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This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.

The data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.

The results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.

Athletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.

The study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.

This paper aims to explore individuals’ economic empowerment and political empowerment association and the moderation role of entrepreneurship development programs on this relationship in the context of post-revolution Tunisia, which is a newer developing democracy.

The study uses a quantitative approach based on econometric modeling. A questionnaire was designed and administrated to a stratified random sample of 343 participants in the Entrepreneurship for the Participation and Inclusion of Vulnerable Youth in Tunisia program, funded by the United Nations Democracy Fund and implemented in rural northwestern Tunisia between 2017 and 2021. A coarsened exact matching method is also applied for robustness analysis.

The analysis shows that when individuals have enhanced economic decision-making agency and are involved in economic networks, they are more likely to demonstrate higher political empowerment. It also shows that expanding rural individuals’ economic opportunities by providing entrepreneurial resources, such as entrepreneurial training and microcredit, strengthens individuals’ economic empowerment and political empowerment association.

The study provides practical implications for policymakers in newer developing democracies. Citizens’ political empowerment and inclusion in rural areas could be promoted by developing entrepreneurship development programs, which could help reinforce the citizens-state relationship and establish more stable social contracts. The research also provides practical implications for the international development community, donor agencies and program designers through duplicating similar programs in other countries with weak central government structures (i.e. post-conflict environments, post-revolution).

The research attempts to contribute to the ongoing debates linking entrepreneurship, economic empowerment and political/citizen empowerment. It focuses on a Middle East and North Africa country, Tunisia, characterized by socioeconomic issues and low civic participation.