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From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

This study aims to investigate the impact of employees’ engagement in government social media (GSM) on their cybersecurity compliance attitude, protection motivation and protective behavior, thereby contributing to effective cybersecurity practices at organizations.

A quantitative cross-sectional field survey was conducted to collect primary data in big cities and large provinces in Vietnam. The final data set of 323 responses was analyzed using the partial least squares-structural equation modeling approach to interpret the results and test research hypotheses.

Engagement in GSM positively influences employees’ cybersecurity compliance attitude (ATT). Perceived threat vulnerability and response efficacy also contribute to a positive compliance attitude, although self-efficacy has a negative impact. Moreover, the cybersecurity compliance ATT significantly explains the information protection motivation, which in turn influences employee protective behaviors. However, the relationship between compliance attitude and protective behaviors is weak, unlike previous studies that found a strong correlation.

Although recent studies have explored specific information security practices in corporate and home contexts, the influence of GSM on individuals’ cybersecurity behaviors has received limited attention because of its novelty. This study contributes to the existing body of knowledge by investigating the impact of GSM on cybersecurity behaviors. This study provides significant contributions to understanding social media’s effects of social media on individuals’ cultivation processes, by expanding upon the protective motivation theory and cultivation theory. The results lead to practical suggestions for organizational managers and policymakers so that they can enhance their understanding of the importance of cybersecurity, encourage the implementation of self-defense strategies and highlight the significance of threat and coping evaluations in influencing attitudes and motivations.

This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by looking into the significance of mediating factors, namely, brand image (BI) and brand loyalty (BL), within the context of an emerging economy.

The authors conduct an extensive literature study on the subjects of CSR, BI and BL to assess their influence on the sustainable performance of SMEs in an emerging market. The study adopts a quantitative methodology. A total of 438 answers were obtained from a sample size of 513. The data of the SMEs in Vietnam was analyzed using the smart partial least squares structural equation modeling software, specifically version 3.3.2.

The results of the authors demonstrate notable and favorable correlations between CSR and CSP, CSR and BI and CSR and BL. Importantly, the findings contribute to existing knowledge by looking into the mediating influence of BI and BL in the relationship between CSR and CSP.

According to the authors’ understanding, a number of research have investigated the correlation between CSR and CSP within the realm of SMEs. Nevertheless, there is a scarcity of scholarly research examining the mediating function of BI and BL in this association. The study’s findings have important implications for entrepreneurs and senior management in effectively guiding their enterprises and improving their business strategies with an emphasis on sustainability in emerging markets. The outcome of this study has the potential to significantly contribute to SMEs in Vietnam as well as other emerging countries.

The paper aims to examine the impact of tighter banking regulation on banks’ loan loss provisioning in an emerging market context.

The authors exploit the adoption of the Basel II Accord in Vietnam as a quasi-natural experiment and use Difference-to-Difference (DiD) method to examine the impact of tighter banking regulation on Vietnamese banks’ provisioning during the period of 2010–2019.

The paper finds that affected banks (i.e. those taking part in the pilot adoption programme) manage to reduce their provisions significantly compared to their control peers in the post-adoption period. More importantly, this paper further finds that the affected banks manage their provisions primarily for incomes smoothing and signalling. This paper also finds that those banks expand their lending significantly and experience an increase in financial performance in the post-adoption period. Overall, the results provide supports for the “borrowing from the future” proposition that banks may perceive that a tighter banking regulation provides them with growth opportunities, so they have the tendency to manipulate their provisions to facilitate their current income.

This paper contributes to the established literature on the manipulation of bank provisioning as well as the impact of banking regulation, and especially Basel II on bank economic decisions. As compared to prior literature, the adoption of Basel II in Vietnam provided an ideal shock for us to conduct a DiD design to estimate the causal impact of tighter banking regulation on banks’ provisioning practices.

This study aims to develop a comprehensive understanding about employer branding dimensions as well as the dimension's possible links with turnover intentions through the lens of existing hospitality employees.

A survey was conducted based on a sample of 200 hospitality employees in order to examine relationships between employer branding dimensions and turnover intentions. Structural equation modeling (SEM) was used for data analysis and hypothesis testing.

The findings found that economic, social, development and security values had negative impacts on turnover intentions; however, the impact of application and interest values on turnover intentions were not confirmed.

Hospitality managers can prioritize actions and strategies that influence their staff's intentions to quit, subsequently reducing employee turnover.

Given the lack of studies on employer branding dimensions from the perspective of current employees, especially the employees’ relationships with employee turnover intentions, this study points out employer branding factors that impact employee turnover intentions in the settings of coronavirus disease 2019 (COVID-19). The findings add to the literature on employer branding and employee turnover management and provide insights for hospitality managers in the context of the New Normal.

