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As volunteering research in nonprofit organizations is growing significantly, the purpose of this paper is to examine the effects of volunteering drivers and work engagement on volunteer continuation will.

Building on empirical and theoretical perspectives, the authors hypothesized that work engagement mediates the relationship between volunteering drivers and volunteer continuation will. To verify our hypotheses, we examined data collected from 372 active volunteers from Palestinian nonprofit organizations. The authors conducted structural equations modeling (SEM) analyses using the AMOS 24 platform to investigate direct and indirect effects.

The results of the study show that work engagement is a significant predictor of volunteer continuation will; mediates the relationship between career driver of volunteering and volunteer continuation will; and mediates the relationship between the protective driver of volunteering and volunteer continuation will.

The research design limits establishing cause and effect relationships among the examined variables.

The results of the current study may be of use for nonprofit organizations managers formulating effective recruitment and training policies to retain their volunteers.

The paper contributes to the limited empirical body of the volunteering research. The study is novel as it is one of the few studies conducted using data coming from a non-western context.

The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research.

The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data.

Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention.

Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies.

This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.

The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia.

The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares.

The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia.

Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies.

This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

Based on the theory of customer citizenship behavior (CCB), the purpose of this paper is to explore the antecedents and consequences of investor citizenship behavior in the field of crowdfunding and have an in-depth study of the interaction effect between investors’ perceptions of novelty and investors’ motivations.

Based on the CCB theory and self-determination theory, the authors develop hypotheses and collect questionnaire data (a sample of 226 crowdfunding investors) from crowdfunding websites to test models and get conclusions by SPSS and smartPLS 2.0.

The results indicate that internal and external motivations significantly influence investors’ citizenship behavior, which further affects investors’ stickiness intentions. Furthermore, results show that investors’ perceptions of novelty moderate the relationships between internal/external motivations and citizenship behaviors.

This paper offers an in-depth explanation of the citizenship behaviors in crowdfunding, which could be an example for studying the motivations of investors’ citizenship behaviors and could also serve as a starting point to introduce the stickiness intention theory of e-commerce and virtual community into crowdfunding area. In addition, this study also made an empirical analysis of how the perceived project novelty affects the relationships between investors’ motivations and citizenship behaviors.

The purpose of this study is to study the impact of relationship marketing orientation (RMO) and relationship quality on customers' commitment and pro-marketer behavior (positive word of mouth and external attribution) after negative brand publicity by using the combined lens of relationship marketing theory and the theory of cognitive dissonance.

A survey was conducted among banking customers in India using an online questionnaire. Data were analyzed using structural equation modeling and the bootstrapping procedure using the SPSS process macro.

Contrary to conventional wisdom, findings of this study suggest that RMO and relationship quality are positively correlated to commitment even after negative publicity. The path between RMO, relationship quality and pro-provider behavior is found to be mediated by commitment. This indirect path is moderated by customers' cognitive dissonance arising out of the negative publicity.

The study establishes the combined roles of RMO and relationship quality in pre-empting the detrimental effects of negative brand publicity. Further, it establishes interactions of cognitive dissonance with these relationship variables, thereby bringing together literature from relationship marketing theory and cognitive dissonance theory.

Millions of dollars are being spent by over-the-top platform (OTT) providers to produce content for the Indian market. These circumstances highlight the necessity for a solution that attracts and maintains customers, enabling OTT providers to generate revenues and profits. This study explores the underlying gratifications (e.g. informative; connectivity) obtained from over-the-top platform (OTT) attributes (e.g. global content; regional and cultural content) through consequences (e.g. create awareness; related to reality).

Means-end chain theory uncovered gratifications consumers fulfill through the use of OTT platforms. The laddering technique explores the linkage among attributes, consequences and gratifications that influence OTT platforms' consumers' consumption patterns. In total, 27 interviews were conducted in India, and participants responded to questions regarding attributes of OTT platforms, consequences and gratifications in a one-on-one interview procedure. Hierarchical value maps were built to better understand customer selection of OTT platforms based on the replies.

The results suggested that six attributes of OTT platforms (for ex-global content; regional and rural content; rating before watching) were associated with the four consequences (for ex-create awareness; related to reality; saves time), which were associated with four gratifications, which are informativeness, connectivity, social enhancement and productivity.

The prospective function of OTT services in the entertainment and media business has grabbed consumer attention. However, limited literature focuses on identifying gratifications consumers gain from OTT attributes. Through these findings, managers and practitioners can gain insights regarding strategies to increase OTT adoption and help develop a loyal consumer base.

