focused on OCOP programs only. Future research can use other methods of primary data collection, especially from tourists' perspectives. Data triangulation can be done to explore and verify the tourist routes that have been formed according to the four thematic tours proposed. Future research could also compare hotels managed by family businesses with non-family businesses.

This study is supposed to be a model of promoting small family businesses through OCOP programs and tourism activities in a sustainable way in Vietnam.

In response to internationalization and globalization, especially in higher education, universities in non-English-speaking countries have implemented English as a medium of instruction (EMI). The purpose of this study is to assess the satisfaction of students in terms of dimensions of EMI courses and examine the relationship between student motivation, engagement, and satisfaction with EMI courses.

By using a quantitative approach based on structured questionnaires of 437 Vietnamese undergraduate students, this study applied hierarchical regression analysis to examine the relationship between student motivation, engagement, and satisfaction with EMI courses.

Students have a relatively positive perception of the EMI courses that they have taken. In particular, they were most satisfied with teachers' teaching characteristics and least satisfied with students' learning characteristics. The study also confirmed that cognitive and emotional engagement have mediating effects on the relationship between motivation and students' satisfaction with EMI courses.

This study suggests that both educational institutions and teachers in non-speaking English countries should pay more attention to motivational factors to engage students in learning and ensure that they are satisfied with EMI courses.

Nurses' health is vital for retaining nurses in the profession. However, lack of study has examined how headaches and professional commitment interact to impact professional turnover intention. This study aims to examine the moderating effect of nurses' headaches on the relationship among professional commitment factors (affective professional commitment, continuance professional commitment and normative professional commitment) and nurses' professional turnover intention.

This study employed a two-wave design and questionnaires to survey 524 nurses from a large medical center in Taiwan during February and March 2017 (the first wave) and June and August 2017 (the second wave). Headaches were measured using descriptions formulated by the International Headache Society. Items measuring other constructs came from relevant literature. Regression analysis was used to assess relationships between the constructs.

All aspects of professional commitment are negatively related to professional turnover intention (B [CI] = −0.47 [−0.58, −0.36], −0.20 [−0.29, −0.11], −0.22 [−0.32, −0.12], p < 0.001). Headaches reduce the negative relation between affective professional commitment and professional turnover intention (B [CI] = 0.14 [0.02,0.27], p = 0.02).

Headaches could interfere with nurses' commitment to the nursing profession and influence nurses' intention to leave. Managers should seek means to help alleviate nurses' headaches.

This study is the first to examine how headaches and professional commitment interact to influence nurses' professional turnover intention.

This study aims to reexamine the moderating role of human capital on the effect of extended financial inclusion (FI) for entrepreneurship, using data from the Global Entrepreneurship Monitor for a sample of 42 countries from 2006 to 2017.

This study distinguished between actual and perceived human capital. Actual human capital was measured through formal education while perceived human capital was captured by self-perceived capabilities for business start-ups. The moderating role of human capital was captured by the interaction terms between FI and human capital to investigate how the effects of FI on entrepreneurship vary with levels of human capital. The estimation used the panel-corrected standard error estimators and the two-step system generalized method of moments estimators.

Higher levels of formal education decrease the positive effect of extended FI on entrepreneurial activities. Individuals with high levels of self-capability do not leverage FI for entrepreneurial activities as much as those with lower levels of perceived capability. The results are robust to different estimation methods and different forms of actual human capital.

Both financial and human capital matter for new business formation worldwide. The findings suggest that FI policies must account for the decreasing effect in response to high levels of human capital. Future research should explore different measures of entrepreneurial performance, various types of entrepreneurship and entrepreneurship across gender groups to gain deeper insights into strategies for promoting entrepreneurship.

Education strategies should focus on specific types of education, such as entrepreneurship education with financial literacy, rather than traditional academic curriculum, to foster entrepreneurship knowledge, skills and creativity. Likewise, entrepreneurship support schemes should aim to nurture and share appropriate levels of self-efficacy, avoiding excessively high self-efficacy, which is deleterious to the benefits of FI for entrepreneurial activities.

