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This study investigates the impact of universities' social marketing initiatives on students’ development of personal (altruistic, biospheric and egoistic) and social values, leading to their pro-environmental behaviors.

This study applies quantitative deductive research. This study examined the value-belief-norms (VBN) theory, adding social values to the framework. This study took place in Egypt from January 2023 to March 2023. The population of focus was college students (whether at public or private universities). Students were requested to fill out the questionnaire by scanning a quick-response (QR) code, which linked to a Google Form. After data collection, 410 questionnaires were analyzed using statistical package for social science.

This study developed empirical evidence that clarifies that social marketing initiatives done by universities have the power to develop students’ personal and social values. Values trigger behavior change. Social values lead to students’ pro-environmental behaviors; personal egoistic values lead to students’ pro-environmental behaviors; personal biospheric values lead to students’ pro-environmental behaviors and personal altruistic values does not lead to students’ pro-environmental behaviors.

This study offers firsthand insight in understanding how social marketing is an effective tool to develop students’ values that are needed to inspire the right behaviors to preserve and protect the environment. This study builds upon the VBN theory, explaining the significant underlying environmental values that should be developed through universities’ non-academic initiatives (such as marketing activities) to inform behaviors needed to better the community, such as pro-environmental behaviors.

This paper aims to identify the values antecedents of women’s social entrepreneurship. It explores where and how these values emerge and how they underpin the perceived desirability and feasibility of social venture creation.

Values development across the life-course is interrogated through retrospective sense-making by thirty UK-based women social entrepreneurs.

The findings express values related to empathy, social justice and action-taking, developed, consolidated and challenged in a variety of experiential domains over time. The cumulative effects of these processes result in the perceived desirability and feasibility of social entrepreneurial venture creation as a means of effecting social change and achieving coherence between personal values and paid work, prompting social entrepreneurial action-taking.

This paper offers novel, contextualised insights into the role that personal values play as antecedents to social entrepreneurship. It contributes to the sparse literature focussed on both women’s experiences of social entrepreneurship generally, and on their personal values specifically.

The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.

This study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.

The findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.

This original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.

Social media has the potential to enable exchange of diverse opinions, foster dialogue on important social issues and exert positive influence on stakeholders and society. However, evidence is contradictory as to whether this is the case; it is possible that millennials' behaviors on social media are mainly driven by conservation (conformity and safety) or self-enhancement (power and achievement). In this research, the authors examine the extent to which different human values (self-transcendence, conservation, self-enhancement and openness to change) influence millennials' activities and behaviors on social media.

The authors conduct three separate surveys on Facebook, Twitter and Instagram with 491 millennials (18–34 years of age) in the USA, examining the influence of four higher-order values of the Schwartz human values model (open self-transcendence, conservation, self-enhancement and openness to change) on specific social media activities (consumption, self-focused and sharing nonpersonal content activities).

First, the authors find that for millennial users, human values significantly influence social media activities. Second, conservation values, followed by self-enhancement values, overshadow the expression of open self-transcendence values on social media. Thus, social media platforms may function more as agents of conservation and self-enhancement than agents of personal growth.

This is among the first studies to examine the influence of human values on social media and to find that human values such as conservation and self-enhancement have a strong influence on users' social media activities, while open self-transcendence values, which lead to expansion and growth, do not find genuine expression on social media.

This study aims to examine the factors (Stimuli) enhancing perceived utilitarian, social and conditional values (Organisms) of social commerce (s-commerce) platforms and their impact on small and medium enterprises’ (SMEs’) behavioral intention (Response) to adopt s-commerce.

Survey data were gathered from 304 Indian SMEs using s-commerce platforms. Data were analyzed using SmartPLS 3 software.

The results indicated that perceived values significantly impact SMEs’ behavioral intention to adopt s-commerce. Among conditional, utilitarian and social values, the conditional value of s-commerce sites was found to be the strongest motivator for SMEs to adopt s-commerce.

