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Augmented reality (AR) technology presents novel opportunities for marketers to captivate consumers, enhancing their experiences with brands. Although recent research underscores consumers' favorable responses to AR within retail contexts, there remains a paucity of studies examining the specific factors motivating these responses, i.e. reasons for, such as the appeal of entertainment, trendiness, customization, interaction and augmentation quality. Conversely, reasons against AR acceptance, such as perceived lack of realism, skepticism or perceived deception, are also underexplored.

Guided by the behavioral reasoning theory, the current study delves into consumers' personal values and beliefs, their reasons for and reasons against using AR apps and how these factors influence their engagement and relationship performance with AR apps. The data were collected from 343 AR app users to test the developed theoretical framework.

Results reveal that while perceived value compatibility does not influence reasons for using AR apps, it negatively influences reasons against using AR apps and positively influences connectedness to AR apps. Interestingly, openness to change does not significantly influence users’ connection to AR apps, and no association was found between reasons-against and connectedness to AR apps and relationship performance. However, a positive relationship was observed between users’ connectedness to AR apps and their relationship performance.

By offering these insights, this study contributes to a foundational understanding of the behavioral intricacies and dynamic interaction patterns within the rapidly emerging AR user base.

The sharing economy has evolved as a result of the diffusion of information and communication technology and facilitates collaborative consumption and production otherwise known as value co-creation. The present research aims to explore the consumer responses to value co-creation in sharing economy such as satisfaction, brand preference and enduring buyer–platform relationships, amid consumer's CSR concerns.

Drawing on the sharing economy and value co-creation literature and rooted in the stimulus-organism-response framework, an online panel data provider was employed to recruit 393 actual sharing economy consumers from the United States. Empirical analyses are performed using structural equation modeling through Amos, version.27.

Findings confirm that value co-creation intentions contribute to consumers' satisfaction, brand preference and sustainable social relationships in the sharing economy. As expected, heightened concerns of corporate social responsibility (CSR) led to decreased consumer satisfaction with the sharing economy platform.

The study contributes to the digital sharing economy literature by emphasizing the role of CSR perceptions for building long-term relationships (buyer–platform relationships) where value co-creation is crucial.

Consumers may enjoy the information sharing and social support made available when a social media platform is used for pre-purchase research; however, do consumers reevaluate the privacy and security of the platform differently when ordering and payment capabilities are added? As social media systems have evolved into social commerce platforms (SCPs), individuals are often faced with whether to complete a purchase they have been researching or switch to a traditional e-commerce platform to complete the transaction. This research examines consumer trust formation in the SCP channel and how consumer interest and engagement in the channel are maintained and influence consumer decisions to purchase via the SCP.

Based on trust and involvement literature, a research model was conceptualized to capture consumer beliefs about SCP privacy and security and whether the SCP can be trusted, using these inputs into subsequent consumer interest, engagement and decisions on whether to use the SCP for purchasing. The research model was empirically tested using the panel data's structural equation modeling (AMOS) (n = 405). The data showed acceptable reliability and convergent validity, while the original research model provides predictive validity and theory-confirming insights.

Results confirm that consumer perceptions of privacy and security play a crucial role as decision criteria, informing their judgments of whether a new social commerce channel can be trusted enough to conduct purchases. Further, consumer trust supports their interest in the SCP, resulting in enduring and enhanced behavioral use and, to a lesser extent, purchase intent. Still, a majority of this sample declined to purchase using the SCP and rather preferred to transact on tried and trusted traditional e-commerce sites.

This study is among the first to examine trust formation in new SCPs, where consumers are deciding to expand their engagement level from social and informational to commercial.

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.

An online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.

The findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.

The findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.

Energy-saving behavior of individuals is essential to minimize energy use and reduce the emission of toxic gases. This study's actual focus is to find out the determinants of the energy-saving behavior of individuals in the workplace.

As a theoretical research model, the extended theory of planned behavior (TPB) has been used to analyze the determinants of energy-saving intentions. A survey method is used to collect 289 valid data, and structural equation modeling (SEM) is used to analyze the data.

The final result shows that the variables attitude at home, subjective norm (SN) and descriptive norms positively impact intention to save energy at the workplace. In contrast, the construct attitude and perceived behavior control is insignificant in this research. On the other hand, the personal moral norm (PMN) is a powerful predictor of individual energy-saving intentions at the workplace.