This study offers novel evidence of the decreasing effects of FI on entrepreneurial activities in response to increased actual and perceived human capital.

In Vietnam, there is a phenomenon that domestic tourists return to some tourist destinations despite their reputation of tourists being scammed. This study aims to focusses on Vung Tau City in Vietnam as a popular seaside destination to explain this interesting phenomenon.

Thereby, 22 domestic tourists who are repeated visitors and had experienced scams directly and/or indirectly in Vung Tau were interviewed and later took part in a self-evaluation.

The data shows that unreasonable charges, switching products, false reporting and dishonest middle-persons are the major dominant scams in the city. Furthermore, all visitors could be scammed regardless of gender, educational background or age. Even though scams may occur, the city remains to be a popular getaway destination for the Southern part of Vietnam due to its irreplaceable natural resources and visit intention of domestic tourists. The local authority has tried different ways to suppress issues related to tourist scams, however, due to their sociocultural and economic conditions, scams find ways to exist. Under this circumstance, domestic tourists tend to figure out how to handle scams by themselves whilst very few of them rely on the public sector to deal with them.

Finally, some practical strategies and recommendations are given as a reference for the local authority and businesses for long-term tourist business development.

This paper, respectively, investigates the common scams against domestic tourists in Vung Tau, reasons they still return to this destination, and finally, how these visitors attempt to avoid scams.

Though humble leaders can draw from their own resources to nurture employees' sense of well-being, this impact appears neglected in the leader humility literature. The aim of this study is to unfold how and when leader humility contributes to the well-being of employees in the public sector.

Participants in our research came from wards (grassroot level governments) in Vietnam.

The results lent credence to role of job crafting in mediating the relationships between leader humility and the physical, psychological and social well-being among public employees. The positive nexus between leader humility and job crafting was found to be stronger when employees demonstrated low levels of public service motivation.

This study advances the understanding of public sector employees' well-being via the predictive role of leader humility and the mediation mechanism of job crafting.

The discussion of competitive strategy in recent years has turned to exploring the differences between emerging market (EM) companies and traditional companies from the US, Europe and Japan. In particular the question has been: do we need a new theory of EM companies, or can existing theory be applied, perhaps with adaptations? The authors intent in this paper is to show what features enable EM firms to succeed in domestic competition, where institutional settings are different from those in Triad countries. The authors do not explore the issue of EM companies competing internationally.

The authors argue that competitive advantages (Porter) or resources (Barney; Wernerfelt) offer a solid base on which to build an understanding of successful domestic strategies of firms in EMs, also recognizing that the specific advantages differ somewhat in EMs, due to institutional differences (Peng). The authors explore characteristics of the 250 largest publicly-traded South African firms which enable them to compete successfully (incl: company size, brand value, company age, international sales and family ownership). The authors conclude that existing theories do indeed serve in this context, but that they need to be adjusted for the different institutional environments in EMs.

Factors that contribute to performance include: company size(+),brand value(+), company age (+), international sales(+) and family ownership(−). The literature that has developed on EM companies competing internationally fails to recognize that most of the features identified exist for all companies in a given country – so they do not explain domestic performance. Of course, even in the domestic context some companies will be better able to take advantage of institutional capabilities such as dealing with the government and with volatile economic conditions than other companies.

The study results come from only one EM, so there may be limits on generalizing to others. If China is excepted, the results here are broadly applicable to medium-sized and larger EMs today, with idiosyncrasies remaining for individual countries (such as natural resources, location, etc.)

EM companies to succeed in their domestic markets should look to build size/scale, to develop their brands and to expand internationally. They should also expand ownership to non-family investors. These factors were significantly correlated with superior performance of listed companies in South Africa and have been shown to apply elsewhere as well.

