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Sustainability-oriented projects are prevalent on crowdfunding platforms nowadays. The relationship between crowdfunding and sustainability has attracted the attention of many scholars. This study aims to examine the effects of perceived sustainability orientation on value-co-creation behavior from the perspective of backers and explore the mediation effects of three psychological factors: perceived affective reaction, perceived self-effectiveness and perceived risk.

The study recruits 455 backers to evaluate 100 projects on a crowdfunding platform. Structural equation modeling based on partial least squares is used to analyze data and test the hypotheses.

The results show that perceived sustainability orientation influences value-co-creation behavior through perceived affective reaction and self-effectiveness. Furthermore, perceived sustainability orientation impacts participation behavior through perceived risk.

Our study mainly focuses on sustainability-oriented and reward-based crowdfunding projects. Future research can examine other types of projects and other crowdfunding platforms.

These findings can provide implications for project creators to improve the values co-created with backers in future sustainability-oriented projects. Furthermore, the findings can provide implications for backers and help them evaluate crowdfunding projects.

The existing studies are mostly concerned with project creators’ perspectives. This paper is one of the few to investigate how a project’s sustainability orientation influences backers’ psychological factors and value-co-creation behavior.

This paper aims to deliberate the significant impacts caused by the COVID-19 pandemic on small and medium enterprises (SMEs). It also discusses SMEs’ practical approaches to capitalise on the renewed opportunity in the new normal by expanding their businesses regionally and globally. This paper also discusses the tactical and strategic interventions SMEs need to take to charge forward.

The resource-based view of the firm (Barney, 1991) is used to explain how SMEs develop a sustainable competitive advantage in the new normal. The resource-based view focuses on the link between strategy and firm internal resources. Drawing from the resource-based view of the firm, internal analysis of the resources that are regarded as sources of competitive advantage controlled by the SMEs is imperative in today’s business environment. Based on the resource-based view theory, this paper focuses on reinventing SME’s strategies in the new normal to foster sustainability.

Post-COVID-19 pandemic, SMEs must essentially be dynamic, forward-looking and transformational in capturing the regional and global markets’ opportunities. They need to sharpen their internal competencies and realign their effective business strategy in seizing the vast opportunities in the international markets.

How SMEs respond to COVID-19 has important implications for subsequent performance in the new normal. This study focuses on the different potential SMEs’ reactions to COVID-19 and how their strategy affects SMEs performance and fosters sustainability in the new normal.

The sustainability of SMEs is critical for the nation’s socio-economy. This study offers a holistic view of how SMEs respond to their challenges and help them choose the right business options.

This paper’s contents are solidly based on accumulated evidence, observation and critical arguments on the impacts caused by the COVID-19 pandemic that caused numerous challenges faced by the SMEs, with a specific focus on SMEs operating in Malaysia.

As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.

Model's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.

Construal level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.

Compared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.

The findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.

This study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).

The susceptible-infectious-susceptible (SIS) infectious disease models without spatial heterogeneity have limited applications, and the numerical simulation without considering models’ global existence and uniqueness of classical solutions might converge to an impractical solution. This paper aims to develop a robust and reliable numerical approach to the SIS epidemic model with spatial heterogeneity, which characterizes the horizontal and vertical transmission of the disease.

This study used stability analysis methods from nonlinear dynamics to evaluate the stability of SIS epidemic models. Additionally, the authors applied numerical solution methods from diffusion equations and heat conduction equations in fluid mechanics to infectious disease transmission models with spatial heterogeneity, which can guarantee a robustly stable and highly reliable numerical process. The findings revealed that this interdisciplinary approach not only provides a more comprehensive understanding of the propagation patterns of infectious diseases across various spatial environments but also offers new application directions in the fields of fluid mechanics and heat flow. The results of this study are highly significant for developing effective control strategies against infectious diseases while offering new ideas and methods for related fields of research.

Through theoretical analysis and numerical simulation, the distribution of infected persons in heterogeneous environments is closely related to the location parameters. The finding is suitable for clinical use.

The theoretical analysis of the stability theorem and the threshold dynamics guarantee robust stability and fast convergence of the numerical solution. It opens up a new window for a robust and reliable numerical study.

Based on the knowledge-attitude-behavior model, this study is aimed at investigating the influential mechanism underlying the purchase of green clothing by dividing this clothing category into green home-in wear and home-out wear within the context of green consumption. The mediating effects of perceived greenwashing (PG), perceived value (PV) and expected moral benefit (EMB) and the moderating effect of green clothing type (GCT) were examined.

The data for this study were collected from 366 valid samples through a between-subject design survey administered in China. Moderation analysis and mediation analysis using SPSS/PROCESS macro were applied to test the proposed hypotheses.

The results indicate that consumers' level of environmental knowledge (EKL) not only has a direct effect on purchase intention (PI) but also has an indirect effect through perceived value and expected moral benefit. However, perceived greenwashing did not play a mediating role in this relationship.