This research contributes to the growing literature on s-commerce, explaining how perceived value influences the decision of SMEs to adopt s-commerce platforms.

Among the significant influencers, perceived usefulness and perceived reputation were found to be the most effective triggers that stimulate perceived values of s-commerce sites. The findings draw due attention from policymakers toward environmental cues such as the legal and regulatory environment, which are instrumental in creating the most important perceived value for SMEs, i.e. conditional value.

By employing the inputs from the theory of consumption values and the Stimulus-Organism-Response framework, this original study looked beyond the technology factors and examined the role of perceived values of s-commerce platforms in shaping SMEs’ behavioral intention to adopt.

While travelling, tourists like to use mobile technology to share their travel experiences. This study aims to understand how the social value gained by tourists from sharing a travel experience with mobile technology affects their satisfaction with the travel experience through onsite mobile sharing behaviour.

A second-order hierarchical model is constructed to examine the moderated mediating role of onsite mobile sharing behaviour in improving tourists’ travel satisfaction. Through systematic sampling, 304 responses were collected at ten attraction points in Guangzhou and Shenzhen, China.

The results show that, compared with self-centred values (self-presentation and self-identification), other-centred values (building social connection and reciprocity) contribute more to forming social values of sharing. In addition, onsite mobile sharing behaviour partially mediates and moderates the effect of social values on travel satisfaction.

This study applies the social capital theory to identify the value gained by sharing travel experiences and empirically evaluates the impact of these values on the overall value of sharing travel experiences. This study also contributes to tourism research by examining the moderated mediating role of onsite mobile sharing behaviour in improving travel satisfaction. This study helps destination marketing to make strategies to motivate tourists to use mobile technology to share their travel experiences while travelling.

While customer perceived augmented reality (AR) values have generally enhanced customer experience, AR value would be appreciated the most by a consumer segment that remains unexplored. Drawing from human value orientation theory and consumption value theory, this research proposes a new model analysing the effects of human value orientation (openness to change, conservation, self-transcendence, and self-enhancement) on perceived AR values (playful, social, visual appeal, usability) and subsequently the effects on customer satisfaction.

:The authors employed a two-step online data collection. The first step was to identify those who had used retailers' AR applications, who were then invited to participate in the full survey in the second step. A sample of 253 AR technology users' data was analysed using partial least square and structural equation modelling.

The results reveal that each human value orientation is associated with its unique perceived AR values and that various perceived AR values influence customer satisfaction differently.

This study shows the pivotal role human value orientation plays in influencing customer perceived AR values and their impacts on customer satisfaction. The findings offer key implications for digital marketing segmentation.

The aim of this paper is to propose a basis upon which accounting reporting can be developed to reflect real values and the real economy. It aims to address the environmental considerations discussed in the UN debate (Bebbington and Unerman, 2020) and the concern for a “better life-world”, which is the theme of this special issue.

Addressing the task involves the application of the philosophy of pragmatic constructivism (which explains how people can relate to their reality in ways that lead to successful action) and the philosophical concept of the “good life” (which establishes the values to be pursued through action and so defines action success). Also, it outlines the necessary characteristics of measurement frameworks if they are to be effective in the development and control of human practices to achieve desired values.

This paper proposes a conceptual framework for guiding the measurement of how a sustainable good life has improved and/or deteriorated as a result of organisational activities. It outlines a system of concepts on basic and instrumental values for analysing the condition of maintaining a sustainable good life in real terms. This is related to the financial results and societal regulations to analyse and adjust controls according to the real economic goals. Also, it provides a system of value measurands to produce valid information about the development of a sustainable good life. The measurand makes accounting reporting reflect the conditions of the good life that constitute the real economy instead of merely the financial economy driven by shareholder capitalism. Providing tools to analyse whether the existing practices of business and social regulations promote or counteract the real economic goals of producing a sustainable good life means the measurement system proposed makes the invisible hand of the market visible.

