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The purpose of the study is to explore the suitability of social media influencers (SMIs) for communicating public health messages via social media platforms. The study identifies key persuasive communication components that influence individuals' attitudes and, subsequently, intentions to follow health-related information shared by SMIs.

Qualitative interviews with healthcare workers and interactions with 332 active social media users via structured online questionnaires were used for data collection. Structural equation modelling was used to analyse responses.

Results indicate that SMIs' credibility, SMI–individual homophily and quality of information shared by the SMI are the significant factors determining individuals' attitudes towards the information received. Furthermore, the individual's attitude significantly impacts their intention to follow information shared by the SMI. The study thus verifies the mediating role of attitude in persuasive communication.

The current study can serve as a foundation for future work to examine the suitability of SMIs for tasks other than marketing.

The study provides insights for planning and implementing SMI-sourced communication in the public health context. The study enhances the understanding of the tested relationships and thereby increases scholars' and practitioners' ability to leverage SMIs for health-related communication.

Whilst SMIs are attracting increasing attention in consumer markets, the study suggests that they can be used in public health communication. Considering the coronavirus disease (COVID-19) situation, the empirical study provides insights into SMIs' role in persuasive public health communication amid a health crisis.

The peer review history for the article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0012

The purpose of this paper is to explore the factors that could contribute towards the enhancement of the tourist experience at the Golden Temple site in Amritsar. The paper also seeks to explore if there is any difference in the above mentioned factors based on the religion and the nationality of the respondents.

The paper uses an exploratory research design. Data were collected using structured questionnaires with open‐ended and close‐ended questions administered to the various tourist groups visiting the Golden Temple.

Significant differences between the factors contributing to the enhancement of the experience of the various tourist groups are expected.

The research findings will help the tourism industry to identify the factors that are important for various groups of tourists. This will help to improve the customer experience and thereby attract more tourists.

The study will add to better understanding of the factors contributing to enhancement of the tourist experience at religious sites.

This paper aims to provide relevant knowledge about entrepreneurship and women’s leadership in the Indian context. More specifically, it unleashes the veiled challenges as well as success stories of select women entrepreneurs of a developing country to bridge the gap between entrepreneurship theory and practice. It aims to provide directions to the policymakers, educationists, society and families in creating a conducive environment that is essential for the success of women entrepreneurs.

With a qualitative case study approach, data were collected from Tamil Nadu, a southern Indian state which has a maximum number of women entrepreneurs. Face-to-face interviews were conducted to explore the supportive as well as challenging dimensions of their entrepreneurial journey.

Content analysis of the interview transcripts indicated that successful entrepreneurs are opportunity-driven and they focus on innovation, service, generation of wealth and employment. Support from family, especially from fathers or husbands, is as important as the entrepreneurial drive, skills and abilities of an entrepreneur. Success for them is being happy, thriving work, having a happy family, having a great work-life balance and the satisfaction to have served society apart from being independent (economically/ financially). Among India’s societal and cultural realities, women have to conquer many hurdles (both implicit and explicit) in their way concerning the societal attitudes toward women stepping out of the home boundaries and traditional gender role expectations. The silver line is societal attitudes are changing, especially in urban India. There are enough support and encouragement from the family, which helps these women pursue their passion and eventually become a successful leader.

The success stories of women will bring a wave of positive developmental change in India by fostering respect for women in a male-dominated society and flashing the importance of women’s entrepreneurship.

This paper provides a new examination of women entrepreneurs that significantly further the debate about the underrepresentation of women in leadership roles, especially in entrepreneurship in an emerging economy context like India. Apart from the deterrents, it aims to highlight the enablers and motivations to choose this unconventional profession.

Although the concept of political party brand personality has received substantial recognition in the political marketing literature, however, no study as yet has contributed in identifying a causal relationship between the party brand personality and voter behaviour. Therefore, this paper aims to address this gap in the academic literature by determining the relationship between the multifaceted advertising-brand personality-satisfaction-loyalty constructs in political context.

The sample for the study consisting of 930 responses was drawn from the major cities of Punjab state in India through multistage stratified random sampling. AMOS-based structural equation modelling was used to test the proposed model.

Results revealed that voters’ attitude towards political advertisements had a significant effect on their satisfaction and loyalty when brand personality had a mediating role in this effect. Additionally, the influence of party brand personality on satisfaction and loyalty of voters was different for the selected four political parties.

The study carries strong implications for the political parties and the political marketers to develop pertinent marketing and communication strategies that are consistent with their personality traits, with an endeavour to enhance the satisfaction and loyalty of voters.

The most imperative discovery of this study is to determine the mediating role of party brand personality on relationship between political advertisements, voter satisfaction and party loyalty. Such a study of an emerging economy contributes significantly to the marketing theory and practice owing to the diversity and fragmentation across India with respect to religion, caste, creed and race of voters.