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With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

Plastic pollution is a major issue that plagues modern society. Scholars are interested in comprehending consumers’ behavioural actions to address plastic pollution. This study aims to delve into the determinants of consumers’ engagement with social media as a medium to address plastic pollution.

A conceptual model is developed that extends the behavioural reasoning theory (BRT). Using a quantitative approach, 476 responses underwent structural equation modelling analysis.

Results indicate that “reasons for” positively correlate with attitude and intention towards socially responsible engagement. Contrarily, “Reasons against” demonstrated a positive association with socially responsible engagement intention. Attitudes favouring socially responsible engagement correlate positively with the underlying intention. The moderation analysis underscores the positive relation of social return on social media with consumers’ attitude and their “reasons for” leaning towards socially responsible engagement intention. Notably, a positive connection was established between socially responsible engagement intention and the trifecta of consumption, contribution and content creation behaviours.

By enhancing the BRT, this research sheds light on novel perspectives regarding consumers’ engagement on social media platforms. Distinctively, it is among the handful of studies probing the influence of behavioural intention across diverse behavioural outcomes. The insights gained from this study, grounded in empirical evidence from an emerging market, are poised to guide policymakers, governmental agencies and industry practitioners in formulating effective strategies to combat plastic pollution. Additionally, the study can assist in achieving the UN sustainable development goals (SDGs), specifically SGD 12, SGD 13, SDG 14 and SGD 17.

This study aims to adopt the unified theory of acceptance and use of technology (UTAUT) model to assess travel purchase intentions in Fiji and Solomon Islands. The UTAUT model is extended with the inclusion of trust and attitude. This allows for new relationships to be tested. Both countries are classified as Small Island Developing States (SIDS). These two countries are chosen because they are both exemplars for developing countries in the Pacific, which are often overlooked in the literature. In doing so, the study increases the generalizability of the research instrument and the UTAUT model.

This study adopts a quantitative approach and collects data from Fiji and Solomon Islands residents. The survey instrument comprises two broad sections. The first section contains a standard set of demographic questions, including age, gender, income, and education level. The second section contains the variable items for this study. The snowballing sampling technique was used to collect 620 responses using an online survey. Links to the questionnaire were circulated through the use of social media Facebook. The survey was designed and hosted using an online survey tool (SurveyMonkey).

The findings of this study show that both perceived trust and attitude have been found significant in both countries. On the other hand, performance expectancy (PE) and effort expectancy (EE) have not been found significant for Fiji and Solomon Islands respectively. This study also finds that PE affects attitude for both countries, however, EE is only significant in the Solomon Islands.

Similar to other studies, this study is also bound by limitations that provide fertile ground for future research. The data in this study was based on convenience sampling. Thus, generalizations of the results need to be done with caution. Future research may be conducted that matches the sample to the population proportions. The definition of online travel purchases is another limitation of this study. A broad definition of an online purchase is considered in this study, which involves hotel reservations, holiday packages, cruises, and airline tickets. Thus, future research can be carried considering distinct purchasing motivations of categories of travel products rather than travel being considered as one category.

The results of this study provide valuable implications for both businesses to formulate and execute strategies to increase customers’ adoption of online travel purchases. The findings show how the differences in characteristics at the country level give rise to differences in customer perceptions and their intention to engage in online travel purchases. In doing so, businesses will be able to exploit the full commercial potential of their travel websites and reduce the administrative and personnel costs associated with traditional purchasing processes.

Insights from this study would be effective in understanding the unique characteristics of countries and their influence on customer behavior. This would enable more effective strategy development to improve customers' adoption of online travel purchases. The study also contributes theoretically by highlighting the importance of contextual factors in influencing the view of theories. It is one of the first studies to investigate the customer's adoption of technology in SIDS. In doing so, this study increases the generalizability of the research instrument and the UTAUT model by testing it in a developing country context where empirical evidence is lacking.

Research on food tourism has a significant impact on destination attractiveness. However, components interfacing food experiences and memory are under-researched topics in food tourism literature. Therefore, this study aims to present a framework based on the components of rememberable food experiences while travelling through the lens of the diffusion of sensory stimulation.

This study adopted a qualitative application of “Memory-Work”, a social constructionist archetype suggested for food tourism-related research. A survey was conducted, and the respondents were asked an open-ended question.

The analysis found the components instigating these food experiences: Peculiar food and drink experience, setting/geographical location, companions and social interactions, celebrating occasions and touristic components (e.g. serendipitous travel experience and food nostalgic memory). Predominantly, rememberable food tourism experiences are more explicit than memorable tourism experiences.

The components mentioned in this framework illustrate that various food-related experiences should be involved in destination marketing. Service providers could use these components to create unique destination stories.

This study is the first to present a newly developed framework for food tourism service providers that incorporates sensory impressions with food memories to explore the connection between food memories associated with a destination.

Obesity is today’s most neglected, yet blatantly visible, public health problem. This study aims to examine the role of social media and goal-directed behavior in motivating healthy lifestyle intentions for customers experiencing obesity. It investigates the distinct roles of self-conscious emotions (shame and pride) and weight-transformational posts shared by others on social media as moderators of these relationships.

The conceptual model uses the goal-directed behavior theory and social comparison theory, tested using data collected from 804 obese customers in Fiji through an experimental design.

Weight-loss transformation posts by others on social media, elicit distinct emotions for obese customers. Obese customers who felt guilt and shame due to shared weight-loss transformation posts showed a stronger association between goal disclosure and healthy lifestyle intention. In addition, the association between goal disclosure and healthy lifestyle intention is conditionally mediated by goal commitment, specifically for those obese customers that elicited guilt over shame due to shared weight-loss transformation posts by others on social media.