The mechanism proposed to enable accounting reporting to reflect real values and the real economy is a new conceptual framework that will allow accounting to more fully realise its potential to contribute to a “better world”. In aiming to serve a sustainable good life, accounting reporting will inherently foster ethical social practices.

This study aims to ascertain consumption values of Muslim tourists, attitudes, satisfaction and loyalty towards a Muslim-friendly accommodation, which has gained recognition from the Malaysian Government. Subsequently, an overall Muslim-friendly image was examined as a moderating variable within the associated relationship.

A quantitative research design with a purposive sampling technique was chosen through a sample size of 378 people in Malaysia and distributed via social media. The respondents were selected based on the Muslim-friendly accommodation recognition (MFAR) initiatives, a procedure of accreditation which acknowledges Muslim-friendly accommodation for tourists. To obtain data from those travellers, structured questionnaires were used. SmartPLS was used for data analysis in this study.

The values which were found to have an influence on attitude towards a Muslim-friendly accommodation are related to social, emotional, economic, functional, monetary and epistemic elements. On the other hand, hedonic, conditional, Islamic and altruistic values were found to be insignificant in determining the attitude towards a Muslim-friendly accommodation. Subsequently, an overall Muslim-friendly image was found to moderate the relationship between social, monetary and altruistic values and its link concerning attitude towards the accommodation, while the rest of the relationships were not significant. More importantly, attitude seems to have an impact on satisfaction, as well as its loyalty towards a Muslim-friendly accommodation.

Firstly, it begins with understanding Malaysia, one of the developing countries in Southeast Asia. Secondly, data was collected from participants using a survey method, from purposive sampling which may limit the findings’ generalizability. Thirdly, this study focussed exclusively on the perceived value dimensions associated with Muslim-friendly accommodation, thus, disregarding consumers who may associate with other types of tourism and hospitality elements.

The results provide a fresh insight and a better understanding regarding the consumption values and all of its related components towards customer loyalty of the Muslim-friendly accommodation in Malaysia. In addition, the findings deliver new information and a deeper understanding of relevant values in Malaysia’s Muslim-friendly accommodation, which can be used as a standard guideline by industry practitioners, local and abroad.

This research supports service providers in developing effective brand management strategies for their own businesses. Apparently, this study discovers that emotional values tend to be the most important values in determining attitude towards Muslim-friendly accommodation.

To the best of the authors’ knowledge, this is one of the studies examining the overall perceived Muslim-friendly image within the consumption values that are relevant from an Islamic viewpoint. It provides policymakers, as well as the industry players, some reliable approaches for enhancing Muslim-friendly accommodation.

The primary purpose of this study was to examine the underlying consumer values that drive hotel booking mobile app users to engage more with the app and use the app continuously for hotel booking purposes.

By conducting confirmatory factor analysis (CFA) and structural equation modeling (SEM) on the data collected through the Qualtrics online survey platform from 506 respondents in the United States, the proposed measurements and structural models were tested.

The findings for both Generation Xers and Millennials revealed that hedonic and social values influenced mobile app engagement, which strongly influenced mobile app loyalty. Thus, to enhance customer engagement and indirectly influence mobile app loyalty, the app value delivery should appeal to social and hedonic values. Although the utilitarian values for using apps had a potential direct impact on mobile app loyalty, the mediation analysis showed that mobile app engagement, when connecting consumption values to mobile app loyalty, served as a full mediator for Generation Xers and a partial mediator for Millennials.

This study provides insights into how hotels and online travel agent (OTA) marketing managers may consider augmenting user engagement with hotel booking mobile apps. This study suggests that hoteliers and OTAs should further develop their user experience efforts to enhance the utilitarian features of their mobile app to increase revenue from repeat purchases. Additionally, this study provides implications for enhancing the hedonic and social features of hotel booking mobile apps to appeal to Millennials and Gen Xers.

This study developed and assessed an integrated model to investigate the relationships between consumption values, engagement and loyalty in hotel booking mobile apps. Furthermore, it examined generational cohorts' role in the relationships between these constructs.