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The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact of what branding driver on attachment strength in most effective manner.

The study analysed combined mediating effects as well as specific mediating effects to test the mediating role of brand management aspects.

The study reveals that brand image plays highest mediating role among all aspects of brand management. HEIs need to enhance service quality because brand image carries the highest influence of service quality on attachment strength. Similarly, brand identity carries the highest influence of heritage on attachment strength. Brand meaning carries the highest influence of competence and reputation on attachment strength.

The present study, based on empirical research, has built the framework and mechanism for creating attachment strength utilising the intangible resources of HEIs through brand management. The present study examines how specific intangible resources exhibit varying influences on attachment strength via distinct brand management mediation effects.

The present study provides framework for designing branding strategies to build and channelise necessary intangible resources of branding for nourishing and nurturing attachment strength.

The present study contributes to scarce branding literature in context of HEIs. The study proposes role of HEI branding in developing students' attachment strength with their HEIs.

This study explores the role of both trait-like (i.e. adaptability) and situational (previous small business ownership and rurality) variables, on entrepreneurial identity (EI) through a social identity theory lens.

Path analysis was used on 376 individuals from across the United States who met various criteria and were recruited using Prolific.

Adaptability and previous small business ownership were found to be predictors of EI. Findings also highlight the moderating role of adaptability on the previous small business ownership-EI and rurality-EI links. Notably, highly adaptable individuals who have previously owned businesses tend to hold more of an EI, and those who are less adaptable and live in rural locations also tend to hold less of an EI.

Understanding the conditions under which individuals are likely to hold more of an EI may provide several benefits to organizations and individuals within society, including information that can be used to develop more fine-tuned career counseling and training, risk management strategies, and a more calculated allocation of finite resources.

Despite both personal trait-like (i.e. focus/adaptability) and situational (i.e. rurality and previous small business ownership experience) factors likely playing a crucial role in the formation of individuals' perceptions, previous work has largely ignored their interaction in the development of EI. The authors test a model encompassing trait-like (i.e. focus/adaptability) and situational (rurality, previous small business ownership experience) predictors of EI, along with their interactive effects, and illuminate a more holistic picture of EI's antecedents.

Based on the perspectives of social capital, image motivation and motivation affordances, this paper explores the direct and moderation effects of different kinds of motivations (i.e. relationship-based motivation, community-based motivation and individual-based motivation) on users' continuous knowledge contributions in social question and answer (Q&A) communities.

The authors collect the panel data of 10,193 users from a popular social Q&A community in China. Then, a negative binomial regression model is adopted to analyze the collected data.

The paper demonstrates that social learning, peer recognition and knowledge seeking positively affect users' continuous contribution behaviors. However, the results also show that social exposure has the opposite effect. In addition, self-presentation is found to moderate the influence of social factors on users' continuous use behaviors, while the moderation effect of motivation affordances has no significance.

First, this study develops a comprehensive motivation framework that helps gain deeper insights into the underlying mechanism of knowledge contribution in social Q&A communities. Second, this study conducts panel data analysis to capture the impacts of motivations over time, rather than intentions at a fixed time point. Third, the findings can help operators of social Q&A communities to optimize community norms and incentive mechanisms.

Work-from-home (WFH) gained ground with COVID and will now continue to be a part of India’s future of work. Under WFH information and communication technologies (ICT) media become the primary/sole mode of communication for employees, which holds several implications for employers and employees. Therefore, this study aims to investigate the impact of ICT media characteristics and usage frequency on multiple WFH outcomes. Specifically studied was ICT media’s ability to support synchronicity or coordinated behaviours of individuals working together.

This work examined the effect of ICT media’s synchronicity-supporting ability and usage frequency on WFH employees’ need for competence and relatedness satisfaction, thereby wellbeing and preference to WFH. Data from 301 white-collar employees of varied manufacturing and services organizations of India was analysed via partial least squares structural equation modelling.

Achieving more synchronicity by frequently using ICT media that can better facilitate coordinated behaviours did not directly influence WFH employees’ feeling of belongingness (need for relatedness) or wellbeing. It did, however, positively affect their feeling of effectance (need for competence) and thereby wellbeing. However, unexpectedly, it negatively influenced preference to WFH more often.

This study has uniquely combined media synchronicity and self-determination theories to investigate the implications of a work practice on employee wellbeing and preferences. Also, an extensible media evaluation parameter was created that encompasses the characteristics and usage frequency of a set of ICT media.

