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The study aims to analyze consumer reaction to counterintuitive communication linked to the LGBTQIAP+ cause.

The theoretical framework focused on marketing communication, counterintuitive communication and the insertion of the LGBTQIAP+ issue in them. A hypothetical-deductive approach was adopted, carried out through an online experiment with a factorial design 2 (high involvement product − wedding ring × low involvement − perfume) × 2 (homosexual couple − counterintuitive × heterosexual − intuitive), with two subsequent steps: eye tracker collection (n = 21) and questionnaire application (n = 136).

It was possible to attest to the differences between traditional (intuitive) and counterintuitive marketing communications, identified both in terms of visualizations and fixations (eye tracking), and objective responses (online questionnaire), finding more positive consumer behavior in the case of counterintuitive communication with insertion of the LGBTQIAP+ cause.

Marketing communication has great potential to create “new/other” values and worldviews, thus having an important role in social responsibility that goes beyond the marketing sphere. Precisely in this context, the study contributes to endorse the literature concerning counterintuitive communication, reinforcing the increasing importance and favorable scenario for its practice, as well as highlighting its importance as an efficient marketing strategy.

The study extends the understanding of counterintuitive communication with the scope of an investigation linked to the LGBTQIAP+ cause, especially from the perspective of the receiving public, the consumers. Furthermore, it advances in the sense of aggregating empirical evidence by means of both exploratory (with neuroscientific technique as eye tracking) and explanatory factors.

This paper aims to examine empirical support for 18 hypotheses specifying relationship between leader spiritual behaviours towards subordinates and subordinate work attitudes of job satisfaction, job involvement and affective commitment. It also does concept specification, scale development and a preliminary scale validation for leader spiritual behaviours towards subordinates.

Using a survey design, this study assesses support for 18 hypothesized relationships between leader spiritual behaviours towards subordinates and three forms of subordinate work attitudes and also provides preliminary evidence on the construct validity of the new leader spiritual behaviours towards subordinates scale.

The results are mostly supportive of the hypotheses and also demonstrate the validity of leader spiritual behaviours towards subordinates scale in terms of an interpretable factor structure, high reliability level and convergent and discriminant validity.

The study provides a scale for leader spiritual behaviours towards subordinates. It also outlines meaningful directions for future research.

The positive relationship of leader spiritual behaviours towards subordinates with three work attitudes in this study and already established relationship between these work attitudes and employee performance suggest that managers’ practice of leader spiritual behaviours towards subordinates can potentially enhance employee performance.

The study results suggest that leader spiritual behaviours can enhance positive employee work attitudes and potentially employee performance, and thus can make organizations both spiritual and productive.

This is, to the best of the author’s knowledge, the first study to formally specify the concept and components of leader spiritual behaviours towards subordinates and to demonstrate its positive relationship with three forms of subordinate work attitudes.

Considering the detrimental impact of workplace cyberbullying on employees and organizations, it is necessary to understand factors that potentially induce employees to engage in cyberbullying and to recognize personal characteristics that may help employees mitigate its impact. This research applies the conservation of resources (COR) theory to investigate the effect of organizational politics and political skill on employees' exposure to workplace cyberbullying as well as to analyze the subsequent impact on emotional exhaustion. Moreover, the interaction effect of political skill and organizational politics on employees' exposure to workplace cyberbullying is analyzed.

The total of 358 complete questionnaires were obtained from one medium-sized public university in Thailand. The partial least squares structural equation modeling (PLS-SEM) was used to analyze the data.

The analysis supports the positive association between organizational politics and employees' exposure to workplace cyberbullying. Employees' exposure to workplace cyberbullying also has a positive association with emotional exhaustion. On the other hand, the analysis showed that political skill has a negative association with employees' exposure to workplace cyberbullying. The result from the moderating effect analysis further shows that political skill also reduces the impact of organizational politics on employees' exposure to workplace cyberbullying.

The incorporation of the COR theory provides theoretical insight into how political skill of employees can buffer the impact of organizational politics on exposure to workplace cyberbullying. It advances the knowledge found in previous research that lacked solid theory to explain the interaction between organizational politics and political skill of employees in the area of workplace cyberbullying.