The study's findings show a moderating effect of green clothing type (green home-in wear vs green home-out wear). That is, compared to green home-out wear, the relationship between expected moral benefit and perceived greenwashing for green home-in wear had a weaker negative effect on purchase intentions.

The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.

This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.

The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.

This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.

An experiential retailing strategy is considered cardiotonic for consumers and brands. When such a stimulus is used, what cognition and behaviors are generated is an issue worthy of study. Therefore, the purpose of this study is to explore the factors and mechanisms that affect consumer response and relationship quality through empirical research.

Based on theoretical deduction, this paper proposes a conceptual model that includes four antecedents: experiential scene atmosphere (ESA), highlight design, interaction approach and value fit. These affect consumer–brand relationship quality (CRQ) through consumer identification (CI), brand identity (BI) and experiential immersion degree. In two rounds of predictive tests, 624 and 481 valid data were collected, respectively, and the feasibility of the scale was verified scrupulously. Furthermore, 427 participants reported the participants' tendencies in a formal empirical study.

The results show that the direct effects of antecedents, mediators and dependent variables are significant. Although the mediating effect of BI in experiential highlighting design on CRQ is not supported, other consumer response variables have a full or partial mediating effect.

This study not only functions as an innovation of research perspective enriching the theoretical framework of the influence mechanism of experiential retailing, but also strengthens the discussion on the role of value fit, especially emotional value fit, in experiential retailing.

The purpose of this study is to explore the interfacial adhesion between superhydrophobic coatings FC-X (X = 1%, 2%, 3%, 4% and 5%) and the concrete substrate, along with the impact of FC-X on the water repellency characteristics of the concrete substrate.

One synthetic step was adopted to prepare novel F-SiO₂ NP hybrid fluororesin coating. The impact of varying mass fractions of F-SiO₂ NPs on the superhydrophobicity of FC-X was analyzed and subsequently confirmed through water contact angle (WCA) measurements. Superhydrophobic coatings were simply applied to the concrete substrate using a one-step spraying method. The interfacial adhesion between FC-X and the concrete substrate was analyzed using tape pasting tests and abrasion resistance measurements. The influence of FC-X on the water repellency of the concrete substrate was investigated through measurements of water absorption, impermeability and electric flux.

FC-4% exhibits excellent superhydrophobicity, with a WCA of 157.5° and a sliding angle of 2.3°. Compared to control sample, FC-X exhibits better properties, including chemical durability, wear resistance, adhesion strength, abrasion resistance, water resistance and impermeability.

This study offers a thorough investigation into the practical implications of enhancing the durability and water repellency of concrete substrates by using superhydrophobic coatings, particularly FC-4%, which demonstrates exceptional superhydrophobicity alongside remarkable chemical durability, wear resistance, adhesion strength, abrasion resistance, water resistance and impermeability.

Through the examination of the interfacial adhesion between FC-X and the concrete substrate, along with an assessment of FC-X’s impact on the water repellency of the concrete, this paper provides valuable insights into the practical application of superhydrophobic coatings in enhancing the durability and performance of concrete materials.

Although markets are intensely social, stock markets are peculiar in that they are normatively anonymous spaces. Anonymity is a difficult-to-achieve social accomplishment in which material identity information is successfully stripped from participants. The academic literature is conflicted regarding the degree to which equity markets are anonymous and how this influences traders’ behavior.

Based on focused, tape-recorded ethnographic interviews, this chapter investigates the work practices of professional investors and brokers to describe the conditions under which brokers veil or reveal investors’ identities to their competitors, and thereby shed light on how anonymity is socially produced (or eroded) in global stock markets.

The social structure of brokered financial markets places brokers in the awkward situation of sitting in an information-poor structural location for so-called “fundamental information” while being paid to share information with professional investors who sit in an information-rich structural location. A resolution to this material and social dilemma is that brokers can erode the market’s anonymity by gifting identity information (“order flow”) – the previous, prospective, or pending trades of their clients’ competitors – thereby providing traders a competitive advantage. They share identity information in three types of performances: transparent relationships, masked relationships, and the transformation of illicit material identity information into licit and sharable “fundamental” information. Each performance partly erodes transaction-level and market-level anonymity while simultaneously partially supporting anonymity.

Laws and regulations requiring brokers’ confidentiality of their clients’ trades are easily and systematically eluded. Policy makers and regulators may opt to respond by increasing surveillance and mechanization of brokers’ work so as to promote a normatively anonymous market. Alternatively, they may opt to question the value of promoting and policing anonymity in financial markets by revising insider trading regulations.

Even well-regulated markets are semi-anonymous spaces due to the systematic exposure of investors’ identities to competitors by their shared brokers on a daily basis. This finding provides an additional explanation for how professional investors can imitate one another (“herd”) as well as why subpopulations of investors often trade so similarly to one another.