This research aims to gain a holistic understanding of how video conferencing (VC) apps' media characteristics influence individuals' perceptions of VC apps and, ultimately, their use and continued use in professional settings.

A conceptual research model is developed by integrating constructs from media synchronicity theory (MST), social presence theory and the unified theory of acceptance and use of technology (UTAUT2) model, as well as ubiquity, technicality and perceived fees. Structural equation modeling (SEM) is used to empirically test the conceptual model using data collected from 252 working professionals from the European Union.

The results reveal that while performance expectancy (PE) and facilitating conditions (FC) are fundamental to VC app use, these factors alone do not explain the use and continuing use of VC apps in the professional context. Media characteristics that include synchronicity, social presence, and ubiquity are equally crucial to professionals using VC apps. It also confirms the moderating effect of convergence on the relationship between synchronicity and PE and the moderating effect of technicality and perceived fees on the relationship between ubiquity and FC.

For researchers, the study offers insights into the extent to which technological and socially derived characteristics of VC apps influence the routine tasks undertaken by professionals in virtual work settings. For practitioners, recommendations pivotal to the use of VC apps are presented to promote higher acceptance and improved well-being of the professional workforce.

In the context of exponential technological advancements in the economy and the role of entrepreneurial ventures in significantly contributing towards social and economic growth, this study aims to examine the influence of learning motivation and personal innovativeness (PI) on students’ entrepreneurship intention. The study gains relevance in the context of students in emerging economies like India, where the digital divide is still on the higher side. The study also seeks to understand the extent to which varying levels of technological self-efficacy moderate the interaction effects of human capital in the aforementioned relationship.

The sample for this study consisted of 330 students from various disciplines, including science, technology and management, who were selected randomly from different universities in India. A self-administered and structured questionnaire was used to obtain responses from the participants. The data were analysed using confirmatory factor analysis (IBM SPSS 23.0), and path analysis was performed using Hayes PROCESS Macro.

The study's results indicated that learning motivation and PI had a significant indirect effect on students’ entrepreneurship intention, mediated through human capital. However, interestingly, the relationships were varyingly influenced by technological self-efficacy as the moderator.

The contemporary student cohort consists of individuals known as “digital natives,” who possess a strong inclination towards digital learning and demonstrate innovative behaviour. The insights gained from this study underscore the crucial role of technological self-efficacy in shaping entrepreneurial intentions, indicating the necessity of incorporating technological training and skill development within international business education curricula. Also, the results of the study emphasize the need for integrating PI into business education programs, as it positively influences the entrepreneurial mindset and potential.

This study is pioneering in conceptualizing and testing a model that provides a more comprehensive understanding of student attitudes and outcomes. This understanding can be used to customize entrepreneurial programs to better meet the needs of students. Entrepreneurship fosters technological innovation and creates employment opportunities, making student venture creations a crucial factor in economic development and sustainability. For educators and university administrators, it is essential to comprehend how to enhance entrepreneurial intentions among students to design a learning environment that facilitates the creation of new ventures as a result of higher education.

Social media has been gaining importance in recent years as an integral part of entrepreneurs’ business and marketing strategies. At the same time, the entrepreneurial use of social media can lead to dark and negative consequences. This aspect has received less attention in the literature so far. The purpose of this study is to advice entrepreneurial practitioners to balance the sides of pros and cons as being an inherent reality to acknowledge the full scenario of business life and the interplay of diverse influences.

The qualitative interviews focused on the dark side experiences of micro-entrepreneurs on social media and on strategies to protect their private identities and businesses from those dark side effects. For the theoretical classification of dark side experiences, the framework of Baccarella et al. (2018) was used and adapted based on the experiences reported.

To the best of the authors’ knowledge, the study is one of the first to provide an understanding of the negative experiences micro-entrepreneurs face on social media. The research showed the relevance of five out of the seven dark-side building blocks and identified time as a further influential aspect. Thereby, the authors learn to comprehend the negative sides of social media for micro-operated businesses. The findings highlight the need to understand entrepreneurial social media use with simultaneously negative hazards and economic and social challenges. Addressing the entanglement of the entrepreneurial and private selves of micro-entrepreneurs, the findings demonstrate entrepreneur’s attempts of distancing or cleaning the negativity from their private identities and their businesses.

This paper problematizes dark sides as critical elements in entrepreneurial practice, which are too often neglected when discussing entrepreneurial marketing in general and entrepreneurship in social media specifically. The self is always captured between two sides, including the problematic (“dark”) and the bright.