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This study aims to examine the role of different forms of corporate social advocacy (CSA) in shaping individuals’ attitudinal and behavioral intentions towards companies taking their public stand on controversial socio-political issues. With an online experiment as the research method, this study tests whether depicting nonpolitical or political behaviors in CSA messages increases individuals’ positive behavioral intentions.

This study uses a single factor between subject online experiment. A total of 135 US young adults were recruited through a Qualtrics online panel. Three social media mockups were created to manipulate three levels of actions in CSA messages (no action, nonpolitical action and political action). Participants viewed one of those social media posts depicting presented actions to counter anti-LGBTQ + legislation in the USA and answered questions about values-driven motives behind CSA, brand preference and positive word-of-mouth (WOM) intention.

Participants displayed higher levels of brand preference when they viewed CSA messages depicting the company’s political action intended to repel anti-LGBTQ + legislation. Participants showed more positive WOM intentions towards the company when they perceived its political actions as more values-driven.

The findings of this study offer practical insights to companies when designing CSA messages and strategies. The results of this study indicate that the presence of political actions in CSA communication increases individuals’ positive behaviors towards companies. The results also suggest that depicting altruistic motives behind CSA leads individuals to talk about companies more in positive ways.

This study is one of the early studies investigating the impact of various forms of CSA on individuals’ attitudinal and behavioral intentions to companies practicing CSA. This study provides practical implications on how to effectively appeal individuals’ favorable attitudes and behaviors towards CSA. In particular, this research presents the importance of action aspects in individuals’ attitudes toward corporations’ CSA messages.

This study aims to understand the reasons for individuals switching from traditional banks to Internet-only banks and examine how switching intentions differ between Generation X and Generation Z. Notably, Generation Z, being digital natives, exhibits distinct characteristics compared to Generation X, who often referred to as digital immigrants. Given the technology-driven nature of Internet-only banks, a multi-group analysis between these two generations was conducted.

This study utilizes Bansal’s push–pull–mooring model as a framework to analyze switching intention. The study collected survey data from 383 Korean participants, consisting of 198 participants from Generation Z and 185 participants from Generation X.

The findings indicate that low satisfaction and discomfort are factors that push people to leave traditional banks. Specifically, Generation Z shows a significantly higher inclination to leave traditional banks due to discomfort. On the other hand, relative advantage, compatibility, observability and trialability are factors that pull people to switch to Internet-only banks. Generation X is more likely to consider adopting Internet-only banks when compatibility is high and complexity is low.

This study is the first to explore unique motivators for Generation Z, such as their discomfort with interpersonal interactions in the retail banking sector. These findings challenge earlier research emphasizing human interaction’s importance in technology adoption, offering insights into their future adoption of contactless services.

This study examined how people assess health information from AI and improve their diagnostic ability to identify health misinformation. The proposed model was designed to test a cognitive heuristic theory in misinformation discernment.

We proposed the heuristic-systematic model to assess health misinformation processing in the algorithmic context. Using the Analysis of Moment Structure (AMOS) 26 software, we tested fairness/transparency/accountability (FAccT) as constructs that influence the heuristic evaluation and systematic discernment of misinformation by users. To test moderating and mediating effects, PROCESS Macro Model 4 was used.

The effect of AI-generated misinformation on people’s perceptions of the veracity of health information may differ according to whether they process misinformation heuristically or systematically. Heuristic processing is significantly associated with the diagnosticity of misinformation. There is a greater chance that misinformation will be correctly diagnosed and checked, if misinformation aligns with users’ heuristics or is validated by the diagnosticity they perceive.

When exposed to misinformation through algorithmic recommendations, users’ perceived diagnosticity of misinformation can be predicted accurately from their understanding of normative values. This perceived diagnosticity would then positively influence the accuracy and credibility of the misinformation.

Perceived diagnosticity exerts a key role in fostering misinformation literacy, implying that improving people’s perceptions of misinformation and AI features is an efficient way to change their misinformation behavior.

Although there is broad agreement on the need to control and combat health misinformation, the magnitude of this problem remains unknown. It is essential to understand both users’ cognitive processes when it comes to identifying health misinformation and the diffusion mechanism from which such misinformation is framed and subsequently spread.

