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Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined.

A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated.

The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement.

The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.

Sustainable development of tourism depends on the fragile balance between its fast growth and the tendency to “consume” its own life support systems: nature, culture, and communities. Finding equilibrium between the two conflicting aspects requires a shared rule making, which is seldom encountered, especially in tourism-centric approaches. The emergent new technologies, and particularly the evolution of social media, seem to offer a neutral ground that favors open participation and stakeholder dialogue. This chapter explores the employment of social media by individual users of TripAdvisor and by institutional actors (destination organizations) as platforms for initiating stakeholder dialogues that focus on sustainable tourism. The findings show that individual and institutional actors are slow in adopting social media as a means to discuss the sustainability of tourism.

The purpose of this paper is to present a literature review and conceptual consideration of servitization in humanitarian logistics (HL) and provide a research agenda for HL scholars and insight for practitioners and by doing so will fill a gap in existing research and practice.

The paper uses a literature-based approach that extends concepts usually applied in a commercial context to the area of HL.

The paper initiates a discourse on the importance of taking into account servitization in developing and managing effective emergency relief chains. This paper argues that a broader servitization paradigm needs to be integrated for international humanitarian organisations (IHOs) to maintain a competitive advantage.

The authors investigate servitization as a management innovation in IHOs and plot a research agenda for scholars.

Having Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process, organizational and marketing innovations) on tourist satisfaction; subsequently, towards the development of destination loyalty. Realized that religiosity prevails as an important social force that shapes individual behaviours, this study, hence, placed further assessment upon its moderating role, specifically in the relationships between tourist satisfaction and destination loyalty.

With adopting the approach of self-structured questionnaire, 214 usable responses had been collected for this study. Obtained data was then analyzed by conducting exploratory factor analysis, confirmatory factor analysis and multiple linear regression analysis through the usage of structural equation modelling.

Analysis of obtained data has revealed all the investigated dimensions within service innovation as active predictors to tourist satisfaction, with the exception of product innovation, while having marketing innovation being of highest significance. In turn, tourist satisfaction is found to greatly influence the formation of destination loyalty. Findings then provide notable indication on religiosity as a moderating factor to the proposed relationships within the investigated framework, between service innovation and tourist satisfaction, as well as tourist satisfaction and destination loyalty.

This study, thus, revealed the level of religiosity, particularly from the standpoint of Islamic perspectives, in playing a critical role towards predicting capability of service innovation on tourist satisfaction, and further, destination loyalty. Contributions hereby lie on theoretical and pragmatic insights concerning aspects of service and Islamic marketing within today’s tourism front.

The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.

In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.

The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.

This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.

1. The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

2. This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

3. In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

4. This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

The purpose of this paper is to study the following related terms: flexibility, resilience and coping capacity, in order to clarify relationships between them.

Methods applied in the study include the analysis and synthesis of scientific literature and a critical discussion considering provided references. By drawing on the notion of the ladder of abstraction, conceptual differences between the three terms are proposed.

Based on the most common associations of the terms in the literature, the paper proposes the following relationships between the terms: flexibility is most commonly associated with the inherent property of systems, which allows them to change within pre-established parameters; resilience is the ability of organizations to withstand changes in their environment and still function; coping capacity commonly refers to organizational behavior involving timely purposeful change.

As managers strive to improve the performance of their organizations in turbulent conditions, the paper provides a useful enhanced understanding of the relative roles that flexibility, resilience and coping capacity play in changes and maintaining the continuity of the organization.

While confusion between the meanings of these terms has been noted by various authors, the paper is believed to be the first to discuss the three terms in conjunction and thereby propose relationships between them. The proposed framework overcomes existing definitional fragmentation and raises awareness in the conceptualization of terms: flexibility, coping capacity and resilience. We contribute to extant business and management literature by proposing a model indicating the relationships between them.

Performance-based contracting (PBC) plays an increasingly important role in the defense industry. This paper aims to investigate factors that influence service provider’s willingness to accept PBC-induced risks. It also shows how these risks could be managed in a military service supply chain.

The case study focused on the relationship between a service provider and a customer that acted on behalf of other users in the defense sector. The contract involved the sustainment of a military engine in a complex supply chain.

The service provider’s performance attributability appeared to have a strong impact on its willingness to take PBC-induced risks. For the parts where the service provider did not have full control over the service performance, exclusions and Service Level Agreements (SLAs) were used to manage and mitigate the risks associated with uncontrolled performance. The service provider’s willingness to accept PBC-induced risks was also affected by its ability to make accurate forecasts, the applied growth path and the length of the contract.

This case has specific characteristics, unique by time (maturity of the technical system and supply chain) and place (market). It is recommended that results are tested in other research settings.

Organizations should be aware of the factors that influence a service provider’s willingness to bear PBC-induced risks. Customers should limit PBC to those parts of a contract where risks are of an acceptable level. Also, it is recommended to follow a phased growth path when it is not possible to make accurate forecasts in a PBC context.

This study is the first to address critical issues concerning the identification and management of risks under PBC in the defense industry.

This paper aims to develop an understanding of the phenomena of co-creation and how this practice is used in shaping brand identities. This research provides answers to questions on both the consumer and industry sides of co-creation.

Two studies are developed. First, a qualitative study is used to gain insight from key decision-makers with responsibility for a brand. Second, a study of millennial consumers is used to develop the antecedents of consumer motivations of co-creation of brand identities.

When combined, the outcomes of these studies create a comprehensive framework that encompasses two models of brand identity co-creation. The qualitative study leads to the emergence of two major constructs, which, combined with the consumer study, lead to the development of two models that represent the antecedents of co-creation from a managerial and consumer perspective.

For Study one, a larger pool of respondents or different data collection method might have led to additional managerial insights. The study two sample was limited to millennials. Although this group of consumers is identified as highly engaged with brands, the study could have benefited from a more general consumer sample.

The organization framework could help managers gain a deeper understanding for effectively co-creating their brand identities with all stakeholders, in particular consumers.

This research contributes to theory and practice by analyzing the process of stakeholder brand identity co-creation.

Computing technology is becoming ubiquitous within modern society and youth use technology regularly for school, entertainment and socializing. Yet, despite societal belief that computing technology is neutral, the technologies of today’s society are rife with biases that harm and oppress populations that experience marginalization. While previous research has explored children’s values and perceptions of computing technology, few studies have focused on youth conceptualizations of this technological bias and their understandings of how computing technology discriminates against them and their communities. This paper aims to examine youth conceptualizations of inequities in computing technology.

This study analyzes a series of codesign sessions and artifacts partnering with eight black youth to learn about their conceptualizations of technology bias.

Without introduction, the youth demonstrated an awareness of visible negative impacts of technology and provided examples of this bias within their lives, but they did not have a formal vocabulary to discuss said bias or knowledge of biased technologies less visible to the naked eye. Once presented with common technological biases, the youth expanded their conceptualizations to include both visible and invisible biases.

This paper builds on the current body of literature around how youth view computing technology and provides a foundation to ground future pedagogical work around technological bias for youth.