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Reality television is a dynamic, profit-making platform that occupies prime-time slots on the television almost all over the world. Despite its immense popularity and influence, it has received little attention in the extant literature and almost none in terms of its impact on celebrity repositioning. This study aims at examining the relationship between the film stars as brands and the impact of the platform of reality television in repositioning these celebrities in the Indian context.

Through extensive literature review and qualitative interviews, the paper expounds that reality television provides an opportunity to celebrities to successfully reposition themselves at crucial junctures in their career. The framework to study this repositioning has been adopted from the work of Chris Simms and Paul Trott (2007) who created it to study the brand repositioning of various consumer goods.

The literature establishes celebrities as brands. This study provides evidence that brand repositioning through reality television is possible for these celebrity brands. The symbolic and functional repositioning of these celebrities is presented through thematic content analysis.

The study provides a useful framework to understand celebrity brand repositioning through reality TV. It can also be replicated to understand the repositioning of a wide variety of celebrities other than film-stars such as sportspersons, social media influencers and politicians.

The paper contributes to the need of expanding the corpus of Indian reality television and explains how Indian celebrities reposition themselves through reality television.

This study aims to examine the impact of autonomous vehicles adoption motivations (i.e. technological, ecological and intrinsic motivation) on tourists’ pro-environmental behavior and verify the mediating role of tourists’ green self-image between the relationship of eco-friendly attitudes and autonomous vehicles adoption motivations.

The data from 586 national and international tourists were analyzed using the partial least squares method.

The findings revealed that eco-friendly attitude is a significant predictor of tourists’ green self-image; tourists’ green self-image is a significant predictor of autonomous vehicles adoption motivations; and autonomous vehicles adoption motivations are significant predictors of tourists’ pro-environmental behavior. In addition, tourists’ green self-image mediated the relationship between eco-friendly attitudes and autonomous vehicles adoption motivations.

These outcomes provide valuable guidance for the future development of green destination tourism and allow interesting implications for the tourism industry and autonomous vehicles adoption.

本研究探讨自动驾驶汽车采纳动机（即技术、生态和内在动机）对游客环保行为的影响, 并验证游客绿色自我形象在环保态度和自动驾驶汽车采纳动机之间的中介作用。

收集586份来自中国国内外游客的数据, 采用偏最小二乘法进行分析。

研究结果表明, 环保态度显著影响游客绿色自我形象, 进而影响自动驾驶汽车采纳动机, 带来游客的环保行为。此外, 游客的绿色自我形象在环保态度与自动驾驶汽车采纳动机之间起到中介作用。

本研究提出了游客绿色自我形象的概念, 将游客与环保人士的日常行为进行区分。研究结果为绿色目的地旅游业的未来发展提供了方向, 对旅游业和自动驾驶汽车的采纳产生影响。

Este estudio tiene como objetivo examinar el impacto de las motivaciones para la adopción de vehículos autónomos (es decir, motivaciones tecnológicas, ecológicas e intrínsecas) en el comportamiento proambiental de los turistas y verificar el papel mediador de la autoimagen ecológica de los turistas en la relación entre las actitudes ecológicas. y las motivaciones para la adopción de vehículos autónomos.

Se analizaron los datos de 586 turistas nacionales e internacionales mediante el método de mínimos cuadrados parciales.

Los hallazgos revelaron que la actitud ecológica es un predictor importante de la autoimagen ecológica de los turistas; la autoimagen ecológica de los turistas es un predictor importante de las motivaciones para la adopción de vehículos autónomos; y las motivaciones para la adopción de vehículos autónomos son predictores importantes del comportamiento proambiental de los turistas. Además, la autoimagen ecológica de los turistas medió la relación entre las actitudes ecológicas y las motivaciones para la adopción de vehículos autónomos.

Estos resultados proporcionan una orientación valiosa para el desarrollo futuro del turismo de destino ecológico y permiten implicaciones interesantes para la industria turística y la adopción de vehículos autónomos.

This study aims to explore the consumers’ choices of mobile payments (m-payments) using a comprehensive unified model. The financial technology for digital m-payment has been increasingly introduced in the market, yet their acceptance has remained low.

