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“The world needs science, science needs women” is the message given by UNESCO in the program for the development of women in science” (UNESCO, 2017). In Vietnam, women’s participation and achievements in scientific research is considered a great and important resource for industrialization and modernization. Even so, are there gender differences in scientific achievement in the social science research institutes in Vietnam? What factors influence the scientific achievement of female social researchers? The answers will be based on data from a 2017 survey with a sample of 756 researchers, of which 77.6% were female. The survey was conducted by the Vietnam Academy of Social Sciences, a leading, ministry-level national center for the social sciences in Vietnam. This chapter analyzed the scientific achievements of researchers through their position as principal investigators of research projects and their publications, and factors that may impact this. Bivariate and multivariate analyses of factors that may affect the scientific achievement of researchers found that gender differences in academic achievement in the social sciences in Vietnam was still prevalent. Female researchers’ scientific achievements were lower than those of their male counterparts. The contribution to science of Vietnamese female researchers was limited by many different factors; the most important were the academic rank of the researchers and gender stereotype that considered housework the responsibility of women.

This study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.

The authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.

The results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.

Online brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

This study aims to explore the loyalty intent of prepaid (contract-free) customers in a market where disloyalty is prevalent and the market has low switching costs.

A quota, non-probability sampling technique was applied, resulting in the completion of 220 self-administered questionnaires that were used for data analysis. Confirmatory factor analysis and a structural equation model were applied to determine model fit and test the formulated hypotheses for this study.

The strength of the satisfaction–loyalty relationship is found to be influenced by three specific satisfaction antecedents, strengthened by the mediating role of customer delight and impacted by switching costs.

The findings of this study may guide mobile service providers in their initiatives to secure satisfaction and loyalty in a market context where switching costs are low and the market is described as disloyal.

This study investigates the well-researched relationship between satisfaction and loyalty and the antecedents of customer satisfaction to determine which of these variables should be the focus in a challenging market where consumers are disloyal and switching costs are low.

This qualitative study explores how trailing spouses form their relationships before and after a crisis such as the COVID-19 pandemic and what patterns can be observed. It explores their significant relationships with friends and extended family, focusing on dynamics and change.

The authors conducted semi-structured interviews with seven trailing spouses in Malaysia: before the pandemic, in the beginning and at the end of the first year of the pandemic. The authors used longitudinal interpretative phenomenological analysis (LIPA).

Being aware of the limits of resources emerged as a key factor in how trailing spouses develop and maintain relationships with friends and extended family. The fact that the pandemic changed the dynamics of their social networks illuminates how crucial these relationships or their absence are in their adjustment and readjustment process. Children play a significant role in these relationships.

Comparative research into the friendships and relationships of different groups of trailing spouses in various locations could capture more specificity of the relationship dynamics.

The explored patterns can promote a better understanding of the relationship dynamics of trailing spouses' networks, which can, in turn, support and facilitate both adjustment and repatriation processes. They can help explain how and what kind of social networks best support trailing spouse transition during a time of crisis or adjustment. These findings could be incorporated into intercultural training programs.

No current study that the authors know of has explored trailing spouses' relationship dynamics in a longitudinal study before and during a crisis.

Understanding customers is critical for service researchers and practitioners. Today, customers are increasingly active online, and valuable information about their opinions, experiences and behaviors can be retrieved from a variety of online platforms. Online customer information creates new opportunities to design personalized and high-quality service. This paper aims to review how netnography as a method can help service researchers and practitioners to better use such data.

A systematic review and analysis were conducted on 321 netnography studies published in marketing journals between 1997 and 2017.

The systematic review reveals that netnography has been applied in a variety of ways across different marketing fields and topics. Based on the analysis of existing netnography literature, empirical, theoretical and methodological recommendations for future netnographic service research are presented.

This paper shows how netnography can offer service researchers unprecedented opportunities to access naturalistic online data about customers and, hence, why it is an important method for future service research.

Netnographic research can help service firms with, for example, service innovation, advertising and environmental scanning. This paper provides guidelines for service managers who want to use netnography as a market research tool.

Netnography has seen limited use in service research despite many promising applications in this field. This paper is the first to encourage and support service researchers in their use of the method and aims to stimulate interesting future netnographic service research.

