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Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct manifestations, their differential antecedents remain underexplored. Drawing from the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article aims to examine the moderating role of perceived inter-group rivalry.

The authors collected survey data and obtained 392 valid questionnaires from smartphone users. Structural equation modeling was used for hypothesis testing.

The results show that brand identification has a significant positive effect on avoidance of rival brands, but not on trash talk; brand disidentification has a significant positive effect on both avoidance and trash talk of rival brands; and perceived inter-group rivalry positively moderates the relationship between brand disidentification and trash talk, but does not alter the relationship between brand disidentification and brand avoidance.

This study extends the literature on OBL by investigating differential antecedents of two distinct dimensions of brand opposition. It provides more complete understanding of the formation of OBL by examining the role of users’ relationship with a focal brand, its competing brand and inter-group relationship.

Social media sites facilitate electronic word of mouth (eWOM) communication among consumers of diverse cultures and ethnicities. Based on the theory of planned behaviour (TPB), the present research proposes a conceptual framework for minority consumers' engagement in eWOM associated with the mainstream culture. The model incorporates social capital and social interaction as key factors that affect cross-cultural eWOM communication between minority and mainstream consumers. This research also aims to explore the responses of minority consumers to eWOM communications originating with members of the majority group.

A structural equation modelling (SEM) procedure was applied to data collected from social media (Facebook) users (N = 539) from two minority communities: Israeli Arab and Israeli Ultra-Orthodox Jewish minorities.

The findings show that: (a) minority consumers' engagement with eWOM is indirectly related to social capital, (b) this relationship is mediated by minority consumers' attitudes and their subjective norms regarding eWOM engagement with dominant cultural groups, (c) social interaction of minorities with the dominant culture enhances the influence of social capital on eWOM engagement and (d) behavioural engagement with eWOM varies across cultural minorities, depending on the minority group’s unique cultural characteristics.

The findings have managerial implications for practitioners who use social media in their marketing and business activities, as they demonstrate that the effectiveness of eWOM communication is contingent on the cultural characteristics of the ethnic minority consumer groups being targeted by managers.

The present research contributes to the theory of consumer engagement by demonstrating that engagement is contingent on the intercultural social context in which eWOM is communicated.

This paper aims to examine the victimisation experiences of farmers, herders and community members within the context of the persistent conflict between farmers and herders across Nigeria, with specific focus on Anambra, Benue and Oyo states in south-east, north-central and south-west geopolitical zones of the country, respectively.

The study used the cross-sectional survey to elicit quantitative data from 725 respondents made up of 256 farmers, 225 herders and 244 community members aged 18 years and above, in six purposively sampled local government areas in the three states, while 16 in-depth interviews, 19 key informant interviews and 18 focus group discussions were conducted to extract qualitative data from purposively sampled farmers, herders, community leaders and members of the study communities.

The results show that farmers, herders and other community members in the study suffered losses in the form of destruction of farmlands and livelihood, internal displacement and human fatalities, for the farmers and community members; and destruction of livelihood, loss of money and human fatalities, for the herders. The paper predicts a worsening of the feud between these groups and the attendant reprisal attacks and victimisation if the current binary narrative of victimhood that privileges the needs and experiences of one group over the other persists, and urges stakeholders to put in place enduring structures that will minimise nomadic herding and ensure proactive security.

The focus on the issue of the “victimisation experiences” of herders and farmers and the invitation to researchers and policymakers to examine the role of the prevailing binary construction of victimhood in the conflict is a refreshing addition to other works on this subject.

The aim of this research, which uses the theories of social identity and social exchange, is to investigate the relationship between responsible leadership, prosocial behavior and the mediating role of psychological ownership in this relationship. In addition, the moderating role of ethical and social responsibility in the relationship between responsible leadership and psychological ownership is tested in the study.

The sample of the research consists of 246 participants who work full-time at İstanbul Sabiha Gökçen Airport in ground handling services (GHS). The convenience sampling method was used in the research, and the research data were collected by the face-to-face survey method. The hypotheses of the research were tested with the partial least squares structural equation model (PLS-SEM) and SPSS Process Macro.