Also, most analyses of EM companies focus on their distinctive institutional capabilities for competing with firms from Triad countries. The study analysis focuses on domestic competition rather than on going abroad.

This study aims to explore the suitability and challenges of implementing fair value accounting (FVA) in Vietnam, an emerging/transitioning economy. While such implementation would enable convergence with International Financial Reporting Standards, standard setters and auditors have raised practical concerns about its adoption.

This qualitative study uses semi-structured interviews with regulators and auditors, together with an analysis of two fraud cases that illustrate the business environment in Vietnam. Public, private and capture theories guide the analysis.

The business and institutional environment in Vietnam creates several impediments to FVA being effectively implemented and transparently applied. Given the major challenges identified regarding the infrastructure necessary for this valuation system, the premature adoption of FVA may become a catalyst for corporate misconduct.

The findings are derived from data aggregated from two fraud cases and interviews, and as such, the results may not be generalisable to other settings. However, these findings may inform future research, particularly after the Ministry of Finance provides further guidance on the use of FVA in Vietnam.

A timely and critical examination of the challenges of implementing FVA in a transitioning economy is provided, and the two fraud cases reveal the complexities of the business environment in Vietnam.

This research gives voice to the tensions that developing countries are confronting as they seek to balance external pressures with internal constraints. The introduction of an assemblage of three theoretical lenses enables insights into contemporary issues associated with applying FVA in such settings.

The purpose of this paper is to explore the existence and determinants of the credit gap in the cinnamon value chain development in Northwestern Vietnam.

A multi-stage sampling of 548 cinnamon households and a Heckman Selection Model were applied to examine their credit access constraints. In-depth interviews with cooperatives, enterprises, banks and relevant government agencies were further conducted to explain the credit gap.

In the total 52.74 percent of households that received credit, 24.56 percent of them received an insufficient amount of credit as registered. In addition, 35.77 percent of total households are credit rationed. Although all enterprises and cooperatives had been successful in applying for credit as long as they have collateral, none of them received the full credit amount requested. The credit amount received satisfied 80.64, 43.03 and 44.28 percent of the demand by households, cooperatives and enterprises, respectively. The lack of valuable collateral assets is the most important factor explaining this credit gap. Moreover, membership in a farmer-based union or ownership of a bank account increases the probability of access to credit. Educated household heads with a larger farm size and the Kinh ethnic majority are positively associated with a larger amount of credit. Households with conventional cinnamon farming, more dependents and union non-membership are more likely to be credit rationed.

A reform on collateral management, facilitating access to bank accounts, capacity building for local farmer-based unions, organic certification, granting land use rights and facilitating a platform to share reliable information between relevant actors are needed to bridge the credit gap.

This paper analyses the determinants of credit access constraints by key actors in a medicinal plant value chain that was insufficiently discussed by previous studies in the field.

The purpose of this research is to explore the motivators and barriers faced by successful women entrepreneurs in Vietnam, a country with high rates of early-stage and established business ownership by women. By integrating the push-pull theory with macro, meso, and micro-level factors, this study provides a comprehensive overview of the factors influencing female entrepreneurship in this context.

The data for this exploratory qualitative study were collected through in-depth semi-structured interviews with 31 successful female entrepreneurs in Vietnam. The analysis was conducted using NVivo software, employing thematic analysis to identify the motivators and barriers associated with women’s entrepreneurship.

The findings indicate that women are motivated to start businesses by push factors like job dissatisfaction, economic improvement, and family support, as well as pull factors such as time flexibility, autonomy, and personal development. Barriers are identified at different levels: micro-level challenges include lack of financial support, inadequate skills, and work-life balance issues; meso-level barriers involve insufficient training programs, and macro-level barriers are shaped by gender prejudice. Notably, specific to the sectors, the lack of business training is a major challenge for women in consultancy, tourism, and retail sectors, alongside financial constraints in retail and services.