This study uses the unified theory of acceptance and use of technology (UTAUT) with additional constructs of social influence, trust, anxiety, personal innovativeness and grievance redressal (GR). Structural equation modeling is used to evaluate the predictive model of attitudes toward m-payment. Individuals’ responses to questions regarding their attitude and intention to accept m-payment were gathered and examined through the lens of extended UTAUT model.

While the model supports TAM classical role, empirical examination of the model revealed that users’ attitudes and intentions are influenced by trust, personal innovativeness and social influence. Moreover, intention to use and GR are significant positive predictors of m-payment usage behavior.

M-payment provides customers with new digital payment platforms while providing businesses and marketing agents with more alternatives for online marketing. However, there is not much reported about m-payment adoption in Pakistan. This research introduces and evaluates new constructs that were not included in the original model. In Pakistan, to the best of the authors’ knowledge, this is a first of its kind of research which is purely based on the customers’ perspective of m-payment adoption.

The data has been provided by the protagonist in the form of interviews, tables and figures.

Abdul and his team, comprising MS Finance graduates from Lahore University of Management Sciences, embarked on a transformative process that led to the inception of their startup, Ingine. Originating from a discarded idea of importing recycling machines, the team pivoted to address a significant gap in the influencer marketing industry. They envisioned a subscription-based software-as-a-service platform that streamlines interactions between influencers and businesses, emphasizing secure payment processing, messaging and feedback features. The narrative underscores the intricate connection between influencer marketing and the return on investment for small businesses, recognizing the challenge of decoding tangible financial gains. Ingine’s mission is to unravel this puzzle, optimizing small businesses’ investments in influencer marketing while navigating the complexities of crafting a competitive influencer compensation model. The team’s background, strategic considerations and commitment to fostering sustainable relationships between influencers and businesses serve as a compelling backdrop to Ingine’s entrepreneurial aspirations.

The case can be used in entrepreneurship and entrepreneurial finance. The case can be used in undergrad, master’s, MBA, executive MBA and short executive programs. The complexity of a case can be increased or decreased depending on the level of class, i.e. start, middle or end of the course, and the time allocation, i.e. 90 min.

The purpose of this paper is to empirically evaluate the significant influence of four sustainability dimensions in predicting the residents’ satisfaction with the development of sustainable tourism in the emerging tourism industry of Pakistan.

Augmented reality (AR) adoption has boomed globally in recent years. The prospective of AR to seamlessly integrate digital information into the actual environment has proven to be a challenge for academics and industry, as they endeavor to understand and predict the influence on users' perceptions, adoption intentions and usage. This study investigates the factors affecting consumers’ behavioral intention to adopt AR technology in shopping malls by offering the mobile technology acceptance model (MTAM).

This conceptual framework is based on mobile self-efficacy, rewards, social influence and enjoyment of existing MTAM constructs. A self-administered questionnaire, constructed by measuring questions modified from previous research, elicited 311 usable responses from mobile respondents who had recently used AR technology in shopping malls. This analysis was performed using SmartPLS3.0.

Grounded on the findings of the study, it was found that, aside from factors such as mobile usefulness, ease of use and social influence, the remaining independent variables had the most significant impact on adopting AR technologies. Considering the limitations of this study, the paper concludes by discussing the significant implications and insinuating avenues for future research.

To better investigate mobile AR app adoption in Pakistan’s shopping malls, the researchers modified the newly proposed MTAM model by incorporating mobile self-efficacy theory, social influence, rewards and perceived enjoyment. However, the extended model has not been extensively studied in previous research. This study is the first to examine the variables that affect an individual’s intention to accept mobile AR apps by using a novel extended MTAM.

Edible food packaging provides a solution to the solid waste problem caused by traditional packaging. However, tourists’ readiness to adopt this novel technology is unclear.

An online survey was conducted to examine how motivated consumer innovativeness (CI), environmental awareness, perceived behavioral control, subjective norms and attitudes influence tourists' purchase behaviors in the context of edible food packaging in the tourism industry. The collected data were analyzed using structural equation modeling (SEM) with SmartPLS 3.2.8.

