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This study aims to examine the relationships between functional value (quality and price), social value (extrinsic and intrinsic), emotional value and attitude toward a brand, as well as the direct relationship between attitude toward a brand and the purchase intention of tires. This research also explores the moderating effect of social influence on the relationship between attitude toward a brand and purchase intention.

A conceptual model based on literature is developed and tested using an online survey, with a sample of 760 active drivers gathered through purposive sample judgment. The data were analyzed using structural equation modeling with AMOS 28 and Hayes Process Macro 4.

The results demonstrate that extrinsic social value has a positive direct relationship with attitude toward brands. The findings also indicate that intrinsic social value has a positive influence on attitudes toward brands. Attitude toward a brand is found to have a positive direct relationship with purchase intention.

This research extends the existing literature on consumption values and offers insights into the specific values that influence attitudes toward tire brands as well as purchase intention. The findings provide insights to tire businesses in values that they could focus on when developing strategies to increase positive brand attitude and purchase intention.

The purpose of this study is to analyze the determinants influencing Japanese consumers’ behavior toward the purchase of 5G smartphones.

Empirical data was collected through an online survey of 320 Japanese respondents from ages 20 to 59. Data was analyzed by exploratory factor analysis, confirmatory factor analysis and multiple regression analysis.

The results indicate that hedonic value, user interface and price value (PV) positively influence attitude toward 5G smartphone purchase, while utilitarian value does not. In addition, the mediation effect of social influence (SI) is found to increase those positive effects. Male and female consumers displayed differences in the determinants, showcasing the effect of gender on attitude and behavior.

To the best of the authors’ knowledge, this study is the first research to analyze Japanese consumers’ behaviors’ toward 5G smartphone purchase. Past research for 3G/4G smartphones supported that usefulness positively influenced consumers’ behavior toward smartphones, so usefulness of 5G (e.g. high speed) was expected to be a factor to influence consumer behaviors’ toward 5G smartphones. However, this research reveals that a simple tagline emphasizing such usefulness may not be convincing enough to promote the 5G smartphones to Japanese consumers. Alternatively, the research indicates that introducing the concepts of joyfulness, improved HV and greater PV of the 5G smartphone could attract more consumers in Japan. In addition, SI could enhance the perception of the various benefits of 5G smartphones.

The purpose of this paper is to examine the factors that influence Japanese consumer purchase intention toward products bearing animal welfare (AW) certification labels.

A conceptual model was developed with the constructs of informativeness, trust, consumer perception, health consciousness, moral norms and purchase intention and tested using a sample of 513 Japanese consumers. Data were collected using an online panel with the direct effects analyzed using regression while the mediation analysis was performed using Hayes PROCESS macro.

The findings have confirmed that informativeness, consumer perception and trust contribute to consumer purchase intention of products with AW certification labels. Moral norm has a significant indirect effect on the relationship between consumer perception and intention to purchase. However, health consciousness did not demonstrate any indirect effect on the relationship between consumer perception and intention to purchase.

This study contributes significantly to our understanding of Japanese consumers' perception toward AW certification labels, especially considering the limited discussion surrounding this topic in Japan. By highlighting the importance of informativeness, it sheds light on how enhancing consumer knowledge can potentially boost the demand for AW foods. Moreover, it challenges the conventional belief in the impact of health consciousness and consumer behavioral intention, thereby expanding the discourse on the role of health consciousness in consumer choices. Through this exploration, the study not only enhances consistency in discussing consumer behavior but also strengthens the coherence and argumentation of the research findings.

In this study, the authors developed a conceptual model to investigate sustainable consumption behavior, specifically the intention to use reusable bags, and its relationship with two crucial factors influencing the use of single-use plastic bags: cost savings and convenience. This study also aims to explore the mediating roles of environmental concern, guilt and self-efficacy.

A quantitative study using online survey involving 421 respondents was conducted, and data analysis performed using structural equation modeling.

The results indicate that self-efficacy influenced environmental concern and sustainable consumption, while perceived savings did not. Perceived convenience significantly influenced sustainable consumption behavior. Environmental concern had indirect effects on the relationships between perceived savings, perceived convenience and sustainable consumption behavior, whereas guilt did not moderate the relationship between environmental concern and sustainable consumption behavior.

The main contribution lies in the insights for promoting the sustainable use of reusable shopping bags, benefiting both theoretical understanding and practical applications in efforts to encourage sustainable consumption behavior.

The aim of this study is to identify the relationship between employee-generated content (EGC) and firm-generated content (FGC) in the form of LinkedIn posts, employer brand perception, and the effect of employer's attractiveness and corporate reputation on this relationship.

