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This study analyzes the indirect (i.e. through brand content engagement-BCE) and direct effects of informative, credible, novel, and aesthetically pleasing attributes of influencer-generated branded content on endorsed brand-related attitude and a subsequent attitudinal spillover effect on the followers' firm-generated endorsed brand-related ad click behavior.

Data for this study were collected from 300 users who follow the top 40 Pakistani social media macro-influencers using an online survey. The conceptual model and hypotheses were tested through process macro and structural equation modeling.

This study finds informative, credible, novel, and aesthetically pleasing factors vital attributes of influencer-generated branded content, which indirectly (i.e. via BCE) and directly affects followers’ endorsed brand-related attitude. This study also finds that these factors have a positive attitudinal spillover effect on followers’ firm-generated endorsed brand-related ad-click behavior on social media.

This study presents guidelines to firms and their partner influencers about designing and implementing follower-valued content-driven influencer marketing campaigns.

This study contributes to extant influencer marketing literature by integrating multiple attributes of influencer-generated branded content, which carry different values for followers, and using the Self-perception theory, the Multi-attribute attitude model, and the Spillover theory to explain their indirect and direct effects on endorsed brand-related attitude and a subsequent attitudinal spillover effect on firm-generated endorsed brand-related ads.

This paper aims to examine the mediating role of environmental concern in the relationship of green purchase awareness and purchasing behavior of fast food consumers keeping in view the theory of planned behavior.

A quantitative, cross-sectional design is used by collecting primary responses through a validated questionnaire. In all, 1,008 male and female buyers of fast food were sampled. Structural equation modeling is applied.

The results revealed that green purchase awareness has a positive relationship with green purchase behavior, and environmental concern has no mediation in the relationship. Upon having awareness, the respondents adopted green or pro-environmental behavior, but at the same time, they were found having least concern for the protection of environment.

This is a cross-sectional study with questionnaire. Multiple sources of data collection results in weakening self-reporting bias.

Implications count toward individuals, enterprises and society at general.

The study highlights the issue of not having concern for the protection of the environment even after having green purchase awareness. This is the first time the environmental concern is examined as a mediator in the selected relationship. The contradictory results of having no environmental concern differentiate this study from others.

The aim of this study is first, to investigate the relative effect of user-generated content (UGC) and firm-generated content (FGC) on online brand advocacy, and second, to examine the mediation effect of customer engagement and the moderation effect of brand familiarity in the relationship between UGC and FGC and online brand advocacy. The differential impact of UGC and FGC on consumer behavior has yet to receive sufficient academic attention among hospitality scholars.

Based on social learning theory, cognitive consistency theory and schema theory, this study established an integrated research framework to explain the relationship between the constructs of the study. This study adopts a scenario-based experimental design in two separate studies within contexts to examine the proposed hypotheses.

The results revealed that UGC is a stronger predictor of online brand advocacy than FGC. A mediation analysis supported that the effect of digital content marketing types on online brand advocacy occurs because of customer engagement. Further, when the brand was familiar, participants showed a higher level of online brand advocacy than when they were exposed to FGC (vs. unfamiliar brand), whereas the effect of familiar and unfamiliar brands on online brand advocacy remains slightly close to each other when the participants were exposed to UGC. Brand familiarity positively enhanced participants’ engagement when they were exposed to UGC. Further, customer engagement is only a significant mediator when the brand is unfamiliar.

This paper presents significant managerial implications for hospitality companies about how they can effectively enhance brand advocacy in the online medium.

This research provides a novel contribution by examining the differential impact of UGC and FGC on online brand advocacy as well as uncovering the underlying mechanism of how and under what conditions user- and firm-generated content promotes online brand advocacy in the hospitality context.

This paper aims to explore the use and impact of social media, specifically Twitter (now X), in political mobilization in Pakistan. It focuses on the events followed by the no-confidence motion against Imran Khan as Pakistan’s prime minister in April 2022 and the protest campaign that ensued, facilitated through the strategic use of the Urdu hashtag #امپورٹڈ_حکومت_نامنظور (translated as “imported-government unacceptable”) on Twitter, both within and outside Pakistan.

Using Web scraping, data from Twitter was extracted and analyzed between 2022 and 2023. By probing into user account profiles and interactions with this hashtag, this paper investigates the claims surrounding the hashtag’s popularity, by identifying suspicious accounts and their contributions in the trending of the hashtag.

Findings suggest that the claim of the hashtag's unprecedented success was overhyped, further suggesting that the popularity and impact of the social media campaign were exaggerated. Despite high engagement rates, the study indicates a discrepancy between perceived influence and actual impact on public sentiment and political mobilization.

This paper contributes to the literature on social media’s role in political mobilization and agenda-setting in the Pakistani context. More generally, understanding hashtag dynamics and their impact on shaping public opinion, may be beneficial to academics and practitioners in better understanding the role of digital platforms in the politics.

Learning organization (LO) concept has received much attention in the last decades. The purpose of an LO is to proactively shape its future by fostering a culture of continuous learning among its members. This approach empowers the organization to adapt, evolve and innovate, aligning with the needs and aspirations of both internal and external stakeholders. As a result, the assessment of an organization’s LO level, whether strong or weak, becomes a matter of significance. This study aims to use Senge’s LO Questionnaire (SLOQ) in conjunction with latent profile analysis (LPA) to identify latent classes within the organization. This approach seeks to enhance the organization‘s learning potential and facilitate its evolution.