This research provides insights that will help the organizations understand the behavior of individuals at the workplace for energy-saving intentions to formulate such policies that will enhance individuals' practice for energy savings.

The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments.

First, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus.

The findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves.

The study does not have an actual measure on consumers’ WTP; instead we use single-item measure.

This study sheds new light on branding strategy. The results suggest that authentic and aspirational branding strategies are relevant to publicly consumed products. Brand managers could incorporate consumers’ temporal focus into branding strategy that could significantly influence consumer preference and WTP for their brands.

This study expands our understanding of brand usage imagery congruity by showing that temporal focus is an important determinant of self-congruence. In this regard, this study empirically investigates the relationship of temporal focus, self-congruence, brand preference, and WTP. It further reveals that mere brand preference does not necessarily lead consumers to pay more for symbolic brands.

Magnetohydrodynamic (MHD) nanoliquid are significant for thermal conductivity enhancement. The examination of heat transfer of crushing time-subordinate liquid flow past isometric surfaces has throughout the decades been a field of consideration for its wide scope of physical necessities: nourishment preparation, pressure, grease setup and hydrodynamic machines. Entropy generation in the squeezing flow of viscous nanomaterial is developed. MHD, Brownian motion and thermophoresis are considered. Porous space between the disks is taken. The analysis is carried out in the presence of radiation and viscous dissipation.

Nonlinear systems are reduced to an ordinary one through similarity variables. The convergent solution is developed by employing the homotopy analysis technique (HAM).

Convergent homotopic solutions are developed for the velocity, temperature and concentration. Entropy generation and Bejan number are explained. Skin friction and Nusselt number and Sherwood number are analyzed. For a higher approximation of porosity, parameter velocity is augmented. Temperature upsurges for larger thermophoresis and Brownian diffusion parameters. Concentration has an increasing effect on thermophoresis and Brownian diffusion parameters. For the rising value of the radiation parameter, both the Bejan number and entropy rate have increasing behaviors.

No such work is yet published in the literature.

The purpose of this study is to provide a nuanced explanation of the linkage between entrepreneurial motivations, job attractiveness and growth of family-owned small and mid-sized enterprises (SMEs) using expectancy and institutional theories.

The data was collected from small family business owners and job seekers in the same companies during interview time using a simple random technique.

The study found that three EMs among small business owners play a pivotal role in family SME business growth in underdeveloped trade regions like China–Pakistan Economic Corridor. These firms are interested in investing in seaport-related commerce, restaurants or hotels and real estate business.

The government, small family business owners, universities and regional youth can use this applied research for their benefits alike.

The study contributes in multiple ways. First, the authors brought a unique context in the emerging economies context of an informal economy like Pakistan. Second, the authors have uniquely tested the moderating role of job attractiveness in the least developed regions. Finally, the authors have integrated family SMEs’ expectancy theory and institutional perspective.

The purpose of this study is to explore the determinants of needle stick injuries (NSIs) suffering in terms of occupational health and safety (OHS) coverage critically for health-care workers’ rights in Pakistan.

This is a qualitative study involving the designing of a questionnaire followed by the World Health Organization’s NSI prevention assessment tool and nationally published reports covering health-care workers’ OHS rights protection. A total of 17 public and private hospitals were surveyed with a two-stage sampling method. Descriptive and inferential statistics (one-way analysis of variance with multiple comparison tests) were applied and significant results were discussed (p = 0.05 & p = 0.01). The results were discussed critically in the context of the OHS rights of health-care workers.

Analysis revealed the following significant relationships: job type and safety behavior; age group of health-care workers and safety management; injection usage per day and safety behavior; past year’s needle sticks injuries cases with safety behavior and occupational exposure; work shift and work experience with safety knowledge, safety awareness and work experience with safety management. It was also found there is no specific OHS law in the country for health-care workers.

This study is limited in terms of sampling size and quantification of NSI burden among health-care workers.

Improved OHS management practices among health-care workers can control NSIs that ultimately ensure their workplace OHS rights. Health-care workers need OHS coverage in terms of awareness about potential workplace hazards and job training accordingly. Findings from extensive studies of a similar kind can give useful policy directions for workplace health management in health-care setup at the national level.

This study highlights the importance of OHS coverage for health-care workers in hospitals. It reports different determinants of NSIs suffering causing health-care worker’s rights violations at the workplace in Pakistan.