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The role of customers has moved from reactive to proactive, and they require more control over digital touchpoints. The quest for authenticity is their response to the dark side of interactive marketing – forms of faking, manipulation and exploitation. Authenticity becomes a key topic in interactive marketing as it reflects how customers assess digital touchpoints. However, there is a lack of comprehensive knowledge of authenticity in the interactive environment.

This article consolidates the authenticity studies in various digital touchpoints using the entity-referent correspondence framework. This research employs bibliometric analysis and thematic analysis of 103 articles in the last 15 years.

Five research clusters are identified: (1) human, (2) brand-generated content, (3) user-generated content, (4) branded platforms and (5) new technologies-based touchpoints (artificial intelligence, augmented reality and virtual reality). Most interactive marketing studies focus on human and content authenticity, and new technologies-based touchpoints lack comprehensive conceptualization. The review synthesizes the types of authenticity used in each touchpoint and highlights the importance of true-to-creator-self and true-to-customer-self in customer evaluation. We further propose a research framework with four antecedent groups and outcomes.

Our research supports managers by highlighting the type of authenticity prioritized in each touchpoint's development.

To answer the call from interactive marketing researchers, this research highlights the distinct definitions of authenticity at various digital touchpoints rather than looking at the overall brand. Trends, gaps and future research agenda of the authenticity concept in technology adoption and customer behavior are discussed.

The purpose of this study is to develop and empirically examine antecedents of innovative capability in different organization categories of multinational corporations (MNCs) and domestic firms by applying the integrative theory, linking both personal and contextual factors in explaining employee creativity.

A conceptual framework has been developed based on previous research investigating the relationship between proactive personality, organizational context (hierarchy, communication, atmosphere and risk-taking orientation), employee creativity and, ultimately, corporate innovative capability. More remarkably, by applying multiple group analysis, this research emphasizes on the identification of distinct organizational and contextual characteristics in MNCs and native corporations that respectively affect organizations’ capacity to innovate via employee creativity.

The analysis revealed that four dimensions, communication, atmosphere, risk-taking orientation and employees’ proactive personality, have significant impacts on employee creativity and ultimately organizational innovative capability, whereas the proposed negative effect of hierarchy on employee creativity did not exist. This research also highlights the identification of respective organizational characteristics in MNCs and native corporations that affect their capacity to innovate via employee creativity. Given that proactive personality is a critical antecedent of innovative capability regardless of organization types, communication and atmosphere are statistically confirmed to be more influential antecessors in the MNC context, whereas for domestic corporations, risk-taking orientation is dominant.

This research is original and of great value for several reasons. First, it provides suggestion on a single personality trait, proactive personality, that correlates remarkably with creativity. Second, it examines the association between various organizational aspects and employee creativity to appraise and advance the results of previous classic studies done in the field. Last, it incorporates both personal and organizational factors in the evaluation of creativity and innovative capability not only in the context of multinational but also in domestic corporations.

This study seeks to evaluate gender diversity within family members and analyze its effects on financial distress in firms listed in Vietnam.

The research employs a Generalized Method of Moments (GMM) regression model to assess the impact of gender diversity on corporate board performance, including factors such as the presence and proportion of female directors, female directors with family ties and the gender of CEOs. The study covers 152 listed companies on the HNX and HOSE exchanges from 2015 to 2022. The GMM model is chosen for its robustness in dealing with endogeneity issues and its ability to provide consistent estimates in the presence of potential correlation between explanatory variables and unobserved effects. This approach allows for a more accurate evaluation of how gender diversity influences operational efficiency and how these companies manage financial difficulties within the sample period.

Our research shows that diversity on the Board of Directors (BOD) as well as female CEO employment not only does not reduce the financial distress of businesses but also increases this situation. However, being both a female and a family member of the BOD is negatively related to financial distress. This can help female members who have connections with the family contribute to the work of adjusting and monitoring the business's operations to suit the family's goals, contributing to improving the operational efficiency of the business. BOD maximizes profits and contributes to promoting the company's sustainable development goals. From there, limited ability to travel and financial exhaustion.