This paper seeks to revisit the interrelationship among tourists’ perceived value of the destination, tourist satisfaction and destination loyalty in the heritage tourism site of Hoi An. In addition, the moderating role of tourists’ perceived crowding, which has become remarkably common at the site, in such a triangle relationship will also be explored. In other words, this study aims to validate an extended model of perceived value – tourist satisfaction – destination loyalty – perceived crowding.

The study collects data from 403 tourists who visited Hoi An during peak season through an online questionnaire. The data were later analysed using AMOS and Warp partial least squares.

The results validate the significant and positive correlation among perceived value, customer satisfaction and destination loyalty. Also, perceived crowding was confirmed to affect the relationship among these three variables negatively. In terms of academic contributions, this paper empirically proved that low levels of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at World Heritage Sites (WHS) can be caused by perceived crowding.

So far, current literature has investigated the direct (either positive or negative) relationship between perceived crowding and post-visit behaviours of tourists (Nie et al., 2022; Papadopoulou, Ribeiro, & Prayag, 2023; Stemmer, Gjerald, & Øgaard, 2022). Broadening this area of research, the authors of this paper used the social interference theory and the stimulus-overload theory to explain the low level of tourist satisfaction and destination loyalty among tourists who highly value their visiting experience at WHS.

Blockchain-based traceability technology (BTT) is an emerging digital technology that claims to have the potential to fulfil the demand for traceability to safeguard fruit safety. Drawing on the technological, organisational and environmental (TOE) framework, this study aims to investigate the perceived facilitators and barriers that influence the behavioural intentions of multiple stakeholders in the Vietnamese fruit supply chain (i.e., farmers, trading enterprises and consumers) to adopt BTT.

This study utilised a qualitative approach of semi-structured in-depth interviews with 60 stakeholders in the Vietnamese fruit supply chain to achieve the research objectives. NVivo 12 was employed to analyse the collected data using content and thematic analysis.

The findings identify several perceived facilitators that motivate BTT adoption. These include trust, transparency, business performance, the formation of alliances, consumer awareness of food safety and ethical agricultural practices, fruit branding and the pivotal role of farmers' cooperatives. Meanwhile, the perceived barriers to BTT adoption include a lack of digital literacy amongst the stakeholders, poor organisational culture, the high cost of traceability-enabled products and data privacy and security governance.

This study suggests that technology awareness and perceived facilitators and barriers should be incorporated into the design and deployment of blockchain-based traceability technology in the agri-food supply chain in developing countries.

To the best of the authors' knowledge, this study is the first qualitative paper that attempts to fill the research gap of understanding the perceived facilitators and barriers that influence the intentions of multiple stakeholders in the fruit supply chain to adopt BTT in the context of a developing economy.

The purpose of this study is to examine the association between related party transactions (RPTs) in terms of sales and purchases and earnings management (EM).

The authors use the estimation method of system generalized method of moments (Sys-GMM) on a sample of 413 non-financial firms in Vietnam in the period from 2015 to 2019, totaling 1,638 firm-year observations. Multiple proxies for RPTs and EM are used to provide a comprehensive assessment of the relationship between the two factors.

There is a positive association between RPTs and EM, suggesting that both types of RPTs could reduce financial reporting quality and allow firms to be more engaged in earnings manipulation.

There are a number of studies investigating the above link, but they tend to use aggregate values (the sum of both sales and purchases with related parties) or just either accruals-based earnings or real EM. This study is the first to extend the literature on the relationship between RPTs and EM by examining both sales-based and purchases-based RPTs on both real and accruals-based earnings manipulation. This approach helps uncover the differences in the effect of the two types of RPTs on both types of upward EM.

Commercial banks are the financial powerhouses of a nation that can create a penetrating impact at the grassroots level. This study aims to investigate the demand-side drivers of green banking purchase intention by extending the popular theory of planned behavior (TPB) model.

This study used a mono-method research approach to collect customers’ cross-sectional responses using structured questionnaires. The data were further analyzed using CB-SEM.

This study points out that attitude, subjective norms, perceived behavioral control and environmental concern are demand-side factors that drive the intention of individual customers to adopt green banking services. The moderating roles of collectivism, age and gender are also discussed in this study.

The present study’s results suffer from mono-method bias as they are based on primary data analysis alone. This limitation can be addressed by incorporating a mixed-method approach.

Several policy suggestions are offered based on the findings on improving green banking adoption among individual customers. The proper incorporation of these guidelines will expedite a nation’s aspirations for sustainable economic growth.

To the best of the authors’ knowledge, this is the first study to explore the demand-side factors that drive Omani customers’ intention to adopt green banking. Moreover, this study extends the TPB with environmental concern and personal values to examine the green banking adoption by individual customers.