According to the results, it was determined that responsible leadership affects prosocial behavior positively and significantly, and psychological ownership plays a mediating role in this relationship. In addition, the moderating effect of ethical and social responsibility on the relationship between responsible leadership and psychological ownership was determined. When ethical and social responsibility is perceived as high by the employees, it was revealed that the conditional indirect effect of responsible leadership on prosocial behavior through psychological ownership was strong.

When responsible leadership encourages employees to take psychological ownership, they are more likely to engage in prosocial behavior. This study contributes to the field by evaluating the structures discussed with social identity and social exchange theory. In the management practice of organizations, responsible leadership should be strengthened and training should be given to develop responsible leadership.

In the literature review, it was observed that although there are studies conducted with responsible leadership, the concept was not examined with prosocial behavior, and it was not studied in the aviation sector, which has become indispensable for the world economy. With these features, the study distinguishes itself from others and constitutes a source of motivation for researchers.

Situated in the context of India, where women’s representation on corporate boards remains low, this study aims to explore whether and how tokenism impacts the behaviours of female directors.

The boardroom experiences and perceptions of 14 women directors are explored through semi-structured interviews and analysed using an inductive and interpretive process. Also, to get a counter perspective and avoid the social desirability bias from the women participants’ responses, 16 men directors are interviewed.

The study finds that, as gender minorities, women directors' visibility on boards can create performance pressures on these women. To counter gender-based prejudices, women directors consciously alter their behaviours and project both male and female traits consistent with the director role. By doing so, women directors overcome tokenistic stereotypes and are accepted as part of the director in-group, irrespective of their numeric representation on the board.

The research has implications for governments attempting to increase women’s board presence through affirmative actions and for firms aiming to improve the gender diversity of their board composition.

These findings present an alternative perspective on women directors’ board behaviour by exploring the applicability of Western trends on tokenism and critical mass in the context of India, adding to the vast body of literature concerned with minorities on corporate boards.

The purpose of this study is to sort out the potential dark sides of shared leadership so as to promote a more comprehensive and balanced views of the impact of shared leadership and provide directions for future research.

Through extensive database and manual searches, 766 literature records were obtained. After three rounds of literature screening, 17 studies were retained. On this basis, the 17 studies were coded and analyzed.

From the perspectives of individual motivation, hierarchical functionalism and leadership role configuration, the existing studies have explored the negative impacts of shared leadership on team members, formal team leaders and the overall work teams. Specifically, for team members, shared leadership may cause negative consequences like power struggle, role stress and knowledge hiding. For formal team leaders, shared leadership may cause negative consequences like psychological territorial loss, leadership motivation declines and the dualistic paradox of self and group. For the overall work teams, shared leadership may cause negative consequences like team performance inhibition, low decision-making efficiency, team responsibility dispersion and team creativity decline. Meanwhile, contextual factors play a key role in determining the effects of shared leadership.

Through a systematic review of the negative impact of shared leadership, this study responds to the research calls for exploring the dark sides of shared leadership, provides the academic community with a more comprehensive and balanced view of the impact of shared leadership and identifies several directions for future research.

The study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects.

Using consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries.

The findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al., 2015).

The findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.

This study was conducted to achieve the following objectives: (1) determine the differences and reasons for using outgroup OSNs by gender, age and student groups (Mainland and Hong Kong [HK] students); (2) uncover the impact of online social networks (OSNs) on the development of Mainland–HK friendships and (3) determine the roles of different OSNs (social networking sites [SNSs] and instant messaging platforms [IMPs]) in the development of intercultural friendships in the real world.

To explore how OSNs facilitate (or inhibit) intercultural interactions, 198 students completed a questionnaire and 24 students participated in follow-up semi-structured interviews examining the role of OSNs in intercultural friendship development.