The empirical results obtained from this study contribute to building a solid knowledge base, supporting businesses in the policymaking process and providing empirical evidence to enrich learning materials.

This study provides empirical evidence on how gender diversity influences the financial challenges of businesses, especially within the context of publicly listed companies in Vietnam. It stands out from previous literature by specifically focusing on listed companies in Vietnam. By analyzing the impact of gender diversity on financial difficulties, this study also clarifies how various factors can influence management and business development.

This paper aims to explore green technology (GT) transfer through the perceptions of both business managers and technology specialists, who have been identified as the foremost practitioners of this practice.

A total of 22 semi-structured interviews were conducted with business leaders and technology scientists. The interviewees were asked to share their views on the motivations for importing GT; their familiarity with, knowledge of and understanding of GT transfer and the current GT performance in their organization; the key strengths of GT transfer and its limitations; the barriers to the use of GT; and their usefulness. The theoretical framework of actors’ resistance to institutional demands of Oliver (1991) is used as a theoretical lens to investigate the perceptions of the interviewees.

This study suggests that despite some benefits of the adoption of GT, such as increasing competitive advantage and improving green operations, there are huge concerns over the use and importation of GT. More specifically, almost all the technicians were concerned about the technical risks resulting from the lack of operational tests, the old technologies and the lack of knowledge transfer. Meanwhile, the paucity of specific regulations, guidance and environmental standards has been reported by business managers as one of the primary constraints for this movement.

This research contributes to the emerging literature on GT transfers in the developing world. It proves that the lack of communication and the scarcity of a true champion for GT efforts have reduced the efficiency of GT transfer.

By shedding light on the intricate nature of the relationships arising from GT adoption in organizations, this paper aims to support business leaders and standard setters in making a decision regarding the implementation and promotion of GT transfer, especially in the context of developing countries.

To the best of the authors’ knowledge, this is one of the first studies to explore eco-friendly technology transfers in a developing country from the micro-level perspective of both business and technology practitioners of GT-recipient organizations.

This study focuses on Vietnamese international students who returned from their overseas doctoral education to home universities in Vietnam (henceforth Vietnamese overseas-trained returnees). The purpose is to explore the experience of these returnees “doing research” (i.e. being research active) when resuming a lecturing role at a Vietnamese regional university. In the context of research now receiving heightened attention in both the wider global higher education (HE) discourse and the Vietnamese HE sector, this study is timely and provides valuable insights.

In total, 76 Vietnamese overseas-trained returnees from varied disciplinary backgrounds completed a questionnaire on their research motivation and their perceived constraints doing research. Eighteen subsequently took part in semi-structured interviews. The study draws on the notion of human agency from the sociocultural perspective to understand the coping strategies of the Vietnamese overseas-educated returnees in response to the challenges they encountered.

The results show that the returnees' motivations to conduct research varied, fuelled by passion, but constrained by multiple factors. Time constraints, heavy teaching loads, familial roles and lack of specialized equipment are key inhibiting factors in re-engaging in research for these returnees. Addressing them necessitated a great deal of readaptation, renegotiation and agentive resilience on the part of the returnees in employing different coping strategies to pursue research.

The paper argues for a subtle understanding of the returnees' experience of re-engaging in research that is both complex and contextual. Implications are drawn for research development in the regional Vietnamese HE context and perhaps in other similar settings.

There is little empirical knowledge about how Vietnamese returned graduates – university lecturers – continue doing research after their return. Also underexplored in global discourse is research on foreign-educated returnees doing research, while they are an important source of human resources. The present study, therefore, fills these research gaps.

Vietnam has repositioned itself from a war-torn country to a popular tourist destination. Although research on Vietnam tourism has grown in number, a macro analysis of national tourism governance and policies has largely been missing.