As a theoretical contribution, this study presents a novel model that integrates push/pull theory with macro, meso, and micro-level factors to analyze the motivators and barriers for female entrepreneurship. This integrated model offers a comprehensive view of women’s entrepreneurship in Vietnam’s transitional economy, enhancing understanding of their motivations and challenges, addressing existing gaps, and suggesting practical implications.

This paper aims to concentrate on recent innovations in flexible wearable sensor technology tailored for monitoring vital signals within the contexts of wearable sensors and systems developed specifically for monitoring health and fitness metrics.

In recent decades, wearable sensors for monitoring vital signals in sports and health have advanced greatly. Vital signals include electrocardiogram, electroencephalogram, electromyography, inertial data, body motions, cardiac rate and bodily fluids like blood and sweating, making them a good choice for sensing devices.

This report reviewed reputable journal articles on wearable sensors for vital signal monitoring, focusing on multimode and integrated multi-dimensional capabilities like structure, accuracy and nature of the devices, which may offer a more versatile and comprehensive solution.

The paper provides essential information on the present obstacles and challenges in this domain and provide a glimpse into the future directions of wearable sensors for the detection of these crucial signals. Importantly, it is evident that the integration of modern fabricating techniques, stretchable electronic devices, the Internet of Things and the application of artificial intelligence algorithms has significantly improved the capacity to efficiently monitor and leverage these signals for human health monitoring, including disease prediction.

This study aims to explore the mediating roles of self-efficacy and learning orientation in the relationship between entrepreneurship education and entrepreneurial intentions of university students in Vietnam.

The data were collected from an online survey of 1,021 university students in Vietnam. The authors conducted a hierarchical regression analysis to test the hypotheses.

The results of hierarchical regression analysis reveal that entrepreneurship education positively affects entrepreneurial intentions, and this relationship is mediated by both learning orientation and self-efficacy.

This study confirms the importance of entrepreneurship education in encouraging university students' entrepreneurial intentions.

This study offers practical implications for universities and policy makers.

This study is one of the first to empirically examine the concept of entrepreneurship education and entrepreneurial intentions in an Asia-Pacific context.

This study emphasises the significance of entrepreneurship education and its effects on university students' entrepreneurial intentions. Furthermore, the findings confirm that self-efficacy and learning orientation play an important part in explaining how entrepreneurship education relates to entrepreneurial intentions.

Drawing an inference from institutional theory and dynamic capabilities view, this study empirically examined the impact of three institutional dimensions (regulative, normative and cognitive) and green entrepreneurial orientation (GEO) on a business firm’s performance. In addition, the moderating effect of dynamic capabilities on the relationship between GEO and firm performance was also explored.

The data were collected from 527 information technology (IT) firms in Pakistan using paper–pencil questionnaires, and the hypotheses were tested using structural equation modeling.

The findings showed that the regulative and normative institutional dimensions enhance GEO and firm performance in the selected developing country. However, the cognitive institutional dimension fails to report any substantial influence on GEO and firm performance. The findings raised concerns about lower individual accountability as well as the promotion of green practices and firm performance. In addition, dynamic capabilities positively moderate the GEO influence on firm performance.

With the interplay of institutional dimensions, GEO (as mediator) and dynamic capabilities (as moderator), this study developed and tested a unique framework to understand their influence on firm performance. Specifically, we extended the literature by giving evidence that among the three institutional dimensions, only regulative and normative are considered more important because of their direct and indirect (through GEO) positive effect on firm performance. In contrast, the cognitive institutional dimension failed to report any significant direct or indirect impact on firm performance in our study.

This paper aims to analyze the current responses applied in Vietnam to the Coronavirus disease (COVID-19) pandemic and link these measures to priority actions highlighted in the Sendai Framework for Disaster Risk Reduction (SFDRR). From there, strengths, limitations and recommendations on applying the SFDRR to build the pandemic resilience in the future are discussed.

