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Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.

A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.

The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.

This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

A growing number of organizational scandals, including Apple slowing old devices to increase the sales of new ones, and research on unethical pro-organization behaviors (UPBs) have heightened the need to explore the phenomenon. Extending the current understanding, the study's major purpose is to investigate individual-level factors that may shape their willingness to engage in UPBs. It also inquires whether moral disengagement processes influence this association.

After testing the reliability and validity of the latent constructs and ensuring common method bias did not contaminate the data, the study used the PLS-SEM approach to analyze the primary data collected from 408 full-time Pakistani employees.

Results add to the current understanding by revealing that individual-level dark factor Machiavellianism (MACH) significantly influences employees' willingness to engage in UPBs. Accordingly, affective commitment is another individual-level factor that encourages employees to be a part of UPBs. Lastly, results unveil that employees with a higher moral disengagement are more prone to engage in UPBs.

The study measured employees' willingness or intentions to engage in UPBs, not their actual involvement.

Results clarify to the top management that individuals high on MACH, affective commitment and moral disengagement are more prone to be involved in UPBs.

This study is among the preliminary ones that assess the direct associations between MACH, affective commitment, and UPBs, especially in the Pakistani context. Moreover, exploring the moderating role of moral disengagement between the above associations is also an under-researched phenomenon.

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.

Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).

A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.

This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.