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The purpose of this study is to investigate how consumer brand engagement (CBE) promotes brand love and eWOM within the influence of brand interactivity and consumer involvement, especially in the context of the smartphone industry and Chinese social media marketing. This study also examines the important role of brand love and gender in this relationship.

Data from 403 participants who are followers of the smartphone brand’s social media page was collected via an online survey. PLS-SEM was also used for examining the research model.

The findings of this research reveal that the (perceived) brand interactivity, and consumer involvement, are key factors influence CBE. As expected, brand love and consumers’ eWOM intention are significant outcomes of CBE. In particular, the relationship between CBE and consumers’ eWOM intention is mediated by brand love. However, gender did not moderate the proposed relationships.

By integrating social exchange theory and attribution theory, this study deepens the understanding of CBE and brand love by examining the relationship between brand interactivity, consumer involvement, CBE, brand love and eWOM in the context of smartphone and Chinese social media marketing.

Most new media research focuses on behavior as a measure of engagement, while the psychological state of being occupied with its content has received little attention. This study examined news engagement beyond pure action observation by exploring young people’s psychological experiences with the news.

The study carried out a digital native’s survey on 212 people (18–28 years). The focus of the survey was on understanding individuals’ engagement with online news using affective and cognitive components. The authors compared the influence of each type of engagement on youth consumption of and attitudes toward online news.

The results of the hierarchical regression analysis showed that affective engagement can be a stronger predictor of online news consumption than cognitive engagement. While affective engagement significantly predicts positive attitudes toward online news, cognitive engagement had no significant effect.

These findings suggest that “engaging the heart” is more influential than “engaging the mind” in drawing young people to the news in today’s information environment. The study thus contributes to the understanding of the cognitive and emotional focus on news content and their importance in shaping young people’s expectations of online news. The findings from this study could have broader implications for future trends in online news consumption.

The purpose of this study is to propose a research model based on the stimulus-organism-response (S-O-R) model to examine whether media richness (MR), human-system interaction (HSI) and human-human interaction (HHI) as technological feature antecedents to medical professionals’ learning engagement (LE) can affect their learning persistence (LP) in massive open online courses (MOOCs).

Sample data for this study were collected from medical professionals at six university-/medical university-affiliated hospitals in Taiwan. A total of 600 questionnaires were distributed, and 309 (51.5%) usable questionnaires were analyzed using structural equation modeling in this study.

This study certified that medical professionals’ perceived MR, HSI and HHI in MOOCs positively affected their emotional LE, cognitive LE and social LE elicited by MOOCs, which together explained their LP in MOOCs. The results support all proposed hypotheses and the research model accounts for 84.1% of the variance in medical professionals’ LP in MOOCs.

This study uses the S-O-R model as a theoretical base to construct medical professionals’ LP in MOOCs as a series of the psychological process, which is affected by MR and interaction (i.e. HSI and HHI). Noteworthily, three psychological constructs, emotional LE, cognitive LE and social LE, are adopted to represent medical professionals’ organisms of MOOCs adoption. To date, hedonic/utilitarian concepts are more commonly adopted as organisms in prior studies using the S-O-R model and psychological constructs have received lesser attention. Hence, this study enriches the S-O-R model into an invaluable context, and this study’s contribution on the application of capturing psychological constructs for completely explaining three types of technological features as external stimuli to medical professionals’ LP in MOOCs is well-documented.

The primary goal of this research is to examine how corporate social responsibility (CSR) affects customer engagement (CE) and how corporate reputation (CR) serves as a mediator of this relationship.

The data for this paper were gathered from the customers who were actively engaging with the banks. A total of 445 questionnaires were circulated among the respondents, 397 were selected after removing the faulty ones, which estimates around 90% of the total questionnaire distributed. Customers were asked to record their perceptions regarding CSR, CR and CE. The data were collected from both the regions of Jammu and Kashmir simultaneously.

The findings reinforced the hypothesized associations, indicating that CR successfully and positively mediates the association between CSR and CE.

The outcomes of this study will assist top managers in the organization in understanding the significant impact of CSR and CR, as well as how they both positively impact the CE.

This research introduces a fresh dimension by exploring the influence of cognitive biases in shaping the relationship between CSR efforts, reputation-building and customer engagement. Through this innovative approach, the study establishes a more intricate and comprehensive link between theories, shedding light on the underlying mechanisms that drive these dynamics within the realm of corporate behavior and consumer perceptions.

Military values/virtues are a subset of ethical values. The purpose of this study is to examine the effect of military virtues on job performance, either directly, or indirectly through mediation by, loyalty, patience, respect, employee engagement, job performance, military ethics, courage, self-discipline, caring, military virtue, Sri Lanka Air Force (SLAF) employee engagement.

Military virtues were conceptualized as a collective construct, consisting of loyalty, courage, patience, respect, self-discipline and caring. Using a sample of 254 military officers in the SLAF, the authors measured the effect of military virtues on job performance. The first model was a direct measurement of the influence of military virtues on job performance. The second model measured the influence of military virtues on employee engagement, followed by measurement of the influence of employee engagement on job performance. Structural equation modeling was used in data analysis.

Both direct effects and mediated effects of military virtues on job performance were significant. However, the direct effect was stronger, suggesting that military virtues in and of themselves resulted in superior performance, more effectively, than by first increasing employee engagement with the task or the organization.

This may be an initial empirical examination of the effects of military virtues on job performance.

This study investigates how artificial intelligence (AI) chatbots persuade customers to accept their recommendations in the online shopping context.

Drawing on the elaboration likelihood model, this study establishes a research model to reveal the antecedents and internal mechanisms of customers' adoption of AI chatbot recommendations. The authors tested the model with survey data from 530 AI chatbot users.