The authors synthesize literature on response measures to the COVID-19 pandemic in Vietnam from January to June 2020 and compare to four priority actions of the SFDRR including understanding risk, strengthening governance, investing in risk reduction for resilience and enhancing preparedness for effective response and resilient recovery.

Vietnam has effectively controlled the pandemic with 401 infected cases and no death so far. Well preparation, timely policies’ implementation, risk communication and comprehensive approaches are key strategies. These measures are same as the four priority actions in the SFDRR.

To the best of the authors’ knowledge, this is the first study in Vietnam to link the COVID-19 response and the SFDRR, which can serve as an important example for other countries in responding to the pandemic. Some measures have surpassed SFDRR’s guidance, especially preventive responses applied nationwide with strong political will and the community’s commitment accompanied by sanctions. Cultural factors such as the habit of using masks to prevent air pollution have contributed to the good observance of wearing mask regulations during the pandemic. However, some areas that need more attention include specific solutions for vulnerable groups, limiting fake news and ensuring patient privacy.

This study empirically examines the effect of supply chain integration (SCI) on financial performance (FP) and controls for the mediating effects of supply chain agility (SCA), supply chain (SC) innovation and operational performance (OP).

Through a causal research design, structured questionnaires were used for primary data collection from 217 commercial poultry farms (CPFs) operating in the Bono Region of Ghana. Structural equation modeling was reflectively configured to test the formulated hypotheses.

SCI causes a statistically significant moderate positive variance in OP in terms of cost-effectiveness, order fulfillment rate, operating cycle, inventory turns, business process innovation. SCI is an insignificant weak positive predictor of FP (growth in revenue, profit, return on investment, sales growth) of CPFs operating in Ghana. Furthermore, OP significantly and positively mediates the predictive relationship between SCI and FP. Again, SC innovation significantly mediates the predictive relationship between SCI and OP. However, SCA fails to significantly mediate the predictive relationship between SCI and OP.

Focal firms' characteristics were ignored, although they may determine how SCI affects OP and FP in the presence of SCA and SC innovation.

Empirically, SCI has no direct impact on FP of CPFs but does so indirectly through the mediating role of OP.

Little research has focused on empowering leadership (EL) in the context of public organizations. Thus, this study aims to explore the relationship between EL and public employees' well-being (EWB). In addition, utilizing a moderated mediation mechanism, this study investigates the mediating role of psychological empowerment (PE) and the moderating role of time pressure (TP) and collectivist orientation in the proposed model.

Quantitative data were collected from 643 public servants working in wards (grassroot-level government) in Vietnam. Partial least squares structural equation modeling (PLS-SEM) was employed to test the proposed relationships.

The results show that EL and PE have a significant positive effect on EWB. Moreover, PE has a complementary effect on this nexus. The results also lent credence to the moderating roles of TP and collectivist orientation.

The empirical results of this inquiry provide valuable implications for public managers. The findings suggest that public managers can promote EWB by implementing EL and enhancing PE. Moreover, when designing and implementing tasks, managers should ensure sufficient time for their followers.

This study advances the understanding of public sector EWB via the predictive role of empowering leaders and the mediation mechanism of PE. Moreover, this study is among the pioneering studies exploring the moderating role of TP and collectivist orientation on these relationships.

The purpose of this paper is to trace the way in which a popular ritual became one of Vietnam’s most important festivals, elevated as a celebration of national heroism and charts its gradual transformation in modern society.

This research focuses on the combination of a fertility rite and narratives of St Gióng based on nationalism or heroism created a special festival reflecting many traditional cultural characteristics of Vietnam and the Việt people and the transformation of St Gióng from a mythological to a national symbol of heroism in anti-invader history was recorded in texts.

The paper casts light on the mythologization and historicization of St Gióng in Vietnam’s particular historical context by decoding the Gióng symbol as a core element of the folktales and myths about St Gióng to understand the formation and development of St Gióng in the cultural history of Vietnam.

