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This study explores the influence of gender-specific reactions to social media advertisements on purchase intentions, addressing a gap in existing research. It examines how these reactions affect the perceived value of ads and, consequently, the intention to purchase, with a particular focus on gender as a moderating factor. The primary aim is to analyse how gender moderates the relationship between consumers’ perceptions of the value of social media ads and their subsequent purchase intentions.

A non-probability convenience sampling method was employed to collect data from 423 social media users in Malaysia at shopping malls. Respondents interacted with advertisements on Facebook, Instagram or TikTok and completed a survey. Descriptive analysis was performed using SPSS 25. The study utilized structural equation modelling (SEM) to test the structural and measurement models. Multigroup analysis (MGA) was conducted using SMART-PLS 4.0.9.6 to assess moderation effects based on gender differences.

The findings reveal that advertisements emphasizing entertainment significantly influence female purchase intentions, whereas ads highlighting product or service values resonate more with males, challenging common stereotypes. Informative and creative ads show universal appeal across genders, underscoring the importance of diverse ad elements in shaping consumer behaviour.

This study advances the advertising value model by specifically identifying gender-based differences in how entertainment and perceived value in social media ads influence purchase intention. It uniquely reveals that females are more responsive to entertainment-focused and value-conscious ads. These findings provide targeted strategies for advertisers to design gender-sensitive campaigns, enhancing the model’s relevance in contemporary digital advertising contexts.

This paper aims to introduce physics-informed neural networks (PINN) applied to the two-dimensional steady-state laminar Navier–Stokes equations over a flat plate with roughness elements and specified local heating. The method bridges the gap between asymptotics theory and three-dimensional turbulent flow analyses, characterized by high costs in analysis setups and prohibitive computing times. The results indicate the possibility of using surface heating or wavy surface to control the incoming flow field.

The understanding of the flow control mechanism is normally caused by the unsteady interactions between the aircraft structure and the turbulent flows as well as some studies have shown, surface roughness can significantly influence the fluid dynamics by inducing perturbations in the velocity profile.

The description of the boundary-layer flow, based upon a triple-deck structure, shows how a wavy surface and a local surface heating generate an interaction between the inviscid region and the viscous region near the flat plate.

To the best of the authors’ knowledge, the presented approach is especially original in relation to the innovative concept of PINN as a solver of the asymptotic triple-deck method applied to the viscous–inviscid boundary layer interaction.

This chapter aims to share practical experiences in creative tourism management, in order to propose some basic guidelines for DMOs and DMCs interested in designing activities that cater to this new demand. Specifically, our intention is to analyze and highlight the basic criteria that most weighs to fit such a singular demand.

As practitioners, most of the examples, observations, and analyses are based on our daily management of the Creative Tourism Network® (CTN) and the solutions found by our members in the development of their creative tourism programs all over the world. These observations rely also on surveys and literature references.

(i) The emergence of the experiential tourism in general, and the creative one in particular, is only the visible part of the paradigm shift that is affecting the tourist industry, leading to the appearance of new opportunities and challenges. (ii) Amidst such a new and versatile context, it’s important to analyze the factors that contribute to the experience achievement, in order to adapt them and guarantee the best practices. (iii) This enables to list down some guidelines and practical advises for managers to cater this new demand.

This chapter is written simultaneously with the paradigm shift and thus limits the distance we can have on its evolution as well as on the study’s completeness. It thus just pretends to provide a provisional balance of the current situation, contrasted with literature reviews.

The emergence of creative tourism implies a completely new form of management for both cultural and tourist fields that leads to the creation of specific skills and general guidelines to be adapted for different contexts.

The study, based on examples proposed by the CTN, offers a transversal overview of creative tourism, a sector that has not been deeply analyzed yet given its increasing growth. It is thus a novel approach, close to the practitioners’ daily challenges.

Learning outcomes are as follows: to learn about the application of Bartlett and Ghoshal’s model of international strategy; to compare and contrast the global strategy of IKEA in India and China; and to understand how adaptability can create a new competitive advantage in emerging markets.

The case study enables discussion about the global strategy of a well-established multi-national company, IKEA in an emerging market. IKEA is a well-established and well-known brand in the international market in furniture retailing. It has decided to make a debut in India in 2017 with its first store in Hyderabad. However, it was yet to open it in 2018. The case emphasizes upon understanding the global strategy of IKEA, positioning itself in the fragmented Indian furniture industry, managing differences in emerging markets and adapting to the local environment of the particular country. The case highlights how adaptability can create a new competitive advantage in managing global strategy in different countries of emerging markets.

This case study is developed for post-graduate management programs as an MBA, Executive MBA and executive development programs.

Teaching Notes are available for educators only.

CSS 11: Strategy.

This study investigates the factors affecting university students’ intentions to continuously use ChatGPT by integrating the UTAUT3 (Unified Theory of Acceptance and Use of Technology) and ISS (Information Systems Success) theories.

By using self-reported questionnaires, 388 usable data from university students in Malaysia were analysed using partial least squares structural equation modelling.

The results indicate that hedonic motivation, habit, and facilitating conditions significantly impact students’ continuous intentions to utilise ChatGPT. Furthermore, system quality, information quality, service quality, and conversational quality significantly influence students’ ChatGPT satisfaction. Crucially, satisfaction is a critical factor in continuous intention to utilise ChatGPT.