Despite the adoption of an experimental design using a fictional stimulus being a commonly used method in marketing studies, external validity issues are likely. Also, this study examines obese customer behavior relating to Facebook. In addition, data collection for this study has been done from a single country perspective. Therefore, caution needs to be exercised when generalizing the findings of this study.

The findings assist businesses and marketers in the health and fitness industry to better leverage social media and goal-directed behavior and understand the emotions of obese customers to undertake data-driven precision marketing strategies.

The findings provide novel insights into goal disclosure and commitment, electronic word-of-mouth on social media platforms, self-conscious emotions and healthy lifestyle intentions for customers experiencing obesity.

The purpose of this paper is to examine the relationships and influences of change enablers for social enterprises in organizations undergoing cultural change.

Data were collected through a survey of social enterprises in two Pacific Island nations, and analyzed with Pearson and regression analyses.

The study finds that social enterprises are better equipped to implement cultural change when they exploit a robust entrepreneurial capability while optimizing strategic, financial and adaptive capabilities. These capabilities should be aligned with the enterprise’s culture and processes associated with transitioning the organizational culture to access resources and achieve its mission. Based on these results, a Cultural Change Enabling (CCE) Framework is proposed to help social enterprises leverage the dynamic interactions between the enterprise, its capabilities and environment, and organizational change processes.

Using the CCE Framework will benefit leaders of public benefit organizations, including social enterprises, to identify their capabilities, and develop an enabling culture to advance their trading activities and social mission so that social enterprises might operate sustainably.

As one of the first studies to examine the readiness for organizational change in social enterprises, this study provides new insights on the capabilities for organizational change, and the dynamics of organizations undergoing cultural transformation.

This study aims to examine the geographic, historical and institutional influences on social enterprise in a small Pacific island country.

Drawing on theoretical literature and factual materials published by reputable sources and based on local knowledge of the authors, the study considers how Fiji’s location; history; and social, economic, political and cultural institutions affect social enterprise.

Social enterprise is influenced by Fiji’s remote location and small economy, which reduces access to external information and suggests that the nation is slow to embrace new ideas. Fiji’s demographics, ethnic divisions and cultural arrangements create economic and political tensions that affect how support services and economic policies are delivered. Indians were brought to Fiji under the British colonial administration, and Fijians with Indian heritage now make up almost 40% of the population. Informal separation and growing tensions between these Fijian Indian citizens and indigenous Fijians have contributed to political instability. The resulting outmigration of skilled nonindigenous people has reduced levels of human capital and expertise. This limits Fiji’s capacity to innovate, including developing a robust social enterprise sector. Although social enterprise could be a very effective way to address social and economic problems in Fiji, it seems unlikely that the government will embrace the concept without support and encouragement from external sources, especially international aid and UN agencies.

Generalisability is not assumed with this study, as it examines only one Pacific island country; however, it is likely that the findings will apply in other small Pacific island countries having similar cultural arrangements.

This paper offers information that will assist practitioners, researchers and policymakers in understanding and negotiating complexities of the institutional environment in remote locations, especially in small Pacific island countries.

As one of the first studies of a small Pacific island country, this paper extends scholarship in this region and adds to the current understandings of social enterprise. In particular, the paper adds valuable, new knowledge of the effects of geographic location, political instability and cultural and ethnic divisions. This study is likely to be relevant for other small countries in isolated locations, especially those in the Pacific region with similar cultural environments.

Little is known about the external stimuli, which trigger a change in a consumer's cognitive and affective state and lead to a consumer's willingness to pay a premium price (WTPPP) behavioural response. This study aims to close this knowledge gap by providing insight into how a unique combination of antecedents affects consumer attitude toward purchasing free-range eggs and leads to a behavioural response, which is measured by consumer WTPPP for free-range eggs.

An online questionnaire was developed, with data collected from 392 Australian consumers. This study employs confirmatory factor analysis (CFA) to examine the measurement model before testing the hypothesised relationships using covariance-based structural equation modelling (CB-SEM).

The study reveals that the tested customer perceived value (CPV) dimensions, animal welfare and source credibility are positive stimuli of consumer attitude towards purchasing free-range eggs, which subsequently promotes consumer WTPPP for free-range eggs.

Findings drawn from Australian consumers may not be generalisable to consumers from disparate contexts, and stimuli beyond those tested may influence consumer attitude and WTPPP.

This is one of the first studies to use the stimulus–organism–response (SOR) theory to investigate and contribute to extant knowledge and understanding of consumer behaviour relating to free-range eggs and specifically of consumer attitude towards purchasing and WTPPP for free-range eggs. This study offers practical implications for free-range egg farmers, retailers and policymakers.

Social customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]).

This study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues.

Results denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19.

This study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process.

This study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.

This study defines a three-angled research plan to intensify the knowledge and development undergoing in the retail sector. It proposes a theoretical framework of the customer journey to explain the customers' intent to adopt artificial intelligence (AI) and machine learning (ML) as a protective measure for interaction between the customer and the brand.

This study presents a research agenda from three-dimensional online search, ML and AI algorithms. This paper enhances the readers' understanding by reviewing the literature present in utilizing AI in the customer journey and presenting a theoretical framework.

Using AI tools like Chatbots, Recommenders, Virtual Assistance and Interactive Voice Recognition (IVR) helps create improved brand awareness, better customer relationships marketing and personalized product modification.

This study intends to identify a research plan based on investigating customer journey trends in today's changing times with AI incorporation. The research provides a novel model framework of the customer journey by directing customers into different stages and providing different touchpoints in each stage, all supported with AI and ML.