The paper is not exploring the Gióng symbol within a larger cultural context of nationalism and ethnosymbolic approach in a comparison of national symbolism and heroism.

The paper includes implications for advised scholars to conduct further exploration of the symbol and myth of not only St Gióng in Vietnam but also Kubera in India and Vaisravana in China to connect Kubera, Vaisravana and St Gióng under the connection of literal myth and heroic symbol.

The paper shows how processes of historicizing myth and mythologizing history are important features of Vietnamese socio-historical research.

The paper shows how a fertility rite became a historical festival and the figure of St Gióng became a symbol of patriotic heroism.

This study aims to explore the impact of social, financial and institutional factors on women’s entrepreneurship in Vietnam, emphasizing motivation’s role in addressing challenges. Women’s entrepreneurship holds economic significance, driving local economies and creating opportunities. Government efforts to support women entrepreneurs have increased, but research on this in developing economies, especially in Vietnam, is limited.

The paper investigates women’s entrepreneurship in Vietnam, examining social, financial and institutional influences and emphasizing motivation in overcoming challenges. Using a qualitative approach, it conducts in-depth interviews with 28 female entrepreneurs, analyzing data thematically. Methodologically, the study uses purposive sampling, triangulation and member checking to enhance credibility.

Findings reveal key motivations like financial incentives, self-achievement and social impact. These motivations empower women to overcome financial constraints, skill gaps, limited support and societal perceptions. This research guides women entrepreneurs to enhance success through learning, persistence, skill development and self-awareness.

This paper presents a novel exploration into women’s entrepreneurship in Vietnam, offering original insights into the interplay of social, financial and institutional factors, with a spotlight on motivational drivers. It provides unique perspectives on their motivations, challenges and support mechanisms. The study’s contribution lies in its comprehensive understanding of women’s entrepreneurship dynamics in a developing economy like Vietnam, offering valuable insights for policymakers, practitioners and academics alike. Its originality lies in its holistic approach and nuanced examination, enriching the discourse on women’s entrepreneurship in emerging

Organic rice forms the largest portion of the Thai organic food market. Because of its increasing popularity, marketers need to better understand consumer behaviour to address emerging concerns regarding product safety and quality and to tailor better marketing strategies relevant to the development of organic rice. As such, this study aims to examine consumers' purchase intention towards organic rice, using traceability information, and to investigate the direct and moderating roles of product traceability knowledge, using the theory of planned behaviour.

Responses were collected from 243 organic rice consumers in a farmers' market in Chachoengsao Province, Thailand, following a convenience sampling approach. The gathered data were analysed using structural equation modelling to evaluate the strength of the relationship between the constructs.

The findings reveal that subjective norms, health consciousness and product traceability knowledge have a significant positive influence on consumers’ intention to purchase organic rice. This study also establishes the moderating role of product traceability knowledge in perceived behavioural control and purchase intention, indicating that elaborated product information through traceability is essential for consumers who feel capable of buying the product. However, the direct effects of attitude and perceived behavioural control are insignificant, indicating the presence of external barriers to the purchase of organic rice, and that people may have a negative attitude towards the product. In addition, the cost perception result reveals that consumers consider price as an indicator of organic product quality, thereby increasing their desirability.

The findings of this study will help community enterprises in Thailand develop a more effective marketing strategy based on the identified motivators of organic rice purchase intention.

This study develops a model that integrates important factors related to organic food consumption to generate a more comprehensive analysis of this mainstream research. To the best of the authors’ knowledge, this is also the first study to investigate the moderating role of product traceability knowledge to obtain a new and more focused understanding of how this factor influences purchase intention when applied explicitly to organic food. Finally, the findings provide theoretical contributions and implications for both the community enterprise and policymakers on developing strategies for organic rice marketing among community enterprises in Thailand.

Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.

Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand.

Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.

Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.

This study aims to explore the determinants (bank-specific, industry-specific and macroeconomic) of income diversification across interest income and non-interest income as well as for non-traditional income sources (non-interest income) from 2004–2005 to 2021–2022.

An unbalanced data set comprising 110 Indian commercial banks with 1480 observations is sampled in this study. Because of the bounded nature of the dependent variables (proxies of income diversification), the panel Tobit regression model is used.

The findings reveal that income diversification is positively influenced by bank size, technological advancements, cost–income ratio, return on assets, market competition and inflation in the economy. However, the decision to diversify income sources is adversely impacted by the capital ratio, GDP and financial intermediation ratio. Moreover, factors such as asset quality (loan loss provisions) and liquidity ratio do not directly influence the diversification strategies in the Indian banking industry.

The present study uses an extensive set of variables to provide insights into key factors for bank managers, regulators and policymakers to consider before developing diversification strategies.

To the best of the authors’ knowledge, this is the first study to examine the various bank-specific and macroeconomic determinants that affect income diversification in the Indian banking sector. The current study also investigates new variables such as technological advancements and a market concentration index for measuring competition, which have not been investigated in existing literature concerning bank income diversification in the Indian context.

Among others in South Vietnam, the Temple of Literature in Vinh Long is the only one that has preserved its original form and layout. As such in 1991, the temple was recognized by the Ministry of Culture as a national-level historical and cultural relic. Nevertheless, the temple has been neither studied nor documented to any great depth. Only a few historical descriptions for local tour guidebooks and photo catalogs exist. Therefore this paper aims to initially record heritage values, spatial characteristics and the process of major changes, while documenting the current state of the temple structure and carrying out on-site inspections to survey the buildings.

This paper outlines the collection of survey data through field survey and provides an overview of the existing significant heritage factors of the Temple of Literature in Vinh Long by comparative examination in relation to other surviving temples and analyzing its unique spatial characteristics and indigenous cultural decorations in detail.

Although the layout of the temples was influenced by the Chinese Confucius's principles and the notion of Feng Shui, it is evident from the study that the design of the temple has many architectural elements that reveal Vietnam's unique culture and local features. In particular, the Temple of Literature in Vinh Long was a symbol of feudal education, symbolizing sacred traditional values in the field of education for the people of Vinh Long province. Stone steles recorded names of all contributors related to the construction and restoration of the temple with sincere gratitude. Moreover, many of the decorative motifs contain many indigenous cultural and artistic values of Vietnam, reflecting traditional Vietnamese beliefs and ethnographic features.

By comparatively analyzing the temple with others, it reveals the unique spatial features, layouts, changes and evolutions of the temple. Unlike the oldest and the largest Temple of Literature in Hanoi, the temples in the South are much smaller in terms of complex sizes and the number of buildings. They are mostly composed of a singular structure, the Attained Talent House, with some basic gates and water features interwoven within the landscape of the site. Based on the elementary layout, some subsidiary buildings were added according to the needs and site conditions, and in accordance with the bilateral axis.

The awareness and preservation of the architectural features of the local temple are needed to protect heritage monuments and to enhance cultural resources as part of securing Vietnamese ideology for a longer period of time. While the interest in historic preservation and conservation activities of heritage buildings in Vietnam has slowly grown in attention over the last decade, it is evident that many opportunities remain. It is hoped that this research is a small step toward further research, education and advocacy in the preservation of historic buildings in Vietnam.

The introduction of Chinese Confucian thought to Vietnam was one of the most substantial influences in Vietnamese intellectual history. Despite being an important part of the nation's architectural, cultural and intellectual heritage sites, the study and documentation of the Temples of Literature have been relatively neglected or marginalized. Accordingly, this study is significant to reveal not only the values and unique heritage characteristics of the temple, but also to prioritize resources for continued study and preservation.

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.