This research integrates UTAUT3 and ISS theories to understand factors influencing university students’ satisfaction with continuous intentions to use ChatGPT, filling the gap in previous studies that have focused on these theories separately.

The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.

This research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.

The results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.

The importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.

Electronic commerce (EC) strategy – performance logic has gained significant popularity in the literature, particularly from the resource-based view (RBV) of theoretical underpinning. However, such an obsession of focusing on organizations' complementary resources has been increasingly challenged, which has pressed the RBV to examine the possibility of external factors that can also impact firm performance. In this study, the authors shed light on the firm's external readiness—defined as the extent to which a firm's customers and suppliers perceive EC as important—in the relationship between SME's complementary resources and firm performance.

The authors employed a refined data set based on the British EC Award database, in which the authors sampled 430 British SMEs' senior managements and examined how EC investments made by the SMEs influenced firm performance, and how their external readiness moderated this main relationship.

The results showed that, in line with the RBV perspective, SMEs' complementary business resources and human resources both had strong and direct impacts on the firm performance. They were also strongly mediated by EC functionality. In addition, SMEs' external readiness moderated the relationship between human resources and firm performance and that of EC functionality on firm performance.

The findings contribute to RBV theory building by extending earlier research on the role of technology as performance enablers for SMEs and shed light on the often-overlooked role of SMEs' external readiness.

This study aims to examine the joint moderating effects of privacy risk and time risk on the relationship between financial risk and intentions to pirate digital products.

The author collected data from 247 participants using a survey method. Subsequently, PROCESS macro was used to evaluate the proposed hypotheses.

This study found that financial risk does not have a significant relationship with the consumer intention to pirate digital products. However, privacy risk moderates the negative relationship between financial risk and consumers’ intention to pirate digital products, such that the negative relationship is stronger when privacy risk is high. Furthermore, time risk does not moderate the negative relationship between financial risk and consumers’ intention to pirate digital products. Lastly, it was found that privacy risk and time risk jointly moderate the negative relationship between financial risk and consumers’ intention to pirate digital products, such that the negative relationship is strongest when both privacy risk and time risk are high.

This study contributes to the digital piracy literature by understanding the extent of consumer predispositions when there are combined different types of perceived risks against their piracy decision.

This study aimed to evaluate the effectiveness of using a virtual patient (VP) software program in increasing clinical reasoning skills confidence among medical students.

A quasi-experimental design was used to compare the outcomes of students’ confidence levels on clinical reasoning between problem-based learning (PBL) and VP program with 122 pre-clinical Year 2 medical students. History taking, physical examination, clinical investigations and diagnosis was investigated using four PBL cases in the oncology block. Pre- and post-differences in mean confidence scores between the arms were compared, as well as mean difference by type of case and skill category.

A total of 122/156 (78.2%) students participated; n = 55 were from 7 VP groups and n = 67 were from 13 control arm groups. For the primary outcome, the VP arm showed a statistically significant increase in confidence measures among 11/16 (4 cases × 4 skills) categories, compared to 4/16 for the control arm. The proportion of the students who indicated an improved confidence was statistically significant for the cervical cancer case for physical examination (60.0% improved in VP vs 12.5% in control), investigation (60.0% VP vs 18.8% control) and diagnosis (60.0% in VP vs 25.0% in control). Finally, analysis by case showed an increment in overall mean scores from the start to end of the case within the VP arm while the pattern was erratic in the control arm cases.

The study results showed that incorporating the VP into PBL was more effective in increasing students’ clinical reasoning confidence levels compared to the usual PBL. As the study utilized existing PBL cases, it demonstrates how medical schools can incorporate digital VP tools into pre-clinical years before students' transition to learning from actual patients in the clinical years.

The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the Chinese B2B marketplace, evaluate the findings, and use the generated CSFs to propose a framework to assist in the marketing management of B2B in China. The proposed framework provides a guideline for academics and practitioners and highlights the significant role of each factor in developing and sustaining effective B2B electronic commerce (B2B e‐commerce) practice for SMEs.

The proposed framework is constructed by combining the empirical findings and B2B literature. The quantitative (online survey) was targeted at, proprietors, chief executive officers, managing directors, general managers, sales/marketing managers and export managers in selected SMEs that participated in B2B electronic marketplace (B2B e‐marketplace) in China. The data received from the recipients were processed on SPSS to conduct factor analysis to identify whether a factor structure underlies the correlations between a number of variables.

The findings are indicative of two sets of internal and external critical factors, including: successful customer relationships, supply chain facilities, global competition, information system/information technology (IS/IT) infrastructure and performances, information visibility, top management support and commitment, government encouragement and commitment, security and trust, and cultural consideration.

SME managers can derive a better understanding and measurement of marketing activities that appropriately balance between traditional and B2B e‐commerce practice. At the same time, the CSF can be integrated into the companies to determine the level of marketing performance in B2B e‐marketplace.

The paper's findings provide new theoretical grounds for research into B2B relationships in the digital business environment. The paper also provides an empirical assessment of the essential components in B2B e‐commerce adaptation, and implications for the means to prioritize CSF.