The results show that in the AI chatbot recommendation adoption process, central and peripheral cues significantly affected a customer's intention to adopt an AI chatbot's recommendation, and a customer's cognitive and emotional trust in the AI chatbot mediated the relationships. Moreover, a customer's mind perception of the AI chatbot, including perceived agency and perceived experience, moderated the central and peripheral paths, respectively.

This study has theoretical and practical implications for AI chatbot designers and provides management insights for practitioners to enhance a customer's intention to adopt an AI chatbot's recommendation.

1. The study investigates customers' adoption of AI chatbots' recommendation.

2. The authors develop research model based on ELM theory to reveal central and peripheral cues and paths.

3. The central and peripheral cues are generalized according to cooperative principle theory.

4. Central cues include recommendation reliability and accuracy, and peripheral cues include human-like empathy and recommendation choice.

5. Central and peripheral cues affect customers' adoption to recommendation through trust in AI.

6. Customers' mind perception positively moderates the central and peripheral paths.

The study investigates customers' adoption of AI chatbots' recommendation.

The authors develop research model based on ELM theory to reveal central and peripheral cues and paths.

The central and peripheral cues are generalized according to cooperative principle theory.

Central cues include recommendation reliability and accuracy, and peripheral cues include human-like empathy and recommendation choice.

Central and peripheral cues affect customers' adoption to recommendation through trust in AI.

Customers' mind perception positively moderates the central and peripheral paths.

The purpose of this study is to propose a research model based on the stimulus-organism-response (S-O-R) model to explore whether gamification and personalization as environmental stimuli to learners’ learning engagement (LE) can affect their learning persistence (LP) in massive open online courses (MOOCs) and, in turn, their learning outcomes in MOOCs.

Sample data for this study were collected from learners who had experience in taking gamified MOOCs provided by the MOOCs platform launched by a well-known university in Taiwan, and 331 usable questionnaires were analyzed using structural equation modeling.

This study demonstrated that learners’ perceived gamification and personalization in MOOCs positively influenced their cognitive LE and emotional LE elicited by MOOCs, which jointly explained their LP in MOOCs and, in turn, enhanced their learning outcomes. The results support all proposed hypotheses and the research model, respectively, explaining 82.3% and 65.1% of the variance in learners’ LP in MOOCs and learning outcomes.

This study uses the S-O-R model as a theoretical base to construct learners’ learning outcomes in MOOCs as a series of the psychological process, which is influenced by gamification and personalization. Noteworthily, while the S-O-R model has been extensively used in prior studies, there is a dearth of evidence on the antecedents of learners’ learning outcomes in the context of MOOCs, which is very scarce in the S-O-R view. Hence, this study enriches the research for MOOCs adoption and learning outcomes into an invaluable context.

The purpose of this paper is to analyse the relationship between the motivation and satisfaction of visitors, both tourists and residents, of a sacred urban complex located in Santa Catarina, Brazil.

This descriptive research uses quantitative and survey methods to collect the data. The sample of this study consists of 400 visitors, comprising tourists and residents who were in Vale das Graças, Santa Catarina, Brazil, between August and September 2019. Descriptive statistics and linear regression analysis were used to analyse the data.

The results of this study showed people who visit the site for reasons of religious belief, cultural pleasure and mental relaxation feel satisfied and emotionally touched by the religious atmosphere. It was also perceived that all dimensions of satisfaction significantly influenced the motivation to visit the Vale da Graça; that is, tourists and residents tend to feel more motivated to visit the Sacred Complex when they are satisfied with the contact with faith provoked by the visit.

This research provides theoretical and managerial contributions. Initially, this study contributes to research related to urban religious tourism and the perception of residents and tourists (visitors) in relation to a sacred complex. In general, this research on the subject investigated only the tourist's perspective. In addition, this study also brings management contributions for the destination administrators by understanding the behaviour of visitors to religious tourist sites located in the urban area of municipalities and giving their opinions on the satisfaction and motivation of aspects related to religious contact to visit such sites, thus helping in the management process of the attraction and surroundings.

The proliferation of digital communication on social media provides new opportunities for businesses to take advantage of Internet memes to boost customer engagement. Academic literature on digital communications mostly focuses on popular forms such as selfies, branded posts, and branded emoticons. Less attention has been paid to brand memes and their implications for brand management. Based on the cue utilization theory, this research aims to investigate the informational cues of brand memes foster brand partnerships.

The structural equation modeling and importance-performance matrix analysis were used to empirically validate the research hypotheses with 595 respondents to an online survey.

Three informational cues of brand memes (i.e. comprehensibility, novelty, and meme-brand congruity) stimulated consumers' attitudes, which in turn impacted consumer-brand relationships. Another brand meme informational cue, sarcasm, negatively moderated the relationships between the three informational cues and consumer-brand relationships.

Our findings indicate that a brand can engage consumers in conversations on social media and foster long-term consumer-brand relationships through brand memes.

This paper empirically aims to investigate the mediating role of leader knowledge-sharing behaviour (LKSB) in the relationship between humble leadership (HL) and work engagement (WE).

The responses of 321 employees in hospitality organisations in Jordan were collected via an online survey. The study data was then analysed using structural equation modelling.

The study found that leaders showing humble behaviour were able to share knowledge that ultimately improved employees’ work engagement; thus, confirming that leaders sharing knowledge behaviour mediates the relationship between HL and all three dimensions of work engagement.

This study delves into and sheds further light on HL theory by proposing that LKSB serves as a motivational basis for the relationship between HL and employees’ work engagement. By bolstering the mediating mechanism of LKSB, the findings provide new, deeper insights into the influence of HL on all three dimensions of work engagement.