The results of the structural equation analysis indicate that each sub-factor of motivated consumer innovativeness positively influences attitudes. Additionally, attitudes, subjective norms, perceived behavioral control and personal norms were found to significantly impact purchase intentions. Environmental awareness was found to moderate the relationships between (1) perceived behavioral control and purchase intention, (2) subjective norms and purchase intention and (3) attitude and purchase intention. These findings expand the applicability of the diffusion of innovation, planned behavior and environmental awareness theories, offering useful insights for foodservice professionals.

This study emphasizes key implications for the tourism and foodservice industries, as consumers with an innovative attitude and higher environmental awareness are more likely to adopt edible food packaging. Identifying these factors will help stakeholders establish effective strategies for waste reduction through innovative packaging solutions.

This research uniquely investigates tourists' adoption of edible food packaging by integrating theories of innovation diffusion, planned behavior and environmental awareness. It offers novel insights into how various psychological and social factors influence purchase behaviors within the tourism industry.

Generative artificial intelligence (GenAI) is one of the most diffused AI technologies, capable of generating manifold forms of content, including music, text, images and synthetic data. The purpose of this study is to analyze the determinants that affect GenAI acceptance and its outcomes on both the explorative and exploitative forms of innovation.

The study employs a conceptual framework based on the technology-organization-environment (TOE) paradigm. Through Smart-PLS analysis, it examines empirical data retrieved from an online survey where 302 manufacturing companies took part.

It is found that GenAI has the potential to facilitate both exploratory and exploitative innovation, particularly via the moderating effect of environmental dynamism. Hence the adoption of GenAI has potential to improve organizational performance.

The study is the first empirical project to investigate factors that influence manufacturing firms' adoption of GenAI. As the first project to have integrated the TOE paradigm when examining the impact of environmental dynamism on exploratory and exploitative innovation, the study emphasizes the double innovation potential of GenAI in organizational performance improvement.

The purpose of this study investigate the antecedents the adoption of tour itineraries from smart travel apps. Travelers are progressively expanding their smart travel planning applications to organize their trip-related activities. With the help of these apps, users achieve their favorite tour itineraries and choose their preferred destinations.

This study aimed to examine the results of smart tour itineraries on travelers and elucidate the motivations for their continual use and why travel experts are increasingly using smart tour itineraries. Innovation resistance and experiential consumption theories were used in this study. SmartPLS 3.2.8 was used to consider 682 valid samples using structural equation modeling (SEM).

This analysis identified the following crucial factors: usage, value, risk and traditional barriers. Moreover, utilitarian and hedonic values significantly affected barriers. Finally, theoretical and practical suggestions are presented along with future research directions.

This study encompasses the tender of innovation resistance theory to travel itineraries by integrating experiential consumption theory in the context of smart tourism apps.

As smart technologies rapidly permeate the hospitality industry, understanding their impact on guest experiences is crucial. Existing research often treats smart technology as a peripheral factor, without fully exploring the essence of “smartness.” This study addresses that gap by leveraging the Hedonic Information Systems Acceptance Model (HISAM) to differentiate between the utilitarian and hedonic motivations that influence tourists' intentions to stay in smart hotels. Additionally, we introduce technology readiness as a moderating factor, examining how individual traits affect behavior in smart hospitality environments.

Using SmartPLS 3.2.8, we conducted structural equation modeling (SEM) on 311 valid samples to empirically test our hypotheses.

Our results reveal that HISAM factors significantly influence tourists’ intentions to engage with smart hotel services. Notably, the perception of smartness emerges as a key driver of perceived ease of use, usefulness and enjoyment. These insights pave the way for both theoretical advancements and practical applications, with recommendations for future research outlined.

This study not only advances theoretical understanding but also provides actionable insights for the hospitality industry. By identifying the factors that enhance user experience in smart hotels, industry professionals can better meet evolving guest expectations and preferences, thereby improving service quality and customer satisfaction.

This pioneering study is the first to integrate the concept of smartness within the HISAM framework, establishing a robust foundation for future research in the tourism and hospitality sectors. Furthermore, the introduction of technology readiness as a moderating variable offers a fresh perspective on individual differences in the adoption of smart technologies.