This study comprises two phases. In phase 1, the focus was on stimuli selection through an online questionnaire on favourability. In phase 2, for the main study, data were gathered through an online survey from 214 information technology (IT) employees via a survey. Multiple linear regression and mediation analyses were conducted.

The results show that EGC and FGC have a positive influence on employer brand perception, and the relationship is positively mediated by employer attractiveness and corporate reputation. These findings suggest that organizations can strategically use their own as well as employees' LinkedIn accounts, and encourage employee advocacy initiatives to attract new talent, enhance attractiveness and corporate reputation.

The study covers two different categories of content – employer and employee-generated – and examines both content types' influence on employer brand perception. It adds to the body of literature regarding employee branding and paves the way for further research in employee advocacy.

The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product.

Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis.

The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower.

To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.

The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on game mechanics from the mechanics-dynamics-aesthetics framework and its effects on consumer attitude toward both gamification and OTT media service provider brand.

A 2 × 2 × 2 between-subjects factorial experiment to examine the three core elements of game mechanics – components, controls and courses on consumer attitude, which was operationalized in eight vignettes with a sample size of 296.

It was found that the three elements in game mechanics demonstrated a multiplicative effect. The different combinations of elements in game mechanics would result in eliciting different consumer attitudes toward gamification and brand. Despite one combination that attained a high positive consumer attitude toward gamification in OTT, that same combination was not effective in creating a high positive attitude toward the OTT provider brand. The findings demonstrate the need for OTT providers to be clear of their gamification objectives before selecting the combination of game mechanics.

This study adds to the body of knowledge on consumer attitude toward gamification, especially in the OTT market where there is still literature is limited.

OTT providers should determine their objectives for using gamification and design the game mechanics according to the optimal combination of elements – components, controls and courses.

According to the author’s knowledge, this is the first paper to examine consumer attitude toward gamification and OTT provider based on game mechanics. It provides an understanding on the interaction of elements in game mechanics and shows that different element combinations can be used to meet different goals.

The purpose of this study is to examine how the constructs of false self, preference for online social interaction (POSI), compulsive internet use (CIU), and online disinhibition affect social withdrawal in a social media context. The mediating effects of moral disengagement and cyber aggression are also tested.

Data were collected using an online survey (n = 533) from consumers in Japan. This study used structural equation modeling and PROCESS to examine the proposed relationships.

The study revealed that false self positively affects moral disengagement while online disinhibition positively affects cyber aggression and moral disengagement. Preference for online social interaction and compulsive internet use both positively impacts social withdrawal. Cyber aggression and moral disengagement were established mediators between false self/ Preference for online social interaction/ compulsive internet use/ online disinhibition and social withdrawal.

Although restricted to cyberaggression, owing to the reciprocal relationship between cyber victimization and cyberaggression, cyber victimization can be included for further study. This study expands the understanding of social withdrawal within the context of social media.

Based on the findings, policies and programs that address mental health that build self-esteem, self-confidence and reduce anxiety ought to be undertaken. Managing and formulating guidelines on anonymity should also be taken into consideration.

This research demonstrates the crucial constructs that affect social media users negatively from the aspects of cyberaggression, moral disengagement and social withdrawal. It also establishes the importance of mental health in reducing adverse effects from social media.

This paper examines how market orientation and competence of knowledge reinforce the innovation and in turn improve the business performance.

This research applied research design with quantitative approach based on positivism philosophy, that is, research aimed to test the theory and data which is general to produce findings that are special through hypothesis test. This study was supplemented by field studies as a necessary source of data in the form of trends, attitudes, opinions, perceptions of owners, managers or senior employees of SMEs in the textile industry in Bali, related to the variables used in this study.

(1) Market orientation influences business performance, (2) competence of knowledge moderates the influence of market orientation on business performance, (3) innovation moderates the influence of market orientation on business performance.

(1) Novelty of this research is developing the concept of competence of knowledge associated with business performance in which this relationship has not yet been expressed. (2) Building the concept of innovation development of small-scale industry based on the market orientation. (3) Developing the concept of innovative development of small and medium enterprises of textile industry based on competence of knowledge. (4) Investigating the concept of market orientation and competence of knowledge in an integrated and holistic way to strengthen the innovation and business performance of SMEs of the textile industry in Bali.

This study investigates customer‐value based marketing activities in emerging or new fast‐growth ventures. A contextual analysis of interview data identified seven customer‐value based marketing activities actively pursued synergistically by fast growth firms: employee branding, target marketing, marketing planning marketing/market research, product differentiation via quality, relationship marketing, and guerrilla marketing. These elements form a complex web in which each marketing activity complements the other. There are three main implications: all marketing activities are intertwined, in line with marketing theory and practice associated with large firms; most marketing activities undertaken are low cost; and establishing a winning reputation is an important objective. CEOs associate reputation with brand building via employees.