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Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.

Purpose: This chapter investigates the moderating impact of personality and demographic factors on the association between work–life balance (WLB) and the well-being (WB) of Ayurveda doctors in Sri Lanka.

Need for the Study: WB is necessary for everyone’s life. Individuals must meet proper WLB between their private and career life scenarios. On the other hand, employee WB and WLB are considered under the sustainable development goals. Hence, it is required to investigate the effect of WLB on WB.

Methodology: This quantitative, cross-sectional study was conducted with minimal researcher interference. The primary data were collected using structured questionnaires from Ayurvedic Doctors in Sri Lanka. The correlation, regression, and hierarchical regression analyses with multivariate assumptions were conducted using SPSS.

Findings: The findings reveal a robust positive association between the WLB and WB, indicating the same association between the WLB and personality. Moreover, there is a strong positive association between personality and WB. The results of the moderator analysis presented that there is a marginal moderator impact from the personality towards the association between WLB and WB.

Practical Implications: Ayurveda Practitioners and policymakers can use the generated knowledge in decision-making. The results of this study can be used as a reference by all industrial practitioners to improve their business practices. They can do this by raising employee WLB to enhance WB, which will help them keep the best employees within the company.

This chapter builds upon the analysis of the last chapter, as fans have to deal with the issues that arise from their team’s financial superiority. Here, we question what happens when that financial superiority is accompanied by significant moral and ethical issues. Recent involvement of state actors in the ownership of English football has been evidencable and occasionally appears clear. Various reflexes and cognitive distancing occur from fandoms when football club ownership engages in practices that, according to the normative models that fans ascribe to their clubs, are mutually exclusive with the values of the fanbase and the club’s history. A common form of fan reflex often takes the form of distancing the players on the pitch from the club’s institutional structures, effectively teasing out the matchday experience from the structures that benefit from the raw emotion it generates. Another reflex is questioning why the fan should surrender their club when a morally, ethically problematic ownership model has acquired it. Here we have perhaps the greatest challenge to the normative model and, rather than negotiating that tension, as often as not the response is to try and ignore it.