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This study assesses how the transactive memory systems (TMS) framework extends to cross-organizational ties. This research also treats TMS dimensions (i.e. knowledge specialization, coordination and trust) as distinct variables, each with unique contributions toward innovation.

This study used a survey to collect data. Out of the 140 Fintech firms registered with OJK in Indonesia in 2021, 101 firms responded to the invitation to participate in the survey. Structural equation modeling was used to analyze the data.

The authors find evidence that collaborating with partners displaying high knowledge specialization leads to radical innovation, while low knowledge specialization collaborations lead to incremental innovation. Both relationships are moderated by the level of coordination and trust between collaborating partners, underlining the impact of TMS on the cross-organizational collaboration aspect. Finally, while incremental innovation leads to higher performance, radical innovation does not enhance performance in the short term.

This study explains how Fintech peer-to-peer lending firms' proficiency in pursuing innovation depends on their liaison with the collaborative partners.

Consumers are increasingly spending more time on social media platforms to cope with anxiety and loneliness resulting from the recent pandemic. The extraordinary times, characterised by isolation and lockdown, has placed increasing dependence on online technology as a coping mechanism in which social media influencers (SMIs) served as the human face of brands, helping both consumers and brands maintain human connection. How should practitioners navigate their social media campaigns in this changing environment?

To answer this question, the Source Connectedness Pyramid is proposed to help explain and compare the interactions between consumers and SMIs in ordinary and extraordinary times.

In their interactions with influencers during ordinary times, consumers are satiated with influencer source characteristics of attractiveness, trustworthiness and expertise. However, during extraordinary times, consumers substitute their usual preference to focus on connectedness, characterised by relatedness, belongingness and attachment.

The empirical study within this paper lends support to this proposition and offers additional insights. The proposed Source Connectedness Pyramid contributes to influencer communication theoretically and has strategic implications for practitioners when navigating their social media campaigns in these extraordinary times.

This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India.

A self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0.

The findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM.

The findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.

Fashion brands are one of the strongest means of expressing consumers identity. This study explores and empirically validates the concepts of brand love and hate for masstige fashion brands from the purview of emerging markets. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. The model is complemented by the impact of environmental and society’s well-being.

Empirical evidence was obtained through an online survey in India. Total of 222 complete responses were used to test hypotheses by fitting a model with the partial least squares algorithm.

Fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fuelled by environmental and societal well-being concerns, expected social gains and uniqueness. Theoretical contribution is threefold: First, the relevance of social and environmental consequences reflecting consumers’ accepted responsibility for their masstige consumption is introduced. Second, the study deciphers the emotions related to masstige brand love and brand hate for emerging market’s affluent middle-class. Third, empirical results contribute to the ongoing discussion on whether brand hate and love are two distinct concepts or collapse to be two extremes of one and the same continuum.

Middle-class consumers in India are strict in their avoidance and rejection of the lower classes’ preferred fashion brands. Targeting must consider the social classes hierarchy. Marketing-mix design, particularly prices and distribution networks, need to enable a distinction between the social classes.

Masstige fashion brand love and hate turn out to be two distinct constructs that co-exist rather than being two extremes of one and the same dimension.

Indian middle-class consumers satisfy their need of environmental and social caretaking by avoidance and brand hate but continue to choose masstige brands to demonstrate social status and are not modernizing their traditional accumulative materialism.

Triggered by the extensive use of social media brand communities (SMBCs) in interactive marketing, this article aims to explore how brand connectedness (BC) affects consumer engagement behavior (CEB) in SMBCs.

The research model was verified with the partial least squares structural equation modeling applied to the actual data collected from the web crawling largest microblogging platform in China (Sina Weibo).

Results indicate that BC may positively influence consumer emotions (CEs), eventually leading to engagement behavior in SMBCs. In addition, gender and duration of membership act as vital moderators in the model. One of the most interesting findings is the differences between posting and commenting, although both are CEBs. BC has a more significant effect on commenting than posting, and the mediating effect of CEs between BC and posting behavior is not significant.

This research contributes to the literature on interactive marketing by examining BC in the context of SMBCs, which is under-researched in the literature but is highly pertinent to social media contexts. Moreover, we measure BC through social network analysis for the first time, which not only supports the empirical work but also expands the social network theory and social capital theory. This research also extends the body of knowledge on consumer engagement by investigating the differences between posting and commenting behaviors.