The mechanisms through which users process and spread misinformation have remained open-ended questions. This study provides theoretical insights and relevant recommendations that can make users and firms/institutions alike more resilient in protecting themselves from the detrimental impact of misinformation.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2023-0167

Emphasizing the increasing need for social presence in interpersonal interactions and the irreplaceable aspects of face-to-face communications, this study aims to explore the emotional impact of interpersonal influence on consumers after purchase. As individuals respond differently to others’ feedback (positive and negative/verbal and nonverbal), the author investigates potential moderating factors of the impact of feedback on consumer’s emotions in a postpurchase context.

A qualitative study was conducted using the method of semistructured individual interviews to collect data. The author selected a heterogeneous group of 30 consumers belonging to two categories: 13 adults (including seven women and six men) and 17 adolescents (including eight girls and nine boys). The author took into account this type of sampling in the selection of respondents, as investigating the influence of the respondent’s gender is one of the research objectives.

The thematic content analysis method released a set of propositions the author suggests for future validation: five moderating factors the author established from the literature review (strength of social ties, level of expertise, type of the product and consumer’s age and gender), while four factors sprang from the collected data (consumer’s level of conviction, repetition of the feedback, the feedback’s argumentation and its level of discretion).

The subjectivity of the interviewees’ personal descriptions of their felt internal states affects the accuracy of their responses. In addition, the psychological aspect of the study provoked reluctance and discretion from some respondents. Further research studies could target these limitations to study each identified moderating factor separately and search for the secondary variables that tend to be linked to these factors (e.g. the expertise level is linked to personality variables, such as the perceived level of self-confidence). Furthermore, subsequent studies can go beyond the affective impact of feedback and investigate the behavioral aspect (repurchase intentions).

This study is of great importance in providing more explanations for the reasons why consumers repurchase or abandon a product. The importance of the emotional power of others’ feedback suggests that, when positioning their offers, marketers must ensure that their product has a strong chance of acceptance by consumer’s significant other. In addition, companies must argue their offers, allowing consumers to increase their knowledge about the product. Moreover, interpersonal cues and expertise level are more important competences to find in employees. Who is more than a vendor, for example, to be perceived as having a high level of expertise in his field?

This study stresses the importance of face-to-face interpersonal interaction in a time when social lives are submerged by social media and virtual communications. The findings suggest that offline social power still matters, and its impact is relative to multiple factors that count for consumers. Face-to-face interaction has been viewed as the most efficient way to satisfy individuals’ social needs for connectedness.

This paper provides new insights into the impact of offline interpersonal verbal and nonverbal feedbacks. The feedback-affect process within consumers was explored, and the postpurchase context was precisely emphasized.

Digital healthcare manages to grab considerable attention from people and practitioners to avoid severity and provide quick access to healthcare. Entrepreneurs also adopt the digital healthcare segment as an opportunity; nevertheless, their intentions to participate and encourage innovation in this growing sector are unexplored. Drawing upon the social capital theory and health belief model, the study examines the factors that drive entrepreneurship. A novel model is proposed to comprehend entrepreneurial intentions and behavior entrenched in social capital and other encouraging and dissuading perceptive elements with the moderation of trust in digitalization and entrepreneurial efficacy.

The cross-sectional method is used to collect data through a questionnaire from experienced respondents in China. The valid data comprises 280 respondents, analyzed by partial least square structural equation modeling.

Social capital significantly influences monetary attitude, and perceived risk and holds an inconsequential association with perceived usefulness, whereas monetary attitude and perceived usefulness meaningfully explain entrepreneurial activities. Perceived risk has a trivial impact on entrepreneurial intention. Entrepreneurial efficacy and trust in digitalization significantly explain entrepreneurial behavior and moderate the positive relationship between intention and behavior.

The present research proposes a novel research model in the context of entrepreneurship rooted in a digitalized world and offering new correlates. It provides valuable insights by exploring entrepreneurial motivation and deterring factors to get involved in startup activities entrenched in social capital, providing guidelines for policymakers and practitioners to promote entrepreneurship.