This synthesis paper offers a systemic analysis of Vietnam’s tourism accommodating intensified government intervention and dramatic market changes in recent decades. The authors offer a chronological analysis of tourism development along with the major political and economic turns of the country.

The patterns of tourism development reflect a compromise between centralization and decentralization of the governance system and a trade-off between economic and social objectives of development. Balancing these opposites, the internal strength of the domestic market and the resilience of communities and businesses become key assets for growth in circumstances where the socialist market economy continues to inform the current and future development of the industry.

Although the case of Vietnam is unique, the adaptive mechanism of the tourism industry highlighted in this paper offers a useful lesson for other developing countries. The research addresses tourism in the political economy in developing countries, which is valuable for researchers, policy analysts as well as practitioners in tourism.

The practical contribution of the study is derived from authors’ academic and industrial backgrounds. Findings from the study serve as a useful reference for those who embark on the study of tourism governance and policy-making in developing countries and problems associated with the economic transitional process. Those problems of the disparity between centralization and decentralization of the political system might not be only significant in Vietnam, but also prevail in developing countries. Thus, this study offers a point of departure for future empirical and comparative research on the kindship of tourism and political economy in a full scale.

The transitional economy as viewed through the tourism industry is prominently presented in the “evolutionary” approach to the transitional economy, which exhibits several unique features: the transition from a centrally planned (command) economy to a market economy and the manifestations of a socialist orientation in the modern economic management system (Vuong et al., 2019). While data from this study is mainly illustrative of the first point, the transition from a planned economy to a market economy, the second characteristic, the manifestation of a social orientation has only slightly been addressed and will need further elaboration in a future study. While Vietnam’s tourism positions itself in a socialist market-oriented economy might set a unique case, the study highlights the politics of tourism is shaped by the politico-economic system. The authors conclude that the adaptation of Vietnam tourism to a socialist market-orientated economy is better perceived as a social evolution achievement rather than a feature of capitalism.

The latest study on tourism governance (Bui et al., 2022) has outlined the evolution of the tourism administrative system and markets in the country; however, linkages of tourism to the broader political economic system have yet to be addressed. Addressing this gap, the authors carry out analysis of policies and governance from the insider’s viewpoint, when team members have been involved in numerous tourism planning and development projects, both on international and national scales. The practical experience along with thorough review of literature and statistical data contributes to shaping a fresh understanding of tourism in a transitional economy.

这篇综述对越南旅游业进行了系统分析, 包括近几十年来不断增强的政府干预以及巨大的市场变化。作者根据时间顺序分析了旅游业的发展以及该国的主要政治及经济的转变。此外, 政策文件的内容分析及旅游市场分析进一步说明了政治经济体系对旅游治理及政策的影响。

越南已将自己从一个饱受战争的国家重新定位成备受欢迎的旅游目的地。尽管对越南旅游业的研究不断增多, 但对国家旅游治理和政策的宏观分析却被之前的探究所忽略。此研究通过展示越南转型经济中的旅游治理模式连接了两个学科, 并且丰富了政治经济学和旅游学的文献。

旅游政策和市场分析反应了治理体系集权与分权之间的折中以及经济和社会发展目标之间的权衡。国内市场的内在优势以及社区及企业的韧性可以成为成长的关键资产来平衡这些对立面, 同时社会主义市场经济将继续影响产业的当前及未来的发展。因此我们的结论是, 越南旅游业适应社会主义市场经济应该被视为社会进化的成就, 而不是资本主义的特征。

考虑到一篇文章所能解决的问题有限, 作者无法就转型经济与中国进行比较研究。我们的研究为未来亚洲旅游与政治经济之间联系的实证和比较研究提供了一个出发点。

研究结果为发展中国家旅游治理和政策制定研究提供了有益的参考。

研究结果对于发展中国家旅游治理及政策制定研究具有重要参考意义。这项研究的成果对于发展中国家的旅游政策分析师, 特别是亚洲的研究人员来说很有价值。

当前的研究弥补了政治经济学中的一个研究不足, 即马克思主义学说及其与旅游业的对话。知识转移是本研究的一个亮点, 它源自对国家政治经济议程中的旅游治理的批判性分析。