Results revealed that demographic and motivational preferences for using outgroup-OSNs differed among students. Both IMPs and SNSs helped students maintain friendships using little effort, whereas it tended to strengthen their existing social networks, rather than helping to start new friendships. IMPs helped develop a sense of “presence awareness”, strengthening pre-existing friendships and solidifying offline connections. SNSs also assisted students in exploring their shared interests while revealing their values and cultural differences.

The authors’ findings offered empirical evidence on social exchange theory and anxiety-uncertainty management theory regarding the perceived benefit of OSNs on students' friendship development.

The study sheds light on the differences between Mainland Chinese and HK students, including participants' perceptions of different friendship stages.

This study is interested in the roles of different SNSs and IMPs in intercultural friendship development, especially their strengths and weaknesses as perceived by students. Also, the authors are curious about how students select and use IMPs and SNSs differently according to their individual preferences and needs. To the authors’ knowledge, the dynamic link between online communication and intercultural friendship development has not been thoroughly examined in the field of intercultural communication.

The aim of this research is to explore the relationship between green job positions and descriptions, green performance management, green employee relations with job pursuit intentions and the role of employers’ prestige as the mediator.

A survey research design with a sample of 216 undergraduate specialising in the business fields from Malaysian private higher education institutions responded to the questionnaire, while purposive sampling and snowball sampling techniques were used in order to determine the research sample. Data for the research were collected from the target participants via questionnaires and Statistical Package for Social Science (SPSS), while partial least square structural equation modelling (PLS-SEM) via Smart-PLS was utilized to test the developed hypotheses of the research.

The results showed that only green employee relations has a significant relationship with job pursuit intentions out of the three direct hypotheses. As a result of assessing the mediating hypotheses, employers’ prestige mediates the effect of green job positions and descriptions and green employee relations on job pursuit intentions. Conversely, green performance management did not support the mediating association.

This research recommended practitioners to adopt green HRM fundamentals to enhance EP, which results in JPI. Also, the research aids managers and practitioners by providing the outlook of green HRM from a job seeker’s perspective, which can embolden the managers and practitioners in planning a systematic human resource.

The study contributes by enriching the literature concerning the dimensions of green HRM, which is an emergent topic in the human resource field. Furthermore, the study advances by proposing GER in the research framework.

Research into the dark side of online brand-managed communities (OBCs) and, specifically, consumer-to-consumer (C2C) conflicts within this context are scarce. This paper aims to explore the different forms of C2C conflicts in OBCs, measure their direct impact on observing consumers and brands and investigate their appropriate moderation by exclusively focusing on two actors: brands versus consumers.

This research adopts a sequential exploratory approach. First, the authors capture different forms of C2C conflict via netnographic observations of five brand-managed communities. Second, the identified forms of C2C conflict are used in an online experiment to examine their impact on OBCs’ social and commercial outcomes. Third, further two online experiments were used to assess how brand versus consumer conflict moderators impact perceived credibility and conflict de-escalation.

The authors uncover three prominent forms of C2C conflict based on whether conflict occurs between supporters, non-supporters or outsiders of the OBC. The authors further show that these affect consumers’ engagement behaviours and emotional responses, while brands suffer from diminished credibility and could be targets of unfavourable electronic word-of-mouth. Finally, for managing C2C conflict, the findings confirm that brands are perceived as more suitable, while under certain conditions consumers can also be viewed as appropriate moderators.

This research used a range of participant self-selected brands and is limited to brand-managed (as opposed to consumer-managed) communities on Facebook. While beyond the scope of this paper, the dynamics for consumer-managed communities may differ.

This article offers guidance to marketing practitioners on the different nuances of undesirable consumer interactions in brand-managed communities on social media, their impact on customer engagement and brand perceptions and when/whether brands or consumers may be suited to moderating these.

This paper makes novel contributions to the literature on consumer (mis)behaviours and OBC management. The findings are among the first, to the best of the authors’ knowledge, to examine the direct social and commercial consequences of C2C conflicts and to provide comparative insights into the appropriateness of two different moderators in OBCs.