This research was a cross-sectional study conducted at Hamadan University of Medical Sciences, Iran. The statistical population consisted of 451 managers and employees across seven departments based at the university headquarters. The sample included 295 individuals, and data was collected using the SLOQ.

The LPA has shown an excellent accuracy (97%) in identifying SLOQ cut-off points (three classes of good, moderate and low). Most of the participants are considered as a moderate LO (55.9%), which implies the possibility of improving learning, especially enhancing “common vision” and “systemic thinking.” Also, individuals belonging to the high-class category were more likely to be male and hold associate degree than individuals in other categories.

This study depends on self-report, and different perceptions of questions can cause percept bias. Another limitation is about the nature of this research, which is cross-sectional, which may bring back causality among variables. The other is only three demographic variables have been considered, and it is necessary to pay attention to other influential variables in future studies.

The originality of this study lies in its use of the SLOQ in combination with LPA to identify latent classes in an organization to improve learning potentials.

This study aims to investigate the current and future status of overseas halal food marketing and develops strategies for improving the competitiveness of Korean seafood companies in the global halal food market.

The research uses a case study approach and a semi-structured review of previously published data. Evidence collected from literature reviews, supported by research studies, anecdotal proof, personal reflection and experience is also used. It also considers the perspectives of various stakeholder groups in the global halal food supply chain.

The global halal food market is forecasted to reach US$1.914tn in 2021. At present, Korea holds a small share of this market. To enter the emerging Islamic market, there is a need to develop strategies. This study recommends the following main strategies to improve the competitiveness of Korean seafood companies in the halal food market: reduce mistrust by improving halal authentication and certification standards; understand consumer behavior and develop marketing strategies according to the respective country’s socioeconomic and geographic status; train industry employees and develop competitive halal seafood products; exploit the rising global influence of Hanryu; establish a halal logistics/supply chain and halal industrial parks; and promote digital marketing and tourism. Moreover, the government should also subsidize halal seafood development, as well as provide export and international trade insurances.

As the Muslim population continues to grow, the importance of global halal food marketing also increases. Therefore, strategies for improving the competitiveness of Korean seafood companies in the global halal food market need to be taken into account.

The current research seeks to investigate the antecedents of customers’ sustainable purchasing behavior from eco-friendly restaurants located in Lebanon. Moreover, it explores the mediating role of purchase intention on the relationships between pro-environmental antecedents and green purchase behavior. Additionally, it examines the moderating role of willingness to pay premium prices for sustainable products.

The questionnaire technique was used to gather data, and the convenience sample technique was used to select 397 restaurants’ customers.

The results revealed a positive effect of customers’ green purchase behavior exerted by environmental concern, purchase intention, and willingness to pay premium prices for sustainable products. Also, the findings adopted a significant mediating role of green purchase intention between pro-environmental antecedents and purchase behavior toward green products.

The current study presents several practical implications for managers and decision-makers. Such as issuing green marketing campaigns on a regular basis to highlight the value of organic food safety, the necessity of using eco-friendly cutlery and the use of renewable energy systems.

This study examined the model pro-environmental antecedents in Lebanon as one of the Middle Eastern developing countries, whereas few studies examined this relationship. Furthermore, this paper contributes by examining the mediating role of green purchase intention.

This research mirrors a 360° probe into bibliometric review of various studies aimed to examine the relationship between financial inclusion and sustainable development (FI and SD). It also offers a conspectus of apex contributors, influential articles, key journals and potential avenues for further research in this crucial area of global progress.

The study is the abstract of a total 233 papers on the subject representing a period between 2012 and 2023 in the Scopus database in the domain. This investigation probes into publication trends, the most inexhaustible contributors by national journals, publications and authors. The study conducts keyword co-occurrence analysis and examines thematic evolution using Vosviewer and Biblioshiny.

The findings reveal four prominent clusters: (a) Financial growth with FI, (b) Economic Empowerment with Sustainable Goals, (c) Environmental Sustainability and (d) Microfinance and Digital Era. Furthermore, the study paves way for the future research agenda with the help of these research themes.

To the best of the authors’ knowledge, this paper is the first of its kind in deeply probing the literature on FI and SD from a bibliometric perspective. Hence the findings of this study is a powerful weapon for researchers and practitioners coupled with future research inquiries, offering valuable insights and establishing robust quantitative foundations for advancing knowledge in the realms of FI and SD.

The particle distribution in a fluid is mostly not homogeneous. The inhomogeneous dispersion of solid particles affects the velocity profile as well as the heat transfer of fluid. This study aims to highlight the effects of varying density of particles in a fluid. The fluid flows through a wavy curved passage under an applied magnetic field. Heat transfer is discussed with variable thermal conductivity.

The mathematical model of the problem consists of coupled differential equations, simplified using stream functions. The results of the time flow rate for fluid and solid granules have been derived numerically.

The fluid and dust particle velocity profiles are being presented graphically to analyze the effects of density of solid particles, magnetohydrodynamics, curvature and slip parameters. Heat transfer analysis is also performed for magnetic parameter, density of dust particles, variable thermal conductivity, slip parameter and curvature. As the number of particles in the fluid increases, heat conduction becomes slow through the fluid. Increase in temperature distribution is noticed as variable thermal conductivity parameter grows. The discussion of variable thermal conductivity is of great concern as many biological treatments and optimization of thermal energy storage system’s performance require precise measurement of a heat transfer fluid’s thermal conductivity.

This study of heat transfer with inhomogeneous distribution of the particles in a fluid has not yet been reported.