Vietnam ha pasado de ser un país devastado por la guerra a convertirse en un popular destino turístico. Aunque la investigación sobre el turismo en Vietnam ha crecido en número, ha faltado en gran medida un macroanálisis de la gobernanza y las políticas turísticas nacionales. Nuestra investigación ha enriquecido la literatura tanto de la economía política como del turismo tendiendo un puente entre ambas disciplinas al presentar las pautas de la gobernanza del turismo en la economía de transición de Vietnam.

Este documento de síntesis ofrece un análisis sistemático del turismo de Vietnam que abarca la intensificación de la intervención gubernamental y los drásticos cambios del mercado en las últimas décadas. Los autores ofrecen un análisis cronológico del desarrollo del turismo junto con los principales giros políticos y económicos del país. Además, el análisis del contenido de los documentos políticos y el análisis del mercado turístico ilustran mejor las repercusiones de los sistemas político-económicos en la gobernanza y las políticas turísticas.

Las políticas turísticas y el análisis del mercado revelan un compromiso entre la centralización y la descentralización del sistema de gobernanza y un compromiso entre los objetivos económicos y sociales del desarrollo. Al equilibrar estos opuestos, la fuerza interna del mercado nacional y la resistencia de las comunidades y las empresas se convierten en activos clave para el crecimiento en unas circunstancias en las que la economía de mercado socialista sigue informando el desarrollo actual y futuro de la industria. Concluimos que la adaptación del turismo vietnamita a una economía socialista orientada al mercado se percibe mejor como un logro de la evolución social que como una característica del capitalismo.

Dentro del limitado abanico de cuestiones que podrían abordarse en un solo artículo, los autores no pueden establecer un estudio comparativo con China, en lo que respecta a la economía de transición. Nuestro estudio ofrece un punto de partida para futuras investigaciones empíricas y comparativas sobre la conexión entre turismo y economía política en Asia.

Las conclusiones del estudio sirven de referencia útil para quienes se embarcan en el estudio de la gobernanza y la formulación de políticas turísticas en los países en desarrollo.

Los resultados de la investigación son valiosos para los investigadores del sudeste asiático en particular y para los analistas de la política turística del mundo en desarrollo en general.

La presente investigación contribuye a un área poco investigada de la economía política, a saber, la doctrina marxista y su diálogo con el turismo. La transferencia de conocimientos es un aspecto destacado de esta investigación, que se ha derivado de un análisis crítico de la gobernanza del turismo en la agenda económica política nacional.

This study aims to extend the theory of planned behavior (TPB) model with additional factors such as perceived risk, knowledge of COVID-19, social media reviews, destination image and past experience to analyze what influences the travel destination intentions of young people.

An online survey of young people was conducted, and SPSS 20.0 and Smart-PLS (Partial Least Squares) 3.0 software were used to evaluate the measurement and structural models.

The study uses the extended TPB (Ajzen, 1991) to build on the factors affecting the selection of tourist destinations in relation to the risk perception of COVID-19, past experiences and images of destinations when traveling after the pandemic.

This study demonstrates the feasibility of applying the TPB framework and protection motivation theory (PMT) elements to people planning to visit a travel destination in the immediate wake of a public health emergency such as the COVID-19 pandemic. It explains the factors influencing tourists' intentions to visit during and after the pandemic. COVID-19 awareness and previous travel experiences influence post-pandemic travel decisions.

This research result will help build motivation and confidence for local tourism businesses regarding the rapid recovery of the industry among young people. However, businesses need to vigorously promote safety and adapt tourism services to suit the new post-pandemic situation.

The results of this study can help tourism businesses understand why young people may be hesitant to come to their localities for tourism so they can come up with a suitable development strategy to attract tourists.

This study expands on the framework of the TPB to explore additional factors that positively influence youth travel, and the barriers that concern them. It also provides data on the novel context of tourism in the post-pandemic era.