The aim of the study is to investigate the relationship between humble leadership, project success, and service-oriented organizational citizenship behavior (OCB) and how task complexity may moderate this relationship. The study aims to determine if humble leaders are more likely to promote service-oriented OCB among team members and if this behavior in turn leads to greater project success, especially in complex task environments. These relationships are examined through the lens of the conservation of resources theory.

The data were collected from the employees working in software companies using a closed-ended questionnaire, and a total of 214 complete questionnaires were analyzed. The research model was tested using structural equation modeling with the help of Smart PLS 3 software.

Humble leadership is positively associated with service-oriented organizational citizenship behavior (OCB), which in turn is linked to project success. Task complexity does not appear to have a significant impact on this relationship.

Humble leadership is positively related to IT project success through its influence on service-oriented organizational citizenship behavior and task complexity. Implications include the importance of fostering a humble leadership style to enhance IT project success, as well as the potential benefits of promoting service-oriented behavior among employees. It also highlights the need to consider task complexity when evaluating project success.

The research explores the relationship between “humble leadership” and project success, and how it relates to “service-oriented organizational citizenship behavior” and “task complexity”. It presents an original perspective on the role of leadership in project success and the impact of organizational culture on project outcomes through the lens of the conservation of resources theory.

Drawing on the conservation of resources theory, the present study aims to design and explore the influence of abusive supervision and coworker incivility on turnover intention among frontline employees (FLEs). Besides the mediating effects of work stress between abusive supervision and turnover intention, coworker incivility and turnover intention also be explored.

Data from 311 FLEs are collected by a self-administered structured questionnaire and analyzed by confirmatory factor analysis and structural equation model.

The empirical results established that abusive supervision and coworker incivility significantly predicts work stress and work stress significantly predicts turnover intention. Abusive supervision significantly predicts a positive relationship with turnover intention, whereas coworker incivility with turnover intention is vis-à-vis. Besides, abusive supervision and coworker incivility significantly predict turnover intention via work stress. The study further illustrated the control variables, e.g. education, experience, and proactive personality of FLEs.

The study finds abusive supervision and coworker incivility as stressors in the emerging economy for FLEs. However, coworker incivility on turnover intention cannot predict as expected because the roles of the supervisor and coworker are different in this context.

The continuous support of supervisors and coworkers can reduce the stress and consequences of reducing the intention of turnover of FLEs. The concerns can enhance their support by using respect and credit for work, maintaining privacy, providing proper feedback, being sensible to the performance, and entitlement to any achievement. They also suggest ensuring a work environment of privacy, fair treatment, importance to suggestions, and ascertaining punishment for any colleague's mistreatment.

The frontliners always contribute a large pie of output for any organization. Supervisors and coworkers impact the day-to-day life of FLEs.

As a study on FLEs in the context of evolving economy, the investigation fulfills the inconsistencies of the previous result with the mediating role of work stress with a strong theoretical base.

This study aims to analyze the effect of entrepreneurs’ improvisational behavior on business risk-taking and opportunity recognition, as well as to analyze its subsequent impact on firm performance. Moreover, this study examined whether the effect of entrepreneurs’ improvisational behavior on business risk-taking and opportunity recognition could be moderated by firm size and the business experience of entrepreneurs.

Online survey data were collected from 304 firms in Thailand that were randomly selected from a business directory. The data were assessed using partial least squares structural modeling.

The results confirmed that entrepreneurs who exhibited high levels of improvisational behavior tended to report that their firms engaged more actively in risk-taking and opportunity recognition. Moreover, risk-taking and opportunity recognition played a chain mediating effect in explaining the association between the improvisational behavior of entrepreneurs and firm performance. Regarding the moderating effects, this paper found that firm size negatively moderated the effect of improvisational behavior on risk-taking and opportunity recognition, while business experience of entrepreneurs only positively moderated the effect of improvisational behavior on risk-taking.

This study provided new knowledge by showing that improvisational behavior of entrepreneurs should be integrated with other firm advantages determined by firm size and the business experience of entrepreneurs to strengthen the ability to be more effective at risk-taking and opportunity recognition.