Technology has emerged as a leading tool to address concerns regarding climate change in the recent era. As a result, the green mobile application – Ant Forest – was developed, and it has considerable potential to reduce negative environmental impacts by encouraging its users to become involved in eco-friendly activities. Ant Forest is a novel unexplored green mobile gaming phenomenon. To address this gap, this study explores the influence of user experience (cognitive experience and affective experience), personal attributes (affection and altruism) and motivational factors in game play (reward for activities and self-promotion) on the continuation intention toward Ant Forest.

The authors assessed the data using partial least squares structural equation modeling (PLS-SEM) for understanding users' continuation intention toward Ant Forest.

Through a survey of 337 Ant Forest users, the results reveal that cognitive and affective experiences substantially affect Ant Forest continuation intention. Personal attributes and motivational factors also stimulate users to continue using Ant Forest.

The authors build and confirm a conceptual framework to understand users' continuation intention toward a novel unexplored Ant Forest phenomenon.

The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media brand community. Moreover, the study also investigates the differences in the influence of the investigated constructs and users’ various activity levels.

This study utilized the consumption value theory framework for testing the relationship between different measures. An empirical analysis of the consumption values of 577 users in an online social media brand community was accomplished using structural equation modeling.

The study findings revealed that emotional and social values exert partial influence in predicting users’ intention to continue using online social media brand communities. In particular, social enhancement and playfulness predict users’ continuation intentions. Moreover, the results show that the influence of the investigated constructs (except playfulness) is consistent across users with various activity levels in online social media brand communities.

These findings pave the way for further theoretical and practical considerations of the role of consumption values in resolving challenges of user participation and retention. However, there are still some open gaps concerning the generalizability of the findings as well as other factors that could potentially influence the user intentions. Future studies should validate the findings by recruiting diverse users in terms of their age and cultural background.

The study findings are of special relevance for the service operators interested in practicing user-centric innovation. Moreover, the findings can help online social media brand community managers to kick start user-centric innovation activities in their community.

The study provides a novel perspective on the challenges of assessing users’ consumption behavior. The perceived values have been conceptualized using the constructs of social influence, problem solving, playfulness, social enhancement, and social interaction.

Many developing countries, including India, are committed to curbing black money from the economy. Therefore, these countries are focusing on a transparent online transaction facility. M-wallets are one online option facilitated by various companies using a mobile application. The purpose of this paper is to investigate the impact of perceived usefulness, perceived security, perceived ease of use, trust, grievance redressal and satisfaction on young users’ intention to continually use M-wallet in India.

A research framework based on the expectation–confirmation theory has been formulated and tested empirically using data from M-wallets young users in India using structural equation modeling.

The analysis reveals that perceived usefulness and perceived ease of use significantly affect user satisfaction and intention to continually use M-wallets. The effect of perceived security on user satisfaction is significant, and grievance redressal mediates the effect of perceived security on intention to continually use M-wallets.

The outcome of the research will help M-wallet service providers and policy makers in planning the service and increasing customer’ continuance intention.

The uniqueness of this research is that it adds two important constructs for mobile payment systems (grievance redressal and perceived security) that were missing in the earlier model proposed by Zhou (2013). The addition of the two constructs helped in formulating a better model.

Researchers have studied processes of improving road traffic-safety culture by explicitly evaluating the socio-psychological phenomenon of traffic-risk. The implicit traffic-system cues play an important role in explaining urban traffic-culture. This paper aims to ascertain an interpretive framework of the alternative processes of road traffic safety culture is antecedent to promote traffic-safety behaviour in Indian urban context. Subsequently, the authors discussed the reasons for those relationships exists.

Four experts of the urban traffic-safety domain participated in total interpretive structural modelling (TISM) study by completing an interpretive consensus-driven questionnaire. The drafted interpretive model was evaluated for road users proactive action orientation about the traffic-safety decision.

The evolved directed graph (digraph) of the culture of urban traffic-safety management was a serial three-mediator model. The model argued: In the presence of traffic-risk cues, people may become apprised to safety goals that initiate traffic-safety action. Consequently, expectancy-value evaluation motivates the continuation of traffic-safety intention that may lead to the implementation of adaptation plan (volitional control), thus habituating road users to traffic-safety management choice.

The modellers of traffic psychology may empirically estimate and test for the quality criteria to ascertain the applicability of the proposed mechanism of urban traffic-safety culture. The decision-makers should note the importance of arousal of emotions regarding traffic-risk, reduce the impact of maladaptive motivations and recursively improve control over safety actions for promoting safety interventions.

The authors attempted to induce an interpretive model of urban traffic-safety culture that might augment extant discussion regarding how and why people behave in an urban traffic system.