In the apparel industry, suppliers play a significant role, directly affecting customer service levels and business profits. Integrating sustainable requirements into supplier selection not only aligns with global environmental goals but also enhances business performance, social responsibility and overall industry well-being. This study aims to design a multi-criteria model to evaluate and select the most sustainable suppliers in the fashion industry, trying to balance the conflicts in the set of sustainable development criteria.

The integration of analytic hierarchy process (AHP) and Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) offers advantages in sustainable supplier selection within the apparel industry. The AHP plays a crucial role in engaging multiple decision-makers with conflicting criteria to reach a consensus during the decision-making process. Conversely, the TOPSIS is used to compute alternative ratings. By simultaneously determining criteria weights and incorporating stakeholder preferences, hybrid models enhance decision-making strength and overcome limitations observed in classical multi-criteria decision-making techniques.

This research identified and classified 16 critical criteria impacting the selection of apparel industry suppliers, focusing on sustainable development. The criteria were weighted, providing a robust statistical foundation for the selection model. The results indicated that the most influential criteria were staff training, production capability, flexibility and practice of recycling. The proposed sustainable supplier selection model explains to decision-makers how criteria influence supplier ranking results compared to traditional models, supporting managers in making informed and sustainable supply chain decisions through continuous updates and enhancements.

This research provides new insight into the weighted impact of factors related to sustainable supplier selection in the apparel industry. The combination of a precise process and scientific knowledge will improve the quality of sustainable supplier selection.

This study aims to ascertain the impact of data collecting awareness on perceived information security concerns and information-sharing behavior on social networking sites.

Based on communication privacy management theory, the study forecasted the relationship between information-sharing behavior and awareness of data collecting purposes, data collection tactics and perceived security risk using structural equation modeling analysis and one-way ANOVA. The sample size of 521 young social media users in Vietnam, ages 18 to 34, was made up of 26.7% men and 73.3% women. When constructing the questionnaire survey method with lone source respondents, the individual’s unique awareness and experiences with using online social networks (OSNs) were taken into account.

The results of the investigation demonstrate a significant relationship between information-sharing and awareness of data collecting, perceptions of information security threats and behavior. Social media users have used OSN privacy settings and paid attention to the sharing restriction because they are concerned about data harvesting.

This study was conducted among young Vietnamese social media users, reflecting specific characteristics prevalent in the Vietnamese environment, and hence may be invalid in other nations’ circumstances.

Social media platform providers should improve user connectivity by implementing transparent privacy policies that allow users to choose how their data are used; have clear privacy statements and specific policies governing the use of social media users’ data that respect users’ consent to use their data; and thoroughly communicate how they collect and use user data while promptly detecting any potential vulnerabilities within their systems.

The authors ascertain that the material presented in this manuscript will not infringe upon any statutory copyright and that the manuscript will not be submitted elsewhere while under Journal of Information, Communication and Ethics in Society review.

This study aims to investigate the conditional indirect effect of academic self-efficacy in the interplay between academic motivation and academic satisfaction through academic engagement among university students.

A cross-sectional study was performed on 1,638 Vietnamese university students (31.9% males and 68.1% females) aged 16 to 36 (Mean = 20.06, SD = 1.428). The participants filled out a questionnaire with the Vietnam versions of the General Self-Efficacy Scale, Academic Motivation Scale, Academic Life Satisfaction Scale and Academic Engagement Scale. Model 4 and Model 7 in the PROCESS macro were used for the mediation analysis and the moderated mediation analysis.

Results showed that the indirect effect of academic engagement on the academic motivation-academic satisfaction link was significant. Furthermore, academic self-efficacy moderated this indirect effect. The indirect effect was stronger among students with high academic self-efficacy and weaker among students with low academic self-efficacy.

This study’s findings contribute to educational research on academic satisfaction and can be used by institutions of higher education and educators to enhance academic satisfaction among university students.