Tourism is one of the most notable features of the contemporary globalised world. The tourism industry is becoming increasingly vital to the economy of many developing and developed countries around the globe. The demand of the tourism industry has posed a challenge for tourism training providers to move towards a more responsive and internationalised curriculum to enhance work readiness for tourism graduates who are expected to work with an increased number of international tourists. The purpose of this paper is analyse whether and how internationalisation has been implemented in the tourism training programmes across six institutions in Vietnam.

The research deployed case studies as research strategy with interviews and document analysis as two instruments of data collection.

The major findings show that even though the tourism industry demands graduates to possess global competency, knowledge and skills, the curriculum does not prioritise the internationalisation dimensions and the faculty members are not facilitated to be internationally active in their roles. Overall, internationalisation is still fragmented and ad hoc in these institutions even though the private institutions in this research appear to be more responsive to the trend of internationalisation in education than their public counterparts.

The paper provides recommendations on how to effectively embed internationalisation components into local tourism training programs in Vietnam.

The research bridges the gap in the literature on internationalisation of the local tourism programme in non-English-speaking countries.

This research work aims to arise from developing new communication channels for customer service in micro, small and medium enterprises (MSMEs), such as chatbots. In particular, the results of the usability testing of three chatbots implemented in MSMEs are presented.

The methodology employed includes participants, chatbot development platform, research methodology, software development methodology and usability test to contextualize the study's results.

Based on the results obtained from the System Usability Scale (SUS) and considering the accuracy of the chatbot's responses, it is concluded that the level of satisfaction in using chatbots is high; therefore, if the chatbot is well integrated with the communication systems/channels of the MSMEs, the client receives an excellent, fast and efficient service.

The paper analyzes chatbots for customer service and presents the usability testing results of three chatbots implemented in MSMEs.

Corporate social responsibility (CSR) activities of companies have been reported to generate favorable consumer attitudes towards the business, which in turn, encourages positive consumer behavior. But the application of this conclusion in the mobile commerce domain remains limited. Drawing on social exchange theory, the authors examined the mediating role of trusting beliefs and satisfaction in the relationship between CSR and purchase intention in mobile commerce.

Using nonprobability convenience sampling, the authors administered a cross-sectional survey with 314 students from Keimyung University in Korea. Initially, SPSS-Amos was utilized to run confirmatory factor analysis. The proposed hypotheses were tested using structural equation modeling.

This study showed that two components of trusting beliefs, namely benevolence and competence, had a positive effect on the association between CSR and the purchase intention on mobile shopping applications. This relationship was partially mediated by trusting beliefs. Further findings demonstrated that the impact of CSR on purchase intention was also partially mediated by satisfaction.

The authors' contribution includes extending the social exchange theory to the mobile commerce setting by establishing mechanisms that explain the ways CSR influences purchase intention in the mobile commerce framework. The authors integrated trusting beliefs and satisfaction in the CRS chain link with purchase intention. Additionally, the authors examined the individual effects of three trusting beliefs components. Based on the results, the authors proposed suggestions for the mobile shopping application business on the methods they can implement to boost the outcomes of their CSR activities.

:過去的研究結果、均顯示公司的企業社會責任行為會產生對公司良好的消費者態度,而這消費者態度,則進而促進積極的消費行為; 唯這結論的應用、在移動商務的領域內仍是有限的。我們利用社會交換理論、探討了信任的信念和滿意在移動商務裡的企業社會責任與購買意圖之間的關係上的中介角色。

:透過使用非機率便利抽樣的研究法,我們對來自南韓啟明大學314名學生進行了一個橫向調查研究。最初,我們使用結構方程模型 (SPSS-AMOS) 來進行驗證性因素分析。又用結構方程模型 (SEM) 來為提出的假設進行測試。

:研究結果顯示,信任的信念的兩個組成部分,即仁愛和能力,均於移動購物應用上對企業社會責任與購買意圖之間的關聯有積極正面的影響。這關聯部分上為信任的信念所調節。研究結果更表明了企業社會責任對購買意圖的影響、亦是部分上為滿意所調節的。

:本研究的貢獻、包括藉著建立一個可解釋企業社會責任、如何在移動商務的框架裡影響購買意圖的機制,去把社會交換理論擴展至移動商務的環境。我們在企業社會責任與購買意圖一連串的關聯裡、融入了信任的信念和滿意。而且,我們探討了三個信任的信念的組成部分各自所帶來的影響。我們根據研究的結果,為移動購物應用之商業機構,建議有效的方法,去增強其企業社會責任行為的效果。